Social Media Goals: How To Set Bulletproof Goals You Can Actually Achieve! | Dasia Lutova | Skillshare

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Social Media Goals: How To Set Bulletproof Goals You Can Actually Achieve!

teacher avatar Dasia Lutova, Social Media Trainer

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.



    • 2.

      Connecting Business and Social Media Goals


    • 3.

      Social Media Metrics


    • 4.

      How To Benchmark Social Media Goals


    • 5.

      Setting SMART Social Media Goals


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About This Class

If your social media approach is a bit "spray and pray", this course is for you! 

We'll be covering 

  • How to translate your business goals into social media goals
  • Which social media metrics you should be tracking
  • How to figure out what success looks like for your brand
  • How to set achievable social media goals
  • And more!

With four lessons and six workbook exercises to guide you along your goal-setting journey, it's never been easier to get your social media strategy in gear for 2019!

This class is part of a larger course called Social Media Spending, which you can find on my website So if you liked this class, and want to add some more skills to your arsenal including how to calculate ROI, and how to set your social media budget, I hope you'll check out the full course.

Enjoy the class, I'm looking forward to seeing your project!

All the best,

Dasia Lutova

Founder: Critical Social

Keep up with Critical Social: Newsletter | Facebook | Twitter | LinkedIn | Instagram

