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It’s very often the case that your social media activities are not closely tied to the larger purpose, vision, and overall goals and objectives of the organization.
How do you justify the investment and prove that yes, social media marketing is helping to contribute to your success? DragonSearch’s presentation at NMX in Las Vegas in January, 2014 will follow the same format as our workshop on how to create your social media strategy. In his book, Social Marketology, Ric Dragon focuses on outlining a framework for creating a social media marketing strategy and process.
The importance of values becomes even more pronounced in social media marketing, where great agility is needed. You could go ahead and start tweeting, Facebooking, and posting on all the social media platforms right now – and many organizations and individuals do just that.
As a blogger your goal might be to establish yourself as an authority in your subject matter.
As a next step you’ll want to focus on defining some metrics you will use to measure your success. Setting SMART objectives will help you create realistic, measurable plans for achieving your goals. Being “realistic” doesn’t mean being pessimistic: If a campaign is grounded in robust research, a clear idea should emerge as to what can and what cannot be achieved within the context and the resources available. Depending on your goals and objectives, metrics may be similar to the examples in the illustration above, i.e. Excerpt from the Desired Outcomes Worksheet used in DragonSearch’s social media strategy workshops. In his SMX Milan presentation about measuring social media ROI, Ric Dragon talked about a landscape of social media values.
Follow these 3 basic steps for setting your social media marketing goals, objectives and metrics and you will have the structure in place that will guide you through everyday tasks and help you make important decisions on next steps. Please share your experiences or ask any questions and I’ll do my best to help you get started. Hope to see you at our presentation about creating a social media marketing strategy at NMX in Las Vegas.


Etela Ivkovic is the General Manager and Senior Digital Marketing Strategist at DragonSearch and is passionate about integrated marketing, employee development and organizational health.
Its so important to incorporate your purpose and vision in the creation of your goals, as well as in the tactics of how you accomplish them, and to always measure, analyze and learn from everything you do.
Enter your email address to subscribe to this blog and receive notifications of new posts by email. Of course you're already implementing social media and social business strategies for and within your brand but have you covered all the bases? This Social Media Pocket Guide (one of the best we've ever seen!) from Spredfast, part of the Adrants whitepaper series, outlines the top six objectives every company should consider having at the core of its social strategy.
Download the Pocket Guide Now and ensure you are doing all you can do to fully implement social within your company. You, or an entire team in your organization, have been investing your time and effort to make sure you’re regularly posting and sharing great content, following relevant people, tweeting and retweeting, pinning, liking, writing thoughtful blog posts and sharing your knowledge. If we dive into social media without clear goals, we might not be prepared for that boss’s question. How do you plan your campaigns and goals so that they are in line with the larger purpose of your organization? As he describes the first step of the process, Ric dives into the importance of focusing on desired outcomes and how every social media activity needs to be tied back to the organization’s purpose, vision and goals.
Desired outcomes are your goals and objectives outlining the benefits or changes you aspire to achieve with your work. Their purpose and passion is to “create indelible memories that last a lifetime” for their guests.
Based on this you may set objectives, like writing well-researched blog posts and building up your following and engagement on social media. Measuring is very important so you can track your progress and know what is working and what is not. Whether you work for a large company or are a blogger working for yourself, this approach will help you make the most of your social media efforts. What are some of your goals and how are you tying them into your larger purpose and vision?


Mainly, we focus on increases of traffic month over month as well as conversions but some client insist on tracking rankings.
The guide helps point companies in the right direction for creating and implementing social media initiatives based on proven success tactics. On top of that, all of the constant changes on the various social platforms and new marketing tactics that you must learn to employ keep you incredibly busy. Setting goals and objectives for your social media activities should be based on the purpose and vision you identified in the first step in the process. How will you make decisions when situations arise if you don’t have that guiding light in front of you showing you the way? Their social media goal is to deepen the engagement with current and potential customers and be central to storytelling in social media.
Most importantly it will help tie your efforts into your big picture vision and purpose so you can achieve your desired outcomes. Identifying your purpose, setting goals and mapping them to metrics helps you understand where you are and where you want to go. The only way to know is if we understand where we want to head and what results and benefits we want to achieve.
In line with this, they can plan their micro-goals and objectives and then map metrics to measure their progress and success. Brand awareness, loyalty, engagement all have tremendous value and are difficult to measure. However, with a well-planned and executed social media strategy, there are ways to map these metrics to your goals.



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