Step 2: Define clear social objectives that connect to overall business goals
by Admin
Posted on 23-05-2023 05:56 AM
We can practically hear the collective “duhs” through the interwebs. While it may seem obvious, it’s a step that’s often skipped by business owners and marketers alike as we’re scrambling to keep our content fresh. Despite our heroic intent, the lack of planning results in scattered messaging, inconsistent posting, and—drumroll please—a lack of reportable metrics!
we’re not here to talk about vanity metrics such as likes, retweets, shares, and so on.
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We’re talkin’ real goals that prove their value by supporting core business objectives. The most critical question to ask is: how are your social media
marketing
efforts supporting your business goals? according to simplymeasured, over 50 percent of marketers identify tying social media activities to business objectives as their second most challenging social media marketing task.
The first step is to understand why your business needs social media and to define your social media objectives. What’s important to you? whether it’s generating new business, growing your brand, networking with influencers, or simply finding a way to better connect and engage with your followers, write them down and share them with your team so everyone is aligned. Be s. M. A. R. T. Of course, intelligence goes a long way in business, but here we’re not talking about “smart” in the traditional sense of the word. Your goals need to be s. M. A. R. T. Specific as mentioned above, write down your goals but be specific about what you want to see from your social media efforts.
The first step in setting clear objectives for your social media campaigns is to define your goals. Ask yourself what you want to achieve through your social media campaigns. Do you want to increase brand awareness, generate leads, or drive sales? a clear understanding of your goals will help you create targeted and effective social media campaigns that deliver measurable results.
Connecting social activity to business objectives is another thorny issue, as it is unclear how success on social media translates into business performance. Brands can clarify this by breaking down their business objectives into smaller goals tied to social activity and kpis. For example, an increase in website traffic from social media, which ultimately builds up to a business goal to increase e-commerce sales. Once it’s broken down, it is pretty straightforward to measure. When business goals are matched with social media initiatives, brands not seeing success can make informed decisions to change their strategies, such as making more engaging content, increasing ad spend, or targeting different audiences.
Step 3: Track metrics that align with your objectives
Choosing the right metrics is crucial and should align with your objectives to help make better business decisions. Vanity metrics such as likes, shares, and comments may help assess the general success of the campaign. On the other hand, you can use tangible metrics such as leads generated, website traffic, sign-ups, or conversions to measure the monetary value.
Whatever metrics you use, ensure you regularly monitor them. Measure the return on investment over a particular period depending on the sales cycle. Unless your goals, objectives, and metrics are on track, measuring and proving social roi to your agency clients will be challenging.
Setting goals is always the first step in any type of marketing. Without a goal, you can’t decide what success looks like, nor will you be able to measure your success or know if your strategy is on track. There are a few different ways to approach setting social media goals. One way is to choose objectives that align with your business goals. For example, if you want to increase brand awareness, you might set a goal to get more followers on social media platforms. Another way to set social media goals is by considering what you want your audience to do as a result of seeing your content.