Meet Your Teacher

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Dasia Lutova

Social Media Trainer

Level: Intermediate

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1. Introduction: hi and welcome to this class on how to set bulletproof social media goals you can actually achieve. My name is Dexia. I'm a social media strategist and the founder of the training companies critical social. I'll be taking you through the material today. This class is designed for marketers who ideally have a little prior experience with social media. The scales recover will especially be useful if your social media manager, account manager, solo marketer, entrepreneur or aspiring strategist to get the most out of this class, you'll need the workbook that comes along with it. The workbook has six exercises and your social media gold template for you to use. If you're keen to submit your project, I'll be reviewing and giving us much feedback as I can on the project submitted. So please don't be shy in submitting yours. I'm sure you're keen to start learning, so let's jump into it. 2. Connecting Business and Social Media Goals: welcome to lesson one social media goals and how to set. HM. So whether you're an entrepreneur with your own business, a solo marketing manager or part of a big agency team knowing how to set good social media goals is the first step to having an effective social media strategy. So the first step to sending clear and effective social media goals is knowing exactly what your business goals are. If your business goals are vague and confusing, all your social media marketing efforts will be vague, too. But a lot of businesses and brands don't clearly communicate what their goals are, which can put everything on a shaky foundation. If you're a business owner or an entrepreneur, maybe your goals air just to, you know, make all the money. Which means that your social media efforts are always going to be chasing kind of an imaginary horizon. So if you're not sure what your business goals are, we can ask ourselves, What does success look like? This is a deceptively simple question that can have a lot of complicated answers, but for now, ask yourself in a general way. If I could wave a magic wand and get the best case scenario for the business that I'm representing. What would that be? So you can think about business success, like be having plenty of sales or brand success, like being seen as better than the competition. We're going to talk about the distinction between those two in a little bit. But for now, try and figure out what success will look like for your brand. And what is the top priority with a success really mean for your brand? Now, when we look at brand success and business success, we'll see that there is a bit of overlap in terms of what kind of goals were talking about . But let's try and flesh both of these out. So you get a sense and start to maybe brainstorm a little bit in your mind about what goals are that matter the most to your business. So on the brand side, we've got awareness goals. How many people know about our brand? Are we penetrating the market that we're really targeting? And then we've got competitors. You know how to people see us compared to the competition? Do we need to move up in the rankings? Brand positivity is another one corporate stand have this issue where maybe a lot of people are aware of their brand, but the brand positivity isn't quite there, so people are there neutral or negative about the brand. So raising brand positivity is an element of awareness but can be its own particular goal. And is your brand front of mind? Is it the first brand that people think about when they think about the problem that you're solving? And recruitment can also be a measure of brand success. How easy is it to get people to work for you when you've got a strong brand? Often recruitment becomes a lot easier because people already have that positive association and for business success, we've got things like sales. How many sales, air remaking and profits? How much is it costing us to make those sales? How do we increase those profits? Having good employees do? We have people that know what they're doing are retreating our employees right things like growth. Are we hiring more people? Are we opening more branches and, of course, customer retention? Are people coming back after their first purchase experience? Are they recommending us to others? Are we keeping them in our ecosystem. So you'll see in the middle where this brand success in business success overlaps, is where we can create value with social media marketing. Now notice that social media marketing can't take all brand success or all business success and make it happen. And that's because your brand isn't wholly determined by what you do in terms of marketing , your brand is what other people think of you, what the images in your customers minds. So that's impacted. Also by, you know, trends in your industry what your competitors are doing, what the press is saying about you. You can't oh, his control, all of that. And on the business side of things. Obviously, a lot of marketers and social media marketers especially get all of this pressure to say, improve sales or improve profits and create growth. Where is at the end of the day, you can social media market all you want, but if you don't have a good product or a good offering at a good price point with good people, then you're not really going to create that business success out of nothing. So it's important to realize that we can't control all of the outcomes from the brand side and the business side. But if we do social media marketing right, we can support both of those goals. And we can support those goals by guiding your customers through what we call a sales funnel. Now the sales funnel is their customers journey from discovery toe loyalty. So every marketer and every strategist has a different version of this funnel there, probably dozens of versions out there. But all you need to know is that if you can accurately plot the steps that every customer takes, or every client takes from first knowing about your brand to becoming a customer and loyal customer of your brand, then you know that that's your sales funnel. So here's a version of a sales funnel that we can go through really quickly. You don't need to know this inside out, but just so you get a sense of what each step in the process entails at the top, we have awareness where people are exposed to your brand for the first time. Find out what that you exist in what you're all about, then we have consideration where people consider becoming a customer. Maybe This is the part where they I follow you on social media or they compare you to your competitors. There are Googling you this sort of thing, and after that we have the lead they give you while your customer gives you some of their values something that they value, such as their contact information, so that you can give them something of value as well. And this is where people really start to show that they're interested. So, for example, someone who's giving you their phone number so you can call them and give them a quote or someone who gives you their email address so we can download a free E book that you're providing. After that, we have the trial phase. Now a lot of people will combine trial and purchase. But for our purposes, we can just talk about the trials, its own step, and this could be a free sample. It can be buying the cheapest item that you have, even though they're preparing to buy something much more expensive so that