Goals And Kpis
Set social media goals and KPIs — measurable targets and north-star metrics that aren''t vanity numbers. Use when someone wants to "set social medi…
By Frank Heijdenrijk, MIT licence. Shared here with credit.
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.