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Twitter Chat: Setting Social Media Goals That Drive Business Growth - Transcript & Summary

Twitter Chat: Setting Social Media Goals That Drive Business Growth - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 27th June 2017.

Madalyn Sklar hosted a Twitter Chat with Sonia Gregory around the topic of “Setting Social Media Goals That Drive Business Growth”.

Details of our next Twitter Chat:

Topic: Building Your Tribe on Social Media

Guest: Mireille Ryan – CEO of The Social Media Marketing Institute, Entrepreneur & Speaker
Date & Time: Tuesday, 4th July 2017, 6.00pm EDT
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Sonia Gregory.

From the CEO Questions:

  1. What are some of the challenges that ManageFlitter has faced with respect to setting Social Media goals for business growth?

Guest Questions:

  1. What are some measurable Social Media goals & objectives organisations should be tracking?
  2. How should Social Media profiles be optimised with respect to these goals?
  3. How often should brands conduct competitor analysis? Do you think it’s healthy or unhealthy to keep a close eye on competitors?
  4. In your opinion, what does the ultimate Social Media content mix look like?
  5. There are a large number of Social Media networks to consider. How do you find the balance in going deep vs wide?
  6. How often should marketers review their Social Media analytics? What are the best tools assist with this?
  7. Goal setting can have a big effect on performance. What outcome can setting realistic Social Media goals have on a team?

From the CEO Questions:

Q) What are some of the challenges that @ManageFlitter has faced with respect to setting Social Media goals for business growth? #SocialROI pic.twitter.com/IPPuVnJRoM
— ManageFlitter (@ManageFlitter) June 27, 2017

CEO Answers

A 1/5 – Currently @ManageFlitter doesn’t have a full time Social Media marketer – so goals need to be realistic but meaningful. #SocialRoi https://t.co/LBn95ypGuu
— Kevin Garber (@Ke_Ga) June 27, 2017

A 2/5 –
We believe a great product is @ManageFlitter ‘s best form of marketing.
#SocialRoi https://t.co/LBn95ypGuu
— Kevin Garber (@Ke_Ga) June 27, 2017

A 3/5-
So Social struggles to get up the (competitive) pecking order of our internal task list. #SocialRoi https://t.co/LBn95ypGuu
— Kevin Garber (@Ke_Ga) June 27, 2017

A 4/5 – But increasingly @ManageFlitter is leaving more value on the table by not implementing high impact Social strategies. #SocialRoi https://t.co/LBn95ypGuu
— Kevin Garber (@Ke_Ga) June 27, 2017

A 5/5 –
We need to give Social the resource it deserves and up the focus on Social.#SocialRoi chat has been part of this push. https://t.co/LBn95ypGuu
— Kevin Garber (@Ke_Ga) June 27, 2017

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Guest Questions:

Q1) What are some measurable Social Media goals & objectives organisations should be tracking? #SocialROI pic.twitter.com/yjzKVsHUnu
— ManageFlitter (@ManageFlitter) June 27, 2017

Guest Answers

A1|1: Leveraging social media for business growth requires an equal mix of creativity, attention to detail, and data crunching. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

A1|2: You’re too broad if the goal is “sell more” or “get followers”. Set detailed goals that can be measured within a timeframe. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

A1|3: GOALS!
Community growth
Consistent branding
More engagement
Increased site traffic
Higher conversions
Better CPC#SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

The first step in being able to measure social media ROI, is to set appropriate social media goals for ALL your efforts. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

Example social media goal: Convert 10 sales within 3 days on Facebook by posting daily with a clear CTA and $50 ad. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

Other Answers

A1: While goals may vary by company – I think key objectives are follower growth and engagement/lead generation. #socialROI https://t.co/lKgHFMukZt
— Katelyn Brower (@BrowerKDnB) June 27, 2017

