Effective Social Media Goals To Set For Your Business

Mandi Relyea-Voss
3 min readJun 9, 2021


Getting the most for your business means setting goals and that includes on social media, too. If you don’t have goals, it’s difficult to know how well your social media strategy is doing. If you don’t know that, you don’t know if you need to change something or even how to improve at all.

It’s vital to set effective goals for your social media, especially if you’re a business. Here are some goals and tips that will help you get started.

Set SMART Goals

To set effective goals, you need to set SMART goals, but what does that even mean? SMART stands for specific, measurable, achievable, realistic, and timely. Effective goals contain all of those characteristics, so they’re the kind you need to be setting for your social media.

“It’s always important to set goals for yourself, be it in your personal life, work, or social media. Without goals, it’s hard to hold yourself accountable for making improvements. Goals are how you push yourself to progress and be better, so if you want a more successful social media profile that’s what you need to do — set goals. […] Setting goals for social media is a little different than personal or work goals. It’s very important to use analytics to create SMART goals.” — Like A Voss

This requires you to spend some time to really think about your goals and how you’re going to achieve them, but it’s certainly worth that time. If your goals aren’t SMART you need to rethink them.

Set Goals That Increase Brand Awareness

Brand awareness is one of the most important things for a business. Social media is certainly a tool that helps with that if you’re setting the right goals. Brand awareness is the entire reason why a lot of businesses are on social media, but it’s not just about the act of being on social media itself, it’s what you do with it and the goals you set.

“The average person spends nearly two hours on social media every day, and therefore social media is one of the best places to grab consumers’ attention.” — Buffer

Set goals to increase your brand awareness by using analytics to measure it such as follower count, reach of your social media posts, mentions, shares, and retweets. Analytics are your best friends when setting goals. Use them to realistically set goals on how much you want your brand awareness to increase and how you’re going to do that based on what type of content does the best.

Set Engagement Goals

The best social media profiles have high engagement rates and are always working to increase them.

Hootsuite lists some key metrics to use and pay attention to when setting and working towards engagement goals. They are:

  • Audience growth rate
  • Engagement rate
  • Amplification rate
  • Applause rate
  • Click-through rate
  • Bounce rate
  • Conversation rate
  • Net promoter score
  • Commenter conversation score

Social media profiles with a lot of engagement also tend to increase brand awareness, so working towards engagement rate goals could also help you with your brand awareness goals. A lot of social media strategies are interconnected. It’s important to know that when setting goals so that you can figure out what other goals you should set to help work towards your existing ones.

Goals That Drive Traffic To Your Website

It’s important to set social media goals that benefit things outside of just your Instagram or Twitter profile. You are a business after all. Social media is just a tool to drive people to your business, so you need to set goals that’ll help do just that.

“If you are building a business to last, social media can’t be the final landing place for your audience. Why? Because you don’t want to put all of your eggs in one (borrowed) basket.” — Our Social Studio

To make this goal attainable, figure out what kind of things you can do and post on social media that’ll encourage people to click on your website. That could be something like posting intriguing quotes from your blogs that make people want to read more. Figure out what works for you.

If you want your social media presence as a business to grow, you need to set effective goals. You’ll certainly benefit from it!