Businesses that are late to the social media game are realizing that they made a mistake. When marketers started discussing it a few years ago, some business owners simply dismissed it as another fad that wasn’t worth investing time and money in. Now they’re kicking themselves. Knowing that they are late to the game has created a sense of urgency and panic. They want to jump right in without really understanding what it’s all about, figuring that they will learn as they go. Their main focus when first starting out seems to be on getting followers. While followers are certainly important, trying to achieve a quick following isn’t the right strategy. The focus should be on actual engagement. There is no point in having followers that don’t care what you are posting, or even worse, aren’t even real people but dummy accounts that were created just to “Like” things.
When setting social media marketing goals, it’s important to focus on things like:
The goal of any internet marketing strategy is to get people to click over and visit your site. While social media pages are great, you don’t have ownership of it. A company website is your hub. If nobody is clicking over to your page from social media, you might want to reevaluate your strategy and include more call to actions in your social media content.
A social media strategy should result in an increase in website traffic, which should result in more leads. Create different landing and conversion pages so that you know that the lead is coming from social media.
Pay careful attention to the number of Likes, Re-tweets, +1’s and bookmarks that your content receives. This helps build your link portfolio and can introduce your work to a new audience that might be interested in what you have to say.
The number of people that take the time to post on your wall or send you a message on Twitter is an important metric. Whether the message is positive or negative, they are still interacting with your brand. In both cases it gives you an opportunity to respond and thank them for a compliment or respond to a negative comment by apologizing and offering to make good on the situation. Many customer service problems can be handled very quickly in the social media space.
Those are the big things to focus on in social media, but smaller goals along the way are what make the big goals achievable. Make sure to set weekly benchmarks regarding the content that you will be sharing in social media, whether it is sharing an article that you wrote or asking your followers a question and participating in a conversation.