It’s why it’s crucial to set your goals for your social media channels, and they need to be distilled out of your bigger business goals. When you know what you want, it’s easier to make social media become your servant, as opposed to your master!
Start with thinking big, big, big. Bigger even. What do you want? More clients? Bigger spend per client? Stronger brand recognition? Write it all down. Then step back and think about how social media can make it happen?
If you want more clients, then your social media goal needs to serve that. Is your audience reach too low? Do you need to increase followers? Do you have stuff to sell but no campaign sketched out to promote what you sell?
If you want to strengthen your brand identity, are you looking en pointe online? Do your posts present as a united front? Are your values clear? Does your language sound as you want it to?
Without social media goals, you are at risk of flipping and flopping from one post to the next, never quite sure if you’re meant to be posting this? Or should I be really posting that? There’s no central focal point you’re powering toward.
Stitching your social media outputs to your greater goals means you are focused on where you want to go. Now you know where you’re heading, you can add speed and power so you get there in a straight line, just like a motorbike powering out of a corner.