A1 it should be traffic to the website. It's great to interact but sales is KING. #socialROI https://t.co/5FMMVqAtCT
— Jade Alberts Consult (@Jade_A_Consult) June 27, 2017

A1. They should measure the growth of their community which happens through impressions here on Twitter. #socialroi
— Cheval John (@chevd80) June 27, 2017

A1b The ROI part needs to be clearly defined – how much do we expect from lead generation / time / channels #socialroi https://t.co/GbxIY6McDm
— Zala Bricelj (@ZalkaB) June 27, 2017

A1: Community growth, higher engagement, traffic to website, leads generation #socialroi
— Benny Gelbendorf (@BGelbendorf) June 28, 2017

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Q2) How should Social Media profiles be optimised with respect to these goals? #SocialROI pic.twitter.com/EvVAuMidPB
— ManageFlitter (@ManageFlitter) June 27, 2017

Guest Answers

A2|1: Social media strategy should include both branding and conversion based goals that are specific for each platform. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

A2|2: Optimize channels with quality branded imagery (profile & cover pic), a complete bio with keywords, and constant activity. #SocialROI pic.twitter.com/D8dx6t7qJE
— FreshSparks (@FreshSparks) June 27, 2017

A2|3: Optimization will strengthen brand perception, gain trust from customers, and help your social pages rank higher in search. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

Other Answers

A2) Make sure all links contain UTM codes or bit.ly links…. #socialroi
— Tim @ Stoneham Press (@StonehamPress) June 27, 2017

A2. Take advantage of your bio!
Update your links regularly to highlight major campaigns. #SocialROI https://t.co/YMZcVPmqSi
— Ai Zhang (@aiaddysonzhang) June 27, 2017

A2 Social media profiles should be created with strategic goals in mind so there's a consistent brand and message. #SocialROI
— Jim Katzaman (@JKatzaman) June 27, 2017

A2) Optimise your profile by providing:
– Links
– An Email Address
– Contact Phone Number
– Logo/Branding #SocialROI
— Kate Frappell (@katefrappell) June 27, 2017

A2 Clear, focused information. Who, what. Also, hours of availability, contact form & check analytics how efficient your CTAs are #SocialROI https://t.co/0TSzIobI2c
— Zala Bricelj (@ZalkaB) June 27, 2017

A2b Make your SM profiles a "living" thing. It's not just for branding and psoting, it's for gathering info & insights #SocialROI
— Zala Bricelj (@ZalkaB) June 27, 2017

A2: embed media within those profiles (images, video), continuous consultation with the community about their desired content #socialroi
— Benny Gelbendorf (@BGelbendorf) June 28, 2017

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Q3) How often should brands conduct competitor analysis? Do you think it’s healthy/unhealthy to keep a close eye on competitors? #SocialROI pic.twitter.com/jGbIX0yYvm
— ManageFlitter (@ManageFlitter) June 27, 2017

Guest Answers

A3|1: Analyzing competitors depends on how competitive the landscape is for your industry, business size, location and resources. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

A3|2: Competitive analysis, particularly in social media channels, can paint a good picture of what your brand is up against. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

A3|3: For small biz, look at competing brands every 3-6 months. You can start with Google, and then use a tool to analyze. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

Other Answers

A3 Keep an eye on competition, but don't be obsessed. Know what they offer and what you can do better. Give your value solution. #SocialROI
— Jim Katzaman (@JKatzaman) June 27, 2017

A3/1. It's not just healthy but crucial to understand what your competitors are doing. That's how you stay ahead of the game. #SocialROI https://t.co/jIuM5XZwEC
— Ai Zhang (@aiaddysonzhang) June 27, 2017

A3/2. For eg, Facebook/IG clearly is watching Snapchat & has innovated based on what's available. #SocialROI
— Ai Zhang (@aiaddysonzhang) June 27, 2017

A3: VERY healthy! Keep those s on them! Run a competitor analysis twice a year AND when new updates come out. #socialROI https://t.co/Cr8hEk0BuX
— Katelyn Brower (@BrowerKDnB) June 27, 2017

