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How To Set Goals For Your Social Media Campaign In 2019

A research paper by psychologist Gail Matthews determined which planning and goal setting methods were the most effective, and which ones lead to the greatest level of achievement.

In the study, it was found that people who “wrote their goals accomplished significantly more than those who did not write their goals.” It was also found that writing accompanying actions, telling friends, and creating progress reports all further increased the level of achievement.

Those with written goals achieved better results than those who didn't

What does that mean? That for your social media campaigns to succeed in 2019, you need to write goals, actions, tell your colleagues, and get ready to make reports your best friend. Ready?

1) Define your objectives

How does your upcoming campaign fit with your company’s objectives? You need to know this to calculate the value of your campaign, and where you need to be driving your audience.

Here are some objectives that could be on your company’s agenda:

Brand Awareness, Website Traffic, Sales Generation, Community Growth

2) Identify your KPIs

Your next move is to identify the KPIs you’ll need to be tracking throughout your campaign. Do this now, so that you have all the data required at your fingertips when reporting day comes around.

Brand awareness KPIs:

Follower Count, Platform Reach, Mentions, Shares, & RTs

Website Traffic KPIs:

Traffic from social media, social media share, bounce rate, click through rate

Sales Generation KPIs:

Gated content downloads, personal information collected, conversions, signups/revenue

Community Growth KPIs:

Followers, mentions, group participation across platforms, group members

3) Set SMART Goals

Your objectives are defined, your tracking your data. Now it’s time to set some goals.

We now know that you need to write your goals out, identify actions to go along with them, and share! This will help you achieve the best results possible.

Bear in mind that all of your goals should be SMART goals. If you need a quick reminder of what that stands for, we’ve got your back:

Specific, Measurable, Attainable, Relevant, Timely

Here are some examples of SMART goals you might see in a social media campaign:

Brand awareness:

Gain followers by posting valuable content daily

Website Traffic:

Gain 100 visits by posting valuable content

Sales Generation:

Gain 50 signups with valuable content and a paid social media campaign

Community Engagement:

Gain 50 group members in 3 months using an email newsletter

4) Monitor

Everything is ready to go, now it’s time to launch the campaign and monitor! Check your KPIs regularly, it’s up to you whether you do this daily, weekly, or monthly, but bare in mind the more often you check the more likely you are to spot when something is going great, or could perhaps do with a little improvement.

5) Report

You need to make time for proper reporting. Ensure that you address each of your objectives, each goal within them and most importantly if you’ve met those goals!

If you have, your strategy is heading in the right direction, and you can use these results to build on.

If you haven’t met your goals, consider your KPIs and actions. Are you tracking the right ones, and have you got the right time frame. Look at your actions and see how you can tweak these accordingly to bring in more results. Test test test!

Define objectives, identify KPIs, set SMART goals, monitor, report.

Once you’ve completed those reports, you’ll be equipped with a whole host of information to set new goals and know which actions bring results. The most important thing to do is keep monitoring your process, look at the why, and adjust when necessary.

Happy goal setting in 2019!

Becca Holloway

Becca Holloway

Social Media Consultant

Becca is a social media consultant at Base Creative and has coordinated Sharing Social London meet-ups since launching in early 2018.

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