Social media strategy is the biggest buzz word 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, itās like throwing darts in the dark ā you have no idea if youāre 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
Hereās an example of what I mean:
šš»āāļø Youāre the social media coordinator at a busy hair salon in Boston
ā”ļø Define your business goal: Increase salonās bookings from Instagram
ā”ļø Attach a social media metric: Track external link taps from your Instagram bio or stories to the salonās online booking page.
ā”ļø 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.
1ļøā£ Start with a Business Goal.
For example:
- Increase website traffic
- Drive bookings or sales
- Build brand awareness
2ļøā£ Match it to a Social Media Metric
Once you know the goal, identify the data point that reflects success. For example:
- Goal:Ā Increase website traffic āĀ Metric:Ā Link clicks
- Goal:Ā Drive bookings āĀ Metric:Ā External link taps or DM inquiries
- Goal:Ā Build brand awareness āĀ Metric:Ā Reach or impressions
3ļøā£ Track and Adjust
Measuring the right metric gives you insight into whatās working. If somethingās off, tweak your approach and track if the data shifts in real time.
šŖĀ Put your WORK into ACTION
- Pick one business goal for your company.
- Decide which social media metric best measures progress toward that goal.
- Write down your plan and track your results over the next four week. You’ll beĀ surprised by how much data the numbers can give you!
- DM me your business goal and matching metricĀ 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.
Designed to stay small.
Designed to stay small.
Burnt Toast Online is run solely by me, Shaylee. Because of this, I only book a limited number of training appointments. Training is a relationship, and I give a part of myself to each client I work with. When you work with me, you're working with a partner. Thank you for choosing my small business to help grow yours. I am designed to stay small but also designed to be mighty.