Social Media Metrics Framework

Connects every social media metric to a business objective through a three-tier framework (Schaffer, 2013), with audience-specific reports, SMART targets and funnel velocity for East African clients.

Use When

• The team reports likes and followers but leadership wants measures tied to sales, leads or enquiries.
• Each KPI needs a definition, owner, data source, target and the decision it informs.
• Reporting must differ by audience: weekly for the team, monthly for the owner, quarterly for the board.
• A retainer needs a measurement plan with one metric that matters, lines in the sand and stage metrics.
• Funnel conversion rates and velocity should be added to show where leads stall.

Do Not Use When

• meta-reporting for the monthly written report, dashboard spec or quarterly review.
• measurement-tracking-plan for the events, tags and consent set-up that feed the KPIs.
• meta-roi-framework for return on investment and business cases.
• Stop before setting a target with no baseline data; mark it provisional.