Goal Setting for Your Social Media

It’s time to set goals for your social media. Ask yourself, what do you want to achieve with your social media efforts?

  • Get More Business?
  • Provide Better Customer Service?
  • Create a Positive Online Presence?
  • Improve Employee Retention/Recruitment?

Once you know what you’d like to achieve, it’s time to plan how you’re going to measure your social media success.

Your social media strategy will be heavily influenced by the goals you set.

Question: What can you measure?

Answer: A lot.

What’s important, is that you remain focused on a few metrics that are directly related to your goals.

Let’s use building a positive online presence as an example goal. Your strategy will center around being friendly and engaging with existing customers. In addition, you’ll point to where people can leave reviews for your companies services. You’ll then measure the amount of positive online reviews you receive.

There are many places where a customer may leave an online review, including Facebook, Yelp, and Google. Your goal could be that you want 3 times a number of online reviews you currently have in a 6-month time span. This gives you a tangible number to work towards.

Set a goal and drive towards it.

Sample goals and metrics for social media:

Goal: More Business


  • Number of new clients per month that found you from social media
  • Number of new clients through social media referrals

Goal: Better Customer Service


  • Social media response time to question and complaints
  • Number of repeat customers

Goal: Positive Online Presence


  • Amount of positive online reviews
  • Number of likes and comments on Facebook

Goal: Improved Employee Retention/Recruitment


  • % of employee turnover on an annual basis.
  • Number of job applications

Some of these metrics aren’t directly measured within social media. But with the right social media strategy, you can see these metrics be influenced.

Plan: B Cleaning does a great job of using social media to improve employee retention and recruitment. They feature their employees, and also show the positive experience of being a part of their team. Look back at our review of their strategy.

S.M.A.R.T Guideline

To stay consistent with setting goals, here is a guideline commonly used in business.

S – Specific. Being clear and specific helps you to get down to the real reason for setting this goal.

M – Measurable. Guess what? You need to be able to measure your goal! Set goals that can be measured.

A – Attainable. Know what’s realistic for the amount of investment you are putting in. Setting the bar too high will discourage your staff and yourself. Your goal should be reachable, with a little work of course!

R – Relevant. Make sure the goal relates to your business. If it isn’t going to impact your business objectives then you need to rethink your goal.

T – Time-bound. Give yourself a deadline, this will motivate you and your team to accomplish that goal. Timelines create positive reinforcements to implement your social media strategy.

If your goals are Specific, Measurable, Attainable, and Time-Bound, you will have a great start at implementing your social media strategy.

Goal setting should motivate you to get started with your social media. You should know which channels to use, what kind of content you want to share, and what you want to achieve. A little reminder about our info of the 4 different channels:



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