A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing. Every post, reply, like, and comment should serve a purpose.
Step 1. Set social media marketing goals that align to business objectivesSet S.M.A.R.T. goals
The first step to creating a winning strategy is to establish your objectives and goals. Without goals, you have no way to measure success or return on investment (ROI).
Each of your goals should be:
Specific
Measurable
Attainable
Relevant
Time-bound
This is the S.M.A.R.T. goal framework. It will guide your actions and ensure they lead to real business results.
Track meaningful metrics
Vanity metrics like retweets and likes are easy to track, but it’s hard to prove their real value. Instead, focus instead on targets such as leads generated, web referrals, and conversion rate.
For inspiration, take a look at these 19 essential social media metrics.
You may want to track different goals for different channels, or even different uses of each channel. For example, Benefit Cosmetics drives brand awareness with its paid social campaigns, but measures acquisition and engagement for organic social posts.
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