So with all that dynamic activity available to you via social media, how do you measure its performance? First, you need to define your goals and objectives. You can’t evaluate your company’s performance on social media without having an objective in place. Without a goal to reach, your evaluations are hollow.
If you do have goals and objectives set for social media, you will be ready for my follow-up blog articles. If you have not set them, continue reading and allow me to guide you toward putting them in place so your posts on Facebook, Instagram and Twitter become more meaningful.
Let’s talk about goals and how you want social media to benefit your business.
First, think about how you engage with your customers now. What do you want them to perceive? What is the messaging you currently use to brand your company? Now apply the same thought to your social media communication as you set your goals.
Here are some samples of what a social media goal might look like:
- Get our restaurant reviewed by customers in order to create buzz marketing.
- Be an expert advisor on financial analysis for individuals ready to retire.
- Be the advocate on a new technology.
Once you have your goals, let’s put into place some realistic objectives. Your objectives are the means for you to reach your goals; they have to be more specific and measurable.
To get people to talk about the restaurant and create a buzz around it, your objective might be getting people to write reviews. How many reviews would you like to have? Do you have a specific social media outlet in which you prefer to get reviews? How many reviews do you think can you gain in 1 month, 2 months, or 3 months? What is your strategy, as far as, how will you ask for reviews from your customers?
To show off your financial advisor expertise on social media, what kind of content should you create and share? (Perhaps you should follow some other pages that give excellent data for you to share.) How many likes or shares would you like to get for each post? How many new followers would you like to get in a month?
Defining your goals and objectives will bring some depth to your social media performance, and give you something to work for, so make sure you start there first.