How to Set and Measure Social Media Goals

Social Media Marketing for Your Business

Holy crap – I can’t believe it’s May already! It’s amazing how fast this year has flown by.

Remember when we were kids? It felt like it took FOR.EVER before your birthday would get here. And summer? Seriously, that felt like time was moving at the speed of a turtle.

And now it’s almost June and the first half of the year will be over before you know it.

It feels like it was just a couple of weeks ago that it was the first of the new year. We were all excited to start out 2017 with all these plans. We set goals of where we wanted to go and what we wanted to do.

Plans and goals are great as long as you’re paying attention to what you’ve done and what’s left to work on in your big strategy plan that you spent days { or in my case – weeks! } typing up.

And the end of first half of the year is a great time to step back and look at where you’ve been. It’s like I always say, “How do you know where you’re going if you don’t know where you’ve been?”

Tracking where you’ve been

To help you get ready for June so you can track what happened with your social media plans, take a look at this review to give you an overview of what’s working with your social strategy and what needs to be tweaked.

1. Google Analytics

For your mid-year check-in, let’s get an overview of the website traffic coming from your social sites and recap the first half of this year.

Print out this FREE Social Media Check-in Worksheet to track the following:

• Run a report in your Google Analytics with the dates Jan 1 – May 31 { or you can print this out for a monthly review }.
• Fill in your page views and then add in which social sites are the top referrals to your website.
• Let’s take a look at your content and what’s bringing people to your site. Use this sequence:  Behavior – Site content – All Pages
• What was the Top 3 content pages for the first half of the year? Your content could include blog posts, sales pages and promotional or free resources on your site.
• Now answer – what happened during this time frame to turn these pages into your top content? Did you run a promotion like a Facebook ad, shared your link in a social media group. What happened to get those numbers?

2. Social Sites

Now it’s time to do some digging in your social sites. This will take more than a few minutes so make sure that you set aside enough time to really review the numbers and write down what you find in your reports.

Facebook:

When you log into your Facebook fan page, click on the Insights button across the top section of your page. When you scroll down the page, you’ll see something that says, Your Most Recent Posts. Click on the ‘see more’ button to get more details about your other posts.

I wish there was a way to request a date range but unfortunately, there’s not. You’ll just have to keep clicking the ‘see more’ button until you see your posts come up from January.

Now pull out your Social Media Check-in Worksheet and go to the Social Sites Report section. The page is set up for just ONE social site so you can print out as many as you need to cover all of your top social sites.

Fill out the following in the worksheet:

• By looking at the Reach number, which were your Top 5 posts in Facebook?
• In the next section, write down your engagement numbers – clicks and shares.
• In the last section, write down some notes about what happened to create this number. Did you share your post in a Facebook group? Did you share your post with your personal profile and a bunch of your friends commented, liked and shared it to their friends?

Twitter:

To view your Twitter analytics, log into your Twitter account and click on this link: https://analytics.twitter.com/

This pulls up a really cool summary report of your top Twitter activity. It’s separated into each month’s top highlights so to see your full report for the month, you’ll need to look for the link that’s called ‘View all Tweet Activity.’ This will pull up all of your tweets for each month in the first half of the year.

Now pull out another Social Media Check-in Worksheet and go to the Social Sites Report section. Remember, the page is set up for just ONE social site so you can print out as many as you need to cover all of your top social sites.

Add your notes into the following in the worksheet:

• By looking at the Impressions numbers, which were your Top 5 tweets in Twitter?
• In the next section, write down your engagement numbers.
• In the last section, write down some notes about what happened to create this number. Did you use a specific hashtag? OR did you get a lot of retweets and that contributed to your increase in the total impressions?

Pinterest:

To see what’s going on in your Pinterest account, log into your profile and click on the three dots above your name to give you a drop down list. You’ll see the analytics link located in that list.

Pinterest will give you loads of information about your account but for the purpose of this report, just click on the link that will give you the breakdown for the activity coming from your site.

At the top of the page you’ll see the word Impressions and you’ll see an area where you can indicate a date range. This will let you view the stats for each month so you’ll have to run a search for each month that you want to review.

Now get out another Social Site Report in your Social Media Check-in Worksheet.

Write out the following in the worksheet:

• By looking at the Impressions numbers, which were your Top 5 pins on Pinterest? Fortunately, Pinterest gives us the top impressions from the highest to the lowest so you’ll be able to easily see your top pins from your site.
• In the next section, write down your engagement numbers – clicks and repins.
• In the last section, write down some notes about what happened to create this number. Did you share this in one of your group boards? Did this one have a certain image connected to it? And what about the pin description, did you use specific key words?

3. Profile Check

After you’ve run a search for your top numbers in your social sites, take a look at your profile in the sites where you’re active.

Answer these questions as you review your profiles:

• Is your bio up to date? Has anything changed that you need to remove or add to your bio information?
• Do you need to update your profile picture? Did you get a new headshot and forgot to switch that out with one of your sites?
• What about your cover photos? Are they the correct image sizes or have an old image from a program you’re not promoting anymore?

4. Set Your Goals

By now, you should have a good idea about what’s happening to bring traffic to your website and what’s working with your social sites. It’s time to set your goals for the next Quarter or for the rest of the year.

On the last page of your Social Media Check-in Worksheet, you’ll see an area to write out the following:

• The total number of fans or followers at the time you’re working on the recap.
• What’s the number you’d like to see that social site get to in the next 3 months? OR what you’d like to see happen by the end of the year?
• Do a little brainstorming and write out a couple of action items that you’ll do to get to that goal.

After you’ve worked through the Social Media Check-in worksheet, you should have a better understanding of where you’ve been to help you get to where you want to go.

 

Want more tips like these to get more social media marketing done in your day?

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BUT … if you’re:

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