Vision and goals

“To bring inspiration to every athlete in the world, if you have a body, you have an athlete.”

Can you guess which company this social media vision belongs to? I’ll give you a clue. It’s not McDonald’s. It’s not and if you guessed that or maybe you already knew it.

Basically, Nike are trying to say that everyone has a body, so you’re all athletes.  How very all-encompassing of them.   But the key word here is inspiration. They want to be a source of inspiration. This is their social media vision to bring inspiration to every athlete in the world.

Division sits at the top of your strategy with goals and sitting underneath. Goal setting probably isn’t something new to you. In fact, you probably already set goals in your business.

What do you as a business owner and marketing director or maybe your board of directors want to achieve with social media? In the first instance, it might be quite likely you say like some Facebook, read tweets on Twitter or maybe brand awareness. But if you think carefully beyond anything else, you probably want to see sales, of course depending on your organisation. So when you develop a social media strategy, goals are vital. Because a social media strategy and its associated goals, essentially should tie into your existing goals.

Goal setting shouldn’t be a static exercise, that’s very important to stress. It’s certainly won’t be the case that once you set goals today, you don’t need to return to this exercise in the future. It’s actually the complete opposite. Goal setting should be a fluid process that happens on an ongoing basis. So why don’t we look at three examples of visions and goals.

If your new business setting up shop for the first time, your vision may be to become the leading and local trusted pet shop. Your goals could be maybe to find new potential customers, build awareness of your brands and get people to buy into your story.

Now a utility company may have a vision to make their customers lives simpler. That goals may include using social media to help reduce the number of calls to a call centre and reduce costs. If you’re school, your vision may be to become a beacon in the local community and your goals could be to increase its exposure to his many people in the local community as possible.

They are four different types of goals you can set.


The first one is operational goals, such as implementing a new technology platform.

Second base KPI or key performance indicators, benchmark goal that won’t be difficult to achieve.

Third a stretch goal, this is an achievable but slightly ambitious goal.

And finally, a dream goal, this is lofty and ambitious but not out of reach.

Why do we have four types of goals? Well we need operational goals has these answers milestones on your journey. We need based KPI, so you can measure growth for the basic level and then stretch and dream goals to give you the benefit of scale with room for excellence and overachievement.

Now, of course the goals you set need to be unique to your business. Goals are also split into more manageable tasks based on time and then this is how we start to build up the strategy.

In the next few lectures, we’re going to look at auditing, framework and then building that strategy to choose your visions and goals.

Final Word on your strategy

Welcome to this final lecture in the social media strategy section. It is important to note something that I mentioned previously in the introduction to this section of the course.  It’s that companies with a strategy are much more successful than those without a strategy.

Of course, creating a strategy can be a difficult task and it can be boring as well, especially when you’re new to social media or like yourself, you have a whole course of exciting content ahead of you.  For that reason, reason you’ve got two options at this stage:

The first one is you can create a basic strategy based on everything you’ve learnt so far by setting goals, your visions, competitor research and so on or you keep reading so you can kind of get an understanding of the strategy.   Then come back to it at the end of the course to create your full strategy.

That’s because you’re likely to have a changing point of view on what you want to achieve as you learn more about the exciting techniques of social media.

As we have goal setting and auditing, your strategy isn’t static.  So rather than thinking of your strategies as one document, think of the strategy as a process and it’s made up of tasks and tasks that help you achieve your goals.  And the goals are essentially are there to bring you closer to your vision.

Keep this famous quote in mind when executing your strategy, because strategies contain tasks and then of course task is completed and completed tasks need replacing or you stand still.  When tasks are completed or begin to complete, they also for up new challenges and expected outcomes.

Your strategy then becomes an evolving process.

That process looks something like this: you listen, monitor and audit at the first part of the process, now we covered all the auditing and we’ll cover listening and monitoring at a later chapter.

Once you’ve listened and monitored and audited, you’ll think about the outcomes and you translate that into a plan, into goals, into tasks.

Once you conduct your plan, you refine it as you need and that process then starts again.

In the download section of this course, I’ve provided you with a social media strategy template. It contains sections for visions, goals and tasks.  It also breaks things down into individual networks.  This will give you a more holistic view of What needs to be done and Where on social media needs to be done as well.   Of course as having that overarching plan as we’ve been going through this section.

We’ve already been creating a baseline strategy to compliment your strategy. In the download section you’ll also find something called the social media PlayBook.

The social media PlayBook is a briefing that on one page instantly give your team a snapshot of what’s expected of them. Who was responsible for what and when are they responsible and on which platform and this can be updated on a weekly monthly or quarterly basis, depending on the amount and volume of stuff you’re doing on social media.

As we go through this course, you’re going to learn about content planning and other resources in the relevant sections.

Now it’s time to go ahead and get started with learning about all the amazing things social media platforms have to offer.  Remember, come back and complete the strategy once you’ve completed the entire course.