In a nutshell
A KPI is a number that works as a "milestone" on the way to your final goal. The final goal itself is sometimes called a KGI (Key Goal Indicator) to keep the two apart. For example, if the KGI is "30 bookings a month from social media," then "300 clicks a month to the booking page" and "5 posts a week" are KPIs.
How to set them for social media
If you place KPIs along the path from action to result, you can see where things get stuck.
| Step | Example KPIs |
|---|---|
| Publish | Number of posts, share of posts that went out on schedule |
| Reach | Impressions, reach, change in followers |
| React | Engagement rate, number of replies |
| Act | Link clicks, conversions |
Numbers in the upper steps move quickly, and the lower you go, the longer they take. For the first few months, focus on protecting the KPIs in the upper steps, and your operation will last.
What to watch for
If you set too many KPIs, you won't know which one to base decisions on. We recommend narrowing it down to 2 or 3 for each goal. Also, if you pick only numbers that are easy to grow, such as follower count, you tend to chase growth that has nothing to do with your goal. Always include at least one number that connects to the final result.
The steps for setting them are in How to set goals and KPIs, and how to review each month is in How to build a monthly report.
A KPI is not something you set once and forget. After running for about the first three months, if you find the numbers don't connect to your goal, revisit how you set them. If you also record why you changed them, you won't be confused when you look back later. The basics of reading the numbers are covered in The basics of social media analytics.
In SNS TOWN
KPIs in the "Publish" step are easier to keep if you set the times and number of posts in a post cycle. The "Reach" and "React" steps can be checked in Analytics, which shows the change compared with the previous period.
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