Take a S.M.A.R.T approach to social media (without having an aneurysm).
Don’t tweet on even numbered days during a leap year prior to the solar eclipse. Avoid Facebook posts that feature faces or books. Focus all social content strictly on cats being heart-achingly adorable. Snapchat is best used to target Millennials with agreeable personalities and a proclivity for hot dog eating contests.
Rules. Rules. Rules.
Let’s just say it: social media is a beast. A many-headed, anxiety-inducing beast. Brands struggle with it. Grandparents are baffled by it. Celebrities get panned on it. And digital strategies suffer because of how they execute on it. Between Russian bots and internet trolls, there’s a lot that can transpire across the many social media platforms and the “rules” are, if nothing else, overwhelming. But there is a simple way to attack social media that, regardless of your campaign, can help you monitor and understand your social effectiveness.
Get S.M.A.R.T with your social campaigns.
There is a lot — A LOT — of social media advice on the interwebs. The S.M.A.R.T approach not only makes for a pleasant acronym, but it is also a straightforward, no-need-to-hire-a-six-figure consultant approach to social. It isn’t a new idea or original to WhiteSpace, and several incarnations of the actual meaning can be found online. It is, however, a simple and direct approach to monitoring your social media success. The S.M.A.R.T approach is flexible and can be applied to different campaigns to help you understand whether your social media efforts are working or if they need to be tweaked. So whether you’re into content marketing or doing a full court press sales push, S.M.A.R.T can — and probably should — be used.
So, how to get going with the S.M.A.R.T approach to social? Let’s spell it out:
Specific — Establish a well-defined goal for your campaign rather than a vague idea of what you want to accomplish. Bad goal: Have a successful social media presence. Good goal: See a 35% increase in Twitter followers over the next six months. The bad goal is subjective and not quantifiable. The good goal identifies a specific target and leads directly into the next point: it’s measurable.
Measurable — Identify how you will determine if this campaign was a success. Is there a certain number of followers you want? Sales increase percentage? Phone calls? Engagements or retweets? As you develop your campaign, decide how you want to measure its success rate. Once the campaign is underway, this will also help you make adjustments or changes if other opportunities present themselves.
Achievable — Be realistic in your goals (i.e. don’t set yourself up to fail) and pick a measurable result that you firmly believe you can accomplish. Sure, everyone would like a million Twitter followers, but that may not be reasonable. Or, if that really is your goal, set a reasonable time frame. Consider sitting down and deciding what you would like to accomplish, what would be great to accomplish and what would be an amazing result.
Relevant — Make sure your goals align with your campaign. If your goal is to grow your company and you’re hiring, LinkedIn makes more sense than, say, Instagram. Or, for example, if you’re targeting a middle-age demographic with a sales campaign, ask yourself what platform makes the most sense? In that instance, it’s Facebook rather than, you know, Snapchat. Do you have to ignore the other platforms? No, but you want to concentrate your resources and identify your goals in a relevant way. This can also help you identify your audiences/users/consumers/followers and help you connect with them.
Time-bound — Set a reasonable timeline for your expectations. This will also vary based on the platform and what you have identified as your specific goal. It’s important to have deadlines, but it’s also good to have deadlines that make sense. If you want a million Twitter followers, you probably don’t want to set next Tuesday as your deadline — unless, you know, there’s some surefire, it’s-gonna-go-viral content that you are in possession of. Otherwise, you’ll probably be disappointed with an overly aggressive timeframe.
It’s good to be S.M.A.R.T.
Applying the S.M.A.R.T approach to your social campaigns can help you identify goals and enhance your strategies — pretty smart, eh? That’s not all, though. It has some ancillary benefits, too. When you’re working on your goals, you’re also:
- Learning more about your customers
- Understanding how your content performs across social platforms
- Improving your overall effectiveness on social media
So whatever you’re doing with your social media marketing (cat pictures, amirite?), be S.M.A.R.T about it. You don’t have to be some marketing guru to set goals for social and you don’t have to be a social media savant to make adjustments based on your expectations and assessments. You just have to be, well, S.M.A.R.T.
Need a hand with your social strategy or goal setting? We can help! Just give us a shout.
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