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Smart target formulations: Examples

Social media goals should help to achieve a company’s strategic objectives. Once it has been determined what is to be achieved through a social media strategy, the next step is to define the specific objectives – namely the when and how. The following examples are intended to provide an insight into how social media goals relevant to a company can be meaningfully recorded and precisely formulated.

Conclusion

Vague objectives lead to vague success. The SMART model is a sensible strategy for evaluating marketing measures so that the achievement of a company’s objectives can be verified and, if necessary, social media measures can be corrected. It is important to pay particular attention to the very specific formulation.

Almost every successful company is active on social networks these days. As social media can be used for a whole range of different purposes or used in a targeted manner, sooner or later the question arises – for everyone who actively operates social media channels – as to what added value their own social media activities actually bring.

How can content be created and distributed efficiently on the social web? And what are the logical consequences for the future corporate strategy? We explain why social media analysis is necessary and important for companies.

Gaining an overview: Strategic goal setting

Social media analyses primarily look at a company’s own activity on the social web and evaluate it. Among other things, the number of interactions on a company’s individual social media platforms provides information on how reach, follower numbers and the quality of posts are developing. A targeted analysis of the social media channels provides the necessary insight; are resources being invested correctly? How are the posts performing? Do the strategic goals make sense or do they need to be adjusted? To a certain extent, the evaluation of individual channels can be seen as an analysis of success, as it provides important information as to whether and to what extent a company is pursuing the right strategic goals. Social media analysis tools offer – depending on requirements – individual or complete solutions to answer these important questions with the help of key figures and thus make your own success measurable.

Maintain an overview: Understanding target groups & channel characteristics

However, social media analytics can not only be used to monitor a company’s overall target achievement and success rates, but also help to better understand target groups and their needs and interests. By monitoring daily community management, it is possible to identify which topics are discussed more frequently and which questions arise regularly. The analysis of the KPIs also shows which topic and which type of post (photos, videos, etc.) is most useful or performs better for the respective target group on which day of the week, at what time and on which platform (Facebook, Twitter, Instagram, YouTube, etc.). When is the community active and what motivates the users? And how successful are your own company’s posts compared to the competition and which topics are well received there? With just a few clicks, social media analytics can provide insight into the efficiency of a post and all the important information in terms of ‘how, where and when’.

Conclusion:
More than just posting, liking and sharing

Social media makes it possible to reach a specific target group quickly and easily in real time. However, the data jungle in the digital space presents many companies with a major challenge. Social media analytics help to filter out the relevant data for a company in a targeted manner, depending on the issue at hand. Only professional monitoring and analysis of social media channels can reveal how successful and effective your own work on the social web is and to what extent your own social media marketing could be improved. Success always depends on the strategic goals that a company wants to achieve. However, without an understanding of the needs and interests of specific target groups, it can quickly happen that the desired audience is never reached. With the help of social media analytics, a company can learn from target groups, because it is the community that decides what opinion prevails about a product, brand or service on the web.