How To Set and Exceed Social Media Targets [9 Examples]


Chances are you’ll be nice at making compelling content material for social media. However turning enterprise jargon into clear social media advertising targets may be intimidating. Certain, your newest TikTok could also be racking up the views, however how does that contribute to your organization’s backside line?

By now, most companies know that social media advertising may be helpful for his or her model. It’s simply that always, corporations aren’t completely certain what that worth is. That’s the place social media targets are available.

With this information, you’ll be capable to set clear targets for social media advertising. We’ll assist you determine what your organization wants and the way social may help you get there.

What are social media goals?

A social media goal is a statement about what you want to achieve with a specific social marketing tactic or your whole social strategy. Good social media goals align with broader business objectives. Examples of common social media goals include generating leads, driving traffic to a website or online store, or getting more followers.

Social media goals can apply to anything from a single ad or organic post to a full-scale campaign.

Social media goals aren’t the same thing as your social media strategy. As an alternative, consider targets as parts of the bigger technique.

Why do social media advertising targets matter?

Clear social media targets offer you a goal to goal for and may help you get buy-in out of your supervisor or different stakeholders.

Nicely-made social media advertising targets will even provide help to:

  • handle your finances,
  • construction and streamline your workflow,
  • show your advertising’s return on investment,
  • and align your social media exercise along with your group’s broader enterprise targets.

9 examples of social media advertising targets

The social media targets you set ought to at all times mirror your particular enterprise wants. However many targets can apply to virtually any social media marketing campaign. Some campaigns may even contribute to a number of targets directly.

Listed below are some examples of widespread social media targets and the metrics you need to use to measure their success. These may help you body your work in concrete, actionable phrases.

1. Enhance model consciousness

Constructing brand awareness means growing the quantity of people that know your model. This purpose is finest when launching a brand new product or breaking into a brand new market. 

After all, increasing your viewers by no means hurts. However model consciousness is often step one on the highway to greater issues.

You may measure brand awareness on social media with particular metrics like

  • Publish reach: How many individuals have seen a submit because it went dwell.
  • Viewers progress price: The speed at which you achieve followers over time.
  • Potential attain: The quantity of people that would possibly see a submit throughout a reporting interval.
  • Social share of voice: How many individuals point out your model on social media in comparison with your opponents.

Need assistance monitoring model consciousness? Specialised social media administration instruments like Hootsuite may help.

Hootsuite Analytics makes measuring model consciousness metrics simpler by permitting you to trace metrics from a number of social networks, multi functional place. You may even export the knowledge or create customized experiences to share with colleagues and stakeholders. The instrument collects information from Instagram, Fb, TikTok, LinkedIn, and Twitter.

Watch this 2-minute video to be taught extra about learn how to use Hootsuite Analytics.

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Video social media platforms are nice for constructing model consciousness. If that is one in every of your targets, attempt social media channels like YouTube, TikTok, Instagram Tales and Reels. In any case, watching videos is the fourth most popular reason people use the internet.

2. Handle model repute

Social media advertising is among the high instruments you need to use to construct belief in your model. Today, trust drives growth. This social media goal measures public attitudes about your model.

The metrics for measuring repute are like these for model consciousness. After all, you’ll track brand mentions and relevant hashtags. However you’ll additionally need to watch what folks say about you even once they don’t tag you.

Instruments that measure social media sentiment, like Hootsuite Insights, may help you retain up with the dialog.

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Along with conventional social media, consider using social audio platforms. Clubhouse, Twitter Areas and Spotify may be nice for this. 

For instance, 22.9% of internet users between 16 and 64 hearken to on-line radio exhibits or stations every week. That quantity’s even larger (39.6%) if we’re speaking music streaming companies. Capturing person consideration on these platforms lets you construct your model’s repute.

