The behavior of your target audience on your website. Think of time on site , bounces, number of pages viewed, repeat visits etc.
The performance of your competitor(s)
An audit has little value if it does not contain benchmarks. It is and remains mainly a list of figures. The b2b email list real value lies in a benchmark with your competitors and/or industry.
We usually finish the audit by filling in a so-called 'social media maturity model'. There are many models available, I often use the model below, which we developed ourselves based on existing models. Feel free to use it for your own organization.