they get a sense of what your purchase journey is like. It's also may be getting a limited time access to a service that you offer. So that's really where someone's decided that you're the person that they're going for and they want to see what you're all about. And after that, we know exactly what purchasing is is when they check out and give you their money. Loyalty is the bottom of the funnel. When they're coming back for more. When they're repeat purchasers or if you know you offer something, let's maybe a one time service, then they're referring you to people. So they had a good experience throughout their customer journey, and now they're an advocate of your brand. So when you're designing your customers experience, you need to plot out every step and be very thorough about it. But for our purposes now we're just setting goals. So we're going to look at this funnel and say, Where can we simplify it so that our goals can be simple but clear? So what you see here is a simplified sales funnel, and here you can see that our awareness and consideration steps are the same as they were before. But all of those steps where we've got the trial in the lead have been summarised into one step, which is action. And that's because as social media marketers, the tactics that we used to achieve action goals, such as getting people to sign up for a lead or getting people to purchase or people to repeat purchase. All of those tactics are very similar. So instead of having five different goals, we can just have the one goal of inspiring action. So what we want to get to is understanding that your business goals will always fit into one of these three categories. So no matter what your business goals are or what your brand goals are, you're going to be looking at this and saying, OK, it's going to be either an awareness goal, a consideration, go or in action goal. So on this table you can see our social media goals aligned with different kinds of business goals. Now, this is not a complete set of all the business goals that can be possible in the world. Obviously, your mileage may vary depending on what your business is like and what your brand is like, but this is going to give you a sense of where your business goals will fit into that three step process of awareness, consideration or action. So let's start at awareness at Aware knows you're making audience aware of your brand, and your business goal might very well be brand awareness, which is, you know, pretty self explanatory. Getting that reach out there and getting new people to know about your brand and reminding the people that already know about your brand that you exist keeping them front of mind. Um, another kind of business goal that might fall under awareness is competitors tracking. If you're in a very competitive industry, you want to make sure that you have a sense of how many people are talking about your competitors online versus talking about you online. You know what is the conversation like all that jazz? So that is also going to be an awareness goal on the consideration side, where your audience is considering becoming a customer, you have the business goals of brand education. You know you don't want to show someone a 15 minute tutorial of how to use your product if they've never heard of you before, so once people are aware of you is where you show them. Okay, this is how our brand is different. This is what we really offer, and this is also where you're going to have that sentiment, that brand love that we talked about earlier, where changing people's minds about the brand or really inspiring those positive feelings about the brand, um, is going to be a consideration type of goal. Customer service is another kind of gold that falls under consideration because when you're having an interaction with a brand online, it's usually very public. And a lot of people are looking at that interaction and judging your brand based on that. And if it's a positive interaction, they'll say, Hey, even though this person had a problem with the brand, the brand responded really well and solved the problem that creates more consideration in them and positive sentiment in them so that they can, in future, become a customer and for action goals. The audience is taking action on the path to becoming a customer. So here your business goals would be sales or leads things like customer loyalty. Getting those repeat customers and also recruitment is kind of ah, oft for gotten one that's under action because replying for a job is also an action that needs to be inspired in people. Okay, so for exercise 1.1, you're gonna go to your workbook and take the business goals that you know your brand has. If you work on more than one brand, you can pick the brand that you know best, or the one that's closest to your heart. It doesn't matter if you have only one goal or if you have all the goals are. If you need to add the goals that you have into this chart, as long as you're accurately representing what your business is looking to achieve through social media, okay, so you can pause the video and complete that exercise now. Okay, Now you've completed exercise 1.1. If you're looking at your table, you've probably noticed how many different goals your brand has. You might have even ticked all of them on a lot of brands. Stop here and try to achieve way too much with limited resource is. But our key question is, what are your top priorities? So, for exercise of 1.2 in your workbook, you're going to list all the goals that you have in order of importance so you can go back and rank. What's the number one thing that I need to accomplish with the second most important? And as you go along, you'll see that a few naturally fall behind. Writing out your goals is also a powerful way to clarify, and I'm set your intention to achieving your goals so you can post the video. Now take a moment and write out what your goals are in order of priority. Now for the plot twist, notice that the top three numbers in that list are bold. That's not a design flaw that is actually because Part two of this exercise is going to be highlighting your top three goals and admitting to yourself that those are the top three goals that we're going to be focusing on for the rest of this lesson and why that is because you don't want to spread yourself too thin across too many goals, and you really want to focus on what you can achieve a realistically. So if you had more than three goals, you can scratch the rest out, highlight or circle the ones that you're going to be focusing on. So the last step of this exercise is for you. to clarify. What are your business goals translated into social media goals? So you're going to go back to your table in exercise 1.1 and see which category your business goal was under and write it down next to your top three goals. So which one was an action goal? Which one was a consideration goal? Which one was an awareness school? You might find? That may be your top three goals were all in one section or category. Or maybe you're missing a category. But all that's OK, as long as you know how your business goals are translated into the categories of social media goals. Okay, once you're done with that exercise, it's time to move on. Next, we'll learn about which social media numbers we need to track to make our business goals come to life on social media. 