Social Media Marketing Strategy Guide – Part 1 The SMART framework

By The Héméra Agency

How do I create a social media strategy? This is a question we help our clients with on a regular basis. If you want to succeed in ANY strategy you need to have clearly defined goals. Without great goals, your campaigns will have zero purposes and very little cohesiveness. We constantly extol the benefits of storytelling for social media but how do you effectively create compelling stories if you have no plans? We have decided to publish a 6 part series that will have you designing your own social media strategy with ease. We will release one part a week so you will need to keep following our blogs to get all of them. 

Set your social media goals


You need overarching goals for your social media strategy as well as measurable goals for each campaign. We like to use the SMART framework to set our goals. SMART is an acronym for Specific, Measurable, Assignable, Relevant, and Time-based. Let’s explore this a little further.

Specific – Your goals need to be specific such as I want to grow my reach on Facebook by 10% annually, or I want to generate x amount of leads from a particular campaign. You can’t have vague goals like increase engagement. How are you going to increase engagement, and how will you track your performance? Here are a few questions you should be asking through this process:


  • What do you want to accomplish?

  • Why is this goal important?

  • Who is involved?

  • Where is it located?


Measurable – Is it possible to measure the goals that you have set? Any goal you set should be measurable. If you intend on generating a certain amount of leads from LinkedIn do you have analytics in place that can show you where your leads are coming from? Things that may be a bit difficult to measure are the conversations your customers have offline, or the unique experience each customer has had with your brand. Find these metrics with these questions:


  • What is the desired outcome?

  • How will you measure it?

  • When will it be accomplished?


Achievable – This is a big one. Setting goals that are way beyond what you can realistically achieve is not only pointless but also completely demotivating. Any social media goal you set must be attainable. Increasing the number of followers by thousands in a week, with no spending, is totally unattainable and will only make you feel frustrated and decrease the morale within your team. A better goal would be; grow the audience by 10% over a month using sound theory and best social media practices. There are two ways to determine whether a goal is achievable.


  • Can you accomplish this goal?

  • How realistic is the goal?

  • What do you need in order to achieve it?


Relevant – Are the goals you have chosen relevant to your business? Relevance is how closely your social media goals are related to your greater business objectives. Any social media goal you decide on should support the goals of the organization. For example, if your social media goal is to increase impressions but your business objective is to make sales, do those two goals have anything in common? Ask yourself these questions:


  • Are these the best goals for your circumstances?

  • Is this the right time?

  • Does this align with your current business objectives? 

  • Will this help you reach your targets?

Time-based – A goal is not a goal without a deadline. A vague like increasing reach is open-ended and cannot be measured. For adequate measurement of your goals, you have to set deadlines within which to achieve them. Think of the real-world example. Say you want to lose a couple of pounds, which will be more effective. Lose the pounds within a certain period of time or hope to lose it at an indistinguishable future point.


  • When does this goal need to be completed?

  • What is a realistic period of time to complete the goal?

  • What are the important milestones?


Here are a few SMART goals you may consider using in your strategy.


  • Build brand awareness through mentions, shares, reach, impressions, virality.

  • Manage brand reputation through customer satisfaction scores, and social sentiment, net promoter score.

  • Establish an engaged community through audience growth rate, engagement rate, conversion rate, and click-through rate.


Next in 6 part series is: finding your target audience. You don’t want to miss it!

Need any help with your social media strategy? Get in touch with us.

A Few of my Favorite Books



Negotiating as if Your Life Depended on It
The Surprisingly Simple Truth Behind Extraordinary Results


Creative Living Beyond Fear
How to Be More Social on Social Media