Business level goal setting for social media: get specific, get targeted

by Steve Seager on November 30, 2010 . Views: 423

Bulls eye Business level goal setting for social media: get specific, get targetedAs strategy geezer at Storywise I help people figure out what to do on the interwebs to reach a specific business goal.

I work closely with clients on sharpening and refining goals. All well and good. That’s part of my work. But! It can cost you more than necessary if your goals are not in decent shape to start with.

If you want to help your local friendly strategist deliver you great results quicker – and save yourself some valuable time and cash along the way – here’s a heads-up:

Examples of rubbish goals for social media

  1. Get visible online
  2. Get talked about by as many people as possible
  3. Use the social web more
  4. Create general awareness
  5. Create a viral campaign

These sort of goals may have been valuable when there were fewer communications channels, with mass reach, such as TV and Print. But the social web has changed things.

There are no longer mass markets which you can target in one go. Instead, there are many niches you need to reach individually.

There are no longer mass communications channels that cover every one. Instead, there are many specialised channels – each with their specific best use.

In short, one size does not fit all anymore. This has made it even more important that you set your goals clearly. You need to get specific. Think targeted.

Example of a good goal for social media

Getting visible online is not a useful goal.

Getting visible online with a specific demographic is a bit better.

Getting visible online with a specific demographic interested in a specific aspect of your product or service is getting there.

And…deep breath…

Getting visible online with a specific demographic interested in a specific aspect of your product or service so you can sell more of product or service X is really starting to rock!

Next steps?

The next step would be setting SMART goals for social media. I’ll whip up a post and a template for you later. I promise. But for now, that’s enough methinks.

What do you think? Useful?

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