The scoreboard, and what is not on it. The hard targets, how often each is actually
looked at, and the quiet signals that never reach a dashboard.
Crisis Resolution Time (CRT)
Average time from initial crisis identification on social media to the point where the public conversation shifts to neutral or positive sentiment.
Target · Reduce CRT for Tier 1 crises by 25% year-over-year. After a product issue, the team identified the crisis at 10:00 and achieved neutral sentiment by 14:00, a 4-hour resolution. Target is to consistently hit under 6 hours.
Brand Reputation Index (BRI) Contribution
Your team's direct contribution to the company's overall brand reputation score, as measured by external surveys.
Target · Contribute to a 5-point lift in the company's YouGov/Morning Consult brand reputation score annually. If the company's BRI improved by 8 points, your team's initiatives (e.g., proactive community engagement, effective crisis handling) should be clearly linked to at least 5 of those points.
Social Media Budget Efficiency
How effectively you manage and allocate the social media budget, demonstrating ROI on spend.
Target · Maintain spend within 5% of allocated budget while achieving or exceeding campaign KPIs. Managed a £500K annual budget, staying within £25K variance, and delivered all strategic objectives, proving efficient use of funds.
Team Productivity & Output
The volume and quality of content, responses, and reports generated by your team.
Target · Achieve 90% on-time delivery for content calendar posts and a 95% completion rate for scheduled listening reports. Your team consistently publishes 100% of planned posts on time and delivers all weekly sentiment reports without delay, indicating strong operational management.
Employee Advocacy Program Growth
The expansion and engagement of our internal employee advocacy efforts on social media.
Target · Increase active employee advocates by 15% and average employee post reach by 10% each quarter. Grew the advocacy program from 100 to 115 active participants in Q1, and saw their average post reach jump from 500 to 550 impressions.
Leadership Advisory Quality
How effectively you advise senior leadership on social media trends, risks, and opportunities.
- You're proactively invited to strategic planning meetings. Your input is sought before major announcements. Leadership consistently acts on your social insights and recommendations. They trust your judgment during a crisis.
Team Development & Retention
The growth and satisfaction of your direct reports.
- Your team members are hitting their development goals. They feel supported and challenged. We see low voluntary turnover within your team, and they're actively engaged in internal training programmes. They're happy to come to work.
Cross-Functional Collaboration
How well you work with other departments (e.g., Legal, Marketing, Customer Service) to achieve shared goals.
- Other department leads praise your team's responsiveness and willingness to help. You're seen as a reliable partner, not a bottleneck. Projects involving multiple teams run smoothly because you've got everyone on the same page.
Brand Voice Consistency
Ensuring our brand's tone and messaging are consistent and appropriate across all social channels.
- No 'off-brand' posts slip through. External audits or feedback confirm a unified brand voice. Your team's content always sounds like 'us', no matter who wrote it.
Proactive Risk Identification
Your ability to spot potential social media issues before they blow up.
- You regularly flag emerging negative sentiment or trending topics that could impact us. You present pre-emptive strategies to mitigate risks. We're rarely caught off guard by a social media issue.
