Identifying Your Social Media Goals

by Tatiana Maldonado

Posted on October 2, 2020 at 5:43 PM

Identifying Your Social Media Goals

Category: Social Media

Tags: Blogging, Branding, Business Growth, Communication, Facebook, Growth Strategy, Instagram, Professional Development, Social Media

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The first step to finding success on social media is to identify your goals. Without clearly defined goals, you have no way of knowing how well your social media strategy is working or what to focus on going forward.


You have likely heard of the SMART goal-setting framework already. This common approach to goal setting is effective in many areas, including social media.


If you're not familiar with the acronym, it stands for:


  • Specific: Goals should be clear and defined.
  • Measurable: Goals should be able to be measured to determine achievement.
  • Achievable: Goals should be attainable.
  • Realistic: Goals should be reasonable.
  • Time-sensitive: Goals should have a specified time for achievement.


It is important to remember that each goal must be tied to a related metric or key performance indicator (KPI). This will allow you to measure and track the success of your goals.


Every business is different and will have unique objectives for its social media strategy. Here are some impactful goals you can aim to achieve when using social media.

1. Drive Traffic To Your Website

Social media is one of the best methods available for driving new visitors to your website and increasing your overall level of traffic. New website visitors often become new customers, making a steady flow of web traffic important for many different industries.


To get the most out of your social media visitors, you want to make sure your website is user-friendly and easy to navigate. Use your social media accounts to link to relevant pages such as blog posts, product pages, and other website content that will gain your visitors' interest.


Useful Metrics to Measure Web Traffic

  • Amount of traffic from social media.
  • Share of total traffic – how much of your total traffic comes from social media?
  • Clicks on your social media posts.
  • The conversion rate of social media traffic – including sales and email sign-ups.


2. Engage New Customers

Brand engagement is an important part of social media. Research has shown that social media interactions help improve brand perception and loyalty, leading to more recommendations.


Engaging new customers often on social media is a great way to encourage them to come back and drive repeat purchases.


Useful Metrics to Measure Engagement

  • Likes, shares, and comments per post.
  • Mentions – how many people are mentioning your brand on social media?
  • Replies – how many people have you replied to?


3. Grow Your Brand Awareness

Increasing brand awareness is a common social media goal. Many people spend hours on social media every day, making social media a great tool for grabbing and holding potential customers' attention.


An effective way to increase brand awareness is by posting relatable and useful content. Followers will share and comment on quality content, helping to spread the word about your brand. Another useful way to increase brand awareness on social media is through paid ads.


Most social media platforms provide robust data on the reach of your content, allowing you to monitor your brand's presence more closely.

Useful Metrics to Measure Brand Awareness

  • Mentions, retweets, and shares
  • Number of followers
  • Reach of your social media posts – how many of your posts actually reach your followers?


4. Increase Your Content Shares

Having users share your content can increase your organic traffic and improve your brand's reputation. Many brands will make social shares an integral part of their social media strategy. You have likely seen social media posts encouraging users to share content in exchange for a freebie, like an entry into a giveaway.

Useful Metrics to Measure Content Shares

  • Total number of shares.
  • Percentage of shares per total views – how many people that saw the content shared it?

Name: Tatiana Maldonado

Tatiana Maldonado