5 Essential Social Media Goals For Your Business And How To Achieve Them

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What are you trying to achieve on social media?

What gets measured, gets managed and your businesses social media presence is no exception to this rule. This is where your social media goals come in, they add direction to your social media activities and provide motivation on the days when your posts are just not resonating with your audience.

Your businesses social media goals will be derived from your greater business objectives and will form the basis for all of your actions on social media, from what you are posting to how you are responding to customer comments. These goals will also allow you to set targets against which you can measure your businesses performance and highlight areas for improvement.

In this article I will give you some examples of some great social media goals as well as show you how you can measure your progress towards achieving them. So without further ado, here are 5 goals you can tailor to your business:

1. Increase sales

Or replace sales with sign ups, revenue or any other final stage sales funnel term. This is without question the most common social media goal people come to us with, and ultimately this is often the final objective.

Used in isolation this goal can fail to encompass many of the factors that will ultimately determine your success on social media. However do not be deterred, this can be a fantastic objective when used in conjunction with other goals or if your business has a particularly short sales funnel.

A great example of this goal in action is the use of Facebook ads directly looking to sell a product or service, from our experience this can be a fantastic strategy to use if your business sells low value, simple products that are fairly self explanatory.

Tracking sales

To track your progress towards this goal it is simply a case of measuring the amount of sales/revenue coming from your social media channels in general as well as your social media campaigns.

In order to measure the number of sales coming through to your website from social media you need look no further than Google Analytic's goal conversion feature. If you are using Facebook Ads to directly sell, you can also set up the Facebook Pixel on your website and assign a monetary value to each conversation. Once you have this in place you will need to review the data frequently to ensure you are moving towards your goal and amend your sales funnel if necessary.

2. Generate leads

If you have a longer sales funnel and/or a more expensive product, your overriding social media goal is more likely to be to generate new leads opposed to immediately targeting sales. The massive audience social media gives you access to can be a gold mine for new leads, especially when combined with the specific targeting options that most platforms offer through their advertising services. 

Leads can come in various forms, however usually they involve a potential customer showing interest in you business, product or service by providing you with their personal information such as their email address, name and area of business.
 

Tracking lead generation

There are several metrics you can use to track the number of leads coming from your social media platforms. Some of our favourite are; measuring the clicks on posts that are specifically aimed at lead generation, tracking the number of downloads of gated content, measuring participation in social media contests and of course keeping tabs on the amount of personal information that is being collected.

In addition, it is also important to analyse the quality of the leads you are getting from social media. This can be done by measuring the conversion rate of leads you receive and comparing this to your other lead sources. All of these metrics can be measured through Google Analytics. Once again you will need to set up conversation goals to track these metrics, once you have done this you will be able to see your conversation statistics in the Conversations tab.

3. Increase website traffic

In the same vein as generating new leads, another social media goal you may chose to pursue is to drive more traffic to your website. Increasing the traffic to your website or blog can be a great way to show your social media audience exactly what your business is all about and hopefully convert them into customers. A secondary benefit of pursuing this goal is improvement to your websites search engine ranking, more people visiting your site will convey to Google that you are an authority on your particular area of business.

Tracking website traffic

Traffic to your website can be measured using several different metrics. Obviously measuring overall traffic volume is a good idea, in addition, you will want to measure the proportion of traffic coming from social media and compare this to your other sources. Another important metric to consider is the bounce rate of the traffic from social media, this will give you a good indicator of the quality of the leads coming from your social platforms.

Once again Google Analytics is your friend here, simply go to: Acquisition - All Traffic - Channels and you will find all of the above metrics and more.

4. Improve brand awareness

Unless you are the likes of Coca Cola or Apple, it is probably safe to say that improving your brand awareness is fairly high up on your to do list. Social media is the perfect place to get your business in front of new potential customers, Facebook alone has over 1.86 billion monthly active users, that is almost 25% of the worlds population! Setting this goal is a great way to help you stay accountable and will add direction to your overall social media strategy.

Tracking brand awareness

Tracking this goal is a little less obvious than the others that I have mentioned thus far, however fear not it can still easily be done. The key metrics that you should use for tracking this goal are follower/like count, post reach and the number shares, mentions and re-tweets you are getting. Combining all of these metrics will give you a great overview of how many people are seeing as well as interacting with your businesses content.

If this is a goal you wish to set for you own business, measuring these metrics is easy, most platforms have these statistics easily available through there native analytics tools and come at no additional cost, simply Google the platform followed by "analytics".

5. Increase brand engagement

If you want your content to be seen by as many of your social media followers as possible, you will need to prioritise increasing the engagement your content receives. Several of the biggest social media platforms use algorithms to place high engagement content at the top of users news feeds. The key to increasing your brand engagement is to make sure you are publishing content that encourages your target audience to like, comment and share. In addition, a great way to directly increase engagement on your posts is to simply reply to any comments/tweets your pages receives and encourage further interaction.

Tracking engagement

The key to tracking engagement is to measure the amount of likes, shares, comments, mentions and replies you are receiving. The easiest way to do this is once again using the native analytics provided by most of the major social media platforms. Another great tool you can use to track this goal is social listening. Sprout Social defines social listening as: "the process of tracking conversations around specific phrases, words or brands, and then leveraging them to discover opportunities or create content for those audiences". There are some great free tools out there for helping you do this, a good place to start is Social Mention.

In Summary

There are many different goals that your business can pursue on social media, the ones your chose will ultimately be decided by your businesses objectives. The key to reaching your social media goals is establishing a reliable way of tracking your progress and reviewing this frequently. When outlining your social media goals the for month, quarter or year, decide which metric/s most reliably track the underlying fundamentals to your goal/s and set up a process for tracking this metric. If you do this for all of your social media goals you will be one step closer to achieving them and reaping all of the benefits that social media has to offer.

What goals have you established for your businesses social media? Let us know in the comments.

George Rudge - Social 365