Setting Social Media Goals That Actually Move the Needle: A No-Nonsense Guide
Alright, let's cut to the chase. You know you need goals for your social media marketing, but let's be real—vague aspirations like "increase brand awareness" aren't gonna cut it. We need goals that are specific, measurable, and tied to your overall business objectives. Let's dive into how to set goals that actually move the needle for your business.
1. Start with the Big Picture
Before you even think about likes and followers, zoom out and look at your overall business goals. Are you trying to increase sales, generate leads, or build brand awareness? Your social media goals should directly support these broader objectives.
Example: If your overall goal is to increase sales by 15% this quarter, your social media goal might be to drive 5% of those sales through social media channels.
2. Get S.M.A.R.T.
Once you have the big picture in mind, it's time to get specific. Use the S.M.A.R.T. framework to create goals that are:
Specific: Clearly define what you want to achieve. Instead of "increase engagement," try "increase average post engagement by 10% in the next three months."
Measurable: Make sure you can track your progress with concrete metrics. Likes, comments, shares, clicks, and conversions are all good options.
Achievable: Set goals that are challenging but realistic, given your resources and current performance.
Relevant: Your goals should directly contribute to your overall business objectives.
Time-Bound: Set a deadline for achieving your goals to keep yourself accountable and motivated.
3. Get Clear on Your Goals + Choose Your Platforms Wisely
Before you jump on any platform, define what you actually want to achieve. It's like setting out on a road trip – you need to know your destination before you can map out the route. Here's a breakdown of some common goals and which platforms might be your best bet:
Boost brand awareness: Instagram, TikTok, & Pinterest
Drive traffic to your website: Facebook, Twitter (X), & LinkedIn
Generate leads: LinkedIn, Facebook, & Instagram
Increase sales: Instagram, Facebook, & Pinterest
For a more detailed guide of how each of these social media platforms achieves specific goals, read this guide.
Industry Matters
While the above serves as a general guide, it's essential to also consider your specific industry. Different industries tend to gravitate towards different platforms.
B2B: LinkedIn is king for B2B businesses. It's where professionals connect, share insights, and build relationships.
E-commerce: Instagram and Pinterest are visual powerhouses, ideal for showcasing products and driving sales.
Creative industries: Instagram and TikTok are great for showcasing your work and building a community around your brand.
Local businesses: Facebook is still a major player for local businesses, allowing you to connect with people in your community and promote events or special offers.
Remember, these are just starting points. The best platforms for your business will ultimately depend on your unique goals, audience, and resources.
Don't be afraid to experiment and see what works best for you. Social media is a journey, not a destination, so stay curious, stay flexible, and most importantly, have fun with it!
4. Track Your Progress Religiously
Regularly review your analytics to see how you're tracking against your goals. This will help you identify what's working and what's not, so you can adjust your strategy as needed.
Pro Tip: Use a social media management tool to streamline your analytics tracking and reporting.
5. Don't Be Afraid to Pivot
Social media is a dynamic landscape, and things change quickly. If you're not seeing the results you want, don't be afraid to re-evaluate your goals and adjust your strategy.
So, What's the Takeaway?
Setting effective social media goals is about more than just vanity metrics. It's about aligning your social media efforts with your overall business objectives and creating a clear roadmap for success. So, ditch the vague aspirations, get S.M.A.R.T., and start setting goals that actually move the needle for your business.
Need help setting goals that will truly transform your social media presence? Book a strategy session with Evergreen Social today, and let's map out a plan for success!
