As social media evolves within your organization and the toolset, analytics, and data improve around your efforts, you will need to evolve your goals and KPIs to go with the rest of the evolution.
When a lot of organizations get into social media they often encounter similar challenges. Where is the social campaign going to sit within the organization? What resources are going to put behind the campaign? How is the organization going to measure it?
By the time a company’s social efforts have gained some traction, many of these questions have already been answered on some level; often as a piece of their greater integrated marketing program. However, the next level of evaluation sometimes has yet to be considered.
It is important for organizations to re-evaluate their KPIs and goals after they have established their programs and toolsets in order to drive continued success. Looking back on initial goals and tightening them up based on a campaign’s current position will help foster continued growth and engagement. For example if one of your initial goals was to generate webinar signups through social media, this should evolve away from acquiring signups and towards deciphering what content is bringing in quality leads. Also evaluate the platform being used, the content that people are engaging in, and the tactics that are generating the higher quality signups.
Continue to build out your program but remember as it expands the complexity of your goals and KPIs should grow simultaneously.