In today’s business, social media is almost inevitable. Thanks to Web 2.0, interacting with consumers is a lot easier today than it was 30 years ago. Social media is being used in almost all companies and organizations. The questions that often arise are “how do I use social media effectively,” and “how do I set goals?”
First, and foremost, it is important for you to know what you are using social media for.
According to Social Media Marketing: A Strategic Approach (Barker, Barker, Bormann, Neher), some of the main goals include:
- Building a Brand
- Increasing Brand Awareness
- Improving Brand Perception
- Positioning a Brand
- Expanding Brand Loyalty
- Increasing Customer Satisfaction
- Driving Word-of-Mouth Recommendations
- Producing New Product Ideas
While I was interning at Midwest Dairy Association, I have learned to set achievable goals and to be flexible with your goals. Being flexible is very important because goals can change. You have to understand what your audience wants and needs. It’ll take a while to research and understand that, but once you have a clear understanding you can tweak your goals.
Some goals for increasing brand awareness could be:
- Increase Facebook followers by 10% within 2 months.
- Tweet at least 4 times per week.
- Receive 20 repins (Pinterest) per week.
Once you track that activity, make sure to use Google Analytics to understand what people are looking at, and looking for, on your social media platforms. Once you understand the analytics, and are clear about what is being looked at, change your goals accordingly. Don’t be afraid to raise your goal. To be effective you continuously have to use social media and be consistent with posting, tweeting, pinning, etc.
Using social media can increasingly help your brand awareness, if you continuously put forth the effort.
Happy tweeting, pinning and posting.