goals-and-kpis

The target-setting layer — turn business outcomes into a measurable cascade with one North Star per channel, benchmark-set targets, and action thresholds. This skill sets the win conditions; analytics-and-reporting measures against them.

The POV: goals, not wishes

"Grow our following," "go viral," "do better on Instagram" are wishes — unmeasurable, unowned, and disconnected from the business. Build a cascade instead: business goal → SMART objective → KPI → supporting metrics, with one North Star per channel tied to its real job, a target from your own benchmark (achievable yet ambitious), a 3–5 cap for focus, and thresholds that trigger action. A KPI must be controllable, non-vanity, and mapped to an outcome — and a well-set one (a follower target paired with an engagement floor) prevents gaming.

Read these first

1. brand-profile — positioning/audience.
2. social-strategy — the business outcomes every goal must ladder up to.