All businesses have goals they set. Majority of businesses have a host of social media pages they use. What most business struggle to do, is align their business goals on social media.
Here at This & That Media, we thought that whilst we self-educate ourselves every day as a growing social media agency, it would be handy to help you gain a better understanding of all things social media.
Having experienced this with multiple clients through our Social Media Strategy Services. In this article we will provide a valuable insight that anyone looking to enhance their social media can implement.
“All successful people have a goal. No one can get anywhere unless he knows where he wants to go and what he wants to be or do.”Norman Vincent Peale
Define A Measurable Business Goal
What we often hear when engaged by a potential client is “I would like to increase my following and sales of my products/services”. These are both achievable goals on social media but they lack specificity.
The less specific or clear your businesses goals are on social media, the more complex it is to measure the effectiveness of your efforts. So before we take on any social media project, we ask potential clients to use the S.M.A.R.T goals framework.
The S.M.A.R.T goals framework is designed to help businesses and individuals define clear and measurable goals for their business. Social media marketing is no different and requires added thought when looking to be as effective as possible. Setting expectations for all parties involved.
S.M.A.R.T Goals Breakdown
Based on historic data, think of a specific number or percentage increase in a particular area that will satisfy your social media efforts in regards to your overall business goals? For example, +500 followers on Facebook by Q2 as part of generating awareness for your brand as a startup.
This will give you something to aim for which is clear and obvious to all involved. It also gives them an expectation to exceed and prove their worth!
How can the specific target you’ve set be measured? What metric is going to be reviewed to justify a successful campaign? If you can’t measure the goal then it is hard to highlight how effective your social media efforts are.
Once you have figured out what metric is going to be measured you can identify primary and secondary KPIs to define success at any given timeframe.
For example, a jewellery company Radiance wants people to get to know the brand and think of it for special occasions. In this case, the Radiance goal is to increase ad recall. Its goal is to see a 20-point lift in ad recall by mid-February (after Valentine’s Day).
The misalignment in KPIs and business goals leads to improper measurement of the desired business outcome, meaning the KPI wont be effective in reaching its goals.
You may choose one goal on a platform that is easily measurable but hard to measure on other platforms with the same accuracy. That’s why it is handy to have primary and secondary KPIs.
Your primary KPI is linked to your overall business goal. The secondary KPIs serve as an indicator that things are going well. A business should review the secondary KPIs because those metrics are also important to achieve desired outcomes.
Based on your businesses historic data, is the goal you’ve set achievable with the resources at hand? Some businesses can use stretch goals to set high expectations but they have to be within the means of your historical performance.
If a restaurant turned over all of their tables on weekends multiple times, and wanted to increased their in-store traffic on weekdays. Based on their performance on weekends, the target is probably achievable.
Historic data both inside and outside your business can help you set achievable goals on social media or for your business in general. No matter how long your business has been established, your goals should reflect the macroeconomic climate and competitive landscape.
Facebook IQ is a great tool to use to understand your industry insights and how to utilise them in your social media.
Is this goal relevant to where your business is currently? Are you focussing on the right areas? Is this a problem that needs solving? If there are other areas that need attention then focus on them.
For example, if a restaurant has maximised its capacity on weekends, it makes sense to optimise in-store traffic on weekdays. A bad example is a start-up business wanting to focus on conversions prior to any brand awareness efforts.
Is there a deadline you want to achieve this goal? Is it a short-term project or over a longer period of time? Identifying that gives all parties a timeline to focus on and devote the necessary time towards. It enables time to be set aside to review checkpoint progress mapped out along the way as well.
If you craft a goal that combines all of these components together, it is going to ensure the most effective outcome for all parties involved. As well as a clear alignment with your business goals on social media.
We understand that social media can be a complex task for most businesses as there are so many moving parts.
Here at This & That Media we hope this gives you a better understanding of how to utilise these powerful platforms. We want to serve the community and our treasured clients as best we can.
For more general social media information you can schedule in for a FREE 20-minute consultation here.