Determine what matters. It may be nice to know Outline actionable steps. What steps will you take to how many favorites your Tweets receive each month, reach your goals? Mapping out specific, actionable but that’s not a very useful metric when it comes to stepping stones to success will help you avoid the proving that social media is valuable for your company. dreaded procrastination bug. While it’s fine to look at vanity metrics to make sure you’re on track, they aren’t enough to show your CMO Implement change. now that you’ve set your goals that social marketing is having a tangible impact. and outlined the steps you’ll take to achieve them, it’s Take a look at metrics like your follower growth rate, time to put them into action. how many leads you’re generating, and levels of engagement. need help deciding what really matters? Track your success. Use the goal tracking worksheet Check out our beginner’s guide to making social at the end of this chapter to track your success and media measurable. prove the results of your social media efforts. Audit your social accounts and past performance. Modify your goals if necessary. now, we’re not Use an analytics tool to see how you’ve performed in suggesting that you drastically alter your goals the past. This can give you insight into which areas so it looks like you met them when you didn’t. need improvement and help you set a benchmark for But if you’re consistently falling short, you might future performance. consider modifying your long-term goals to be more Analyze your competitors. Take some time to peruse reasonable — and rethinking the steps you can take your competitors’ social profiles. note what they’re to meet them. Maybe you realize that growing your doing well or poorly, and take a look at how their followers isn’t as important as engaging the followers metrics compare to yours. you already have. That’s fine; just modify your goals to reflect that. Set goals. Based on your past performance and Get more specific with goal-tracking and reporting your competitors’ performance, it’s time to set some in the next chapter in our guide, which focuses on reasonable — but still ambitious — goals for your overall KPI reporting. brand. Be sure to set both short-term and long-term goals for the metrics you choose to measure. 67 / Pardot