Creating SMART Goals for Your Social Media Plan
Set Specific, Measurable, Attainable, Relevant, and Time-Based Social Media Goals
Your business’s social media presence is part of your overall marketing strategy, and part of that strategy involves setting social media goals and achieving them. Without setting goals for your social media efforts, it can be impossible to weed through the noise to determine if your online marketing is bringing in new business or just adding to digital chaos.
SMART is an acronym that can guide the creation and setting of goals—the SMART method can help guide in the creation of initial social media goals.
A SMART goal is:
Specific: Is your goal well-defined and specific enough that the objectives can be clearly defined? An example of a specific social media goal would be to aim to increase the click-through rate on your monthly e-newsletter by 5% over the quarter.
Measurable: Can the success or failure of your goal be easily measured? For example, if you set a goal to increase the click-through rate on your monthly e-newsletter by 5% over the quarter, and in three months, your click-through rate has improved by 8%–you have clearly achieved measurable success.
Attainable: Is your goal possible? How and why did you choose to increase the click-through rate of your e-newsletter by 5%? Use data and analytics tools to understand where your social media engagement levels are now—and make reasonable, attainable goals based on those facts.
Relevant: Does your goal fit in with your overall business objectives? Do clicks to your e-newsletter links lead to increase in sales—and is this the goal you would like to achieve? Or, is it more important to reach more first-time customers who are more likely to see your Facebook page or website? Understand the overarching goals of your business, and ensure your social media goals are relevant.
Time-based: When will your goal be deemed a success or failure? Without the restraints of time, work on your goal can languish endlessly. Set a time-based goal—like improving your click-through rate by 5% this quarter—and evaluate your goal at the end of quarter.
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