Top 5 Social Media strategy goals to keep your eye on

Top 5 Social Media strategy goals to keep your eye on

There are around 4.95 billion internet users in the world.

During the 3rd quarter of 2021, these users spent 2h27m per day, on social media.

According to the Digital 2022 Global Overview Report, on average, each person spends 147 minutes a day, everyday, on social media.

And each second counts.

Of all the 8.820 seconds that users are on social media, it only takes half a second to dismiss your post.

You may think “Oh, it’s only one user, there are more than 4 billion of them”

But this couldn’t be more wrong.

If you miss your target, you might risk alienating a loyal audience that not only would convert but would also advocate for your brand.

Luckily, Vettted got you covered.

At Vettted you can find talented Social Media Marketers that will improve your social media game.

And, in no particular order, here’s the top 5 goals that your Social Media Manager works on.

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Brand awareness 

What’s easier? To get a conversion from an audience that already knows your brand or from a user that is now getting acquainted with you?

Notoriety and recognition are ways to build trust in your brand.

And that’s exactly the Brand Awareness game.

Here’s 5 metrics used to assess your brand awareness, on social media, and what they mean:

  • Impressions: it represents the number of times your posts or ads were shown on screen. Basically, this tells you how many people saw your posts in their feed or while scrolling, even if they don’t interact with them.
  • Mentions, shares, retweets, pins: when performing any of these actions, people are engaging with you and your brand and telling others in their network about you.
  • Posts reach: how far your content spreads online. Higher mentions, shares and retweets usually mean greater post reach.
  • Follower count: the number of fans and followers on your social media channels.
  • Audience growth rate: or how much the number of followers grows or reduces in a period of time. A slow audience growth rate can help you prevent a loss of followers.

Brand engagement  

Social media absolutely loves engaging content.

Whether on Instagram, Facebook, or Twitter, the algorithm tends to give priority to posts that get the most interactions from the audience.

Social media engagement is important to help your brand get prioritized or your audiences’ feeds

To gauge brand engagement on social media, here are the main KPIs:

  • Applause rate (likes, shares, thumbs up, and comments): describes the level of interaction and engagement your posts garner (and whether people like what you’re posting). Some professionals distinguish between high-involvement and low-involvement interactions.
  • Mentions and replies: this represents the number of times social media users mentions or replies to your posts. This shows how your followers are willing to share your brand with their own audience as well as demonstrating their own intention to start a conversation with your brand.
  • Social Share of Voice: compares your share of the social media market with your competitors. If people share your content or branded hashtags more than the average, you’ll come out as a leader in your industry.
  • Average engagement rate: the total number of interactions (likes, shares, comments, etc.) on your posts in a given time frame divided by your number of followers. This helps you create a baseline on how well your future posts will perform.


Most startups use social media to showcase their products and services.

So, it is more than natural that social media is used as a traffic source for your website.

According to Statista, as of the 3rd quarter of 2021, 27.7% of users resort to social media to find inspiration for things to do and buy.

The same website states that another 26.3% use social media to find products to purchase.

To see how much traffic your social media is generating, keep an eye on these metrics:

  • Social media traffic: the number of website visitors that come from your social media channels.
  • Percentage of overall traffic: the share of your website’s traffic that comes from social media.
  • Clicks on social media posts: this metric shows a specific kind of interaction on your social media posts. This might be considered a high-involvement interaction, since users only click on links when they’re willing to learn more about your content.
  • Bounce rate: usually, this metric shows the share of users that get into your website and don’t interact with any other element on your page. If a high bounce rate comes from social media, this might mean that you need to optimize your content.

Community interaction 

Starting a conversation, in real-time, with an engaged community positions your brand as a relevant voice in your industry.

Answering questions or discussing the latest news and trends boosts your credibility and facilitates conversion actions at later stages of the sales funnel.

Want to know how your community revolves around your brand?

Watch these metrics:

  • Facebook Groups: How wide is your Facebook group? Does it have many members and how fast are they growing or decreasing? Is it an active group, with a high number of posts and interactions, everyday?
  • Twitter Chats: Do you have a branded hashtag? How many users and how many times is it tweeted?
  • Slack/Discord community: these aren’t just some internal messaging apps for your team. You can create exclusive communities for people to communicate with your brand, using these softwares

Social listening 

Should you listen to what people are saying about your brand? Definitely.

But Social Listening isn’t just about that.

On Social Media people discuss almost all topics and themes…even the ones where your brand is in.

Listen to what people are saying, track their pain points and create content that catches their attention.

This intel will help your gain momentum on all of your social media channels, and, in order to do this, keep an eye on the following metrics:

  • Outreach: who is making questions about your brand? Are they journalists or influencers? Are they competitors or potential customers? What are they saying?
  • Influencers: these accounts have a large and engaged following base…especially in specific niches and topics. Is any influencer interacting with you? How can you take advantage of that?
  • Shares, retweets, and mentions: how many users are sharing your content? Is there any news brand talking about you or referring to your products?
  • Feedback/suggestions: it’s easier for users to give feedback on social media. Listen to them and use this opportunity to implement product improvements and solve bottlenecks on your customer’s journey. Make your audience feel heard and valued.

As you can see, Social Media isn’t just posting some photos or videos.

It’s a mix of art, game and some science, as well.

The way you show your brand on Social Media influences the way your business will perform, in terms of results.

So don’t leave it to chance.

Find the best Social Media Managers on Vettted

Vasco Montiero

Vasco A. Monteiro, hailing from Lisbon, Portugal, and holding a Bachelor’s and Master’s degree in Industrial Engineering and Management from Instituto Superior Técnico, showcases his dedication to search engine optimization beyond his ventures. He runs a successful YouTube channel and manages a private SEO Facebook group, Vasco’s SEO Tips. These platforms allow him to share valuable insights and expertise in the digital world, further solidifying his position as a respected industry leader in the SEO domain.

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