As you rang in the new year, you probably set some personal goals - lose weight, get healthier, less stress, spend more time with family, etc. What about your social media goals? Now is the perfect time to evaluate what you’re doing online to attract customers and create a plan to make improvements for the future.
But before you jump in and start posting on Facebook, Twitter, and Instagram, you need to first establish what your primary goal is.
Do you want to:
Create a loyal fanbase
Increase brand awareness
Increase in-person sales
How to create a social media goal
If you don’t have a primary goal then how do you know if your social media strategy was successful when 2020 rolls around?
Sprout Social, one of the leading social media asset management systems, recommends that when setting a goal you take a SMART approach
Measurable: This is where analytics come in. You want a goal that has one or more metrics.
Achievable: Is it achievable or is it not possible within your resources?
Realistic: With your current resources of time and money, is it possible to achieve your goals?
Time-sensitive: Every goal needs a time frame, whether it’s one year or several months.
When considering your social media goals make sure they are in line with your mission statement and current company goals. A disconnect between your brand and your goals creates confusion among your consumers and is a recipe for disaster.
It may also help to set secondary goals to make your primary goal more defined. Sales growth may also apply to increasing brand awareness. The more people know about you, the more people will come to purchase your product or services.
Social media platforms like Facebook, Twitter, and Instagram have the ability to track and measure things like:
Fans/Followers – how many people like or follow your page
Engagements – likes, comments, shares, etc.
Reach – the potential number of people that could have seen your post or page
Clicks – number of times someone clicked on your link to a website/blog/store
You can also find demographic information that may include:
Once you establish a baseline you can then create a specific plan to reach your goal. You’ll then want to monitor your efforts closely to make sure you’re headed in the right direction. This may include creating varying content or spending advertising dollars to target a specific audience.
You can also create offers on social media to track in-person sales. Increased number of reviews and location tags are also a great way to measure increased traffic.
Using the data that social media is already tracking for your business helps you to adjust (or not) your strategy in order to be successful. You can’t just “set it and forget it”. And having a goal (especially a SMART one) keeps you focused and your bottom line nice and healthy as you go into the new year.