How to Create Engaging Social Media Content matching with organization goals

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How to Create Engaging Social Media Content matching with organization goals


There is no secret that social media is a team effort. The days of single social media publishers and copy-pasting other available content are long gone. It’s no longer a space to fill, it’s a place to grow from. And as we all know, it’s a place that requires a lot of time and energy. From a team. A usually big team. Even for a small business, you can always find somebody willing to help you with your social media strategy. For big businesses and enterprises, we’re already talking about a big social media team or even some smaller teams, each one dedicated to a certain function.


Why do social media goals matter so much?

Marketers can’t afford to ignore the process of setting goals on social media.


Below is a quick breakdown of why specific goal-setting is an absolute must-do for marketers.


Goals hold you accountable

Whether you’re working on behalf of a company or client, there’s a growing expectation for marketers to discuss social media ROI with their bosses.


Social media has the unfortunate reputation of being a time-sink among some critics. By defining goals, you’re able to point to the specific steps and actions you’re taking to meet your business’ needs and justify your role.



Goals guide your budget

Our Index research notes that one-third of marketers struggle to secure an appropriate budget for their social campaigns.

But again, we get it. Businesses aren’t going to splash cash on social media “just because.”

Maybe you’re laser-focused on content creation. Perhaps you want to go all-in on Facebook ads.

Either way, outlining your goals and an action plan is key to both figuring out what you need to spend to see results.

Goals encourage marketers to pay attention to data

Here at Sprout, we’re all about social data.

And we encourage marketers of all shapes and sizes to take a data-driven approach to social media.

Social media objectives are contingent on KPIs and metrics. Putting together a high-performing campaign means understanding what’s moving the needle in terms of engagement, clicks and revenue.


How to start setting social media goals

By now you probably have a good idea of why you shouldn’t just “wing it,” right?


Good! Now we’ll dive into the specifics of how to set social media goals.


The following framework is fair game for any business regardless of which social network you’re focusing on.


Begin with a broad objective

Pop quiz: why is your business active on social media in the first place?


We promise we’re not trying to put you on the spot.


Beginning with a big-picture objective makes the goal-setting process less intimidating.


Here are some examples for reference:


Small business: engage local followers and grow a greater community presence

Startup: build awareness for a new product and generate leads for it

Enterprise company: provide a timely customer service channel to boost customer loyalty

With a broad objective in mind, you can then start thinking about specific, granular goals that’ll directly inspire your day-to-day social activities.


And hey, that leads us directly to our next point.


Setting SMART goals

Here’s where we get into the nitty-gritty.


Once you’ve gotten your big-picture goals figured out, it’s time to outline your SMART social media objectives.


The SMART goal-setting framework is insanely popular and we can’t recommend it enough for social marketers.


In case you aren’t familiar SMART is an acronym for:


Specific: Your goals should be clear, simple and defined.

Measurable: This is where analytics come in. You want a goal that has one or more metrics.

Achievable: Is it achievable or is it not possible within your resources?

Realistic: With your current resources of time and money, is it possible to achieve your goals?

Time-sensitive: Every goal needs a time frame, whether it’s one year or several months.


Tracking your results over time

Whether or not you’re reaching your goals depends on your ability to monitor your data over time.


Are numbers ticking upward in terms of clicks and conversions? Is your audience growing?


Whether the answer is “yes” or “no,” you’ll know for sure if your action plan is working.


Generating leads and sales

KPIs: Sales revenue, lead conversion rate, non-revenue conversions, email sign-ups


No secrets here. Generating leads and sales means translating your social media presence into dollars and cents. This can be done directly through social ads, but also means paying attention to details such as…


How you funnel your social traffic to relevant landing pages

Which creatives and calls-to-action you’re using on social media

Who you’re targeting with your ads and sales messages?


Increasing community engagement

KPIs: clicks, “likes,” shares, comments, mentions


Encouraging conversations with your target audience goes hand in hand with building a relationship with them.


Although “likes” and shares might be considered vanity metrics by some, such data points can clue you in on whether or not your messaging and content strategy click with your customers.


Additionally, community engagement enables you to define your brand voice and make meaningful connections with followers as you go back-and-forth with them.


Growing your brand’s audience

KPIs: mentions (via social listening), followers, share of voice, engagement rate, followers


Whether you’re bouncing between multiple networks or are laser-focused on a single platform, growing your audience is non-negotiable.


Key objectives here include figuring out your top-performing content, optimal publishing frequency and running campaigns that attract new followers to your account (think: contests, influencer campaigns).


Increasing web traffic

KPIs: traffic, link clicks, conversions, email sign-ups, product trials


Not all of your social media goals are tied directly to social media itself.


Whether it’s sign-ups or sales, it’s critical to keep an eye on how your social followers behave once they become on-site visitors. This is crucial for determining your overall social ROI, as well as which channels and pieces of content result in the most traction.


 What are your social media goals?

Goal-setting is the common thread between marketers who are successful on social media.


Because they know what they want their campaigns to look like. And they know the exact steps to take to make ’em happen.


From brand awareness to boosting revenue and beyond, we encourage marketers to set specific social media goals. With the help of tools like Sprout, you can take a data-driven approach to reach those goals sooner rather than later.


We want to hear from you, though! What do you consider to be your most important social media goals? Any goals that you’re still struggling with? Let us know in the comments below!


How to find a target audience

There’s no one-size-fits-all audience for all companies. The only real way to discover your true target audience is to conduct plenty of research. For instance:


Think about the needs or pain points your product/service addresses. If your business designs websites, you could be reaching out to small business owners that lack in-house design resources.

Analyze your competitors: If you know who your competition is, look at their target audience. The chances are that they’ll be connecting with people who could also be valuable to your business.

Gather insights about your existing customers: There are plenty of tools out there that help you to learn more about your target audience. as well as solutions like Facebook and Instagram Insights, provide extensive information about the demographics of your audience.


Who will attend?

  • Marketing Managers
  • Sales Managers
  • Social Media Managers
  • Technicians and specialists in the same field


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