Coming up with quantifiable goals for your social media efforts can be difficult. The terms we throw around all of the time – like brand-building and engagement – can lose their meaning when no quantifiable goals are associated with them. Increasing the number of followers or Likes just for the sake of increasing them is trivial if it doesn’t support a business goal.
While engaging with your customers and building your brand are great ideas, it is important to set measurable business goals and determine if your social media efforts are working towards meeting those goals.
So, what are some examples of goals that you can actually measure?
- Respond quickly to customer feedback on your social media channels. Choose what works best for you based on your business model and time/staffing constraints, and set a goal – all response will occur within an hour? In less than three hours? Remember that timeliness is critical on social, so your goal should definitely be somewhere less than 24 hours.
- Monitor your online reputation. Decide who will be doing this and how often, then stick to a regular schedule. If this is your objective, then it is important to invest in a good social media listening tool.
- Drive sales and lead generation. Set a realistic goal – say, a percentage increase over the next three months. Use analytics tools to measure direct conversions (where the social media was the last interaction before a sale) and assisted conversions (where social media assisted along the pathway but was not necessarily the last point of interaction before the sale).
- Drive traffic to your website. Again, set a realistic goal. For example, over the next three months aim to increase traffic from a specific social media channels to your website by 20%. Monitor your progress through tools like Google Analytics.
- Measure website engagement metrics from social media traffic. It’s not enough to drive traffic to your website from your social channels. You need to measure what users do once they are on your website – how long do visitors from Facebook remain on your site? Do they convert? Set a goal to increase website engagement by recruiting quality visitors though social media.
- Increase brand awareness on social media channels. Although I mentioned “brand-building” as a buzzword above, it can be measured if you use the right social listening tools.
- Increase social media engagement. Again, not just “engagement” as a buzzword, but decide on a quantifiable objective – social shares, email links, downloads, contest entries – and work specifically to increase that objective.
Putting a timeframe on goals and working toward both short-term and long-term gains can help keep your strategy realistic.
While there are benefits to social media that cannot be measured, like building a new relationship or a conversion a long time down the road, those should be happy side effects to a measureable social medial strategy rather than the primary objective.
The Net Impact team is experienced at developing social media goals and strategies. Contact us to find out how we can help you set and achieve your goals.