Brands must use social media. According to Statista, as of January 2022, there are 3.96 billion total social media users across all platforms. Yet, to benefit from social media, brands need to build a clear strategy that takes into account what they are trying to achieve. In other words, a social media strategy is meant to help you achieve your social media goals.
Talking to our clients, we’ve noticed that the terms “goals”, “objectives”, “strategies”, and “tactics” are not quite clear sometimes. So let’s begin by defining them, and giving you an example of each one.
Table of Contents
The Differences of Goals, Objectives, Strategies and Tactics
Goals –
A goal is a broad statement of what your company wants to achieve.
i.e. To establish a solid presence in social media.
Objectives –
To be measurable, objectives must be S.M.A.R.T.
- Specific
- Measurable
- Achievable
- Relevant
- Time-Bound
i.e. A year from now, we will reach a million people through Instagram, Facebook, Twitter and LinkedIn.
Strategies –
Strategies are the methods or procedures for achieving objectives.
i.e. Strategy #1 – Strategy of paid media.
Strategy # 2 – Strategy of collaborations.
Tactics –
Tactics are the activities that will be carried out which conformed the strategy. The actions that will make us to achieve our objectives.
i.e. Strategy #1 – Strategy of paid media.
Tactic #1 – Run a Reach Campaign with Facebook and Instagram Ads. Monthly budget $ 5,000
9 Social Media Goals For Your Social Media Strategy:
Here are 9 social media goals for your social media strategy. Your company’s job should be to develop the S.M.A.R.T. objectives and tactics that will make you achieve them.
Content Related: How to build your social media marketing strategy
1. Brand Awareness
If you want to establish a presence and increase your reach on social.
What are the metrics to measure brand awareness?
- Followers count – “How many people can you potentially reach?”
- Reach of your social media posts – “How many people have to reach each day / week / month?”
- Mentions, shares, and RTs – “How many people are talking about your brand or sharing your social media posts?”
2. Web Traffic
If you want to drive traffic to your website or blog.
What are the metrics to measure web 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?”
3. Lead Generation
If you want to collect key information from your prospects.
What are the metrics to measure lead generation?
- Personal information (usually email addresses) collected through social media – “How many leads have you collected through social media?”
- Downloads of your gated content – “How many people visited from social media and downloaded your gated content?”
- 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?”
Content Related: 5 Strategies To Generate Leads For Your Business
4. Revenue Growth
If you want to increase signups or sales.
What are the metrics to measure revenue growth?
- Sign-ups / Revenue – “How many sign-ups or how much revenue are your social media channels bringing in?”
- Revenue from ads – “How much revenue is your social media advertising bringing in?”
5. Brand Engagement
If you want to connect and engage with your audience.
What are the metrics to measure brand 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?”
6. Community Building
If you want to gather advocates of your brand.
What are the metrics to measure 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 Slack communities: Number of daily active users – “How many people are actively involved in your Slack community?”
7. Customer Service
If you want to help and serve your customers.
What are the metrics to measure customer service?
- 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?”
8. Public Relations
If you want to disseminate news and build relations and thought leadership.
What are the metrics to measure public relations success?
- Potential reach – “How many people did a PR campaign potentially reach through social media?”
- Shares and mentions – “How many people are sharing or talking about your thought leadership articles?”
- Influencers – “How many, and who are the influencers or journalists talking about your articles? What’s the size of their following?”
- Outreach – “How many people are asking your company about industry-related questions? How many journalists are asking questions about your company through social media?”
9. Social Listening & Research
If you want to listen to your customers and understand your market.
What are the metrics to measure social listening & research?
- Customer conversations – “How many conversations have you had with your customers on social media?”
- Suggestions or feedback from social media – “How many suggestions are you getting from your customers through social media?”
- Product/content improvements made from those suggestions – “How many of the suggestions influenced your product development or content production?”
Conclusion
After analyzing your company, you should create a strategic plan that includes goals, objectives, strategies and tactics.
You can use the above metrics to measure your success.
Do not hesitate to contact us if you need help. We will be happy to guide you.