GOALS & OBJECTIVES

Part 2

·       Applicable (or appropriate) – a company should determine whether the campaign that they decided to run is applicable in achieving their goals. 

·      Realistic (or relevant) – companies should make sure that the objectives they are trying to set are realistic in achieving their goals. Can we achieve our goal with the campaign that we picked and with our available resources?

·       Time-oriented – should determine the time when the results can be achieved. Setting a specific time frame will help companies to plan and evaluate their campaign.

 

Tracy L. Tuten provides a good example of SMART social media campaign objectives in her “Social Media Marketing” book¹, the first example illustrates the wrong way of planning campaign objectives and second example illustrates SMART objectives: 

1.     “We will tell everyone we can about our new Facebook page and see if they like it so much they’ll buy more of our product.”

2.     “We will promote our new Facebook page in print advertisements we will place in the June issues of Rolling Stone, Sports Illustrated, and Maxim. On July 15 we will count the number of Facebook users who ‘like’ our brand and compare sales to the same period previous year.”

Sources: 1. Tracy L. Tuten "Social Media Marketing" 2 edition, page. 298.