Social Media Magicians? The SMART Goals of Social Media Marketing
Imagine asking “generate 2,000 inquiries by the end of a 6-month social media marketing campaign.” Wouldn’t it be too cool to achieve this social media goal, especially if you’re just starting to build your brand’s social media presence?
In an ideal world, yes, it’s cool if your social media marketing agency in the Philippines would promise to do just that. But reality check: setting up social media marketing goals doesn’t work that way. Social media marketers aren’t social media magicians, but sadly, some people believe they are. In fact, the example above is an actual number from a prospect we received last month.
Sure, the above number is achievable if (1) you have already established your brand before building your social media presence; (2) you are targeting a niche audience; and (3) your social media marketing campaign is supported by other marketing efforts, e.g. promotion, events, giveaways, etc. Even with all these efforts, the said number is still not a certainty in social media marketing terms given the short campaign period.
You see, coming up with the right social media goals may determine the success of your efforts. There is nothing wrong if you want to dream big and achieve such an aspirational number, and we understand the demands of your business. However, you have to remember the basics of goal-setting: be realistic with your goals.
When setting up your social media goals, you have to be smart. And we mean not just literally smart; we mean following the SMART goal framework.
Setting Social Media Goals Using the SMART Framework
How do you set social media goals the smart way? By making goals specific, measurable, attainable, relevant, and timely. Now, let’s dig deeper into this popular goal-setting framework and how each quality applies to your social media strategy.
- S – Specific
Don’t just say you want to increase your following or drive more sales. You need to be more specific with your goal, which makes it clearer for you to determine what you want to achieve with social media marketing.
Identifying the five “W” questions should also help you achieve your goal.
- Who are your demographics?
- What are you trying to accomplish?
- Where is your target audience?
- Which platforms are you going to use?
- Why are you in social media?
- M – Measurable
How do you know if your goal is specific enough? It should be measurable. Knowing how successful your campaign depends on the numbers you are getting. For instance, increase brand awareness by 5% or double the number of follows on Facebook.
However, when putting up numbers to your goals, make sure it is attainable.
- A – Attainable
The rule is to have a goal that is challenging yet achievable. And by achievable, we mean goals that are realistic (we’re looking at you, Mr. “gain 2,000 inquiries in 6 months”). Don’t set targets too high or too low; they will surely end up in frustration or won’t get you challenged.
If you just started in social media, it’s more realistic to build brand awareness first before going for leads and conversion.
- R – Relevant
Does your social media marketing goal support the overall goal of your business in the Philippines? Review your brand’s objective, vision, and values before coming up with a social media goal. Say, if you want to drive traffic to your website, creating a presence on Instagram might not help with your business goal at all.
- T – Timely
Set a deadline. As Robert Herjavec puts it, “A goal without a deadline is just a dream.” How much time do you intend to achieve your goals? Time is crucial that will determine the attainability of your goals so pay more attention to it.
SMART goal example
With the five qualities of SMART goals defined above, it’s time to put them in action. Say, your goal is to improve brand awareness, then a simple SMART goal might look like this:
“We would like to grow our iConcept Facebook page following by 1,000 new follows per month.”
Specific, measurable, attainable, relevant, and timely—now, that’s one smart goal a social media marketing agency in the Philippines would not only promise but would definitely achieve. No need for social media magicians, just some effective and foolproof social media marketing strategy.