The key question you want to keep in mind while undertaking a social media audit is: “What value is your organization adding to your customers through social media now vs. _______________?”

The core purpose of a social media audit is to assess current performance against desired outcomes. Therefore, comparing the present value your organization adds to customers through social media with "the value you want to be adding" directly aligns with identifying gaps and opportunities for improvement. The other options are incorrect because they focus on different metrics or perspectives: "the value your customers are providing to you" reverses the focus from your organization's contribution; "the number of followers you gain per quarter" is a vanity metric that doesn't directly measure value added; "the amount you spent acquiring them" relates to cost, not value; and "the maximum revenue you can extract from customers in exchange" is a sales-focused metric, not a customer-value-focused one.