3. Social Media Metrics: welcome back to this lesson on social media goals. In our first topic, we covered how to prioritize our business goals and translate them into social media goals like spreading awareness, creating consideration and driving action. Our second topic will be covering is Social Media Metrix. Social media metrics are the numbers we tracked to measure our results. We could have all the lofty goals we like, But if those goals aren't translated into hard numbers, it's very tricky to know if you're getting closer to your goals, we can't grow what we don't measure. So when we have clear goals and metrics attached to those goals, we can have clear, measurable results. Just a side note on social media measurements or metrics that we're talking about today. Thes will bury across platforms in terms of what they're called. For example, a Facebook fan, a Twitter follower and a YouTube subscriber are all basically the same thing. They're members of your community who have opted into your content to keep it simple. Here will stick to Facebook terms in this overview because even though some of the labels change, the basic mechanic or how it works is the same across platforms. Remember when we discussed awareness goals? Here are three social metrics we can attach to awareness goals for brand awareness. We contract community size. So that's how many fans, followers and subscribers we have. Seeing your community size grow is a good representation of brand awareness, and Brian Love reaches another metric. We can measure reaches the number of people who see your content, even if they're not a fan of yours. So when you're on ads, you'll see reach as a metric in your reporting. So for the goal of competitors tracking you can also measure community size, meaning a relative community size. What the competitors community size is compared to yours, but I think we can also measure a shared voice. This is the metric that you'll find a lot of paid social media reporting software house. It counts all the mentions of your brand online and compares it to your competitors. Then you can see of the total conversation about your category or your service. Which percentage of that conversation mentioned you versus mentioned your competitors Now? Personally, I think a lot of competitors tracking is a little bit overkill, partly because a lot of competitors tracking isn't showing you the full picture because you only have public information about them. You don't know how much they're spending, how many ads they're running. And also you can't control your competitors. Unfortunately, so even though you're tracking them really closely, it can be tough to really show. Return on. Investment on putting a lot of a resource is into tracking. But you know, when you have clients and they're obsessed with their competitors, you got attract some share. Of course, now our consideration goals can be measured in plenty of ways for brand education. I would suggest measuring engagement. So engagement means that the audience didn't just see your post. They interacted with it. So things like comments, shares, reactions and video views are all engagement. Video views air, great metric for brand education, and mentions are also a good brand education. Metric I mentioned is someone publicly tagging or mentioning your brand name online. The brand love you measure engagement just like he did for brand education. When people like a brand of they're more likely to interact with it online and feel comfortable sharing, liking and commenting on your content. However, just counting engagement isn't enough as a measure of brand love, because when people are unhappy with your brand, they'll be quick to engage to. You've got to see it hand in hand with sentiment. There are a few paid tools that track sentiment with AI or let you manually tag your interactions with a positive, neutral or negative sentiment. Then, once you create a report, it shows you the total number of positive versus negative conversation. If you're a big brand that deals with hundreds of thousands of mentions, it's having something like a paid tool might really help. But in general, if you are a smaller brand, that maybe only has one community manager, tracking sentiment isn't necessarily something you would need a tool to do. Just having someone who pays attention to it is enough for customer service goals. You can measure your resolution time. Some platforms, like Facebook, will automatically count how quickly your respond to messages and give you a badge if you're very responsive. But a response is not always a resolution. So if your customer service goals are highly tracked, like maybe you work for a call center, you wanted to will the tracks that total time from when someone logs a query through social media until the query is resolved, can to get the answer they need where their problem is solved. You can also track reviews of your brand, which is a bit more straightforward as these are built into Facebook's business pages for your action driving goals. The shortcut to finding your metric is to simply count the action that you want people to do so. For sales goals, you'll usually need to take your customers off social to your own platform, which is usually your website. From there, you can use a piece of code called a pixel to track what people do after they click on a sales post through social. Without a pixel, you'll only be able to track clicks to your website. You can only track what happens on the social media platform itself. If you need to measure leads, you can also run lead generation ads on platform as well. But when you install a pixel, you can track all the way to closing the sale. So if your brand has e commerce, I definitely recommend installing tracking pixels for every social media platform that you use for customer loyalty. You contract recommendations on Facebook, where people tag your brand to recommend to your friends. You can also use all the sales metrics we just discussed, but targeted to people who, you know have already been a customer of yours. For recruitment goals, you contract job applications through platforms like Lincoln. And more recently, Facebook has started on platform job applications to, so you'll see a version of this whole chart in your workbook. And for exercise 1.3, all you have to do is circle the social metrics you'll measure to meet your top three social media calls. So now you've got a list of goals and a list of metrics to track. But how do we know how high or low to aim with? Those metrics in our next topic will answer this question with the three ways to benchmark yokels. 4. How To Benchmark Social Media Goals: welcome back to this lesson on social media goals. Now we've learned which Social Media Metrix we should be tracking for our goals. It's time to get even more specific. The skill will be covering now is social media. Benchmarking at benchmark is a point of reference you use to measure your results against. This is a crucial step in your social media strategy. Many marketers stop at deciding which metrics to measure. Say, for example, your goal is wider brand awareness. So you want plenty of followers. But we've got to get more specific than that. How many is plenty? 