Use this practical checklist to determine social media goals, measurement tools and metrics. You can work on this with your team as part of your social media strategy session. Used this successfully at various social media workshops.

1. Social Media Checklist
Copyright (c) 2021. Wahiba Chair. All rights reserved.
Sample Social Media Goals Checklist
❑ Increase your personal or organization brand awareness
❑ Build and grow an online community around your brand
❑ Generate customer leads and build relationships with prospect customers
❑ Drive traffic to blog / landing page / website (Inbound)
❑ Improve trust and loyalty with current customers
❑ Improve the thought leadership and influence of your brand
❑ Build relationships with influencers in your niche
❑ Improve customer support
❑ Improve online reputation and SEO
❑ Monitor trends; market research and competitive intelligence
❑ Develop new partnerships and cross-promotional opportunities/benefits
Additional Social Media Goals:
❑ ____________________________________________________
❑ ____________________________________________________
❑ ____________________________________________________
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2. Social Media Checklist
Copyright (c) 2021. Wahiba Chair. All rights reserved.
Social Media Goals & Measurement Examples
Goal What to measure
How? How to measure?
Increase brand awareness Total brand mentions, impressions Social Mention, Tweet Reach, Tweet
Binder, Hootsuite
Grow an online community around
your brand
Total followers, engagement rate
/interactions in each channel
Social media platform analytics or
3rd party tools like Hootsuite
Generate customer leads and build
relationships with prospects
New customer leads
Sales generated through social
Google Analytics and marketing
automation tools like Hubspot
Drive traffic to blog / landing page
/ website (Inbound)
Clicks generated from each
channel
Overall Traffic generated from
social, conversion rates
Social media platform
Bit.ly and ow.ly analytics
Google Analytics with goal setting
Improve the thought leadership
and influence of your brand
Social Influence/authority Klout, Kred, Follower Wonk
Engage and build relationships with
influencers
New influencer
relationships/partnerships
Total online brand mentions and
impressions generated through
influencers’ content (on your site,
theirs and across combined social
media channels)
Keep track manually (if not a large
pool) or use a third party tool like
Hubspot
Total blog posts, product reviews
etc. generated
Add up impressions and mentions
tracked via Social Mention, Tweet
Reach, and Tweet Binder etc.
Provide support to existing
customers
Successful customer support
tickets resolved through social
Customer support software like
ZenBesk
Improve online reputation and SEO Organic traffic and social authority Google Analytics, Moz and other
SEO tools
Develop new partnerships and
cross-promotional benefits
New partnerships formed Track manually or with CRM based
on how large organization is.
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