It’s that time of the year again! Well it’s February but it is not too late to make new goals and resolutions for your social media. Setting Goals and Resolutions is something you can do to bring growth and success to your business. This is what serves as a road-map for your strategy, and at the same time, you will be able to evaluate your successes and missteps.
In this blog post, I have brought you a step-by-step guide to planning your social media goals, so that you can ensure your company’s social media success, now and in the future.
You have to be SMART when setting these goals and that is why I recommend The S.M.A.R.T goal framework. You will be able to define your social media goals, strategies, objectives, and tactics individually. So what does SMART stands for?
If you use this framework, I assure you that you will have directed, actionable, quantifiable goals.
Before you even begin to set any goals, you need to know where you are as a business. Start by analyzing your social media. How many accounts do you have? Which platforms are doing good? Where did you get the most traffic from? How was your engagement? How much budget did you have? Who is in your team? Google Analytics is a good place to start if you want to get a sense of your current level of performance.
If your goal is to create Brand awareness, this means that you should know how many people on social media know you exist and understand the kinds of products and services that you offer. How do you know this? The key metrics to know your brand awareness are:
Your popularity and customer satisfaction is what Brand reputation is all about for Business to Consumer (B2C) Businesses. However for Business to Business Companies, it is all about Industry perception and Thought leadership.
For Brand reputation this is what you have to look out for:
Building an engaged community means you have a ready audience that wants to hear about the latest developments at your company. That’s a huge asset when you launch a new product, and to ensure regular ongoing sales.
These are the Key metrics to look out for:
A huge goal for Businesses is to convert the audience to customer sales. When your social media efforts bring in sales, it’s easy to show the value of your work.
However, a conversion does not have to be a purchase. A conversion might be signing up for a free newsletter or downloading a freebie. But every conversion has real, measurable value for the company, even if there is no cash exchanges hands.
Here is what you should look out for:
Customer insights are important because you can understand your Audience better and therefore cater for their needs better. You can use internal milestones, like building out (or updating) your Buyer persona.
Social media is a good way to bring in leads to fill your sales funnel and produce value for your Brand. Your Conversion rate will help you measure your lead generation. Use it to track how many people are signing up for your lead-generation offers like freebies and contests. You could also use internal measures to track how many leads your sales team is bringing in, and how well they convert those leads to customers.
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People go to social media to check reviews and testimonials before buying a product or service. Customer service and Support is therefore a very important Goal for your social media. Customer satisfaction score is an important metric to track for customer service-related social media goals. You’ll likely also want to track internal metrics like number of service requests tackled per customer service rep.
For companies that are recruiting especially through LinkedIn, bringing in successful candidates is another form of conversion. Your conversion metrics are important when tracking recruitment social media goals. But rather than sheer numbers, you’ll also want to ensure you’re bringing in quality candidates who are appropriate for the types of roles you need to fill. Work with your HR team to develop a clear picture of their needs and establish criteria for evaluating social media goals related to recruitment.
How you respond to a Crisis can make or break you as a business. This is closely tied to your Brand Reputation. You should create concrete internal steps to help in case of a crisis. For instance, developing a social media policy, securing your social accounts, and nailing down your crisis communications plan.
Social media is a platform for building and communicating with your internal teams. Solid internal communications are also the basis of an effective employee advocacy program.
You can use the same kinds of metric you use for external communications here:
Social Media is getting even bigger in 2020 and although trends get modified quickly, these ten simple social media goals will help you prepare and achieve great things for your business in 2020.
Which one are you aiming to achieve first? What other social media goals do you have to ensure your brand’s growth and success in the coming year? Let us know in the comments below.
And if you’re ready to take your social media to a whole new level and want a powerful tool to help you manage it all, Contact us today.