Social Media Marketing Goals :
Determine Social
Media Goals:
•
Branding
•
Customer service
•
Lead generation
(1)Branding:
•
If your objective is anything brand related
such as improving brand consistency or reaching a new demographic, then your
goals may revolve around:
•
Content
•
Outreach
•
Followers
(2)Customer service:
•
When you’re aiming to use social media as a
customer service platform and to communicate with clients, set
goals with these elements in mind:
•
Response rate
•
Engagement
•
Support tickets
(3) Lead
generation :
•
A lot of businesses use social media as a way to
generate new leads. Setting goals involving these metrics can help you
create better goals:
•
Web traffic
•
ROI
•
Interactions
•
The metrics you use will depend on your goals.
When you choose a Social
Media Metric to
follow, remember that it needs to be something you can track.
Here are some examples
(a)Facebook:
– Page
likes
– Post
reach
– Engagement
– Page
impressions
– Shares
(b) Twitter:
•
Twitter Engagement (replies, Retweets and likes)
•
Organic impressions
•
Followers
•
Messages sent
•
Response rate & time
•
Mentions
•
Profile visits
•
Tweets linking to you
(c) LinkedIn
:
•
Impressions
•
Clicks
•
Interactions
•
Followers
•
Engagement
(d) Pinterest:
•
Impressions
•
Viewers
•
Average Repins per Pin
•
Pin reach
(e)Instagram :
•
Followers
•
Engagement (likes and comments)
•
Engagements per follower
•
Engagements per media
•
Clicks to website
How to Achieve Your Goals:
•
You know what you want to accomplish and the
specific metrics you’re going to use to track your progress. The next step is
to create a plan to ensure you reach your goals. Your plan should include:
•
Know Your
purpose, milestones.
•
The daily, weekly and monthly tasks you need to
complete.
•
Who is involved for each step.
Know your purpose
& milestones :
•
Who will be involved?
•
What social media tools will be used?
•
How can we measure our efforts?
•
What’s the purpose of your social media
channels?
•
Creating milestones is great for morale and also
to make sure you’re progressing on schedule. Your milestones need to be
realistic and specific, just like your SMART goals.
The daily, weekly and
monthly tasks you need to complete:
•
The daily, weekly and monthly tasks you want to
complete. Setting goals is useless if you don’t have a plan in place to reach
them. These tasks outline the work that needs to be done in order to reach your
goal.
Plan Your Social Media Team Structure :
•
Before you start building your team, it’s
necessary to plan our your team structure. This will give you a better outline
of who to hire, where to place positions and to see who leads the pack.
According to a survey conducted by Altimeter, corporate social media
teams have
on average 11 members. This includes businesses with more than 1,000
employees.
Goal Example:
•
For instance, if your goal is to get 6,000 new
Instagram followers within six months, that breaks down to an average of 1,000
new followers each month. You could set milestones to have 2,000 new followers
by the second month and 4,000 by the fourth month. If the second month
comes around and you only have 500 new followers, you can reassess your goal
and make the necessary adjustments.
How to Track Your Goals:
•
Google Analytics: Google Analytics
makes it easy to track your traffic from social media, create campaigns
and figure out your ROI.
•
Individual social media platforms:
Certain platforms
like Facebook, Twitter and Pinterest will give you further insight and metrics
that will be helpful depending on your goals.
Conclusion :
Below are some common
examples of goals and objectives for enterprise social technology plans and how
these can be tied together:
Goal: Increase market
share
Objectives:
- Increase
sales
- Increase
prospects and leads
- Increase
sales reviews
- Energize
existing client base and improve the lifetime value of clients (CLV)
Goal: Enhance the
company brand
Objectives:
- Build brand
awareness by exposing the brand to new people
- Improve
brand reputation management by reducing the negative brand mentions and
increasing positive brand mentions
- Increase
engagement with company brand
- Increase
reach of thought leadership content
Goal: Improve
business intelligence
Objectives:
- Improve
knowledge of prospects and clients
- Improve
knowledge of competitors
- Improve
knowledge of industry, technology and management trends
Goal: Reduce costs
of doing business and enhance productivity
Objectives:
- Improve
recruiting of top talent
- Improve
internal communications
- Improve
company morale
- Improve
return on marketing investment (ROMI)
Effective goals and
objectives are typically created by a team with input from company stakeholders
responsible for the mission and vision of the company. Objectives should be
attainable but challenging. Accountability for the desired results should lie
with certain individuals or groups. Keep in mind that the objective examples
given above should be expanded to be more specific to your company and to
include measurability and time factors, such as “Increase sales by 10% for
calendar year 2011” or “Increase internal communication amongst project team
members by 10% in the 2nd quarter”.
