Rule #1: Set Targets For Your Social Media!
As we discovered in our summary guide, the vast majority of UK SME's are using social media, but very few are setting performance targets or goals. Setting targets is a crucial preparation stage because it gives you structure and purpose. Rather than your communications being entirely organic and reactionary, your social media starts to take shape, focus and purpose.
For most SME's, driving new sales, leads and enquiries is likely to be a suitable target to set, but of course, there are many other performance targets, depending on the specifics for your business. For this article, however, we're going to assume you want to drive more sales.
Some example campaign targets could be:
- Increase UK visitor numbers by 10% to product X's landing page over the next three months.
- Generate 2 additional enquiries from manufacturing businesses in Salford each month.
- Increase sharing of your quarterly training events notifications by 8%.
By taking this obvious, but often overlooked step in your campaign management, you achieve three clear objectives:
- Understand how and where social media can benefit your businesses success.
- Gives your campaign posts a specific subject matter to focus on.
- Starts to define your social persona as a specialist and expert on specific subject matters.
Rules you should consider:
- When setting targets, be specific.
- Make sure you quantify the performance you want to achieve.
- Review your targets and performance yield each quarter.
- Stick to your guns and avoid the temptation to switch your focus and return to being reactionary.
Finally, we would advise documenting your campaign targets in an official company document. Anyone asking what your company uses social media for and if it's worth your time, you'll be able to respond in a confident, precise and well-organised manner.
Use this document to record your quarterly results in too. At all costs, avoid the use of yellow stickies. They are not conducive to long term stability!