AI SOCIAL MEDIA AUDIT BY GLADYS ISRAEL .

These are Excelerate's structured social media plugs. My team and I will be working on LinkedIn and
Instagram

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AUGUST 24



EXCELERATE
Authored by: 1808 SLU AISM
TEAM 10

EXCELERATE’S
SOCIAL MEDIA
AUDIT REPORT
2025- WEEK1

2. 2

Social Media Audit Report
1. SOCIAL MEDIA AUDIT
Platforms & Usernames

PLATFORM HANDLE EST.
FOLLOWERS




@Excelerate.org

13,000K


@excelerate__

14.1K


@4Excelerate

20,678K


@4Excelerate_org

557


@4excelerate_org

Not found

Excelerate Social Media Platform
Overview
These are Excelerate's Social Media structured plugs. My team and I will be working on LinkedIn and
Instagram.

INSTAGRAM:

The majority of Excelerate's Instagram followers are students and young professionals (18–34 years
old), who interact with relatable, inspirational, and visually appealing content. The platform is
excellent at telling stories through posts, reels, and stories, and it has a lot of potential for intern
testimonials and behind-the-scenes material. Trends, aesthetics, and interactive elements like polls and
Q&A are what drive engagement. Possibilities include consistent branding through themes, hashtags,
and user-generated content; carousels for career advice; and reels to showcase internship experiences.

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LINKEDIN:

The majority of Excelerate's LinkedIn audience is between the ages of 25 and 44 and includes students,
interns, alumni, mentors, employers, and thought leaders. With content like partnerships, career-
focused articles, and success stories, the platform is strong for thought leadership, professional
development, and industry insights. Professional engagement is fuelled by shares, comments, and
valuable content like market insights and career advice. Possibilities include establishing Excelerate as
a thought leader, demonstrating impact via case studies and testimonies, and promoting networking by
tagging colleagues and promoting business-related conversations.


PLATFORM POST NAME PHOTO WITH
HIGHEST
ENGAGEMENT
VIDEOS NAME
HIGHEST
ENGAGEMENT
REEL / SHORT
WITH HIGHEST
ENGAGEMENT

Instagram
1. Looking
for a way
to boost
your
career

 Like: 275
 Comment; 30
 Share; 144
 Repost; 1
 Date; 2 /4/2024



2. Have you
ever felt
like
you’ve
done
everything
right- the
grade

 Like: 9584
 Comment; 13
 Share; 4
 View ; 10.2M
 Year; 2025
3. Got
Question
s? We’ve
got
answers.


 Like: 157
 Comment; 15
 Share; 59
 Repost; 0
 Date; 3 /4/2024

4. Learning
has never
been
easier


 Like: 2844
 Comment; 3
 Share; 15
 View ; 3.8M
 Year; 2025
5. Feeling
left
behind?

 Like: 9033
 Comment; 41
 Share; 46
 View ; 8.8M
 Year; 2025


LinkedIn

1. Celebrati
ng 20k
Changem
akers



 Like: 59
 Comment; 17
 Repost; 2
 Date; 2025



4. Highest poll
Poll ( Which
genre do you
enjoy the
most? )




Vote: 29

4. 4


ENGAGEMENT & PERFORMANCE OVERVIEW 2025





2. What
does
happiness
mean to
you?

 Like: 21
 Comment; 2
 Repost; 2
 Date; 2025


5. Highest poll
Poll ( Which
hidden gem
would you
visit? And
why?)




Vote ; 20
3. Exprienci
ng
Excelerat
e (
Building
bridge to
Bright
futures


 Like: 16
 Comment; 2
 Repost; 1
 Date; 2025



6. Highest video

Every workplace
has its mix of
interns

 Like: 18
 Comment; 0
 Repost; 46
 Year; 2025


PLATFORM POST
NAME

DISCRIP
TION

HIGHEST
LIKES POST

HIGHEST
VIWES


DATE

ATTACHED

Instagram
Have you
ever felt
like you’ve
done
everything
right- the
grade

Reel

9584

10.2M

2025


LinkedIn

Which
genre do
you enjoy
the most?


