Oct 4, 2021

Written by Allison Herrera⁣

Whenever we welcome a new account to the Uptown Girl Media family, we explain that marketing is not a “one size fits all”, so each client’s plan differs based on their goals. When it comes to social media strategies, we walk our friends through what we refer to as “SMART Goals” – an acronym we use for goal setting taken from Professor Robert S. Rubin (Saint Louis University), who wrote about SMART in an article for The Society for Industrial and Organizational Psychology.



  • Keep it simple. This is the 5 W’s we’ve mentioned before – who, what, where, why, which
  • Who is involved? What do I want to accomplish? Where is it located? Why is this goal important? Which resources or limits are involved?
  • These questions significantly determine what your purpose for using social media is



  • Unlike other agencies, we use data and statistics in tracking your progress and adjusting your strategy all in order to remain on top
  • Measurable goals address means of quantity – how much, how many, and how will I know when “x” is accomplished
  • This is the step that is meaningful and motivating in how we determine and plan on tracking the progress of your initial goals


Achievable (Attainable)

  • We always explain that your goals should fall as realistically attainable in order to gain success. A simple plan on platforms are also always easy in navigating
  • This shouldn’t discourage dreaming big, but we don’t own a magic wand and want to ensure all goals are possible, which means identifying missed opportunities and overlooked resources
  • This is an opportunity in answering questions such as how you can accomplish goals and how realistic are your goals (based on constraints)



  • Relevancy is a conversation we have on a day-to-day basis with all clients. Your social media should bring value to your audience, and relevancy is key in doing so
  • Your plan should focus on content that…
    • Feels worthwhile
    • Understands timing
    • Addresses needs
    • Matches your demographic
    • Resounds messaging
    • Is applicable in the current environment
  • Relevant content also focuses on realistic means based on resources and should always focus on producing results
  • This goal is how your social media will enhance your brand image and business



  • This goal is all about time – time-based, time limited, time/cost limited, timely, time-sensitive
  • Every project needs a deadline or a target date, which gives priority to long-term goals
  • Time-bound goals answer not only “when”, but what can I do in “x” months from now, along with what can I do today
  • This goal also ensures carving out time in planning/producing content for progressing your platform(s)


On social media, building a brand’s identity requires much time and patience. But, you must constantly and consistently remain well informed on all of your options, which sometimes adjust over time based on outside factors. That means your goals may shift over time as you/we begin interacting with your followers and learn what content bests resonate with them.

At the end of the day, you know your company and audience better than us. That is why we work hand-in-hand when it comes to your social media strategy, which all depend on your specific goals. Not sure where to start? Give us a call today – we would love helping you out!