One of my favourite questions to ask during a social media strategy session is: What’s the best that could happen?
I take my clients through a visualisation where I get them to imagine they’re three months in the future and have just woken up. They’ve made their breakfast, maybe done a meditation, and then they turn their phone on. They check their social media apps, scrolling Facebook and Instagram notifications, and even get time to have a browse over their inbox. But it doesn’t last long because the BEST THING EVER just happened. They’re smiling ear to ear, have the warm and fuzzy feeling in their chest and if they’re anything like me, they’ll even do a happy dance.
Then I get my clients to explain to me: What was the best thing ever? What’s the best that could happen?
Here are just some of the answers that I get from clients:
“Grown an amazing tribe and am connecting with women all over the world"
“Receiving beautiful feedback from a client"
"People have booked in to come to my event"
“Been featured as a go-to expert in my favourite magazine"
“Noticed by one of my mentors”
So what’s the point? Why do I get my clients to go through the visualisation? Why am I showing you their responses?
Because I believe there is a gap between our social media goals and our own unique image of what it means to have social media success.
For example: none of my clients ever mention that the ‘best thing ever’ would be to reach 15k followers. Sure, it would be nice. But they never mention it as the BEST. Yet every time we set social media goals, we get so hung up on the numbers.
So today I want to share my signature process to setting social media goals that are aligned to your own, unique version of social media success.
1. Get clear on your big business vision
Before we start looking at your social media goals, you want to get clear on your long-term, business vision. Ultimately, your social media goals should all relate to your bigger goal or dream for you business.
The biggest mistake I see clients make is to have clear business visions but not set social media goals. This makes it really hard to see your progress and momentum, especially when you’ve got big business dreams!
For example: my big, business vision is to "connect, support and empower women in business".
See how the goal is too abstract to use as a social media goal? How would I know if social media were helping me to achieve it? When would I know when it actually happened?
So that’s why we set social media goals!
2. Identify your social media goals
Social media goals are the stepping stones that you set to get to your big business vision. They should be directly related to your big vision but are easy to measure and are achievable in a short time frame. This allows you to see your progress more clearly.
I generally set social media goals for each quarter of the year. I set three goals and then focus on one main goal each month.
For example: my social media goal for tis month is to "provide insanely helpful content that speaks direct to my dreamiest clients’"
If you look back at my big, business vision you can see how this social media goal allows me to step closer to my mission to connect, support and empower women in business. It’s all connected.
The last mistake I see my clients make when setting social media goals is to focus on the outer instead of the inner. This is why I always suggest balancing your social media goals with action-based goals and outcome-based goals.
3. Balance your social media goals with actions and outcomes
When most people set social media goals, they focus on outcomes.
For example: ‘I want to increase my followers by 100 people this month’.
Outcome-based goals are ones that are out of your control and focused on what other people can do for you. You can still do things to help you achieve these goals but ultimately, it’s out of your hands.
Action based goals are about how you show up on social media and the actions that you take. They’re in your control.
For example: “I want to show up and engage with my tribe for ten minutes each day”.
Setting action-based goals means there is always something we can do to achieve our goals. And the funny thing is that action-based goals are often the reason we achieve our desired outcomes.
So when setting your social media goals, take a look and see what type of goals they are. Are you setting purely outcome-based goals? I like to have one outcome-based goal with two action-based goals.