How To Set The Goals In Social Media Marketing Management

In the planning stage, the objectives in are also defined. They can vary according to the strategy adopted and the company’s needs. Remember that there are specific actions for each goal. Despite this, there are some common goals that social media is designed for, meet some of them:

Attract Traffic

Often, the primary purpose of a social media strategy is to drive visitors to the brand’s website. And that’s ok with it! The important thing is that the posts are always thought out and optimized, focusing on this objective. In this case, exit links are used, which leads from social platforms to the desired pages.

Strengthen The Brand

This objective is related to a term known as branding, or brand authority, an intangible value. A brand needs to establish itself in the market and want to be known or reposition itself. It is about obtaining a positive image by the users, establishing itself as a brand present in the consumer’s conscience.

Loyalize Followers

It’s easier to keep your current followers than to gain new ones. No wonder most of a company’s results come from old customers. One of the functions of social networks can be to retain customers who have already closed a deal. In this case, actions are generally aimed at support, interaction through comments, and customer service on social networks. Remarketing campaigns can be made especially for these people.


Direct sales can also be carried out through social media, either through links to landing pages, sponsored links. Some platforms like Facebook even work as a marketplace, where you can trade directly on the network. Instagram also launched the native store function that allows sales directly from the platform.

Generate Leads

Increasing the base of registrations is another purpose for which social networks can be used. By encouraging a subscription to a newsletter or having someone download your e-book, you have a more personal contact channel without the need for algorithms. In other words, communication is facilitated. With e-mails and phone numbers of potential customers in hand, it is possible to establish a relationship that, if done strategically, will also reflect on sales, loyalty, and visibility gain.

Educating The Market

Finally, we also have the option to educate the market through social media. This goal is common for innovative businesses, services, or products such as technology and digital marketing. As the public does not understand very well how this works, it is necessary to present information and educate them to see the advantages and, at the right time, become a customer.

Track Metrics

A social media that doesn’t analyze numbers is also wandering in the digital fields.

But remember: you need to define critical indicators, also known as KPIs (Key Performance Indicators). Those are the digital marketing metrics that are truly valuable to your goals. For example, if your goal is to increase your lead base, engagement is not that important a value to you.

Similarly, if you want to generate traffic, it’s no use having a million likes and no link clicks. And there’s no advantage to having an outrageous following if they don’t interact for branding.

Think about the business goals, not the specific social network. With that in mind, it’s possible to cross data to get to the numbers that matter and forget about the ones that will only please the manager’s ego.