If you're still trying to set and finalize your social media goals, then don't worry. You are certainly not alone.
We can fully understand why.
Because there is no "correct" answer to what your social media goals should be.
Our research indicates that the top priorities for socially responsible businesses vary widely from company to company.
Listen: Trying to surf endless social media is intimidating and frustrating.
Instead, marketers should be allowed to get down to business.
It means knowing what you need to do on a day-to-day basis to meet the needs of your businesses, clients, and clients you work with.
And that's why we've put together this guide to defining social media goals. We have built a framework for social media targets to help you prepare. Download it below or check out our comprehensive social media toolkit if you're looking for more resources to advance your strategy in 2020.
Advertisers cannot overlook the method of setting targets in social media. Here are some of the reasons why setting specific goals is essential for marketers.
Goals hold you accountable
Whether you work for a business or a client, marketers are increasingly expected to discuss the ROI of social media with their bosses.
Social media has an unfortunate reputation for being a waste of time with some critics. By setting goals, you can identify the specific steps and actions you take to meet your business needs and justify your role.
Our research on the clues shows that a third of marketers struggle to budget for their social campaigns appropriately.
By now, you probably already have a good idea of why you shouldn't just "fly", right?
Well! Now we'll dive into the details on how to set social media goals.
The following framework is fair game for any business, regardless of the social network; it is focused on.
· Start with a wide lens
· We promise we are not trying to set you up.
· Starting with a general goal makes the goal-setting process less daunting.
Here are some reference examples:
Small businesses: mobilizing local supporters and increasing community presence
Getting started: raising awareness of a new product and generating leads for it
Company: Provide a timely customer service channel to increase customer loyalty
With a broad goal in mind, you can start thinking of specific, granular goals that will directly inspire your daily social activities.
This is where we get to the heart of the matter.
Once you've achieved your overall goals, it's time to describe your SMART goals on social media.
The SMART goal-setting framework is incredibly popular, and we can't recommend it enough to social marketers.
If you are not familiar, SMART is an acronym for:
Specific: your objectives must be clear, simple, and defined.
Easy to use METRO - this is where analytics comes in. You want a target that has one or more metrics.
A feasible: can it be achieved or impossible with your resources?
Realistic: with your current resources in time and money, is it possible to achieve your goals?
Time-sensitive: each goal needs a calendar, either one year or several months.
Do you see how it works? This approach to goal setting translates into direct, data-driven action. We have our own SMART technique-based social media goal template, which you can download below.
As stated earlier, there are performance indicators and key metrics related to each goal.
Use "Building Facebook Brand Awareness" as an example target. For marketers focused on this goal, you should pay special attention to the following:
· Number of fans
· Page and post impressions
· Subsequent scope
In a SMART breakdown, "increasing brand awareness over the next three months" for a cafe might look like this:
Specific: Increase awareness of your Facebook brand. It is located within a five-mile radius of the cafe.
Measurable: Increase the number of fans by 15%. Clicks on new café posts to increase the connection by 15%. Have an average post coverage of 1000 people per post.
Achievable: yes
Realistic: Increase new coffee ads by $ 15 per post, targeting an audience within five miles. Consider also posting unique neighborhood products for coffee promotion.
Deadline: 3 months to reach the goal.
Track your results over time
Whether or not you meet your goals depends on your ability to monitor your data over time.
Are the numbers increasing in terms of clicks and conversions? Is your audience increasing?
Whether the answer is "yes" or "no," you will know for sure if your action plan is working.
A Social Media Marketing agency can help you understand your social media goals broken down by platform.
Data is especially important for setting realistic goals on social media. After all, goals require context.
Examples of social media goals in action
With a goal-setting framework in place, it's time to determine what specific goals make sense for your business.
Here are some examples of social media goals based on the primary goals of marketers today. Keep in mind that most companies adopt a combination of these goals rather than a single goal.
Better brand awareness
KPI: followers, impressions, traffic, voice participation, reach
Raising brand awareness is the most pressing goal among brands today, but it is also the broadest.
In short, brand awareness involves making a lasting impression on your target audience.
How much do they speak to you compared to your competition? Do subscribers regularly engage with your content? Brand awareness is a long-term game when you discover a creative brand that achieves constant engagement.
KPI: Sales revenue, lead conversion rate, no revenue conversion, email signups
There is no secret here Leads, and sales mean that your social media influence is converted into dollars and cents. This can be done directly through social advertising, but also via information such as ...
· How you channel your social traffic to relevant landing pages
· What creations and calls to action do you use on social media
· Who are you looking for in your advertisements and advertising?
Example of FB ad
Increased community engagement
KPI: clicks, "likes", actions, comments, mentions
Fostering conversations with your target audience goes hand in hand with building a relationship with them.
While some likes and shares can be seen as vanity measures, these data points can explain whether your posts and content strategy are clicking with your customers.
Plus, community engagement allows you to define your brand voice and make meaningful connections with followers as you go back and forth with them.
KPI: mentions (via social listening), followers, voice participation, participation rate, followers
Whether you're bouncing across multiple networks or focusing on a single platform, increasing your audience isn't negotiable.
The main goals here include discovering your best performing content, optimal posting frequency, and running campaigns that bring new subscribers to your account (think: contests, influencer campaigns).
KPIs: traffic, link clicks, conversions, email registrations, product testing
Not all of the targets in social media concern social networks themselves.
Whether it's subscriptions or sales, it's essential to keep an eye on your social followers' behavior once they become site visitors. This is crucial in determining your overall social ROI and which channels and pieces of content are generating the most traction.
When your brand awareness online increases, your sales are also likely to increase. The more positively you interact with your audience, the more willing they will be to talk about your product without being asked. Keep this in mind, when designing your social media strategy.
If your business wants to deliver hyper-specific targeted advertising, look no further. With the largest social media user base and strongest ad targeting platform, Facebook is the gold standard for paid ads for local businesses and e-commerce giants.
Facebook public information
If your business wants to build relationships with your target audience, Twitter is a great place to start. The platform is ideal for use as a customer service or a business development tool, as it can come and go directly with customers and other businesses.
He ran out so quickly, and he still has so much love, so there is always a chance that we can get him back one day.
LinkedIn is the place to be if you are a B2B brand. The reference network for professionals, LinkedIn, aims to make your company's influence more flexible and to network for new opportunities.
LinkedIn is a great platform to influence professionals
If your business is selling a "visual" product (think retail, hospitality, travel), Instagram is your bread and butter. Countless brands have succeeded in engaging their communities through compelling photos, stories, and visuals.
Pinterest Is no different from Instagram, emphasizing imagery, and product-based content, although its audience is older. Since most Pinterest users rely on the platform to research products, marketers should think twice before treating it as a "secondary" social network.
Pinterest's social media goals typically revolve around website sales and traffic
Do you need more information before deciding where to invest your time and resources? Check out our comprehensive guide to information on social media platforms and their demographics.
And with that, we end our guide to goal setting.
Goal setting is a common thread for successful marketers on social media.
Because they know how they want their campaigns to be, and they know the exact steps to take to achieve them.
From brand recognition to revenue growth and more, we encourage marketers to set specific social media goals.
However, we want to hear from you! What do you think are your most important goals on social media? A goal with which you continue to struggle? Let us know in the comments