If we don't create goals or objectives, how do we know what we're doing is actually producing results? I see so many businesses make this simple mistake when participating in social media - there's no purpose. Without purpose, there is no measurement to determine ROI.
As you are finalizing your marketing plan for next quarter, or even next year, let's put some strong, simple objectives in place.
First, what is your purpose? Are you participating in social media to increase market share, gain followers, increase profits, build credibility, cement brand awareness?
Second, what is your comparison? Compare your results to a compatible time frame, whether it be last month, last quarter, or even a campaign.
Third, when do you want to complete this particular objective? The smaller time parameter you allow, the more frequently you will be able to review the results and adjust accordingly.
Here are a few examples:
- Increase our Twitter followers by 10% over December 30, 2016's number by January 31, 2017. (Screen capture you Twitter follower number on the two measurement dates.)
- Increase our Facebook engagement by 220% during the 2017 New Year's Sale campaign (December 26, 2016 to January 2, 2017) compared to January 2016's campaign engagement. (View your Facebook insights for engagement rate numbers.)
- Increase our social media participation to five posts per week on Facebook, ten per week on Twitter, 10 per week on Instagram, two per week on LinkedIn, and one blog post per month compared to our previously unstructured participation between January 1 and March 31, 2017. (Review and estimate current activity. Create a calendar for activity during first quarter and check off when it's complete.)
These are basic parochial measurements that start us on the right track. Continually creating these objectives for each quarter, month, or campaign, helps us to create content that supports our objectives, therefore allowing us to reach our goals.