1. Implementing A Small Business Social Media Strategy: Introduction
  2. Implementing A Small Business Social Media Strategy: Define Your Goals
  3. Implementing A Small Business Social Media Strategy: Define Your Target Audience
  4. Implementing A Small Business Social Media Strategy: Research The Platforms
  5. Implementing A Small Business Social Media Strategy: Plan Your Content
  6. Implementing A Small Business Social Media Strategy: Build And Develop Your Social Media Presence
  7. Implementing A Small Business Social Media Strategy: Maintain Your Profiles
  8. Implementing A Small Business Social Media Strategy: Hiring A Social Media Manager
  9. Implementing A Small Business Social Media Strategy: Conclusion

The first step in creating a social media strategy for your small business is to define your goals. What do you want to achieve through social media? How will you use social media to promote your business? For example, you may want to use social media: 

  • or general branding purposes
  • To interact with your audience
  • To share coupons and offers
  • To drive traffic to your Web site
  • To market a new line of products 

Get SMART
When making your social media goals, it can be helpful to take an organized approach to ensure your goals are both concise and realistic. The “SMART” approach to goal setting, described in Paul J. Meyer’s 2003 book Attitude is Everything, can be applied to your small business social media activities. According to Meyer, SMART goals are:
 
Specific
Goals should be specific and state exactly what it is that you want to accomplish. It is difficult, if not impossible, to reach a goal that is not clearly defined. Specific goals address: 

  • Who – who will be involved in reaching the goal?
  • What – what is it that I want to accomplish?
  • When – what is the timeframe for reaching the goal?
  • Where – what is the venue for accomplishing the goal?
  • Why – what reason or purpose do I have for accomplishing the goal?
  • Which – any requirements and constraints 

Measurable
Goals should be measurable so that you know when you’ve met the goal. One measure of success in social media is the number of comments, followers, retweets, likes or Web visits you achieve during a specified period of time.
 
Attainable
Goals should be attainable and reasonable. While there is no sense setting a goal that is impossible to reach, it makes a lot of sense to set one that will make you work hard and provide a challenge. Even if you have huge plans for the future, it is important to set attainable goals now that act as stepping stones to your longer-term, larger goals.
 
Relevant
Goals should be relevant, consistent with other established goals and timely for your business. A goal that is relevant matches your other efforts, is worthwhile and is appropriate at this time. It is important to consider, “Does this goal matter?” If not, it may be a waste of time, effort and resources to try to accomplish the goal. Goals should matter and help you reach both intermediate and long-term plans.
 
Timely
A goal should be timely and include a “deadline” for reaching the goal. “I want to have 100,000 Twitter followers” is much less meaningful than “I want to have 100,000 Twitter followers by the end of the second quarter of 2013.” If you have all the time in the world (i.e., no deadline) to reach your goal, you will be under no pressure to reach the goal and, as a result, may not ever be able to cross that goal off your list. Set a date and do everything possible to reach your goal by then.
 
A good example of a SMART goal may sound like, “I want to add 300 new fans each month during the second quarter of 2013.” At the end of the Q2, you will be able to tell if you’ve met your goal or not. You will also be able to measure how you are progressing toward your goal at the end of each month.
Regardless of the methodology used to create goals, you will need to define what you want to accomplish with social media. Your goal should be something specific and measurable so that you will know the moment you’ve reached it.


Implementing A Small Business Social Media Strategy: Define Your Target Audience
Related Articles
  1. Personal Finance

    To Achieve Your Goals, Remember to Be SMART

    Setting goals instead of resolutions and using the SMART approach will help you attain your goals.
  2. Personal Finance

    6 Ways to Make Sure You Achieve Financial Goals

    Annual goal setting is a necessary yet arduous process. Here's how to stick to your plan.
  3. Managing Wealth

    Become Your Own Financial Advisor

    If you have some financial know-how, you don’t have to hire someone to advise you on investments. This tutorial will help you set goals – and get started.
  4. Retirement

    Enjoy Life Now and Still Save For Later

    Find out how to balance living well today and retiring well tomorrow.
  5. Managing Wealth

    I Make $50K a Year: How Much Should I Invest?

    Find out how much to invest each year if your annual income is $50,000. The key is knowing the final benchmark for your retirement goal.
  6. Investing

    5 Things to Know About Investment Policy Statements

    Investment policy statements help guide individual investors. Here are five things to consider when putting one together.
  7. Personal Finance

    Money and Millennials: Setting Financial Goals

    Managing savings and expenses, and setting goals early in life, will help Millennials get on a path to long-term financial success.
  8. Investing

    10 Simple Steps To Financial Security Before 30

    Find out how to reach your long-term goals without becoming a tightwad.
  9. Personal Finance

    Goals For Novice Traders

    You're starting out in the investing world as a trader, so now what? We give you a few tips on how set your goals.
Frequently Asked Questions
  1. I want to invest my emergency fund to earn interest. What is a relatively safe and liquid investment I can easily withdraw from if disaster struck?

    Be sure you put your emergency money where you'll be able to access it quickly, easily and without penalty.
  2. What is arbitrage?

    Arbitrage is basically buying a security in one market and simultaneously selling it in another market at a higher price, ...
  3. What is the difference between upstream and downstream oil and gas operations?

    The closer to the end user a function or firm is, the further downstream it is said to be. Raw material extraction or production ...
  4. What is the difference between a capital expenditure and a revenue expenditure?

    Capital expenditures represent major investments of capital that a company makes to expand its business and generate additional ...
Trading Center