Skip main navigation

Hurry, only 5 days left to get one year of Unlimited learning for £249.99 £174.99. New subscribers only. T&Cs apply

Find out more

Example objectives and KPIs template

This step introduces learners to sample templates they can use for social media objectives.

Here is a sample business goal for a shoe retailer. You can see the business goal goes through several stages until it’s been developed into a marketing goal.

How a business goal becomes a marketing objective

To download a detailed description of this visual, scroll to the “Downloads” section at the bottom of this step.

In the example, we’ve assumed that additional views and engagements will result in additional leads. Here a lead is classed as a click-through to the website landing page.

How a business goal and marketing objective become a SMART objective

To download a detailed description of this visual, scroll to the “Downloads” section at the bottom of this step.

For this example, we need:

  • Video Views: Views will help the viewer along the customer journey toward clicking through to our goal.
  • Likes: Likes will help spread the posts and video to increase views and clicks through the goal destination.
  • Comments: Comments encourage higher emotional investment, and also elicit further discussion, spreading the content further and increase opportunities for additional clicks.
  • Click-throughs: Clicking through to the website is our ultimate KPI, as it delivers the prospect or repeats purchaser to the final location. Here they can make the purchase or take the desired action. It’s important to remember to focus effort across the whole customer journey, not just the purchase stage.

How a SMART objective becomes a KPI

To download a detailed description of this visual, scroll to the “Downloads” section at the bottom of this step.

Now you have your full flow from organisational objectives to social media KPIs.

The flow from business goal to KPI

To download a detailed description of this visual, scroll to the “Downloads” section at the bottom of this step.

The Social Measures Toolbox

How KPIs fit into the social measures toolbox

To download a detailed description of this visual, scroll to the “Downloads” section at the bottom of this step.

You will see that there are no KPIs against impressions/reach for this campaign. However, in a campaign focussed on brand recognition, it would be included.

In this example, the conversions row is always 0. This is because the social media team are not directly responsible for sales. However, some organisations are able to directly attribute sales to social activity/referrals. In this case, you would put targets in the bottom row labelled conversions.

This article is from the free online

Understanding Social Media Strategy

Created by
FutureLearn - Learning For Life

Reach your personal and professional goals

Unlock access to hundreds of expert online courses and degrees from top universities and educators to gain accredited qualifications and professional CV-building certificates.

Join over 18 million learners to launch, switch or build upon your career, all at your own pace, across a wide range of topic areas.

Start Learning now