It can be difficult to keep track of everything in the Social Media jungle. What you should constantly focus on, however, are your own goals and how to measure them. First and foremost, the goals you pursue on Social Media should always match your company’s goals and experience.
Once you have set appropriate goals, it is important to develop a strategy on how to make your goals measurable. The measurability of Social Media goals serves to make successes visible not only to yourself, but also to others.
Likes, followers, and comments give you an initial overview, but if you don’t go into depth of analysis, it’s not helpful or qualitative in the long run.
Below we’ll show you what the potential goals for a business on Social Media are and how to achieve them.
Superior Social Media goals
As mentioned before, your Social Media goals need to fit and support your business. What goals you want to set for your business should be carefully considered in advance. Otherwise it will be very difficult to measure the effectiveness of your Social Media channels.
Depending on where you want to go with your company, the following superior goals come into question:
By now, you can find a target audience for every field in Social Media and this is exactly what you should use for your business. Increasing reach is a key factor that can be achieved through Social Media. Everyone’s user behavior has changed a lot in the past years. Customers who once searched for a business on Google are now increasingly looking into Social Media, such as Instagram, for reviews or answers to their questions. One simple reason for this is that customers can connect with a company at eye level.
Increase brand awareness
Those who are on Social Media can certainly aim to increase brand awareness. The more people talk about a brand, the better known it becomes.
The goal for your chosen target group is to partially adopt the naming of your company and increasing awareness. A basic prerequisite for this is a well-developed content strategy. This ensures that you share relevant content which your target group can interact with.
Give your company a face
Social Media gives you the unique opportunity to give your company a face that makes your entire brand approachable. You have the opportunity to present yourself in a sympathetic way and are automatically associated with your company, which leads to putting you and your company in the right light. For example, you can present products or test them on camera. This builds trust, like best friends recommending certain things to you because they love them.
Unlike most of the other goals we’ve presented you here, this one is hard to measure.
Expand your audience
Another common goal on Social Media is audience expansion. This isn’t just talking about expanding the audience you have, but also building new audiences.
Potential customers, as previously mentioned, become aware of new products and services through Social Media. The best part is that you’ll have an easier time reaching out to younger audiences and a better understanding where they’re coming from and what their interests are.
A key goal for a business should always be the increase of sales. Social Media is no exception. This is a goal, which you should incorporate more in the long term, after you’ve already established yourself on Social Media. Increasing sales is unfortunately rarely seen as a goal on Social Media, although brand awareness and reaching new audiences will inevitably lead to an increase in your sales one day.
Not only do you always have potential customers stumbling across your page, but “Paid Ads” can also sustainably increase your sales. Facebook Ads is a very good way to do so, You can see how much you’ve paid per conversion and how much revenue you’ve generated.
Improve customer loyalty
Improving customer loyalty is as important as attracting new customers. Especially in today’s market with a vide product and services range, customer loyalty is important because your competitor is only one or two “clicks” away.
By communicating with your customers, you can retain your existing customer base and add new customers.
In the same way, you have the opportunity to increase customer satisfaction. Social Media can be a very helpful tool. In its function as a communication tool you can collect questions, feedback and comments and answer them directly. You can use Social Media as your customer support tool. Answering messages directly is very important in order to strengthen customer satisfaction in the long term.
Here’s how you should proceed to achieve your individual Social Media goals
1. Analyse your Target group
A target group analysis is very important on Social Media, because it is not only about your preferences, but primarily about the wishes and interests of your target group.
In a target group analysis you first create prototypes of your own customers, it is very important to trust data and not your own feelings. Data, facts, and numbers and be far from your own feelings.
Try to collect as much data as possible such as:
- Analysis tools
The more data, the better.
2. Define the actual state
It is very important to record the actual state to compare it with the target state. From the differences you can develop a strategy on what you need to improve.
To do so you should conduct a Social Media audit.
The Social Media audit is important to:
- Review Social Media activities
- Develop a strategy
- Determine actual trends and KPI’s
and much more.
You can also use the Social Media audit to define channels that are relevant to your business and develop SMART goals. We’ll explain both of these below.
3. Choose channels
To choose the right channels for your business you should ask yourself three questions:
- Where is your target audience active?
- Which Social Media platform supports my goals?
- How many Social Media platforms can I serve with my resources?
It is important to know where your target audience is active. If, for example, your target audience is 40+, then TikTok would be unsuitable.
To figure out which Social Media platform supports your goals, it’s important to know what is suitable for what. Twitter is suitable for a “support channel” where your customers can ask questions and share reviews. Instagram and Pinterest are ideal for marketing products and services. LinkedIn is ideal for recruiting and B2B marketing.
You see, each social network has its strengths that you can use. But before you try to handle all Social Media platforms, become aware of your resources. Otherwise your employees will be overstrained and can only handle half the work.
4. Set SMART goals for individual platforms
In the previous part, we’ve already talked about goals like brand awareness and revenue growth. Now it’s time to make them more specific and measurable. Use the SMART formula:
- Specific: What exactly do you want to achieve on which platform and when?
- Measurable: Formulate your goals in a measurable way, e.g. a 10 % increase in followers.
- Achievable: Be clear about what is achievable. Overly ambitious goals are demoralizing and don’t look good if not achieved.
- Relevant: Is your goal really a priority right now and does it fit to your business goals?
- Time-bound: Do you want to reach your goal in a month, in half a year or in a year? It makes sense to formulate partial goals in order to be able to correct or control the schedule in time.
An example of a SMART goal would be: I want to generate a 10 % increase in my Instagram followers in 2 months.
A successful Social Media strategy is a process. You should always analyze the current state and compare it to your target state. It’s best to conduct a new audit, so you can readjust and revise your goals. A Social Media strategy is something you have to work on day by day and it is a process that is always waiting to be optimized. If you do this regularly, you can avoid not reaching your goals.
Your goals should always be individual to your business. Make sure that your goals are smartly formulated so you can measure and plan them. It makes sense to divide large goals into smaller sub-goals, so you will have small successes that lead to a big picture.
Make sure that you have analyzed your target group, chosen the right platforms for your goals, and compared your actual/target state.
A Social Media strategy is a process that you can always expand and improve.
If you follow these tips, you will achieve your goals.