1000 a 1,000,000 We can't figure out what level are. Goals should be set without having an outside reference to give us context. Setting goals in context is good benchmarking. Imagine you have 2000 fans now. Is that good or bad? We don't know unless we have context. For example, if you own a small tea shop in a quiet town where the population is 4000 having 2000 fence is incredible. That's half your target market. But if you're a new brand of chocolate cookies competing directly against Oreos, well, they have 40 million fans so suddenly it looks like you've got a lot of work ahead of you to grow that 2000 fan base. If you want to realistically compete in that industry, Benchmarking helps us connect our goals to the real world. That helps us be realistic about where we put our limited resource is and what we can expect to achieve through our efforts. Once we know what the benchmark it's weaken, set our goal to meet it or to get above it. There are three main types of benchmarking techniques. For example, in industry benchmark shows what the average result is in your industry. You can find research that averages out things like engagement and conversion rates. This is the broadest benchmark because they're usually thousands of data points, and you're not sure how the researcher calculated their totals for competitors Benchmarks. For example, if you know your top three competitors, you can create a benchmark for yourself. That's the average of the three. This is good for goals like community size, which can vary widely across businesses. You can also use APS and tools to figure out what your competitors engagement rates are, how much they post and how quickly they're growing. Your historical benchmarks will compare your past performance and aim to beat it. This is the most powerful benchmark since you have the most context and information to work with, and you already have a sense of how maney resource is it took to get your previous results . You can plot your growth rate over time and aimed to beat it. Some strategists like to take two or three different benchmark approaches and average them out to come up with a final figure to aim for. It all depends on your business and what makes sense to you. For example, if your competitors air clearly neglecting their social media, it's not worth it to benchmark against them. Or if you're a new brand and you don't have a year or two of data to look at, historical projections can look a little wild because growth happens in fits and starts. So for exercise 1.4, you'll decide on how to benchmark your own social media goals. You can pick one or more of the benchmark techniques to try. Don't forget to add the details of your benchmark, which competitors you'll use, How far back your historical data will go or which industry you'll research. So before moving on to the next topic, I highly recommend you take a few minutes to work out the benchmark for at least one of your goals. Just to practise the techniques we've learned, you can only set your own goals. Once you have your benchmark numbers clearly in place, you can pause the video and take your time finding the benchmarks that work for your goals . Once you know your benchmark, you can compare it to your current state and see how much growth needs to happen for you to beat the benchmark. So if your benchmark is way higher than where you are right now, say, for example, all your competitors average out having 30,000 fans and you only have 5000 fans. You probably want to create milestones along the way so that you're journey isn't overwhelming. So instead of saying our goal is to reach 30,000 you could say our goal is to reach 10,000 by the end of the quarter, and then with your milestones along the way, you can get a sense of success without constantly looking at this very high goal that seems unreachable. On the other hand, if your industry or competitors benchmark is lower than where you are right now than your current state is, you can set goals based on your current trajectory with historical benchmarking, so you can try to outpace your previous rate of growth by a realistic percentage. So, for example, if you know that you grew by 100% last year you Kaname to grow at 100 10 or 120% this year , so you can go to exercise 1.5 in your workbook and workshop your goals by filling out the table. You'll see a space for the metric you're using your current state. So where you are right now with that metric what your benchmark is, how much you have to grow and your total goal. You've also got a space for milestones if you need um, after completing exercise 1.5, you'll have a clear set of goals to work with. In our next topic will compile everything we've learned with a smart goal checklist 5. Setting SMART Social Media Goals: welcome to the final topic in our lesson on social media goals. So far, we've aligned our business goals with our social goals, chosen our metrics and benchmarked our goals. Now we'll do one final test. Make sure our goals are bulletproof. The smart checklist. You may have come across the smart checklist before it's actually been around since the 19 eighties and was invented by management theorist George Doeren. The checklist will highlight any part of your goal that's vague, open ended or unrealistic. Now, when we talk about the word smart, it's actually an acronym, and it stands for specific, measurable, actionable, realistic and time bound for exercise. 1.6. You can list your three goals and go through the checklist for each one. Is it specific? For example, Get more customers is a vague goal, but get 20% more customers than we did last year Is more specific Isn't measurable? Have you connected a metric to your goal? Is it actionable? Can you really take steps to make this girl happen? For example, the goal of being number one among your competitors isn't an actionable goal because you can't control your competitors. They might choose to flood millions into their marketing and become the world's biggest brand. The goal of publishing better content than you did last year is a goal you can take action on because you're in control of the content you create. Is it realistic? Have you done your homework, developed your benchmarks and taking your limited resources into account and is a time bound? Do you have a deadline for the school? And do you have dates set for you to report on your progress and heavyset milestones to track your path to success? So take a moment to check each goal against this criteria. And don't be afraid to change and tweak your goals. Now. It's far easier than doing it when you're halfway through implementing your strategy. Once you're happy that your goals air smart, you can summarize all your goals with the template in your workbook. You can fill in the blanks with the information you have uncovered throughout this lesson, so it'll read. My business goal is you're go here, so I want to drive and you can choose consideration action awareness through social media marketing. I'll measure my success by counting. Put your metric in there according to my industry competitors, Historical benchmark, I can realistically aim for a growth of percentage by deadline. The first up I'll take to achieve this goal is action. See red At the end, you can put in whatever you'll do next to achieve your goal. Whether it's watching another lesson, doing research about your competitors or posting a new piece of content don't put too much pressure on having the right next step there. The important thing is that you take action because our goals don't work unless we put in the work. So you'll find both a graphic and a text based template in your workbook so you can use whichever is most comfortable for you. And once you filled out your goal template, you can cut it out and stick it near your workspace, so you're always reminded of your social media goals. You could even posted to social media and have your friends hold you accountable to, And if you do, please make sure to use the hashtag critical social so we can cheer you on. And that's it for our lesson on social media goals. Give yourself a high five for completing the entire lesson and thank you for choosing critical social