Setting and Measuring Your Social Media Goals
Unless you are able to afford a complete social media management program, choosing the top three goals that you would like to achieve is a more effective way to strategize. Focusing on fewer goals when undertaking your social media program is a realistic way to achieve success. You will still get many of the other social media benefits. Clearly focusing on specific goals will allow you to track and measure your results. By tracking your results, you can determine what actions are working and what you may have to change for greater success. Here are our recommendations for setting and measuring your social media goals.
Write down your top three social media goals:
My competitors’ strengths and weaknesses:
What has been your previous sales process for successfully selling your products?
Here are the different areas for setting and measuring your social media goals.
Increase brand awareness
– brand awareness is the number of people who know about your specific
Potential metrics to measure brand awareness:
- Followers count
- Reach of your social media posts
- Mentions, shares, and RTs
Drive traffic to your website
One step further from having a brand presence on social media is driving visitors to your website or blog. Those visitors are can become your customers. They can also share your content and recommend your website to others. Your website is where the majority of your content will be located, and you want people to visit your site to learn more about your business.
Potential metrics to measure traffic:
- Traffic from social media – “How many visitors are coming from your social media channels?”
- Share of overall traffic – “How much of your overall traffic does social media account for?”
- Bounce rate of social media traffic – “What is the quality of the traffic from social media?”
- Clicks on your social media posts – “How well is the messaging of your social media posts?”
How to measure traffic to your website:
Google Analytics and any other tracking tools.
Generate new leads
“It’s a way of warming up potential customers to your business and getting them on the path to eventually buying.”
The definition of a lead is quite broad, but it usually means that a person has provided your company with some form of information about themselves such as their name and email address.
Possible metrics to track lead generation:
- Personal information (usually email addresses) collected through social media – “How many leads have you collected through social media?”
- Participation – “How many people participated in your social media contest or events and shared their information with you?”
- Clicks on your lead-generation social media posts – “How well is your messaging on those posts?”
- Conversions of leads from social media – “How good are the leads from social media?”
Grow revenue (by increasing signups or sales)
If you don’t have a long sales process, you can use social media to turn your visitors into purchasers. After you have a lead, you can send newsletters to keep your company’s name in front of your prospects. You may have to get personally involved via messaging or phone conversations. Facebook offers inexpensive options for promoting your business, as do other social media sites.
Possible metrics to measure revenue growth:
- Sign-ups / Revenue – “How many sign ups or how much revenue is your social media channels bringing in?”
- Revenue from ads – “How much revenue is your social media advertising bringing in?”
Boost brand engagement
Engagement is the second most desired goal for social media marketing. Research has found that social media interactions improve brand perception, loyalty, and word of mouth recommendations.
Social media platforms use algorithms, such as those on Facebook and Instagram, to prioritize posts with higher engagement on their user feeds. They want to show content that users will be more interested most interested in.
Potential metrics to measure engagement:
- Likes, shares, and comments per post – “How many people are interacting with your social media posts?”
- Mentions and replies – “How many people are mentioning your brand, and how many have you replied to?”
Build a community around your business
Tracking audience numbers such as total followers and fans is great, but there are also a number of closed and open Facebook, Google+, LinkedIn, Twitter groups that focus on specific audience areas of interest. These are good social places for your business to reach specific types of like-minded people.
The types of goals you want to set for these communities may feel very different to your overall fan / follower growth goals and of course, the type of community you choose to build will have an effect on the metrics you choose to measure success by.
Possible metrics to track community building:
- For Facebook groups: Number of posts, likes, and comments – “How engaged is your community?”
- For Twitter chats: Number of participants and tweets per participant – “How many people are involved in your Twitter chats, and how engaged are they?”
- For Google+ communities: Number of daily active users who respond to your posts and comments.
Effective social customer service
Having a good customer service on social media can help to increase revenue, customer satisfaction score, and retention.
The trend of people turning to social media for customer support will likely continue. There is a huge opportunity for businesses to differentiate themselves from their competitors by delivering great social media customer service.
Metrics to track your customer service effectiveness:
- Number of support questions – “Is there a demand for social media customer support for your company?”
- Response time – “How fast are you getting back to your customers?”
- Customer Satisfaction Score (CSAT) – “How satisfied are your customers with your service?”
Deciding on your specific social media goals allows you to laser focus on achieving them instead of spreading your efforts too thinly. By having goals that are clear, specific, and measurable, you’ll save on time and effort, and get closer to your ultimate destination.