Search Engine guide’s Jennifer Laycock recently wrote about how to understand the small goals you’ve set for your social media campaign. The article served as a tandem piece about developing goals, breaking them up into smaller pieces, and matching goals to the tactics that work.
The process she described meant starting with one large goal, then breaking that goal up into more manageable pieces, after which you’d determine what media to use to accomplish the goals. After a couple of months you’d evaluate how well you did in accomplishing the goals. This is a good strategy, but a few more details certainly couldn’t hurt.
Understanding the Micro
Micro goals for social media live in the gray area of a campaign, in the space where things can really go right or wrong. People who are generally new to social media focus on these oftentimes, and they consist of things like number of Facebook followers, RSS subscribers, etc. Things like this don’t mean much up front, but when they come together they create a complete campaign for an seo web hosting company.
Setting the Micros
Before you set your goals, you’ll need to decide which social media tools you’re going to employ. After that step, remember that there are some universal goals for each medium that should be met. These include things like Links for your blog, views for Youtube, Fans on Facebook, Retweets on Twitter, etc. You get the picture.
Remember that your goals are going to vary dependent upon your business, and what makes sense to track on a micro level for you may not make sense for another company. The micro goals you track will also change dependant upon the specific larger goals of a campaign.
For example, if you’re trying to get people into your store, Facebook RSVPs are a great way to track involvement. Similarly, if you want to know how many people are interested in your idea, see how many Youtube videos you have viewed. It’s important to sit with a big team and come up with all the different actions a user could possibly take when face to face with your campaign – being prepared helps you avoid surprises.
Thanks for the summary from Heather Hendrick