The task is simple: make a list of the challenges you face when it comes to social media marketing. If you’re at a loss for the goals your team should set, use the Social Media Metrics Map to assess options for owned, earned and paid social. If you are tracking audience engagement, what exactly do you consider to be successful engagement rates for your social content?ĭepending on the type of content you produce, where you share and the goals you set for your social marketing efforts, the metrics you track will change. How are you going to define the success of your social efforts? Decide which metrics will provide the right type of data so that you can determine whether or not social is supporting your business goals.Īs you identify your success metrics, set clear standards for your social campaigns so that you know when success was achieved. To fulfill this, we must increase the number of likes, shares, mentions and comments by 20% by the end of the fourth quarter. The objective here is to boost brand engagement. Here is an example of a broad objective statement supported with clear standards that define meeting that objective. The OKR method asks you to set a broad objective statement and list out key results that describe what successfully achieving that objective looks like. There are several methods to help you write out specific social media goals, including the Objectives and Key Results (OKR) method. Not sure what goals to choose? The 2020 Sprout Social Index surveyed marketers and found the goals below the most popular. Once you’ve established your social goals, the content you produce and share should continually support those goals. The objective here is to give purpose to your social efforts. Establish authority and industry expertise.Here are several examples of goals you might establish: Think of exactly what you want social to achieve.

Establishing clear social marketing goals is the first step toward transforming your strategy.

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