Goal setting is another vital part of your social media marketing strategy. Without goals, your social media has no direction or path to success. You would also have nothing to compare your social media efforts against. So how do you set up your social media goals?

Determine your KPI’s:
KPI’s (or Key Performance Indicators) are measurable statistics that will help determine if you are on track to meeting your overarching goals. KPI’s will be tracked on a weekly, monthly, quarterly and annual basis, but how often you record your messages can be determined by you and your team.


Step One: What does your team want to track?
determining exactly what goals you want to track. There are a few different options but some of the most common are:

  • Traffic
  • How many people are visiting your social media channels? How many people who visit your social media channels are heading to your website?
  • Follower growth
  • How many people are choosing to follow your social channels?
  • Engagement
  • How often are people choosing to interact with your social media messages?
  • Reach / Impressions
  • How many people saw your social media post in their feed?
  • Conversions (new donations or activists)

Remember you don’t have to them everything at once – it is vital, that you proceed with SMALL STEPS. Below are listed all the possibilities, but in order for you to understand, it is enough, to go through the process with just one.


Step Two: Determine your baseline and calculate your growth goal.
The second step of setting up your KPI’s involves determining where your baseline is. Without your baseline, you won’t know where or what a successful goal is. To determine your baseline look at where each of your KPI’s is right now.

We will go through KPI’s TRAFFIC and FOLLOWERS – if your Google analytics account is set properly, your data will be at your disposal at any given time. Select the “time period” you are collecting data for. Open your Google Analytics and select acquisition. Underneath acquisition are sources which you will need to determine your traffic from social media.

Picture No. 25. Acquisition tab on Google analytics

In the upper right-hand corner is a calendar, set that calendar to obtain the past six months (or any other period that suits your needs) worth of source data.

Picture No. 26. Setting up a calendar

Once your dates have been set, choose social network from your list of source options. From there another window will appear, allowing you to see the amount of traffic that your social media channels set to your website over the past six months.

Picture No. 27. Traffic on your website made by social networks

You have just established your BASELINE for first KPI = Traffic. Now use this in a simple form of your choice, or as you can see in the example:

Picture No. 28. Table for following KPI’s – Traffic

Now let’s determine your follower baseline. This part is simple because all you need to do is record the number of fans you have on each social channel.


Picture No. 29. Tracking a number of fans of Facebook


Picture No. 30. Tracking followers on Twitter

Do the same with Pinterest, LinkedIn and Google+.

Again; you might not be using them all, but do that for at least one social media channel that you use – best would be, where you and your audience spent majority of your time and get the most engagement out of it.

Then again, when you have gathered all of the information for the social media channels that we mentioned before, you go and put it down in your document.

Picture No. 31. Table for following KPI’s – Traffic

After your baseline has been determined you need to determine your end goals. From this date until the end of the year where do you want your KPI’s to end up? Often times you can calculate growth based on a percentage. Do you want to increase your numbers by 25%? Or maybe 15%?