Social Media Domain

Purpose

The Social Media domain represents the organization's presence, activity, audience, content, and performance across external social media platforms.

It provides a common model for consolidating social media data from multiple platforms into a consistent organizational view.

The domain is initially focused on:

• X
• LinkedIn
• TikTok
• Instagram
• Facebook

The model is designed to accommodate additional platforms as required.

Scope

The domain covers information associated with:

• Social media accounts and pages
• Audience and follower activity
• Published content and posts
• Content engagement
• Reach and impressions
• Video and media performance
• Audience growth
• Platform activity
• Social media performance metrics
• Platform specific source data

The domain does not define the internal systems used to ingest, store, transform, or visualize this data. Those are implementation concerns and may belong to the relevant System, Dataset, and Process definitions.

Domain Model

The Social Media domain connects platform specific observations to the organization's canonical ontology.

Social Platform
      │
      ▼
Platform Account / Page
      │
      ├── publishes → Content
      │
      ├── develops → Audience
      │
      └── produces → Measurements
                         │
                         ▼
                      Metrics
                         │
                         ▼
                       KPIs

Platform specific data is mapped into canonical organizational definitions wherever a shared meaning exists.

For example:

Instagram
    followers_count
        ↓
social.follower_count

LinkedIn
    followerCount
        ↓
social.follower_count

X
    followers
        ↓
social.follower_count

The source representations may differ while the canonical organizational meaning remains the same.

Platforms

X

The X platform provides account, post, engagement, audience, and other platform specific measurements.

Platform fields should be mapped to canonical definitions where their semantics are sufficiently compatible.

LinkedIn

LinkedIn provides organization and content related information including audience, engagement, and content performance.

The domain model should distinguish between organization level measurements and individual content measurements.

TikTok

TikTok provides account, video, audience, and engagement related measurements.

Video specific measurements should retain their appropriate grain rather than being treated as generic post metrics.

Instagram

Instagram provides account, media, audience, and engagement related measurements.

The model should distinguish between account level observations and individual media level observations.

Facebook

Facebook provides page, post, audience, engagement, reach, and other performance measurements.

Page level and content level measurements should remain distinguishable in the canonical model.

Data Grain

Social media data may exist at several grains.

The domain should preserve the original grain rather than flattening all measurements into a single account level dataset.

Common grains include:

Organization
Platform
Account / Page
Post / Content
Video
Campaign
Audience
Time Period

A metric should explicitly identify its grain where the distinction affects interpretation.

For example:

social.follower_count
    Account × Point in Time

social.impressions
    Content × Time Period

social.engagement_rate
    Content × Time Period

Canonical and Source Data

The domain distinguishes between platform specific representations and canonical organizational definitions.

Platform API
      │
      ▼
Source Representation
      │
      ▼
Canonical Mapping
      │
      ▼
Organizational Definition
      │
      ▼
Analytics / Dashboard / KPI

A platform field should not automatically become a canonical organizational definition.

Where platforms expose materially different concepts, the source representation should be preserved and the differences documented rather than forcing an artificial common definition.

Relationship to the Data Dictionary

The Social Media domain uses definitions maintained in the organizational data dictionary.

The domain documentation describes how those definitions are applied within social media. It does not replace the canonical definition.

For example:

Data Dictionary
    social.follower_count
            │
            ▼
Social Media Domain
    X
    LinkedIn
    TikTok
    Instagram
    Facebook

This separation allows the same organizational concepts and metrics to be reused by other domains.

Initial Domain Artifacts

The domain is documented through the following artifacts:

Artifact	Purpose
Field Matrix	Defines the fields exposed by each platform and their canonical mappings.
Metrics	Defines the canonical metrics used within the domain.
Source Mappings	Documents the relationship between platform fields and canonical definitions.

These artifacts will evolve as the platform APIs and organizational requirements are investigated.

Evolution

Social Media is the first domain being modelled because its data is relatively accessible and already exposed through established platform analytics.

It is not intended to define the overall organizational architecture.

The same modelling principles will subsequently be applied to domains such as:

• Observability
• Finance
• Human Resources
• Projects
• Sales
• Operations
• Products

As additional domains are modelled, concepts, relationships, metrics, and definitions that are genuinely shared across domains should be promoted into the organizational ontology or data dictionary.

Domain specific concepts should remain within their domain until there is sufficient evidence that they belong in the common organizational vocabulary.