A3) Understanding what your competitors are offering can help you find gaps in the market where your brand can shine. #SocialROI
— Kate Frappell (@katefrappell) June 27, 2017

A3: Checking out what your competitors are doing is critical to staying ahead. In addition, who stands out? Be unique. #socialROI
— Elise Mihranian (@EMihranian) June 27, 2017

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Q4) In your opinion, what does the ultimate Social Media content mix look like? #SocialROI pic.twitter.com/70c2m2EA3D
— ManageFlitter (@ManageFlitter) June 27, 2017

Guest Answers

A4|1: My ultimate social media content mix is…
Original thought
Relevant curation
Brand promotion
Timely engagement#SocialROI pic.twitter.com/Lh2O8bVGPr
— FreshSparks (@FreshSparks) June 27, 2017

A4|2: Original thought content can help your brand amplify its industry leadership. Try: tips, images, video, blogs. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

A4|3: Curated content builds authority and thought leadership. A community will rely on you for content from various sources. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

A4|4: Brand promotion can help with the reach of your content, and with the “soft sell” environment that is social media. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

A4|5: Timely engagement is so important for social media which is “always on”. Respond to anyone that leaves a comment/inquiry. #SocialROI pic.twitter.com/ARysBjxmFl
— FreshSparks (@FreshSparks) June 27, 2017

Other Answers

A4: Brand awareness, thought leadership, product, and company culture = a great mix! #socialROI pic.twitter.com/iEZcXhQysR
— Katelyn Brower (@BrowerKDnB) June 27, 2017

A4) 50% commenting/retweeting/replying, 50% own original content, but not links if possible. #socialroi
— Tim @ Stoneham Press (@StonehamPress) June 27, 2017

A4 I'd say content that aligns & covers all the stages of customer journey and helps convert leads to sales #SocialROI https://t.co/LBpbx2fnhj
— Zala Bricelj (@ZalkaB) June 27, 2017

A4 share you knowledge in chats, video, blogs, general information and events that are important to you and your brand #socialroi https://t.co/lt6XBHnaWm
— Jade Alberts Consult (@Jade_A_Consult) June 27, 2017

A4. Original content that showcases your expertise & experience.
Sharing others' content.
Engage w/ your audience#SocialROI
— Ai Zhang (@aiaddysonzhang) June 27, 2017

a4: For us, incorporating a mix of FB live broadcasts, original blog posts, third-party content and quote images works very well. #socialroi
— backspace media (@backspace_media) June 27, 2017

A4: maintaining ratio of valuable content VS. pure marketing, well targeted, open discussion oriented to encourage participation #socialroi
— Benny Gelbendorf (@BGelbendorf) June 28, 2017

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Q5) There are a large number of Social Media networks to consider. How do you find the balance in going deep vs wide? #SocialROI pic.twitter.com/FTzk9qXw0W
— ManageFlitter (@ManageFlitter) June 27, 2017

Guest Answers

A5|1: Use your target customer and their online behaviors, to determine which networks will work best for your products/services. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

A5|2: Narrow down the field of your social media strategy. It gives you more time to create right content for the right followers #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

A5|3: Create an editorial calendar to help guide your social media content efforts. Be proactive to stay consistent. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

Other Answers

A5 look where you comp is and start there. You don't need to be on all platforms. Be where your customers are. Ask them. #socialroi https://t.co/BbZQmpSfcL
— Jade Alberts Consult (@Jade_A_Consult) June 27, 2017

A5. Know your audience! Know where, when, for how long they interact, and the content they like to click on/see #SocialROI
— Cassie Longo (@cass_longo) June 27, 2017

A5 Go where the customers are, not where trends & predictions tell you. It's audience, market, time and industry specific #SocialROI https://t.co/fpSrsYHomt
— Zala Bricelj (@ZalkaB) June 27, 2017

