How to set S.M.A.R.T. goals for Social Media

Social Media goals are a must have for content marketers. You can’t start creating content, putting together campaigns or publishing ads without knowing what the brand needs/wants are. It’s like starting to drive a car without having a destination.

When trying to determine social goals, keep this in mind and it will make things easier.

S.M.A.R.T. = Specific, Measurable, Attainable, Relevant, Time-Bound.

Step one in any social media marketing strategy is to establish the objectives and goals for your strategy. Having these objectives will allow you to quickly react when social media campaigns are not meeting your expectations. (Adaptability) Without goals, you have no way of gauging success or proving your social media return on investment.

When creating your social media goals make sure that they align with your overall marketing strategy and drive your business goals. This will totally help when trying to get executive buy-in and investment into social as a part of the digital strategy.

While some clients really like to see that they have 100,000 fans on Facebook, Fan Growth isn’t the best goal to have in most cases. While it’s easy to measure, it’s not specifically tied to increasing sales. It’s a great goal to add into the mix but shouldn’t be the only goal of being active on social media.


Here’s the S.M.A.R.T. goals method =

Specific: If you can answer – Who, What, Where,Why and Which – then you can really determine the specific goals.

Measurable: Is there a metric from insights that we can pull to support this goal and speak to it working or not working for the client?

Attainable: Is it possible? Can it happen with what we’ve got and what we can do?

Relevant: For businesses, a relevant goal means that it has the potential to impact your business objectives, vision, or values.

Time-Bound: Let’s give it a deadline.



  • Client says, “I want more likes on our Facebook page because my competitors have more than me and no one really knows us. We are too new and aren’t sure why people aren’t just liking the page”.
    • Goal: “We will increase fan base by using targeted boosts and ads to audiences of your competitors and get in front of new potential buyers with the option to like the page as well as learn about the brand. We will increase fan base by 35% by the March 2018.”
  • Client says, “We just created a new line of insurance that we are offering. Since it’s boating season, we made a boating coverage policy that users only need to have valid for 3 months but we aren’t sure how to get it out in front of people more.”
    • Goal: “Our agency will help facilitate and create web copy around this new policy by July 1st and have it set live to the site. Then we will create an audience on Facebook who your business could possibly sell to that also have an interest or need. We will then serve ads on Facebook and Instagram to users within this audience and gain some clicks to the website and drive traffic to that product page.”


Some things to consider/ more information to nerd out with:

-Go beyond vanity metrics such as retweets and Likes. Focus on advanced metrics such as leads generated, web referrals, and conversion rate.

-This Social Media Metric is my life as a social media manager. Simply Measured did an awesome job putting this together and I live and die by it. All my sales co-workers have this ingrained into their brains.




Party on. Ambushed.


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