SMMlevel

SMMlevel is a framework and composite metric used to assess the maturity and performance of an organization's social media marketing activities. It provides a standardized approach to measure and compare effectiveness across platforms, campaigns, and time.

The framework combines multiple submetrics into a single score. Typical components include reach and impressions, engagement rate (likes, comments, shares), follower growth, content quality signals (consistency, creativity, brand alignment), conversion metrics (click-through rate, leads, sales), audience sentiment, paid media efficiency (return on ad spend), and cross-channel consistency.

Scores are normalized to a 0-100 scale and aggregated with configurable weights. The framework defines five maturity levels: Level 1, Initial; Level 2, Developing; Level 3, Established; Level 4, Advanced; Level 5, Leader. Levels reflect an organization’s ability to plan, measure, optimize, and integrate social media marketing across channels.

Applications of SMMlevel include benchmarking performance, setting improvement roadmaps, allocating budgets, and communicating progress to stakeholders. The model is designed to be adaptable to different industries and organizational sizes, enabling cross-platform comparisons and strategic planning.

Limitations and history: The approach relies on data from social platforms, which can vary in reporting methods and transparency. Attribution across channels remains challenging, and different industries may require different weightings or submetrics. SMMlevel emerged from industry discussions in the early 2020s as a generic maturity and performance model for social media marketing.