I am going to answer this question with a riddle, are you ready? Good. Ok, two soccer teams played a game against each other without any goals, who won?
Your right, it’s impossible to tell. And it will be the same way for your business with your social media. How do you know if your ‘winning’ at social media? Well for that you need goals.
Goals are critical because they help us to aim higher and stretch farther than we ever have before. Goals are deciding the destination before making the map.
What kinds of goals should I set?
Excellent question, the best way to find that out is to ask yourself, what do you want? Leads? Sales? Awareness?
Once you figure out what you ultimately want, set up metrics that reflect events that lead to your progress to your goal. There is a major distinction that needs to be made here, and that is between vanity metrics (Aka things you track that make you feel good but don’t really lead to your goal) and key performance indicators (which are the conditions that need to be met to successfully complete your goal.)
I know I love vanity metrics just as much as the next Periscope broad caster (how many periscope viewers I get, how many replayers, how many likes on Instagram etc.)
Let me explain why, with a, please forgive me, Periscope example. Let’s pretend that you’re a dentist office who just got on periscope. In your hypothetical inexperience… you intensely focus on how many viewers you can get onto a scope.
So one day you decide you could maximize your chances for going big by doing a daring scope entitled, “We’re going to blow up a car, come watch.” The scope goes viral, everyone and their dog wants to watch you drench your Geo in gasoline and light it on fire. So they share it with all their followers and they in turn share it with theirs. Suddenly you have 500 people watching live. You drop the match and…
Afterwards you close the scope out (amid the debris, rubble and falling shrapnel) and let out a triumphant, “Yippie!” There were 1,996 people on the scope! They were wrong in high school, you really are a cool kid after all!
But….here’s the catch… Even though you have an amazing viewer count, you would be no closer to making a sale with your business. And if your in this game to make money, that’s a problem.
The better goal here, is not to vindicate your high school bullies through high viewer counts, it’s to focus on what actually counts, which is sales. Can you see how if you set your goal to generate X amount of sales how your social media postings would be different? (Though if you use my Geo burning ideaidea please let me know, I have to see that scope…) Periscope hearts from freelook.info
How to set goals?
There are two questions that Jack Canfiled gives in his book, “The Success Principles” that are are the most important questions for social media marketing goals, How much? By when?
So if your goal was to make money off your social media campaign, perhaps your goals would look something like this:
Sell $5,000 in gumdrop shoes from social media by July 17th
Now if you know that is your goal, the next step is to think, what would it actually take to get there? How many leads or products would you need to sell in order to reach that objective?
That’s what we’ll cover in the next blog post, so stay tuned.