For anyone who thinks investing in social media marketing might not be worth it, look at statistics that show companies collectively funneling billions of dollars into marketing via this channel. In the US alone, it’s projected that by 2019 social media marketing expenditure will be around 17.34 billion dollars per year
. In order to maximize dollars spent, businesses are articulating concrete objectives for their campaigns to show a clear purpose driving their social media calendar. Social media objectives can range from being based on business conversions to customer experience and brand awareness and perception. Objectives are different from goals because they articulate what you want social media to help your business achieve, whereas goals represent how and when you’re going to achieve it. Let’s say you want to improve your customer service presence on Facebook, Twitter and Instagram. You can set a numerical goal and deadline, such as, “By December 1, we will have hired X number more employees who will be in charge of responding to X number of customer service inquiries across these platforms.” You can even break down a numerical goal into smaller, more actionable goals. Finally, metrics measure if you are achieving your objectives and goals. Some examples of metrics that can illustrate how you are accomplishing these objectives and goals are audience reach and engagement, website traffic, leads generated, conversions and revenue generated. When you’re deciding which metrics to use for measurement, you need to consider if they’re actually going to assist you with your decision-making process.