Hi, my name is Shaylee — Social media manager, YouTuber, TikTok girlie, and the girl hiding in the guest room at a party.

Burnt Toast Online is a remote social media management studio for female-founded companies. You know how there’s girl math and girl dinner? This is girl social media marketing — it’s me. I’m the girl.

(btw, when I say “studio,” know it’s literally just a one-woman show over here.)

Social media strategy is the biggest buzzword in our space. I could tell you exactly how to write one, but a quick Google search will give you a dozen versions of the same answer right away.

Instead, I want to dig into the heart of thoughtful, successful strategy: tying a business goal to measurable social media metrics.

Without a clear goal and matching metric, it’s like throwing darts in the dark — you have no idea if you’re hitting the target. But when you attach a social media metric to a business goal, you can

  • measure progress
  • refine your approach
  • provide tangible results

Here’s an example of what I mean:

💇🏻‍♀️ You’re the social media coordinator at a busy hair salon in Boston

➡️ Define your business goal: Increase salon’s bookings from Instagram

➡️ Attach a social media metric: Track external link taps from your Instagram bio or stories to the salon’s online booking page.

➡️ Track and adjust: By focusing on external link taps, the salon gets specific data showing whether your Instagram strategy is leading to new bookings or if you need to refine your approach.

1️⃣ Start with a Business Goal.

For example:

  • Increase website traffic
  • Drive bookings or sales
  • Build brand awareness

2️⃣ Match it to a Social Media Metric

Once you know the goal, identify the data point that reflects success. For example:

  • Goal: Increase website traffic → Metric: Link clicks
  • Goal: Drive bookings → Metric: External link taps or DM inquiries
  • Goal: Build brand awareness → Metric: Reach or impressions

3️⃣ Track and Adjust

Measuring the right metric gives you insight into what’s working. If something’s off, tweak your approach and track if the data shifts in real time.

💪 Put your WORK into ACTION

  1. Pick one business goal for your company.
  2. Decide which social media metric best measures progress toward that goal.
  3. Write down your plan and track your results over the next four week. You’ll be surprised by how much data the numbers can give you!
  4. DM me your business goal and matching metric on Instagram. I’d love to hear from you!

If you have a question, please message me on Instagram! I’d love to hear from you.

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