Many companies understand the benefits of having their employees on social media. But when it comes time to launch their employee advocacy program, their vision is hazy because they've failed to set clear objectives for their program and for their employees.
When creating an employee advocacy program, you have two sets of objectives: goals for your overall program, as well as goals for your individual stakeholders. In our experience, it's the latter that often gets overlooked.
Setting clear goals for your stakeholders is important because it gives them a reason for using social media. That's why we created a list of 20 SMART goals that your project managers and employee advocates can use. Check them out below.
What Is a SMART Goal?
When setting objectives for a program, you want to make sure that your objectives are crystal clear. The more specific your objectives are, the greater your chances are of achieving them.
To create specific goals, many people turn to the acronym SMART, which stands for:
Specific: You indicate who is doing the action, what is happening, when it is happening, why it is happening, and how it is happening.
Measurable: State the metrics that you'll use to determine whether you've met your objectives. It should be a numeric or descriptive quality that defines quality, quantity, cost, etc.
Achievable: Is this goal attainable and within someone's capabilities?
Relevant: Does the goal align with the broader goals of the company or department?
Time-sensitive: Include the date by which you'll achieve the objectives, or the frequency with which you'll carry out the activity.
An example of a non-SMART goal is:
"I'm going to get better at using social media."
That's not very specific. It begs the question, How are you going to get better at social media? A better example would be:
"Read The Art of Social Media by July 15, 2015. From the book, choose 4 new tactics to try out on Twitter. During the month of August, test one new tactic each week, documenting which tactics work and which ones don't."
With that distinction out of the way, let's take a look at a few more examples of SMART goals, shall we?
9 Goals for Project Managers
About Your Project Manager's Goals
Your project manager oversees your entire advocacy program. Some of her responsibilities include: communicating the vision for the program to the key stakeholders, finding a platform, maintaining the project plan, reporting on the ROI of the program, etc.
As your project manager sets goals, keep in mind that her goals will vary depending on the stage of the program. Before a pilot, her goals will be different from the goals that she sets when you're adding more employees to your program. Below, you'll find a few ideas to get you started.
1. By June 30, 2015, identify 3 metrics that will define success for our employee advocacy program.
2. On an ongoing basis, report on the ROI of our employee advocacy program by the 15th of every month.
3. Increase the adoption rate of our employee advocacy program, from 45% to 66%, by December 31, 2015.
4. Expand the number of advocates from 500 to 750 by October 31, 2015 – without a drop in the adoption rate.
5. Solicit quarterly feedback from our advocates on what is working well and what could be improved. Keep a spreadsheet with this information, try out 2 of the suggestions each month, and document each month what worked and what did not work.
6. On August 15, 2015, conduct a training seminar on content marketing and the sales funnel. At the end of the training session, give the attendees a quiz. 75% of the attendees will be able to map a piece of content to the appropriate stage in the sales funnel (i.e. TOFU, MOFU, BOFU).
7. Write a social media policy that discusses what employees should not do on social media and what employees should do on social media. Have the legal department approve it by July 15, 2015.
8. By June 30, 2015, create a launch checklist. Make sure to list each task, assign a task owner, and establish due dates.
9. Maintain a list of all the employees who are officially enrolled in our advocacy program. Update it weekly by 5pm on Friday.
11 Goals for Employee Advocates
About Your Advocates' Goals
For your program to be effective, you need your advocates to build their expertise on social media. This can be tricky, given that there will be varying levels of expertise. So, it's important to help your employees write their personal goals with their social media skill level in mind.
In addition to gauging people's social savviness, you'll need to take into account your advocates' departments. A salesperson's goals are not the same as an HR professional's goals.
Below, we've included a large variety of goals. Some are oriented towards the social newbies. Others are geared towards more socially-savvy employees. Also, you'll notice that some of the goals are more pertinent to certain departments than others.
1. On an ongoing basis, rewrite article headlines. Aim: 60% of the articles I share have headlines written by me.
2. On an ongoing basis, spend 15 minutes every workday reading and commenting on 5 people's posts on LinkedIn and 5 people's posts on Twitter.
3. By October 1, 2015, use LinkedIn to connect with 45 Senior Managers (and above) of Marketing in the high tech industry.
4. Decrease the time it takes me to respond to tweets from 24 hours to 12 hours by August 1, 2015.
5. On an ongoing basis, post one piece of content on LinkedIn every weekday.
6. On an ongoing basis, post three pieces of content on Twitter every weekday.
7. Rewrite my LinkedIn summary to include 7 industry-specific keywords by July 1, 2015. That way, my profile will be more findable for LinkedIn users.
8. By the end of the fiscal year, bring in 5 deals that were sourced from social media.
9. Connect with 85% of my sales pipeline on LinkedIn by August 1, 2015.
10. By September 1, 2015, ensure that our CHRO signs off on our talent acquisition project plan, which focuses on using social media for recruiting.
11. By July 1, 2015, use LinkedIn to create a list of 100 targeted potential hires for the Sales department. By July 22, 2015, connect with 25% of them on LinkedIn.
What Are Your Personal Goals on Social Media?
Above, you read some sample performance goals. Now, it's time for you to sit down and write your own goals. Share them in the comments section below. I'd love to read them.
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Image Credit: Paula Naugle
Posted by Mark Bajus