How do I map KPI’s to my social media strategy?

You need to know what key performance indicators (KPIs) to track for each stage of the buying funnel. Not every stage should track the same KPIs, or else you’re going to be unhappy about the ROI for each of your campaigns. Depending on the buying funnel stage, here are the KPIs you should track:

Awareness
  • Social shares
  • Social impressions
  • Website impressions/visits from social
Engagement
  • Social shares
  • Post comments
  • Link clicks
  • Email/newsletter signups
  • Free trial signups
  • Contest entries
  • User-generated content
Conversion
  • Assisted conversions/sales