Select Relevant and Realistic Social Media Marketing Goals
One of the most significant problems faced by many businesses engaged in social media is that they have never spent the time to set relevant and realistic social media marketing goals. They know they need to be on social media, but have no idea why they are there.
Of course, your social media marketing goals need to fit into your business planning as a whole. Ideally, you will have set strategic goals for how you want your business to progress. Your social media marketing goals should complement your overarching business goals.
Ideally, you should look at the marketing goals you set above, and determine which metrics will provide you with the answer as to whether you are meeting that goal. For example, if you have a goal that aims to increase your brand awareness, then Post Reach is a relevant statistic. It will tell you how far your content is spreading across social channels.
If your goals are more sales-based, or you want to drive people to take a particular action, then you should take notice of the number of Clicks. Tracking Clicks per campaign will give you a good indication of what drives people to buy or do what you ask of them.
You will often take most interest in the engagements on your posts. This shows how people interact with your content and whether it resounds with them.
Decide Who You Want as Your Social Media Audience
One of the most common mistakes made by firms on social media is to think that all followers will be good for them. There is a good reason why pundits deemphasize the metric Follower Numbers and call them vanity metrics. There is little point having somebody as a follower unless he is likely to take an interest in the content you share.
This is probably the biggest problem with buying fake followers. As we wrote in 8 Reasons You Shouldn’t Buy Instagram Followers, fake followers don’t engage with your account. Some aren’t real people at all, merely bots. They certainly won’t make future customers. These people, whether they are real or fake accounts, will not spend any money on your products. They will not refer people to you. They are of no value to you at all.
Understand Your Social Media Audience
Not all social media audiences are alike. Different types of people use social media in varying ways. If you’re going to meet your goals, you need to be using the same social media networks as your target audience. Similarly, if you intend to engage in influencer marketing, you need to ensure that you engage influencers whose audience matches your target market.
You might be a middle-aged executive who uses Facebook. However, if you personally don’t match the target market of your business, you can’t automatically assume that your customers will also be spending their time on Facebook. Sure, there may have been 2.27 billion monthly active Facebook users in Q3 2018, but if you target a young demographic, you are far more likely to reach them on Snapchat or Instagram. However, if your business targets people aged 25 to 34, they make 29.7% of Facebook users, and are their most common age demographic.