SMART goals for a smart strategy.
Objectives are specific, observable outcomes that answer the question: “How will we achieve our goal?” To qualify as an objective, something measurable has to be tracked, preferably via social media analytics tools. This creates a specific target that defines success or failure. We use the SMART methodology (specific, measurable, attainable, realistic and timely) when creating any business objective attached to a campaign.
Here are a few sample objectives to illustrate this idea:
- We will increase targeted traffic to our website by 10% in the next 6 months
- We will grow LinkedIn group to 1000 active members within one year
Once you know what you’re tracking, you’ll need a social analytics tool for measuring it. This can be as simple as a membership counter that tallies how many users you’ve engaged, such as the number of blog subscribers, LinkedIn group members, or Twitter followers you have. More sophisticated measuring tools might break down this data into segments, such as geographic area (“How many readers do we have in Seattle?”) or demographic profile (“How many of our users are C-level decision makers?”). We suggest that at minimum you have your Google Webmaster Tools and Google Analytics synced up and active.
If your objective measures growth, you’ll also need to capture a baseline value so that you’ll enable measurement from day one. For example, if you want to increase targeted traffic by 10% in 6 months, you’ll need to know the exact starting date of your 6-month period.
Whatever your traffic number is at that moment in time will determine the precise target you’ll need to hit to achieve a 10% increase.
To learn more about what really makes social media and content marketing work for B2B, check out our parathink briefing Social Media for B2B: Is it the wave of the future or a colossal waste of cash? Click here to get your copy now.
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