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S.M.A.R.T. Goals Applied To Textbook Example

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My layout of S.M.A.R.T Goals

In section four of chapter three in Essentials of Social Media Marketing, the textbook briefly discusses using the concept of S.M.A.R.T Goals. The textbook defines the acronym as Specific, Measurable, Attainable, Relevant, and Time-based. The textbook directs S.M.A.R.T Goals to cover social media marketing, but applies itself to smaller goals in the marketing process in general. It states that S.M.A.R.T Goals can be used to obtain more people to visit a company's website by including a call to action in the posts to visit the website. However, the textbook does not display how to use each element of the S.M.A.R.T Goals to obtain this result. Here is how I would map out the S.M.A.R.T Goals based on the goal of wanting more people to visit a website from the company's social media marketing.

Specific: This element can be the subject of the goal. In this case, the company wants more costumers to visit their website based on what the customers have seen on their social media advertisements. 

Measurable: The company can study the number clicks different posts have received. Comparing the number of clicks a week to how many purchases were made that week. Through a span of time, the company can notice what platform creates the greatest results by posting more on certain platforms each week. 

Attainable: The company acknowledges that they do not have quite a good handle of using social media to properly advertise, but following the suggested measurable steps can help the company gain an understanding of how to reach different audiences. No one is an expert of something new when they try it for the first time, that is what learning is for. 

Relevant: This goal can align with, in terms of within the company, monitoring the success of a certain product. Are backpacks or handbags purchased more. Does the company want to increase the sales for different items? Can the company develop new items based on these results? All of these goals are for the company's advancements. 

Time-based: Since the company would be monitoring each platform's success every week, the company would have to take at least a month to gather those statistics. After coming to a conclusion of which social media platforms were the best for website visits, this department would have to present and discuss with other departments how to post on the platforms from then on. Should the company post more sale relevant advertisements on Facebook and post more product display related posts on Instagram? This time period depends on department availability and interest. The social media department should develop a back up plan if their is a considerable wait time for a meeting.

I was disappointed that the textbook did not describe S.M.A.R.T Goals and how they were applicable to marketing. I have only used S.M.A.R.T Goals to organize various projects in different classes so I found it interesting to try to use it for a marketing strategy. 

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