The Definitive Guide to Developing Your Social Media Strategy – Part 4: How to Define Your Social Media Marketing Goals
The general consensus amongst social media geniuses is that you have to set goals in order to lead effective social media marketing campaigns. That makes sense. Why would a social media strategy be any different from any other strategy? Setting goals for your social media marketing is an important step in establishing an effective SMM plan. The goals for your SMM plan should support the ones you’ve outlined for your blog, business or organization.
Let’s go to Best Case Scenario Land here. Your strategy is essentially a snapshot of what success in your blog, business or organization looks like. Your goals communicate specific markers which indicate when your efforts have been successful. If you can identify what you want, it’s much easier to come up with a plan to get it. So let’s talk about the specific steps you can take to set goals for your SMM plan.
Let me set the stage: Behind the scenes, I’m mentally pouring over a business idea that provides resources for a certain demographic of college students (target audience). There are other factors which need my consideration but eventually, this organization that I’ve dreamed up has to become a brick and mortar establishment (long-term goal). Before I go renting out office space in the hippest part of town, I need to put some things in order. I know that I have to establish that there’s a space for my product in the market (business objective #1). I want to increase awareness of my free service and build my brand (business objective #2). I’m going to need funding, so I also need to positioning my business as the be-all end-all (business objective #3) which will require me to demonstrate utter ownership of this niche Walmart-style and take over the space Walmart-style (go hard or go home, right?).
So, for me, my online presence needs to address the above business objectives:
Business Objective #1 – Establish that there’s a space for my product in the market
Method: Build a database of loyal users who benefit from having access to what I’m peddling.
Business Objective #2 – Increase awareness of my site / services.
Method: Let users know I exist.
Business Objective #3 – Position my business as the be-all end-all in my niche
Method: Create value by always having accurate, newsworthy content that’s updated on a daily basis. Minimal static content. User-friendly and engaging. Cement my site’s value as a source as a credible one-stop, go-to authority on higher learning resources for my demographic
With that in mind, I can create success markers in the form of goals:
- Get online endorsements by educators and/or positive mentions by media personalities in 5 or the top 10 urban markets in the country within 120 days.
- Have 5,000 unique visitors per month within 120 days.
- Engage in at least 2 social media conversations daily about my niche.
- Get at least 2,000 Twitter followers, 2,000 Likes on Facebook with 60% of them coming from target audience within 120 days.
- Have 1,500 subscribers to RSS feed and 2,000 people on my newsletter email list who signed up via Facebook landing page or on the site.
- Authentic first page search rankings in the top 10 urban markets previously mentioned under 3 specific key targeted, niche key terms within 120 days
I already know that my target audience hangs out on Twitter; their parents, aunts, uncles and grandparents are on Facebook; and educators sign into their LinkedIn accounts every now and then. The priorities are Twitter, blogging (for SEO ranking) and Facebook in that order.
There are a number of questions to answer and issues to address to find out precisely what you intend to accomplish with your social media marketing strategy. The operative word here is accomplish. Answer the questions below to get started setting your social media marketing goals.
10 Questions to Ask for Goal-Setting
- What are your business values? What’s important to you?
- What are the top 3 objectives you want to meet for your business in the next 6 months? The next 12 months?
- How will you benefit from meeting those objectives?
- What will it look like when those objectives have been met? What is the expected end result?
- What are the indicators of success? Endorsements, recommendations, subscriptions, downloads, traffic, retweets, Likes, etc.?
- Can you measure your success in numbers – % increase in Facebook friends/ Likes, increase in Twitter followers?
- What additional resources will you need to attain your business objectives?
- What successful things have your competitors been doing that are different from what you’ve been doing?
- What is the one metric you want to influence by launching a social media campaign?
- What is your ultimate goal in launching a social media campaign?
How are YOU going to set your goals? Leave a comment!