3. Enhance site visitors to your web site

Social media advertising targets aren’t restricted to actions that occur on social. Your web site is a key participant in your social media technique. This issues whether or not you’re attempting to drum up gross sales or transfer folks down your social media marketing funnel

Measuring web site site visitors in analytics is comparatively easy. Listed below are among the high metrics it’s best to regulate:

Measuring web site site visitors in analytics is comparatively easy. Nonetheless, listed here are among the high metrics it’s best to regulate:

  • Site visitors to your web site. It’s apparent, however don’t overlook to restrict your reporting to probably the most related interval. This may be each day, weekly or month-to-month. If in case you have a baseline quantity to check site visitors to, even higher!
  • Community referrals. Monitoring referrals may help you establish which platform is working finest.
  • Electronic mail sign-ups. As soon as your social site visitors makes it to your web site, are they signing up for extra of your content material?

Professional tip: For extra on tracking social media ROI using Google Analytics, try our information!

Engagement is any kind of seen interplay along with your model on social media. For instance, likes, feedback and shares in your posts are all types of engagement. 

Engagement is typically thought of a vanity metric, however that’s not at all times true. These softer alerts may help you observe how properly your content material meets your target market’s wants. Improving engagement means higher amount or high quality interactions along with your viewers.

There are a number of methods to calculate social media engagement rates. Listed below are just a few examples:

  • Engagement price by attain (ERR). The proportion of people that selected to work together along with your content material after seeing it. You may calculate this by particular person submit or common it over time.
  • Engagement price by posts (ER submit). Much like ERR, however measures the speed that your followers interact along with your content material.
  • Day by day engagement price (Day by day ER). How usually your followers interact along with your account on a each day foundation. 

If calculations make your head spin, we’ve received you. Hootsuite’s free engagement calculator can do the give you the results you want!

You may also use a social media analytics instrument like Hootsuite to at all times have probably the most up-to-date engagement insights helpful and simply construct engagement experiences to show the effectiveness of your social technique.

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5. Enhance conversions or gross sales

conversion is when a person takes motion in your social media posts or web site. This may imply signing up for a e-newsletter, registering for a webinar, or making a purchase order.

In case your social media presence isn’t translating into gross sales, attempt specializing in conversion.

Relying in your particular enterprise targets, you may measure conversion in a number of methods:

  • Conversion price: The variety of guests who, after clicking on a hyperlink in your submit, take motion on a web page divided by that web page’s complete guests.
  • Click on-Via Fee (CTR): How usually folks click on on the call-to-action hyperlink in your submit.
  • Social media conversion price: The proportion of complete conversions from social media.
  • Bounce price: The proportion of customers that click on on one in every of your hyperlinks solely to depart with out taking any motion. (Sadly, this isn’t how usually you hearken to Big Freedia.) 

Social platforms or campaigns with built-in buying instruments are nice for conversion targets. These embody Pinterest Product Pins, Fb Retailers, Instagram Retailers, TikTok, and Shopify.

6. Generate leads

Not each social media interplay will lead to a sale — and that’s okay. If you wish to fill your funnel with potential clients, you would possibly need to set a purpose to generate more social leads.

Lead-generating campaigns yield any data that helps you comply with up with a social media person. That features names, e mail addresses, occupations, employers, or different data they share. 

Leads are a particular form of conversion. Due to this, the 2 targets are helpful in related conditions. They’re additionally measured in related methods. 

Typically talking, Fb is one of the best platform for producing leads. This edge comes from its large viewers measurement and complicated analytics instruments.

Best Social Media Platforms for Lead Generation: eMarketer chart shows Facebook is #1

To be taught extra about producing high-quality leads, we’ve put collectively a guide dedicated to social media leads.

7. Ship customer support

Your social presence isn’t nearly attracting new clients. It’s additionally a spot to maintain the purchasers you have already got. Targets to enhance customer service on social media can tackle a wide range of kinds, together with:

  • Set up a brand new buyer help channel on social media
  • Scale back wait instances
  • Enhance buyer satisfaction

Measuring the success of your social customer support will rely in your purpose. Normally, you’ll use information from buyer testimonials and buyer satisfaction surveys

Inner measurements like the variety of service requests dealt with per customer support consultant may also be helpful.

Conversational social media platforms like Twitter and Fb are a superb place to focus in your customer support targets.

