It’s the start of a new year. You’re determined to get your new competition business up and running. Or performing better than ever before if you’re managing an existing organisation. If this is the year you’ve decided to focus on your social media marketing strategy and setting smart social media goals for your competition business, keep reading this blog post…
The goals you set yourself for social media should always back up your business objectives.
The aim here is not just to focus on getting sales. Most people are unlikely to buy from a company they have never heard of. You need to think about how you are going to build trust and a community on your social platforms. This includes increasing people’s awareness of your competition business and boosting the amount of engagement your content receives.
Social Media Goals & Business Objectives.
When managing your company’s social media, it’s very easy to get caught up with vanity metrics, such as the number of views or likes your page and posts attract.
Tim Ferriss, American Entrepreneur and author of The 4-Hour Work Week puts it this way…
While these metrics can provide some insight into how your social media platform is performing, they are only meaningful when you focus on how they support your business. In other words, make them actionable.
The table below gives examples of some goals you can set for social media and how they are directly linked to your business objectives.
|SOCIAL MEDIA GOAL||BUSINESS OBJECTIVE|
|Increase reach / impressions||Grow brand and brand awareness|
|Get more reviews / recommendations||Earn trust|
|More shares, mentions and comments on posts||Turn customers into advocates|
|Traffic (link clicks on posts and traffic from social media channels)||Get customers to your website|
|Get new subscribers / follows||Sales and other conversions|
Now you know how social media can support your business objectives, it’s time to start writing some goals!
A useful acronym to remember when setting yourself goals is SMART. This stands for:
Does your goal have a simple focus?
Is it meaningful? How do you know whether you have succeeded or not?
If it involves a team, make sure that everyone is in agreement of this.
Tie the goal back to your business objectives. How does it support them?
You may want to set goals which focus specifically on supporting your website’s launch or a time-limited promotion.
SMART Goals can give clarity to your ideas, help to focus your efforts and manage your resources more effectively. The table below shows how you can turn your social media goals into SMART goals.
|I want more people following my page|
This goal isn’t specific, measurable or time based
|I want to increase the number of followers on my Facebook page by X amount by the time my new site launches|
|I want more likes on my posts|
Likes show some engagement, but a better goal would support a business objective (e.g. more web traffic)
|I want to double the amount of link clicks my posts receive this month compared to the month before|