Poll-Vote

29


Nil


2025

5. 5




VISUAL SUMMARY:

Key Performance Metrics – Excelerate’s Social Media Presence
1. Post Frequency & Consistency
Instagram: Excelerate posts 2–3 times daily (including reels). This is much higher than industry norms
(3–5 posts weekly).
LinkedIn: Posting is less frequent, averaging 1 post daily or every other day.
Observation: While consistency is strong on both platforms, the extremely high frequency on
Instagram reduces per-post visibility and engagement.
2. Engagement Rate
Instagram (@excelerate__):
• Followers: 14,000
• Average per post: 15–17 likes, 0 comments, 2–3 shares
• Engagement Rate ≈ 0.14%

LinkedIn (Excelerate page):
• Followers: 21,000
• Average per post: 5–7 likes, 0 comments, 1–2 shares
• Engagement Rate ≈ 0.03%

Benchmark: The average engagement rate on Instagram is 2–3% and on LinkedIn ~0.5–1%.
Excelerate’s rates are far below average, signaling that content is not resonating strongly with
followers.
PLATFORM POSTING
FREQUENCY
ENGAGEMENT
INDICATORS
USAGE FOCUS

Instagram

Frequent
(Stories/Reels)


Good engagement with
visuals
Visual storytelling—
virtual internships,
testimonials, and event
highlights.

LinkedIn


3 days interval


Steady professional
interaction
Professional
audience—
partnerships, career
opportunities.

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3. Best-Performing Content
Instagram: Student reviews/testimonials and storytelling-style posts (teamwork, learning experiences).
These gain slightly higher engagement and more re-shares.
LinkedIn: Professional reflections or feedback posts receive modest re-shares but limited likes.
4. Follower Trends
Instagram: 14,000 followers with 727 total posts. Despite frequent posting, follower engagement is
low, suggesting audience fatigue.
LinkedIn: 21,000 followers, but with weaker per-post engagement than Instagram, indicating a
mismatch between content style and platform expectations.
5. Reach & Impressions
Proxy Insight: While total impressions are high due to frequent posting, per-post reach is suppressed
by low engagement.


Comparative Performance of Excelerate Instagram &
LinkedIn

Followers Comparison

LinkedIn has a larger follower base (21K) compared to Instagram (14K), but
follower count alone does not translate into higher engagement.

Post Frequency

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Instagram posts 2–3 times daily, while LinkedIn posts once daily or every other
day. High frequency on Instagram may be causing audience fatigue.


Average Engagement per Post

Instagram posts average 15–17 likes and 2–3 shares, while LinkedIn posts receive
only 5–7 likes and 1–2 shares, with almost no comments on either platform.

Engagement Rate

8. 8


Both platforms perform below industry benchmarks — Instagram at 0.14% and
LinkedIn at 0.03% compared to expected rates of 2–3% and 0.5–1%, respectively.


Instagram vs LinkedIn – Comparative Metrics

Metric Instagram
(@excelerate__)
LinkedIn
(Excelerate)
Insights
Followers 14K 21K Larger base on
LinkedIn
Post Frequency 2–3 posts per day 1 post daily / every
other day
IG more active
Avg
Engagement/Post
15–17 likes, 0
comments, 2–3
shares
5–7 likes, 0
comments, 1–2
shares
IG slightly better
Engagement Rate ~0.14% ~0.03% Both below
benchmarks
Best Content Student reviews,
storytelling
Reflections,
feedback posts
Different strengths

INSIGHTS SECTION:

9. 9

Performances:
 Excelerate has an established presence with a growing follower base (21000+).
 They share content that includes industry insights, company updates, alumni
success stories and career tips.
 Engagement levels average 70-80 reactions and 15-20 comments per post, with
higher interaction on alumni success stories.
 Posts with visuals generated for more visibility than a plain text updates.
Relevance :
LinkedIn is particularly relevant for Excelerate because it allows the brand to:
 Position itself as a thought leader in the career and upskilling domain.
 Build trust among professionals, recruiters and potential partners.
 Serve as a channels for professional success stories and corporate collaborations.


Actionable Insights:
 Publish more long-form posts/articles on career tends and future skills.
 Engage with comments and discussions to strengthen community – building.
 Use LinkedIn live sessions or webinars with alumni or industry experts to
enhance authority.

2. AI TOOL EVALUATION TABLE


Choosing the right social media management tool is crucial for optimizing your online presence. Here's
a detailed comparison between Buffer and Zoho Social, highlighting key features relevant to
Excelerate's needs.

