Setting S.M.A.R.T. Goals and Benchmarks for Social Media Campaigns

By May 12, 2017Strategy

Social media continues to grow and change rapidly as content sharing and social networking becomes standard. The interconnectivity and relevancy of how we consume content online is now more intentional than you may think. Many companies find themselves creating social media campaigns and competing to get on the newsfeeds of their target audience.

Before starting a campaign, though, use this checklist to make sure all of these components are accounted for, and your goals are clearly defined. This strategic management plan was largely inspired by Peter Drucker, who, often, was dubbed as the founding father of goal-setting strategy.

S.M.A.R.T. Goals

  • S – Specific – Make sure your campaign plans are specific, consistent, and touch on all branding bases of your product offerings.  Answering the Who, What, Where, Why, and Which will provide you and your audience concise messaging and visuals of who you are as a brand.

    Calpak does an amazing job of having a visual marketing mix of travel, lifestyle, fashion, and aspirational imagery to convey what they support as a brand. You don’t have to just show images of the products as that can become mundane. Rather, treat your social media as a community for engagement, inspiration, and of course a storyboard of beautifully curated visuals.


  • M – Measurable – Be sure to set a timeline, whether weekly, monthly, or quarterly, to review progress, successes, and failures. Quantifying performance can provide key insight into what is working or not. It is also important to note that audience building and engagement building takes time.

    Sprout Social is a great tool to track insights, analytics, and the performance of your social media. You can publish, manage, and engage with your community effortlessly all in one place.


  • A – Attainable – We all want immediate success overnight, and on social media, that means going viral and garnering thousands of followers. However, this isn’t always realistic or feasible—make sure your goal is attainable. The best way to gauge your goals is to test out your first month’s campaign and see what the response is. Don’t forget to engage the community and encourage a conversation about your content.


  • R – Relevant – For businesses, a relevant goal means that it has the potential to impact your business positively. Consistent brand building is necessary on all fronts of social media marketing. Fine tuning and keeping your feed curated will help garner more followers and likes from the primary target audience. Start by creating a brand persona from your market research and then building an aspirational campaign that aligns with that brand persona.

    Nike is the trailblazer of brand personas and aims to inspire and maintain the high performing athletic individuals who want to continue to push themselves and test their physical feat. It’s not always about the actual product offering—the branded messaging and inspiration is often a very powerful marketing tool.


  • T – Time-bound – Give your goal a deadline. Of course, no goal can be achieved if there are no set timelines for planning, executing, and analyzing. Make sure the campaign is culturally and seasonally relevant. Timing is a crucial component of a social media marketing plan, and when done right, it will garner the best results you’re looking for as a brand.

S.M.A.R.T. goals are a reliable and efficient plan that are simple, self-explanatory and easy to understand. Incorporate S.M.A.R.T. goals into your next social media campaign launch and see if the results reflect your hard work! Don’t miss out the opportunity to have a free consultation with our marketing specialist! If you are in the fashion industry, you might want to check how Hawke has helped e-commerce apparel brand to grow.

Ready to cut through the noise? Access our white paper “Social Media Square One: From Concept to Plan to Post to Analytics” now!

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