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Thinking about your Social Media Goals? “It’s the Strategy, stupid”

Thinking about your Social Media Goals? “It’s the Strategy, stupid”

This is the time of the year when we think about New Year’s Resolutions. It is quite difficult to escape the trend as everything around, including social media, remind us of the habit. I embarked to set a few resolutions too. An exercise I consider not only fun but also that provides one with a plan and sense of security about the future.

Goal setting is key to business growth as well. Perhaps your organization has already done the 2015 budgeting and planning process. Perhaps you already have your MBOs (Management by Objectives) and KPIs. If so you have a great start, and if you haven’t let’s start.

“The process of setting goals forces you to think through what you want from your business and how growth may–or may not–provide that. This process helps suggest directions for pursuing that growth, which can greatly improve your chances of achieving your goals in the first place”.(Goal Setting, Entrepreneur).

But setting the goals is just the beginning. Then you need a plan to achieve your goals. With a plan in hand, Uncertainty looks much less fierce. I cannot stress enough the importance of planning.



“Those who fail to plan, plan to fail” Winston Churchill

Are your Social Media Goals aligned to achieve your Business Goals?

I’ve seen so much confusion about them, and how to set the later I though a little bit of clarification would add some value.

Although every social media expert mention at some point social media goals should be aligned with the broader business goals, only few stress this enough. I see many of them talking about engagement (get more engagement), followers (get more followers) and creating user generated content (the holy grail of Social Media). But towards what end? Unless you are a media company, can’t you see? These SM Goals are likely disconnected to any business goal. They may not work towards broader objectives.

As I wrote earlier, getting followers per se won’t help you in anything.

Your social media goals must be part of the plan to achieve your business goals. It’s strategy.

Here are some guidelines:

1. Of business objetives and which ones can be achieved by social media. Fan and community growth, consumer engagement, branding, promotions or sale are some examples of them.

2. With your social media goals written down is time to plan what type of supporting themes can better assist in achieving your objectives.

Let my explain it with an example. For a fashion e-commerce site looking to increase its sales, what type of topics will better support this goal?

  • Raise awareness for its products
  • Build trust with User-Generated Content
  • Answer the frequent questions and doubts that stop people from buying the products
  • Communicate promotions

3. Plan content around each of the supporting themes and you will have half of your content sorted out for the year.

Following the previous example, the fashion e-commerce site might plan competitions to kick start user generated campaigns (more about how to do a contents soon in the blog). It will start creating a branded hashtag to channel UGC and build the contest around it. Or it might simply encourage their customers to use its hashtag to showcase its products like @mansurgavriel 
@mansurgavriel and its #happygirlhappybag


Now back to you. Does your planning follow a strategy? Let me know in the comments if you need some help with your goals or supporting themes. I’ll happily give you feedback.


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  • Loralee Vachula 26/02/2015 at 11:16

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    • Paula Arredondo Author 27/02/2015 at 13:52

      Thank you very much Loralee for stopping by to leave a comment and for your kind words!. Would you like to get subscribed to my mailing list maybe? It’s the best way to receive all the blog post on your email. Thanks again, I really appreciate your comment!

  • crork work 07/03/2015 at 00:55

    70rPxm Thanks – Enjoyed this update, how can I make is so that I receive an email sent to me when there is a new update?

  • 09/03/2015 at 17:40

    Thanks-a-mundo for the article.Really thank you! Want more.

    • Paula Arredondo Author 12/03/2015 at 18:04

      Thank you! Have you read any other articles? You can also subscribe to my email list so you will receive all the blog posts to your email. You can do it here

  • Issac Maez 11/03/2015 at 15:29

    Good article regarding the social media and directly to the point. However you need to keep in mind that social media is supposed to be social. It’s about interacting with people, not really robots. Scheduled posts should be monitored for gives, comments, etc . As you talked about even a quick “ thank you ” can go a long way.

    • Paula Arredondo Author 12/03/2015 at 17:58

      Thank you very much Issac for your comment. You are so right! Without the social part of it, it does not make sense. The most successful brands have built community around their message and proposals, and carefully listen to their followers. Planning and scheduling content is one part of the equation, the one that support the brand business goals. While the social interaction works as a multiplier. The more you put on the better results you get. Thank you again for your comment and accurate reflexion

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