Social media marketing (SMM) is a key part of most brand’s marketing activity. Social platforms like Meta and Twitter limit a brand’s opportunity for visibility with algorithms that favour content from friends and family. This means it’s more important to think strategically about what content your brand is putting out on social media and the purpose behind your activity. Something we’re passionate about when it comes to SMM at Zeal, is selecting the right Key Performance Indicators (KPIs) and targets for each social platform. With targets in mind, our social team can stay focused on strategy and make sure we are achieving valuable results for our clients.
Before setting KPIs its important to pick a clear goal for your social activity, we recommend having a primary and secondary goal in order to keep the content focused. Your social goal will be unique depending on where your business is at in terms of scale and what industry you are in. For example, if you are just launching your brand it is likely you’ll want your primary goal to be Brand Awareness and you secondary goal to be Engagement. On the other hand, if you are looking to scale up your brand and are launching a new product you might want the primary goal to be traffic and the secondary goal to be sales.
But what KPIs can be set for social media and when should they be used? Here are some common goals businesses may want to set for their social media strategy and what KPIs you can use to measure success;
Remember to take note of what your metrics are before changing up your strategy, so you are able to measure your results against a starting point. We recommend setting monthly targets in order to help you achieve these results. There isn’t a standard industry growth rate as there are lots of variables including platform, budget, frequency of posting and size of your potential target audience. However, if you do want to start getting serious about social media strategy, setting a growth rate between 3-10% every month will help you see exceptional results over each quarter of the year.