This blog post will tell you why having clear social media objectives will help you measure your success on the various platforms you are active on.
Audit Your Current Social Media Presence
Before you can consider what you want to accomplish with your social media goals, you must first have a firm grasp on your current situation. The best way is to conduct a social media audit.
A social media audit enables you to centralize the management of all your social media accounts and activities. Additionally, you'll gain an understanding of your present performance level, which you can utilize as a reference point.
Begin by establishing a broad goal. By starting with a broad target, the process of goal setting becomes less scary. An example would be of generating a certain amount of leads for a new product.
After establishing a general purpose, you can consider more detailed, granular goals that will directly drive your daily social activities.
Once your audit is complete, review the data you gathered. You'll begin to see which social channels work effectively and which may benefit from a shift in focus.
Following that, consider what it is that you truly want to accomplish with your social media goals.
Examine your entire business strategy and social marketing plan for opportunities to improve their alignment. Once you've determined the development or improvement will truly benefit your organization, it's time to begin developing specific social media goals.
Boost Brand Recognition
As a result of brand awareness, a brand can streamline the sales process, gain market share, and become a market leader. An internal audit is crucial for assessing marketing strategies and brand positioning.
It is possible to differentiate your brand through a variety of actions, including the creation of unique content, personalized promotions targeted at specific demographics, prospect profiling, product development based on social insights, and communication strategies tailored to target sociodemographics.
Here are some key performance indicators (KPIs) to assist in tracking and reporting on the success of this objective:
- Mentions: the frequency with which the brand is mentioned in social media discussions and the frequency with which these talks are shared.
- Impressions: The number of times your content appeared in a feed (but not clicked on or viewed).
- Reach: The reach is the total number of individuals who have viewed it.
- Social Sessions: the number of times the target site is visited, a blog post is seen, and so on.
- Share of Voice: the number of mentions a brand receives in comparison to the total number of mentions received by competitors.
Social media is primarily used by marketers to raise awareness of their brands. We all know social media is a good place to attract customers - people spend about two hours on it every day.
Social media has also allowed marketers to view their brand's online visibility and reach in a quantitative way. Now that most social media networks provide information on your content's reach, you can better track your presence online.
Among the data that most social networks share to help you to determine brand awareness are:
- Followers -How many people can you possibly reach?
- Reach - How many people do you reach on a daily, weekly, or monthly basis?
- Mentions, shares, and RTs - How many people discuss or share your brand's social media posts?
Brand awareness can be tracked through the increase in the size of social communities and target audiences. Expanding your audience should always be a priority, regardless of whether you toggle between many channels or focus on a single one.
The main goals are identifying the best content for your account, choosing the right frequency for publishing, and launching campaigns that will attract new followers to your account (think contests, influencer campaigns).
The relevant KPIs are as follows:
- Followers: The number of fans, followers, or subscribers divided per social media channel.
- Community Progression: the expansion rate of social media channels.
- Community Shares: the number of followers compared to competitors.
- Channel Shares: how many followers each social media platform has compared to all social media followers.
- Brand Social Visitors: someone who visits a brand's social media posts after visiting the brand's website or blog.
Increase Community Participation
You can measure how your target audience is participating by measuring clicks, "likes," shares, comments, and mentions.
Communicating with your target audience is a crucial element of creating a relationship with them. "Likes" and "shares" may be viewed by some as vanity metrics, but they provide insight into whether your marketing and content strategy are engaging and effective.
Through social media, you can create your brand's identity as well as communicate with your followers on a personal level.
Increase Website Traffic
You can take your social media presence one step further by aiming visitors to your website or blog, who may become customers. You may not achieve all of your social media objectives through social media.
When social followers become visitors to your site, be sure to track how they behave, whether they sign up or make a purchase. Your social ROI must be calculated in order to assess which content and channels generate the best response.
The majority of marketers utilize social media to promote their content and increase traffic on their websites.
There are several KPIs that can be used to measure traffic:
- Social media traffic: How many visitors do you receive through your social media accounts?
- Share of total traffic: What percentage of your total traffic is attributed to social media?
- Bounce rate of social media traffic: How is the quality of the traffic from social media?
- Social media posts clicks: How many people clicked from your social media posts or accounts? How effective is your messaging on social media?
Tracking Website Traffic
Tracking online traffic is easy using Google Analytics. This tool displays traffic statistics for your website or blog from multiple sources, including social media.
Navigate to Acquisition > All Traffic > Channel to view traffic generated by your social media channels.
As a side point, keep in mind that numerous social media objectives result in the use of overlapping metrics.
Almost always, online brand exposure increases sales. When your audience feels engaged, they are more likely to speak up about your product without being asked. Think about this when creating your social media strategy.
Improve Customer Feedback
It is imperative to collect consumer feedback on pertinent items and to track consumer satisfaction and evolution over time in order to enhance customer experience.
To achieve this objective, the following key performance indicators (KPIs) should be tracked:
- Brand Perception: The way that a brand or its products are viewed by consumers, particularly in comparison with its competitors.
- Perception Evolution: the change in the ratio of positive to negative feelings.
- Reputation Score: The reputation score is calculated based on the sentiments associated with a brand and the size of the community surrounding each review.
- Customer Support: The speed with which social media conversations are answered or how many customer tickets are resolved within a specified timeframe.
Enhance Customer Engagement Strategies to Boost Customer Loyalty
The goal is to form a strong relationship between the target audience and the brand. Using social media to reach out to influencers is important.
Influencers do not have to be influential on a global scale. In fact, in some instances, a small, highly engaged community may be more effective than a large, passive group.
Connecting and communicating with influencers who have loyal followers and brand ambassadors who have a high degree of engagement are important elements of social media strategy.
This objective's key performance indicators are as follows:
- Interactions: Likes, retweets, shares, and comments.
- The Evolution of Interactions: the rate at which interactions develop. How many messages generate a certain threshold of interaction.
- Influencers: The proportion of influencers and brand ambassadors compared to the community's size.
Your Social Media Objectives Should Evolve As You Progress
The social media ecosystem is constantly evolving, which means that the goals and metrics for success are always changing. First start by determining your current social media presence and work on building it up.
Before you start planning a new campaign or evaluating your current efforts, it’s important to set clear objectives so you can measure progress along the way. Rather than focusing on vanity metrics like followers, likes and shares, focus on what really matters to your company in terms of brand awareness, lead generation or customer acquisition.
Setting these types of specific social media objectives will help keep you focused on his fast-paced environment while also helping improve your ROI by reaching more people with less effort.