It’s a new year, meaning new social media goals for your business. If you have social media goals planned out but not sure what you specifically want to achieve and how, then we are here to help you.


When setting your goals the easiest way to break them down is to use SMART. This makes the process simple and ensures you are planning each goal clearly. SMART goals consists of five areas…


Make sure your goals are simple and clear for what you want to achieve.


Your goals need to be measured so this means a metric needs to be attached to each goal. For example, this could be number of website visits.


Ask yourself if you are able to achieve this goal, don’t set yourself something that you can’t achieve but also don’t set a goal that is too easy.


Again, this relates to your goals being achievable. To be realistic means you need to have the resources to achieve these goals, whether that is time, people or equipment.

Time sensitive

Create a time frame for your goal, make sure this is reachable but also adds pressure for it to be completed.



1. Setting your goal

Identify your strengths and weaknesses, from those you can decide where you want to improve your weaknesses. For example, if you have a large Twitter following but you aren’t getting the amount of engagement you would like, your goal could be to increase engagement on your Twitter profile from followers. If you are finding it difficult to identify your goals, think about how you reach your audience, what makes them act and convert to be your customers, then once they convert how do you engage with them to keep them interested? Identify things you could improve on in these areas and make them into your goals.


2. Adding a metric

Now it’s time to think about the best way to measure the goals you have just created, these need to be something you can keep track of. Here are some examples of metrics you can match to your goals for each social media platform…

  • People engaged
  • Total page likes
  • Page visits
  • Reach
  • Followers
  • Profile visits
  • Tweet impressions
  • Mentions
  • Impressions
  • Reach
  • Engagement
  • Average daily impressions
  • Average daily viewers
  • Average monthly viewers
  • Average monthly engaged
  • Clicks
  • Saves
  • Likes
  • Interactions
  • Followers acquired
  • Engagement
  • Reach


3. Make a plan

This is the time to tackle the time and achievable section of your SMART goals. Make a gantt chart, calendar or timeline of dates consisting when these goals will start, any milestones you plan to reach and when it will be completed. For example, if you plan to increase your Instagram followers by 5,000 in the next 5 months, set milestones for 1,000 followers per month. These need to be realistic and not overly far from your previous statistics, however don’t make these milestones too easy.


4. Track your goals

Now it is time to track your progress. There are many ways to keep track of your social media statistics, whether it be free or paid. Paid trackers include services such as Sprout Social and Google Analytics Premium. Free services include Google Analytics (basic version) and individual social media websites such as Facebook, Instagram, Twitter, etc. will provide you with basic data for free. You can also produce your own ‘dashboard’ of all social media statistics you want to keep track of by recording them each week, month or quarter. This can be done on excel by including the dates and types of the statistics you want to keep track of. This way you can see any major fluctuations that may occur to keep track of what you are doing right or wrong.


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