Let’s go from the broad to the specific.
As online marketers, we often think about success in terms of positive online interactions, strong followings, and engaged audiences. We recognize that the power of social media can help us reach our goals.
But how, exactly, do we get there?
We get there with purpose. Social media has an inherently fast energy—a quick snap, retweet, or like. But as social media marketers we know that “fast” doesn’t mean “thoughtless.” There is so much going on behind the scenes.
When we work thoughtfully, we work successfully.
To work successfully, we need to consider our organization’s objective and set social media goals that support that mission. It’s time to move from questions like “Why should we be on social media?” to “How can social media help me reach new customers?”
Do you want to use social media to:
- Increase brand awareness?
- Distribute content?
- Improve customer service?
- Manage your online reputation?
- Convert followers into sales?
There may not be a single answer, and it’s perfectly acceptable if your strategy is targeted at more than one. Choosing the correct social media goals can really make a difference in focusing your efforts and energies.
With your social media objectives identified you can set SMART goals.
These should be specific, measurable, attainable, and timely goals. Don’t say you want to increase followers. Instead, say you want to grow 50 new followers on Instagram each week.
Ask who you want to reach, why you want to reach them, and how and when you will reach them. If you realize your brand is relevant to parents of very young children, a platform like Pinterest is likely more helpful than Snapchat. Taking the time to discuss your audience will help you define your voice, content, and the channels you choose to use.