A5: I think going deep is preferable approach. building awareness/brand takes time. my advice: focus on where your customers are #socialroi
— Benny Gelbendorf (@BGelbendorf) June 28, 2017

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Q6) How often should marketers review their Social Media analytics? What are the best tools assist with this? #SocialROI pic.twitter.com/wntSiBjFA4
— ManageFlitter (@ManageFlitter) June 27, 2017

Guest Answers

A6|1: It’s easy to take a quick pulse of your analytics many times a week, but choose a schedule that supports your goals. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

A6|2: Most social media platforms offer native analytics of their own, which can be leveraged if you do not use a paid tool. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

A6|3: Other effective analytics tools include…@Hootsuite @Buffer @Iconosquare @AgoraPulse @ManageFlitter @Google Analytics#SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

Other Answers

A6 Review social media analytics at least monthly, if not more often, depending on campaigns. Be sure analytics actually work. #SocialROI
— Jim Katzaman (@JKatzaman) June 27, 2017

A6 I use @zoho and the analytic @TwitterBusiness @facebook supply, they're good. I look at them Sunday night while watching TV #SOCIALROI https://t.co/4rUTskOt1n
— Jade Alberts Consult (@Jade_A_Consult) June 27, 2017

Q6. Measuring results daily.
I love the built-in analytics on Twitter & Facebook. #SocialROI https://t.co/fx17ImbwDp
— Ai Zhang (@aiaddysonzhang) June 27, 2017

A6 Tools like @buffer @percolate & @hootsuite give you quick snapshots of analytics at any time. Easier than counting manually!! #socialroi
— Jen Varadi (@jvards) June 27, 2017

A6. One of the best platforms are @hootsuite @AgoraPulse @PostPlanner @SproutSocial to look at social media analytics #socialroi
— Cheval John (@chevd80) June 27, 2017

A6. Often! I track my main metrics at least once a week. I use @Brandwatch and @hootsuite Insights to track/review #SocialROI
— Nick Martin (@NickAtHootsuite) June 27, 2017

A6: Marketers should review their analytics regularly otherwise you are missing out on details that will help you work smarter. #SocialROI
— Madalyn Sklar (@MadalynSklar) June 27, 2017

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Q7) Goal setting can have a big effect on performance. What outcome can setting realistic Social Media goals have on a team? #SocialROI pic.twitter.com/XFZi6bd5T8
— ManageFlitter (@ManageFlitter) June 27, 2017

Guest Answers

A7|1: Challenge your team to help set measurable, detailed and timely goals by using existing metrics to benchmark against. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

A7|2: If a team works together to reach common goals, it guides every decision made in an effort to achieve positive results. #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

A7|3: Always remember a key idea when social media marketing: make your content about the customer and provide them great value! #SocialROI
— FreshSparks (@FreshSparks) June 27, 2017

Other Answers

A7 Goals should be based on a strategic plan that everyone understands and supports. Team can focus on and meeting milestones. #SocialROI
— Jim Katzaman (@JKatzaman) June 27, 2017

A7 Knowing the targets we want to achieve and how we're getting there. It creates a workflow that can deliver results #SocialROI https://t.co/U3r0Uu4qNz
— Zala Bricelj (@ZalkaB) June 27, 2017

A7. It focuses your team and your work efforts. "Does this help me hit my goal?" is a question that solves problems. #SocialROI
— Nick Martin (@NickAtHootsuite) June 27, 2017

A7: Sets the direction while keeping you grounded and focused. Provides a good pivot point when optimizing campaigns as well. #socialroi
— vincent lantin (@nevinct) June 27, 2017

A7: Community growth, lead generation, awareness, etc. can't be ignored, team is becoming more engaged & higher goals can be set #SocialROI
— Benny Gelbendorf (@BGelbendorf) June 28, 2017

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 4th July 2017, 6.00pm EDT.

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