Most businesses have come up with the idea that social media marketing can have tremendous value for their brand. Unfortunately, businesses are not always sure what this value is. This is where the goals of social media come in.
If creating compelling social media content is your specialty, it can be intimidating when you need to translate business speech into social marketing. But not everything is lost.
With this guide to setting social media goals, you can understand what your company needs – even when your company is not sure what it needs.
grant: Get a free social media analysis report template Which shows you the most important metrics to track for each network.
A social media goal is a statement about what you want to achieve with your marketing activity. The goal can apply to anything, from buying a single ad, or you can create social media campaign goals.
The purpose of social media is not the same as Social media strategy, although both are important. You can think of social media goals as the building blocks for your social media strategy.
The benefits of learning how to set social media goals are many. Well-made goals will help you:
- Build and streamline your workflow,
- Manage your budget,
- Demonstrate the return on investment in marketing,
- Align your social media activities with your organization’s broader business goals.
Of Hootsuite Certification in social marketing The course has a section on defining strategic goals. This is a great choice if you want to be an expert in setting goals for social media marketing.
Setting a social media goal does not have to be complicated, but it does help to have a structure that will guide you.
Set goals that will get you where you need to be by becoming smart. they Sspecific, MMeasurable, Aachiveable, RElite, and Grammar time.
specific.
what exactly Do you want to achieve? It’s okay to start with a general direction, but your ultimate goal should be as accurate as possible.
measurable
How will you know when you have achieved your goal? If you can not find some quantifiable indicators to define success, your goal may not be specific enough.
You will want to think about what social metrics you can use to measure your success.
Achievable
Have you set a realistic goal on social media? If your goal is to reach $ 1 million in sales, and you only launched your business yesterday, you did not set a particularly good goal. Try to start this thousand mile journey with a really powerful first step.
relevant
Does the goal fit into your overall plan? Each goal should be a focused part of a larger image.
Useful goals are relevant to a problem that requires a solution. Consider reviewing your current social media activity. It helps you better understand where you are and where you need to go.
Grammar time
Can you achieve the goal in a certain amount of time? If you can not invent a timeline for your goal, it may be a sign that the goal is not specific or sufficiently achievable.
The social media goals you set should always reflect the specific needs of your organization. But many goals can be implemented in almost any social media campaign.
The following examples will help you frame your work in concrete, actionable terms. All you have to do is make them smart for your brand.
Building brand awareness
Building brand awareness means increasing the number of people who are aware of your brand.
This goal is best in situations like launching a new product or breaking into a new market. It will never hurt to make people more aware of your brand. But brand awareness is usually the first step to bigger things.
You can measure brand awareness with specific metrics like
- Post Reach: Some people have seen a post since it aired.
- Audience growth rate: Some people have seen a post since it aired.
- Potential reach: The number of people who can, in reality, see a post during a reporting period.
- Social voice share: Some people mention your brand on social media compared to your competitors.
Special social monitoring tools, like Hootsuite Surgery or Insights, Can give you advanced tools that allow you to keep track of what people are saying about you even when they’re not using your @handle tags or brands.
Social media video platforms are great options for building brand awareness. These include YouTube, TikTok, Instagram Stories and Reels. These platforms allow you to take advantage of the increased video commands of attention.
Manage the brand’s reputation
Trusting your brand is one of the most valuable products you can create with your social media marketing. Your brand reputation management goals are designed to influence your public attitudes toward you.
Brand reputation metrics are similar to those of brand awareness. You will want to follow mentions of relevant brands and hashtags on social media.
There are also tools for performing sentiment analysis on social media. These tools measure exactly what these mentions say about you.
Hootsuite Insights Provides a deep dive into the reputation of your brand. Its tools can extract relevant information from 1.3 trillion social media posts in real time.
Social audio platforms can be very effective in influencing the reputation of your brand. These include Clubhouse, Twitter Spaces and Spotify. The attention and involvement of the users of these platforms gives you the opportunity to express your brand identity in depth.
Increase traffic to your site
Sometimes you just want to get eyeballs on your site. Your website is a key component of your social media presence. It connects an ad click to the rest of your online presence.
Increasing website traffic is a good target to use when you have your online presence in place and all you need is people to use it.