Dashboard
Clarity
Clean, modern UI with “Analyze” tab showing
Overview, Posts, and Audience performance.
Customizable reports.
Simple card-based
dashboards, good for
tracking multiple platforms
together.

AI Tool Evaluation – Buffer vs Zoho Social

10. 10


Audience
Insights
“Best Time to Post” feature shows when
followers are most active. AI Assistant suggests
caption optimizations.
Simple card-based
dashboards, good for
tracking multiple platforms
together

Post Scheduling
“Best Time to Post” feature shows when
followers are most active. AI Assistant suggests
caption optimizations.
SmartQ (AI posting time
predictor) recommends
optimal posting times based
on historical engagement.

AI-Powered
Suggestions

Multi-platform scheduling with queue and
calendar view. Includes AI caption rewriter to
refine copy.
Strong scheduling features
with bulk upload and
SmartQ slots.

Reporting &
Export

Create custom reports, export to PDF or CSV.
Great for client-ready decks.


Export reports as PDF/PNG.
Advanced analytics
available if connected to
Zoho Analytics.

Integration

Supports IG, LinkedIn, Facebook, TikTok,
Twitter/X, Pinterest.

Supports IG, LinkedIn, FB,
Twitter/X, Google My
Business, and integrates
tightly with Zoho apps
(CRM, Desk, etc.).


Optimal Use Cases for Each Platform

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Buffer shines when:

 A small/medium team needs clean,
professional reports quickly for
stakeholders.
 The business prioritizes AI-driven caption
assistance to enhance copy and
engagement.
 The primary focus is on maximizing
impact on Instagram + LinkedIn.




Zoho Social is ideal when:

• A business seeks hands-off scheduling
with intelligent SmartQ posting times.

• The team is already embedded within the
Zoho ecosystem (CRM, Desk,
Campaigns) for seamless integration.

• There's a need for multi-network
management at scale.







Key Limitations to Consider



 Limited free plan features, with advanced
reports and exports locked behind paid
tiers.

 Fewer third-party integrations compared
to Zoho Social's broader ecosystem.





 AI support is primarily restricted to
scheduling; lacks robust AI for caption or
content generation

 Visual reporting capabilities are less
customizable and flexible than Buffer's.

Buffer's Strengths
Zoho Social's Strengths
Buffer's Limitations
Zoho Limitations

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Why Buffer is the Optimal Choice for Excelerate

Content Optimization
for Engagement

Superior Reporting
and Benchmarking

Streamlined
Operations (Outside
Zoho Ecosystem)

Excelerate currently faces
low engagement rates (IG
~0.14%, LI ~0.03%).
Buffer's AI caption
assistant directly addresses
this by helping to improve
content quality, tone, and
overall effectiveness,
leading to more
meaningful interactions.


The ability to clearly track
engagement rates against
benchmarks is critical for
Excelerate. Buffer’s highly
customizable and
exportable reports offer a
significant advantage over
Zoho's more limited
reporting features, ensuring
actionable insights.


As Excelerate is not
currently integrated into
the Zoho product
ecosystem, Buffer provides
a more straightforward and
efficient path to generating
valuable insights and
professional social media
reports.




Key Takeaways: Maximizing Social Media Impact

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~0.14% ~0.03% 1
Current IG Engagement Current LI Engagement Recommended Tool











For Excelerate's immediate needs and strategic goals, Buffer emerges as the superior choice. Its
strengths align directly with addressing current pain points and driving measurable improvement.

1. Reduce Posting Frequency on Instagram → Move from 2–3 daily posts to 4–5 high-quality posts per
week.
2. Engagement-First Approach → Use discussion prompts, polls, and call-to-action captions to drive
comments.
3. Track & Optimize Monthly → Monitor engagement rate and follower growth; scale back low-
performing formats and double down on top-performing ones.
4. Boost Content on Instagram → Since organic reach is very low, run targeted engagement campaigns
and boost selected posts. This will help increase visibility, drive direct traffic, and improve
engagement on the page.


Identified as a critical
area for improvement.
Buffer chosen for its AI-
driven content optimization
and robust reporting.
Highlighting the urgent need for
content enhancement.
Recommendation for Excelerate: Buffer