Welcome to the second edition of the iASP Central series How
to Create a Social Media Marketing Strategy.
Our journey began with 'Part One - How to Perform a Social Media
Part One provided an overview on how to perform a social media
audit, in order to establish which social media profiles are
generating return on investment (ROI) for your business.
This time we're exploring setting goals and objectives for a Social Media
Marketing (SMM) strategy.
Part Two - How to Set Goals and
SMM can be an effective way to build brand awareness and engage new leads
for a business.
To get the most out of any SMM initiative, we suggest creating a plan
with clearly defined goals and objectives.
Why set goals and objectives?
Goals are desired outcomes that you want to achieve with your efforts.
Goals provide a framework for a strategy and outline what you aim to
Objectives are closely aligned with goals. Objectives are the detailed
steps taken in order to achieve the goal.
Setting goals and objectives can be considered an important part of any
Setting goals and objectives can help:
provide structure and direction for a strategy
improve SMM efforts
challenge and motivate team members
measure performance and results
So how can you create strong, realistic and challenging goals for you SMM
The answer: Create S.M.A.R.T Goals!
S.M.A.R.T stands for:
The S.M.A.R.T formula can be applied when creating
S.M.A.R.T goals have a greater chance of being
The aim of the goal is clear, specific and easy to understand.
When goals are clear, it can be easier to apply the efforts required to
accomplish the goal.
Broad and undefined goals can leave a SMM strategy lacking direction and
Let's dive a little deeper into the meaning of
Specific - Be specific!
When writing your goal, provide as much detail as possible about what you
aim to achieve.
Always consider the following:
Who is involved in achieving the goal?
Who are you targeting?
What do you specifically want to achieve?
How will you achieve this goal?
iASP Central Tip: When creating a specific goal
for your social media strategy, consider the following:
What social media platforms you will use? e.g Facebook, Twitter or
Who will help to achieve this goal? e.g. a team or specific team
Who is your target audience? e.g. age group, gender, interests,
Measurable - include a metric in your goal!
Track and measure your performance by including key metrics in your goal.
This will allow you to analyse the results.
iASP Central Tip: When adding a metric to a
goal, consider the social media platform you are using and the type of
metric you want aim for.
Keep in mind:
Do you want to increase page likes, engagement, follows or comments?
What specific metric are you aiming for? e.g. 25 Likes, or 25%
Which analytics tools will you use to measure the results?
We recommend using a social media analytics tool such as Buffer or Hootsuite to measure progress and
results. These tools allow you to schedule posts and track important
Achievable - Ask yourself is your goal achievable?
A goal can be challenging, but mostly importantly it should be realistic
While it is great to have ambitious goals, if a goal is set too high, it
can become counter-productive.
Realistic goals can help motivate a team and create a strong work ethic.
Realistic goals can create a vision that with hard work, the desired
outcome can be achieved.
Setting goals that are 'out of reach' can deter others from working
towards the goal. It can also create a notion of failure from the
iASP Central Tip: When first setting goals for
your SMM strategy, we suggest starting out small and try not to
overextend the goal.
Goals can be adjusted throughout a SMM campaign.
For example, instead of aiming for a large number of Facebook Likes, such
as 1000 New Page Likes in one month, start small with a goal that is in
Review your results from the Social Media
Audit performed in Step 1 and create a realistic goal based
on this social media performance.
Depending on your Facebook engagement results, you may find that aiming
for 60-100 Page Likes in one month is more realistic and achievable.
It may also help to break down the desired outcome into a shorter
time-frame. E.g. Aim for 15 likes per week, an approx total of 60 likes
Relevant - Create goals that are relevant!
Ensure goals are relevant to:
We recommend you steer away from goals that are not relevant to your
business or your customer.
iASP Central Example Goal:
Broad Goal - To create open communication and engagement with our
customers via our social media community.
S.M.A.R.T Goal - To increase customer engagement on Twitter, by
aiming for 5 x Mentions per week over the course of 16 weeks. A total
of 80 x mentions.
In order to understand the relevance of this goal, let's assume a large
majority of your Twitter followers are customers. Therefore the potential
to reach your key target audience via Twitter is very high.
The customers who follow your Twitter page are far more likely to engage
with your brand, as it is familiar to them. So the goal is relevant to
the business and key target audience.
Now consider this alternative scenario... Your business has a LinkedIn
Page that is not maintained regularly. It has a small amount of
Followers, which consist mainly of employees.
Therefore reaching customers through the LinkedIn platform would prove to
be far more challenging. As the page is not monitored, replying to
comments would also be difficult. In this situation, including a LinkedIn
goal is not as relevant.
Time-based - Set a deadline for the goal to be
A time-based goal can motivate others, as it creates a sense urgency to
meet the deadline. Time based goals also help manage team expectations,
workloads and prioritising tasks.
After you have created the key goals, list
the objectives under each goal. Objectives are the
detailed steps you plan to take in order to achieve that goal. See our
iASP Central Goal and Objectives Example:
Broad Goal: To increase brand awareness and build authority through the
iASP Central blog
S.M.A.R.T Goal: To gain 100 blog subscribers from 1st August to 30th
October 2017, to increase brand awareness and build authority in our
social community. An average of 8-9 subscribers per week.
In order to achieve this goal, we plan to action the following