Set and Achieve Meaningful Social Media Goals
As with any marketing activity, establishing clear objectives can elevate your plan and allow you to use your dollars most effectively. Before you post your first tweet or before you even create your account, you must establish clear and concise goals. Understand what you are looking to achieve with your social media strategy. Which platform is best for your business goals? Along with establishing your goals, you need to define your target audience. Thinking that you can reach anyone and everyone with your social media is wishful thinking. What is your target audience for your business? What does their social media activity look like? What audience will most likely engage with your content? While performing A/B testing will help answer these questions, understanding your goals and target audience will help you construct a solid social media strategy. Examples of goals would be; Improve customer engagement, increase event attendance, or increase website traffic from a new medium.
A simple, yet effective, goal-setting framework is following S.M.A.R.T goals. This framework is all about creating relevant, achievable goals that steer you toward your overall business objectives. In a little more detail, the acronym works as follows:
Specific: Goals should be clear, simple, and defined
Measurable: Social Media analytics provide you with the missing pieces when creating your story. You want a goal that has one or more metrics tied to it.
Achievable: Is it achievable or is this not possible with the given resources?
Realistic: Given your given resources of money and time, is this goal possible to achieve?
Time-sensitive: Timeframes keep you honest and on track. This is paramount to getting things done in a timely manner
There are many different goal-setting frameworks you can use, however, I have found that SMART goals are able to be applied to many different areas of the business. Align your social media goals with your overall business objectives and create SMART goals to get you where you want to go.