Setting social media goals is a key step toward proving (and improving) the value of your social media work. Writing your goals down and regularly reporting on your progress also significantly increases the likelihood that you will achieve what you set out to do.
Goals help you chart a course for improvement and success. They allow you to see how effective your efforts are. They give you purpose and direction, in a documented way that you can share with others.
Bonus: Get a free social media analytics report template that shows you the most important metrics to track for each network.
How to set social media goals in 3 steps 1. Conduct a social media audit
Before you can start thinking about what you want to achieve with your social media goals, you need a clear picture of where you stand right now. That means you need to conduct a social media audit.
A social media audit will help you record all your existing social media accounts and programs in one place. You’ll also get a sense of your current level of performance, which you can use as a baseline.
We’ve got a whole post that walks you through a social media audit, complete with a free template to track everything.
2. Decide what’s important
Once you’ve completed your audit, look through the information you’ve gathered. You’ll start to see which social channels are performing well, and which might need a different focus.
Next, start to think about what’s really important for you to achieve with your social media goals. Sure, vanity metrics are fun to track. But can you tie these simple measures directly to business goals? Will increasing your likes lead to real business value? (In some cases, it very well might. But put in the time to really think about this upfront.)
Take a look at your overall business strategy and your social marketing plan and look for ways to better align the latter with the former. Once you decide what kind of growth or improvement can really help improve your business, it’s time to start crafting some specific social media goals.
3. Choose your goal-setting framework
Anyone can pull a lofty goal out of thin air, but that won’t help you improve your business results or even measure progress. For your social media marketing goals to be useful, they need to be realistic and trackable. They also need to be tied to clear objectives that will help you make progress.
Established goal-setting frameworks help you put in the work upfront to create meaningful social media goals that will support your business in the long run. Here are a couple of our favorites.
The S.M.A.R.T. goal framework
The S.M.A.R.T goal framework is all about creating relevant, achievable goals that help support your overall business objectives. The acronym stands for:
Specific: Be clear. Does “increase engagement” mean you want 100 new followers or 1,000? Making your social media goals specific helps you track progress and measure success. Measurable: Every goal