Should you don’t fairly have the time or workforce capability to reply each single query on social media, automate! A social media AI chatbot like Heyday will provide help to streamline your work and by no means depart a buyer inquiry unattended, irrespective of the scale of your workforce.

8. Acquire market insights with social listening

In case your high precedence is discovering out what you’ll want to know, you would possibly need to set a purpose to enhance your business’s social listening.

Social listening is a two-step course of. First, observe social media exercise related to your model. Then, analyze that data for insights about your organization or business.

The principle metrics to trace in social listening embody

  • Model mentions. How many individuals are speaking about your model?
  • Related hashtags. Are folks collaborating in conversations related to your model or business?
  • Competitor mentions. How usually are folks speaking about your opponents (and what are they saying)?
  • Business tendencies. Is curiosity rising in your key merchandise? Do you’ll want to pivot to satisfy new calls for?
  • Social sentiment. What’s the final tone of the dialog on social?

Clear social listening targets may help you interact along with your viewers extra successfully. In addition they assist present the worth of social advertising subsequent time budgeting season rolls round.

9. Entice candidates for open positions

Utilizing social media to fill open positions in your organization is one other form of conversion. On this case, you’re concentrating on a specific kind of person interplay: submitting a resume.

When recruiting for an open place, high quality conversions are method extra vital than amount. LinkedIn is often (however not at all times!) your finest wager for locating an engaged viewers.

When monitoring social recruitment, regulate metrics like these:

  • Variety of leads per platform. Is Instagram sending extra candidates than LinkedIn?
  • Supply of rent. As soon as a hiring resolution has been made, assessment the place the candidate got here from. Possibly that flood of Instagram-generated leads was largely spam.

Set SMARTer social media targets in 5 steps

Set social media targets that get you the place you’ll want to be by making them SMART. They need to be specific, measurable, attainable, relevant and time-bound.


What precisely do you need to obtain? It’s high quality to start out with a common route, however attempt to get as exact as doable. 

For instance, you don’t simply need to improve the scale of your viewers. You need to improve the variety of followers you’ve got on LinkedIn. There, that’s particular!


How will once you’ve achieved your purpose? A measurable purpose makes use of specific social metrics to outline success.

Now we have to add some numbers to our instance purpose above. Let’s say that you simply need to double the variety of LinkedIn followers. Increase, the purpose is now measurable!


It may be tempting to goal excessive however don’t set your self up for failure. Should you simply launched however need to attain one million {dollars} in gross sales by subsequent week, you is perhaps dreaming slightly too massive.

Let’s examine in our instance purpose. Is doubling your LinkedIn followers an attainable purpose? On this case, you’ll need to take a look at your account’s progress over the previous few months. Make it possible for your historic efficiency helps your purpose.


Does the purpose match into an even bigger plan? Bear in mind, targets are only a piece of your total social media advertising technique. Every purpose ought to assist help what you are promoting targets.

How’s our instance purpose trying? Should you’re a B2B social media marketer, fairly good! On this case, specializing in a business-focused platform like LinkedIn is sensible.


In case your purpose doesn’t have a due date, it’s simpler to place off. We need to be certain that we accomplish these social media targets, so remember to set a timeline for completion.

We began by wanting to extend the scale of your viewers. Now, we all know that you simply need to double your LinkedIn followers inside six months. Our instance purpose now suits the SMART standards!

What are your social media targets?

Irrespective of your broader social media advertising targets, SMART social media targets may help you succeed. At worst, you’ll be taught out of your errors!

If you wish to turn out to be an knowledgeable in purpose setting for social media advertising, we may help. Hootsuite’s Social Marketing Certification course has a piece about setting strategic targets. 

Use Hootsuite to realize your social media targets throughout all platforms. Simply schedule and publish posts, work together along with your viewers, monitor conversations round your model, and measure efficiency with real-time analytics — all from one dashboard.

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Do it higher with Hootsuite, the all-in-one social media toolkit. Keep up to the mark, develop, and beat the competitors.

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