Measuring site traffic is relatively simple. Unique visits to your site can be measured over the most relevant period of time. It can be daily, weekly or monthly, for example. You can also keep track of where your visitors are coming from to find out which platforms are best for you.
Improve community involvement
Involvement refers to any form of overt interaction with your brand on social media. Likes, comments and shares are all forms of involvement.
Improving engagement can focus on the quantity or quality of your audience’s interaction with you on social media.
Mixed audience is a huge asset for almost any brand. Involvement goals are useful when your company is preparing to launch a new product. They are useful even when you are just striving to maintain an existing offer.
There are a variety of ways to calculate social media involvement. Some look at all of your social media activity. Others focus on specific posts or types of engagement. The most important of which include
Hootsuite provides Free Involvement Calculator Give you the characters you need without any fuss.
Improve conversions or sales
A conversion is when a user takes action on your social media posts or website. This could be subscribing to a newsletter, signing up for an online seminar or making a purchase.
Suppose your brand has a strong social media presence that does not translate into a healthier bottom line. Conversion targets are especially useful in such situations.
Depending on your specific goals, you can measure conversion by
- Conversion Rate: The number of visitors after clicking a link in your post, taking action on a page divided by the total visitors of that page.
- Clickthrough rate (CTR): How often people click on the call to action in your post.
- Social Media Conversion Rate: The percentage of social media conversions.
- Exit Page: No, not how often you listen Great Friedia. Landing page exit rate measures the percentage of users who click on one of your links, only to leave without taking any action.
Social platforms that include integrated shopping tools are most effective for conversion goals. These include Pinterest product pins, Facebook stores, Instagram stores, TikTok and Shopify.
Generate leads
Not every interaction will result in a sale. To keep in touch with potential customers, you may want to set a goal to generate more social leads.
The leads you generate can be any information that helps you track a social media user. This includes names, email addresses, professions, employers or any other information they share.
Leads are a particular type of conversion. Because of this, the two purposes are useful in similar situations. They are also measured in similar ways. But lead targets are even more focused on situations. For example, when your company is looking to convert a strong social media presence into sales.
The best platform for generating leads is Facebook. This advantage is due to its huge audience size and sophisticated analysis tools.
Note that many of the benefits of Facebook for lead generation come Tools that raise serious concerns for users’ privacy. These technologies continue to be subject to a Pulling a rope between privacy technology and surveillance technology. As a result, the quality of the data they provide may vary.
To learn more about creating high quality leads, we have put together a guide dedicated to leads on social media.
Provide customer service
Your social presence is not just about attracting new customers. It’s also a place to keep the customers you already have. Goals for improving customer service on social media can take a variety of forms, including:
- Establishment of a new customer support channel on social networks
- Reduce waiting times
- Increase customer satisfaction
The way to measure the success of your social customer service will depend on how you articulate your goal. Typically, you will use data from customer testimonials and customer satisfaction surveys. Internal measurements like the number of service requests handled per customer service representative can also be useful.
Conversational social media platforms are the ideal place to focus for your customer service goals. Twitter and Facebook are the two most popular.
Gain market insights with social listening
If your biggest need right now is to find out what you need to know, you may want to set a goal to improve the social listening of your business.
Social listening refers to a two-step process. First, you track the social media activity relevant to your brand. You then analyze this information to gain insights about your industry.
The main metrics to follow in social listening include
- Mention brand
- The hashtags are relevant
- A competitor mentions
- Industry trends
- Social sentiment
Setting social listening goals can help you communicate with your audience more effectively. They also help show the value of social marketing the next time you start the budget season.
Attract candidates for open positions
Using social media to fill vacancies in your company is another type of conversion. In this case, you are aiming for a specific type of interaction with users: submitting a resume.
You will want to attract quality conversions rather than quantity. Learn how to use your company’s LinkedIn account. This will help attract the best candidates for your positions.
If you follow the tips on these social media marketing goals, you’ll be on your way to achieving SMART social media goals. Even if you do not succeed, SMART Target helps you learn from your mistakes. You will put yourself in a win-win scenario. Either you succeed or you get valuable information.
Use Hootsuite to achieve your social media goals across all platforms. From one dashboard you can easily schedule and publish posts, interact with your audience, monitor conversations around your brand and measure performance with real-time analysis.
Easily manage all your social media in one place and Save time with Hootsuite.