25 SMART Social Media Objectives

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25 SMART Social Media

ObjectivesPosted on APRIL 15, 2013 Written byEJP

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How nonprofits canuse SMART goals to chart impactby Beth KanterBeths Blog

UsingSMART objectivesfor nonprofit communications strategies is not a new idea.Spitfires usefulSMART chartplanning tool has been used by many nonprofits over theyears.

SMART Objectives are specific, measurable, attainable, relevant, and timely objectives.TheAspen Institutes Continuous Progressblog points out they come in three flavors:
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Tactical: Tools and techniquesResults: Money, time, or other tangible result that can be convertedCapacity: People, content, workflow, learning

The process includes beginning with identifying intent. Next, make it specific by adding

a number, percentage, increase/decrease and a date. Some nonprofits find it hard to dobecause it takes hitting the pause button. Also, there may be a feeling that one is gettinggraded if they dont make the deadline or hit the target number. But remember:SMART objectives can be revised along the way.

Some struggle to find an attainable number.Benchmarking, comparing yourorganizations past performance to itself, or doing a formal or informal analysis of peerorganizations, can help. It also helps to break down your goal into monthly or quarterlybenchmarks.

Its also important to think about what specific metrics are needed to measure along theway. Often, there is too much data collected and not enough sense-making of it. Manyorganizations think more data is better. Its best to concentrate on the one or two datapoints that will help guide improvements and demonstrate results. With social media aswith communications strategies, the data points are those that will help measure:awareness, attitudes, actions, or behavioral change.

Finally, allocating time for a reflection about what worked or what didnt work based onan analysis of the data is critical. Many nonprofits have not institutionalized thisapproach. Unfortunately, there is a goldmine of learning lost about lead to success orhow to improve results next time around.

Outlining objectives

Heres a summary of 25 SMART social media objectives (actually, more than 25) fromtheLeveraging Social Media project with arts organizations:

Results

Increase website traffic by 25% by adding social media content starting posting by

Nov. 1, 2013. Acquire 100 new donors through Facebook Causes by June 30, 2013

Increase email list sign ups through social media channels by 500 names by June 30,

2013

Increase the number of gallery visitors who purchase (in person or online) by 20% by

June 30, 2013
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Increase online and print mentions by 25% by June 30, 2013

Increase enrollment in classes and workshops by 50% by June 30, 2013

Increase exhibition visitors by 15% by June 30, 2013

Tactical

Increase audience connections through Facebook to 1,000 by June 1, 2013

Increase our month to month Post Feedback on Facebook by 25% on average

Increase mentions by 20% on Twitter before, during, and after performances for 2013

Increase likes and comments with fans on Facebook to three comments per post by

June 30, 2013

Increase views on YouTube by 50% by January 2013

Increase the number of retweets and @replies on Twitter by 20% by Sept., 30, 2013

Recruit 40 organizations to join our LinkedIn organization page by June 30, 2013

Increase website traffic from Facebook by 20% by Sept. 30, 2013

Use Facebook to increase Festival attendance and online program views by 5% by

September 2013

Identify top 25 influencers on Twitter to build relationships to help blog, repost, and

spread the word about online program by Sept. 30, 2013

Increase the age/ethnicity/gender/income/geographic of Facebook fans by 20% by

June 30, 2013

Capacity

Create video trailers for all productions garnering an average of 100 views per trailer

for the 2013-2014 programs

Integrate social media across organization staff and ask departments to use it reach

goals by 2013

Conduct an audience survey to determine where to expand, grow, and diversify social

media presence for 2013

Create one video per month to tell stories about the impact of our organization by

January 2014

Recruit 40 organizations


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Staff members in membership, fundraising, communications, and marketing

departments will use social media tools to engage audiences on Facebook page three

times per week

Conduct surveys at the end of every class and workshop to gather important audience

social media usage data and experience with program by June 2013

Enhance visual storytelling capacity and diversify type of content shared with a goal

of increasing videos by 10%, photos by 20% and text that stimulates comments by

20% by Aug. 1, 2013

Create a presence and support active fans on social fundraising sites Crowdrise and

Change.org by Sept. 30, 2013

Create a system to collect, aggregate, and share user-generated content on social

media by audiences by Sept. 30, 2013What if we stepped away from the process of checking off items on our to do list,andspent a little bit of time charting impactof our nonprofits social media use? What ifwe made sure the process for identifyingSMART objectives includedcapacity building,measurement, and reflection?

What are your organizations SMART social media objectives? How did you determineit? How will you measure them along the way?

- See more at: http://ejewishphilanthropy.com/25-smart-social-media-

objectives/#sthash.IPvkZiSa.dpuf
http://www.chartingimpact.org/complete-your-report/five-questions/http://www.chartingimpact.org/complete-your-report/five-questions/http://www.chartingimpact.org/complete-your-report/five-questions/http://www.facebook.com/Beth.Kanter.Blog/posts/222994581049356http://www.facebook.com/Beth.Kanter.Blog/posts/222994581049356http://www.facebook.com/Beth.Kanter.Blog/posts/222994581049356http://www.facebook.com/Beth.Kanter.Blog/posts/222994581049356http://www.chartingimpact.org/complete-your-report/five-questions/

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25 SMART Social Media Objectives