Social media is changing on all fronts. Every day, every minute. Facebook certainly isn’t what it was yesterday, and it definitely isn’t what it used to be two years ago. Just like you and your business, social institutions are looking to get ahead. They’re anticipating trends and staying ahead of the curve through market research, development and strategic innovation. They’re constantly adding to the social narrative with new campaigns, new success stories, how-tos and how-not-tos.
You know how the saying goes: the only constant is change. And that’s exactly why it’s so, so important to set short-term and long-term social media goals. The variables may evolve (or change completely!), but it’s necessary to have objectives behind every business decision to keep you focused, effective and ready for the next move.
Whether it’s targeted customer acquisition, increasing engagement by a certain percentage, or driving a particular amount of conversions or new visitors to your website, your goals should be unique to your brand. A good way to cover all your bases is to make sure your goals are SMART: Specific, Measureable, Attainable, Relevant and Timely.
The following is an example of a quality social media goal: “I want to increase my Facebook fan base by 15 percent each month in the third quarter of 2014.”
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