5 Social Media Objectives to Integrate Into Your Marketing Plan

March 9th, 2022 by

With the rise of the digital age, brands are becoming more acutely aware of the value of investing in social media strategies. Social media networks are no longer an isolated marketing channel solely dedicated to communication and promotional efforts. Social media has provided measurable results with strategies such as lead generation and social selling, in addition to useful points of contact between brands and consumers.

In 2017, a huge number of marketers used social media as their primary channel for B2B and B2C communications. According to Social Media Examiner, 97% of marketers used Facebook for B2C and 81% used LinkedIn for B2B. 

Social media can be utterly terrifying if you have no prior knowledge of how it operates, so we’ve come up with 5 social media objective examples which will offer benefits of social media for you and your business.

5 social media objectives to consider 

Drive traffic to your website 

Driving traffic is a key social media objective. Three in five marketers use social media to distribute their content and drive traffic to their sites. A team at HubSpot, for instance, grew their monthly blog traffic by 241% over eight months through social media experiments. Here’s 3 quick ways to measure traffic to your website:

  1. Traffic from social media – “How many visitors are coming from your social media channels?”
  2. Share of overall traffic – “How much of your overall traffic does social media account for?”
  3. Bounce rate of social media traffic – “What is the quality of the traffic from social media?”

Generate new leads

Lead generation is a social media objective typically used by companies with a long sales process, such as enterprise software companies.

The definition of a lead is relatively broad, but it usually means that the person has provided your company with some form of information about themselves such as their name, email address, and similar. There are many ways to track your social media lead generation efforts with participation methods like email collection. 

This “path” is your sales funnel. With the wide number of consumers you can reach, social media can be a great tool for getting people to the top of your funnel.

Boost brand engagement

Engagement is the second main reason why many marketers use social media. Research has found that social media interactions improve brand perception, loyalty, and word of mouth recommendations.

Furthermore, social media platform’s algorithms, such as those on TikTok and Instagram, are prioritising posts with higher engagement on their feeds due to the belief that users will be more interested in seeing highly engaging content.

To summarise, if you want users to see your social media trends post, you have to create engaging content and respond to your community. 

Build a community around your business

Tracking audience numbers such as total followers and fans is great, but we’ve also noticed a rise in the number of closed communities and chats businesses have been focusing on over the past year-or-so. For example, many businesses use specific hashtags on Twitter every week, and invest time and resources in Slack Community (and some businesses are even experimenting with Facebook groups, too.)

The types of social media objectives you want to set for these communities may feel very different to your overall follower growth goals and of course, the type of community you choose to build will have an effect on the metrics you choose to measure success by.

There are multiple metrics to track community building—here’s a few:

  1. Clubhouse has been terrific for attracting dedicated consumers to your product
  2. Twitter chats: Number of participants and tweets per participant – “How many people are involved in your Twitter chats, and how engaged are they?”
  3. Slack communities: Number of daily active users – “How many people are actively involved in your Slack community?”

Customer Service

It’s important to have good customer service in any form of marketing, but it can be extremely beneficial on social media and as a social media objective. Good customer service on social media can help to increase revenue, customer satisfaction score, and retention. But in our State of Social Media study, only one in five respondents (21%) said they use social media for customer support.

The trend of people turning to social media for customer support will likely continue, and we think there’s still a huge opportunity for businesses to differentiate themselves from their competitors with great social media customer service.

Here’s a couple useful points to help make your customer service as effective as possible:

  1. Number of support questions – “Is there a demand for social media customer support for your company?”
  2. Timely replies – “How fast are you getting back to your customers?”
  3. Customer Satisfaction Score (CSAT) – “How satisfied are your customers with your service?”

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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