How to set social media objectives

How to set social media objectives

In 2019, there were 3.5 billion users of social media (1). Establishing a social media presence sits right at the top of every business’ agenda. Without it, a business stands to lose a large chunk of its target audience. Unfortunately, many small businesses continue to struggle with social media marketing. In this post, we thought it would be good to revisit one of the fundamentals of social media marketing – setting objectives. We’ll walk you through the steps to take to increase your chances of success.

1. Do a social media audit

You have likely set up some form of social media presence. At the very least, you’ll have a Facebook Page, LinkedIn or Instagram account. But equally, by now, you’ll have realised that simply having them isn’t the equivalent of having a magic wand in your hand. You need to work on them. But before you do that, it’s good to do an audit of your existing social media presence. Essentially, the goal is to determine how you’ve been using them and what have they achieved for you, and what still needs to be done. This will avoid throwing the baby out with the bathwater.

2. Organise and prioritise

Rome wasn’t built in a day, and neither will your social media marketing help your business soar in the short-term. It’s a journey that will run in tandem with your business goals. Hence, it’s important you organise and prioritise the goals to be achieved. For example, if you’re expanding into a new market, perhaps a key social media goal should be to create awareness and start a conversation in your target locales, working on building your audience in these domains. To this end, your social media content should showcase work you’ve done to establish your credibility here.

3. Establish metrics

You should be familiar with the SMART framework of goals establishment. The framework is designed to ensure you do not set up lofty goals that just can’t be achieved because they can’t be tracked and measured. With a framework in place, you’ll avoid this and be in a position to track your progress. This in turn will help you tweak your strategy and action plan in line with the progress made so that you are always pushing forward.

To set your social media objectives, connect with us here. We will help you leverage your social media to take your business further.