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Social Media Goals and Objectives

11 Jan, 2016 McKell Naegle

Social media—almost everyone uses it. Today we’re discussing how to use social media effectively for business. How can setting goals and objectives help you get more out of your content marketing strategy, and what types of goals should you be setting?


Engagement: This includes users who like your posts, comment, share, or retweet.

This metric can help make sure you post engaging content that your followers want to interact with. If you post content that doesn’t get a response, you’ll know you need to change something. This is a good metric to track but not something to rely on. Different industries get different interactions on social media, and engagement is heavily dependent on your following. However, it is useful to see what kind of content performs well with your followers, allowing you to monitor and adjust.


Reach: Reach is a metric that measures how many people see your post.

This is also a great way to measure how effective your posts are. Different social networks get more engagement than others, and some social networks get a higher reach than others. Make sure to test different types of content and how they perform. A good goal is to try and improve your reach for each social network.


Website clicks: This measures how many people click from a link to your website.

There are many reasons to have a strong social media presence. Some can be to build a stronger brand, become a thought leader, or to connect with influencers. However, when looking for website clicks, your primary goal is to bring traffic to your website. To do this, you need to post links to your website and run social ads.


Leads: A lead is a prospective consumer or product. In this case, the prospective consumers come from social media.

Social media can be a good way to find leads. This can be done in many different ways. Make sure to post valuable content that will attract the type of people your business is looking for.


Conversions: Conversions are how many people take a specific action. Typically it’s when they sign up for your service or buy your product.

Social media provides many excellent call-to-action buttons. Facebook, in particular, does a very good job of this. You can add special tabs with your products, add links to your website, or advertise products and services right on Facebook.


Audience size. This measures how many fans or followers your page     has.

This is a goal that deals more with reputation than conversion. While building an audience can help you find leads and conversions, a goal to just build an audience doesn’t do help a lot. However, building up a larger following allows your content to be seen by more people and helps establish legitimacy. No one will trust an account with zero followers.

Whatever goals or metrics you decide to report, make sure to be consistent and to keep track. Here’s to making 2016 your best year yet!

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