Evaluating the Impact of Social Media Metrics on Organizational Decision-Making: A Case Study of PELUM Uganda

Social media metrics have become an essential tool for organizations worldwide, enabling them to assess stakeholder engagement, monitor public sentiment, and refine strategies. As a nonprofit organization focused on promoting agroecology among smallholders farming communities in Uganda, Participatory Ecological Land Use Management (PELUM) Uganda utilizes social media to engage with local farming communities, international partners including her donors, and stakeholders. A qualitative design was adopted to collect data from Six key staff who were selected through purposive sampling until data reached saturation. Through a case study approach, this paper examines how social media analytics influence PELUM Uganda’s decision-making in areas such as campaign planning, resource allocation, and stakeholder communication. The findings reveal that while social media metrics provide valuable insights, challenges related to data integration and the alignment of social media with broader organizational goals persist.