To have what it takes to commit to a social media strategy, you must be clear on why you want your business to be on social media first. 

Goals will help to identify the purpose of social media for your brand and set clear benchmarks for results. 

In this blog, we highlight 6 key social media goals that are specific, measurable, attainable, relevant and time-based and give you a free template to help you create them! 

Setting your Social Media Goals

One way to set your social media goals is to work back from your business goals and apply them to social media.

Generally, the social media goals are classified into main ‘categories’ like brand awareness, audience growth, audience engagement, web traffic and leads and sales.

When you’re developing your goals within these categories ensure they are SMART goals. Specific, measurable, achievable, relevant and timely. Having key performance metrics in your goals will keep you accountable and help you track your progress and results. 

Your key metrics might include impressions, reach, number of followers, engagement rate, website visits, email sign-ups, number of leads, number of sales and sales revenue.

To visualise what this might look like, refer to our Social Media Goals template below:

Social Media Goals Template

Victor & Flo Social Media Goals Template


Now let’s put that into practice.

Say one of your business goals for the next quarter is to generate 60 sales of your product. The social media goal to support this might be to post product-specific content that will drive 2,000 visits or more per month to your website’s product page to entice customers to purchase. The key metric for this goal is website visits.

In your weekly or monthly reporting, you can track these key metrics to ensure you are meeting your social media goals, and adapt your tactics if necessary so that you hit the mark.

6 Social Media Goals Examples

Now that you understand how to set your own goals, here are examples of the 5 social media goals that are commonly used by businesses.

1 Goal category: Brand awareness

– Goal example: Build a strong and consistent brand across social media by targeting a minimum of <reach> people per month.

– Metric: Reach (number of people who saw your content).

2 Goal category: Audience growth

– Goal example: Attract and grow social media audience by <insert number> followers per month through value-adding content and engagement tactics. 

– Metric: Number of followers

3 Goal category: Audience engagement

– Goal example: Strive for an engagement rate of <insert engagement rate %> per post through consistent, quality content and targeted engagement tactics. 

– Metric: Engagement rate % (all your likes, comments, shares and saves divided by the number of followers at the time of the post x 100.)

4 Goal category: Web traffic

– Goal example: In 6 months increase social media traffic to the website <number of visits or percentage of traffic> so the target audience can learn more about the business, sign up to the database and purchase products.

– Metric: Number of website visits or percentage of traffic from social media

5 Goal category: Lead generation

– Goal example: Attract <number> of leads per month using value-added content and lead magnets, to nurture and convert into customers.  

– Metric: Number of leads generated from social media.  

6 Goal category: Sales

– Goal example: Promote products via social media channels to drive customers to the website and generate <number> of sales or sales revenue <dollars> in 6 months. 

– Metric: Number of sales or sales revenue generated from social media.

If you are still unsure of how to set your goals or create the full social media strategy, we are always happy to go on a journey to educate, develop and execute the social media strategy for you. 

Get in touch to find out more about how we can help –

Victor & Flo Social Media Management Service