9 Social Media Goals to Help Boost Your Strategy in 2020
In business, goals are extremely important - they serve as a roadmap for your strategy, and at the same time enable you to evaluate your successes and missteps.
However, the goals you set for your social media efforts shouldn't come out of nowhere. Data insights should always be the cornerstone of all your goal setting. That’s why for this list of social media goals for 2020, I've based each recommendation on data insights. Taking key trends and shifts as reference points, I've identified goals that will actually be relevant to the directions that the social media platforms are taking this year.
Below is a list of ten social media goals that you should consider aiming for in 2020, along with examples of brands that are already excelling on each point.
1. Stop ignoring your audience
Social media is always changing, and social media marketers need to stay on top of these changes. However, the core business principles stay the same.
One of the main principles of note is making sure that your business is customer-oriented. This principle should be embedded in every step of your business strategy, from research to customer support.
So how does the age-old principle of focusing on a customer apply to 2020 social media trends? Well, one thing to do in 2020 is to stop ignoring your customers on social. You might feel confused, or even offended right now that I even assumed that you’re neglecting your customers. But tell me, how much do you utilize social media to engage with and learn more about your target audience?
It’s highly likely that you respond to comments and posts that tag your accounts, but in 2020, it's also worth considering social listening as another means to pay attention, and respond to your customers.
The simplest way to use social listening is to find and respond to untagged mentions, those instances where people are talking about your company without directly reaching out to you. However, simplicity is not what we’re aiming for when we have a tool as powerful as social listening at our disposal. With it, you can analyze large amounts of social data for product insights, discover potential customers, and understand your target audience.
Forget about the surveys and feedback forms - social listening gives you access to unfiltered opinions, shared online organically.
There are so many ways to make your business more customer-oriented by analyzing social listening data, and acting upon such. Here’s a perfect example of using social listening to raise brand awareness and engage with your target audience in a natural way without spamming them.
2. Try selling on social
Social media platforms are working to provide us with more and more ways to sell our products directly in-stream.
Features like Instagram Checkout now enable users to buy from a brand they like, without ever leaving the app, while Pinterest is also incorporating more and more commercial features. These efforts fall in line with customer trends - in a study of 178,421 global internet users aged 16-64, GlobalWebIndex found that 28 percent of users turned to social networks during their online product research.
In 2020, it's worth bringing your sales efforts to social media. But you don’t necessarily have to use Instagram Checkout or the like, you can actually sell on social without any special features by pitching your products to the users that might be potentially interested in them.
But how do you find such users?
By joining relevant communities on social media: subreddits, Facebook groups, Twitter chats and such. People are constantly asking for recommendations, and you can tap into these conversations (just don’t be spammy). Social listening can also help here - tuning in will enable ou to find social posts which indicate buying intent (asking for recommendations or complaining about competitors). You can then engage with these users in real time.
3. Broadcast yourself
Video isn't a new trend - it's been featured as a key social media marketing focus of note for a couple of years now. However, live video is something that still offers significant potential for marketers - and more brands are now picking up on the option.
Streaming enables you to react immediately to what’s going on, connect with your audience in a relatable way, and show them that there’s a real person behind the brand. It lets you communicate with your audience directly.
Almost every social media platform understands the power of live streaming, with even LinkedIn introducing live streaming in 2019.
4. Collaborate with micro-influencers
Influencer marketing can be a powerful strategy, but some brands still envision it being solely related to big-name, expensive, star endorsements. Make no mistake, audience numbers are important, but don't overlook the potential of smaller creators, who tend to have more authentic relationships with their audiences, and thus, are better at establishing trust.
And in marketing, more trust means higher conversion rates.
That’s why 2020 will be the year of micro-influencers. Take a look at those creators who have less than 100 000 followers, find someone who aligns with your brand image and values, and reach out to them for potential collaboration.
You can go live to hype up a product launch, engage with your audience, cover a real-life event, or present a social media competition.
5. Have fun with AR
If you still think that AR is only good for putting cat ears on a teenage girl’s selfie, think again. More and more brands are now using AR filters on social media to promote themselves - and some are seeing big success.
The three main platforms of emphasis for AR right now are Instagram, TikTok, and Snapchat - the three platforms that are also extremely popular with Millennials and Gen Z. Facebook CEO Mark Zuckerberg, in his listing of goals for the upcoming decade, specifically highlighted the use of AR and VR technologies, which is a sure indicator that Facebook will look to shift further in that direction as well.
6. Befriend the algorithms
Mastering social media algorithms is a good goal for any year, but if you haven’t done it yet, now is high time to embark on this mission.
Yes, report after report tells us that organic reach is falling, but that doesn’t mean that you should give up. Instead, yuo should look to understand what types of content each platform favors, and use that within your approach to maximize organic reach.
Creativity here is the key: we all know that many social media networks boost video content - but that doesn’t mean that you should produce cookie-cutter videos with no original ideas behind them. And again, the fact that engagement is the key to organic reach is well-known, but you can’t just ask people to like and comment on your posts. You need to come up with engaging content, in line with algorithm shifts, in order to optimize your results.
7. Go somewhere new
There are always new social platforms popping up, and while few of them is ever worthy of being tagged as 'the next big thing' in the space, some do have staying power, and can provide reach to engaged, active audiences.
TikTok is one to consider on this front. TikTok isn't really new, but there are still marketers who have doubts about it, though it may be worth experimenting with as part of your approach. A key benefit here is that TikTok’s algorithm is tailored to content discovery, which makes it easier to get eyeballs on your posts even if you’re just starting out.
8. Become private
Yes, the word 'social' is right in the name - but one of the biggest social media trends for 2020 will be privacy.
More recent issues with political polarization, data exposure, and even high profile sackings over previously posted controversial opinions have lead to more people closing in their social media walls, and turning to more intimate, private conversations online. People are still using social platforms and apps at similar rates, but their discussions are increasingly being moved out of the public eye - which is an important trend for marketers to note.
Brands can look to cater to this trend by starting a Facebook Group, for example, or creating a 'Close Friends' list for top fans on Instagram. Through options like this, brands can share exclusive content with their most loyal followers, which can encourage others to interact with your accounts in the hope of getting an invite.
9. Start messaging
The popularity of messaging is another indicator of the shift to privacy. Nowadays, a lot of social media interactions are happening in DMs - people are talking with their friends, but also with brands. And given this, it's worth paying attention to the opportunity.
In 2020, it's worth considering how your business can better engage with your followers through messaging. Respond to Stories, answer questions, connect through Twitter DMs. Messenger bots can also be a great way to connect to your customers - but beware of automating your conversations too much. Even though it’s 2020, people still prefer to talk with humans.