Social Media Marketing is increasingly important for your business. It creates an avenue through which you can directly connect with your customers. Additionally, it forms a bridge between your business and your potential clients to make building a sales pipeline an easier and more effective task than some tactics of the past (e.g. cold calling).
Social media gives your company transparency and allows potential customers to more clearly understand the differences between you and your competitors. Social media is a way to create a voice for your company and a way to listen to your consumer’s concerns. The real-time data your business can collect through social media completely revolutionizes the connection between businesses and consumers.
Social Media Marketing Goals
Before you begin to post information to social media channels, your business needs to define its specific goals that it is looking to achieve by leveraging social media. To effectively manage a social media campaign for your business, you must first be able to define how you are going to measure results. A goal of “increasing website visitors who view more than 3 pages” is an excellent goal.
Your social media campaign and its goals should align with your business’s overall marketing plan (which should tie in with the goals of your business). Once these goals are established, they will be used in every part of your social media strategy. Stay at a high level with your goals right now, you can make them more specific in the next section.
See a number of example goals below. These will get you started so you can write strong SMART goals.
- Research and learning
- Lead generation
- Increase E-commerce sales
- Increase store traffic
- Increase brand or issue awareness
- Reputation management
- Get your Likes to talk about you (word of mouth)
- Reach a youth audience
- Promote an event
- Build excitement prior to an event
- Get people to take a particular action
- Draw traffic to a particular online resource
- Build your email list
- Solicit donations for your organization
- Get supporters to solicit donations for you
- Recruit volunteers
- Brand your staff as experts on a cause or issue
- Get your constituents to talk to each other
- Build a community around an event or topic
- Get feedback from your constituents
- Keep your supporters updated on events
- Increase relevant visitor traffic and page rankings
- Let supporters publicly support your cause
- Disseminate information about an issue or topic
- Recruit new members, advocates or patrons
- Support a particular group of members, alumni, etc.
- Tell stories about the work you do
- Get press coverage
- Connect with other like-minded organizations
- Change hearts and minds on a particular topic
- Gather photos or videos from supporters
- Understand what people are saying about you
- Keep up to date with a particular issue
- Coordinate people in an action or a project
How will you Measure Success?
Now that you have identified the top three goals for your social media campaign it is important to set benchmarks so that you know if your campaign was a success. If your goal is to attract more people to your website, the success will be measured by an increase of people to the site which can be done by using Google Analytics. However, if a majority of these new people are leaving the site without taking action (i.e. placing an order or calling for more information) then it is hard to say if the campaign was a success. This is why it is very important to set specific foals (i.e. increase the number of sales by 10% annually through our website).
Instructions: Here, we will break down the goals into more specific, measurable outcomes. Below, restate the top three goals you defined above so they are:
What are your social media goals?
Social Media Goal #1: _____________________________________________________________
Social Media Goal #2: _____________________________________________________________
Social Media Goal #3: _____________________________________________________________
- Realty Elite seeks to increase the number of leads from social media by 20% over the next 12 months through the use of valuable content, Facebook Ads, and client support. This will be measured monthly.
- We want to increase our referral rate to 95% (a simple survey will measure this) by the end of this year so we will invite all former clients to our Facebook page.
- We want to get picked up by 5 local media outlets by the end of this year so we are going to build a communications strategy and start executing in 30 days.