Why Campaigns Fail
Social media is an excellent promotional channel, yet many companies do not get the results they want. There are many causes, but the most important is having no goals, or the wrong ones. Without goals, you cannot plan your message or encourage your followers to take the actions you want. How do you reach a destination without a map?
What Your Goals Should Be About
Your social media goals should be about growing your online community, informing it and interacting with it, not only about sales. New customers may well follow as a side effect. Anyone who says social media is "just a numbers game" misses the point.
Align your social media goals with your overall marketing so both hands work together. Aim to grow your brand, improve your reputation, engage with your market and handle feedback well, and set a time frame so you can judge success.
Examples of Good Goals
- Build a positive online community around your brand.
- Engage with that community and manage feedback and questions.
- Keep a steady flow of information between your business and your customers.
- Strengthen your brand's reputation online.
Break Goals into SMART Steps
Each step should be Specific, Measurable, Achievable, Relevant and Time-bound. Steps like "make money from social media", "get 10,000 followers" or "go viral" are not. Good examples:
- Grow quality, organic followers by 5% a month until the end of the year.
- Keep an average engagement of 15% of your audience every six months.
- Respond to questions and feedback within 24 hours.
- Review positive and negative feedback in a monthly team meeting.
Conclusion
The aim is a steady, positive influence that grows your brand and keeps information flowing both ways. Quality over quantity. Etherlogic can help you set goals and build a social media plan that delivers.
