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- SMART goals: filled example (CSV) · blank (CSV)
- Monthly tracker: filled example (CSV) · blank (CSV)
- Goal check: filled example (CSV) · blank (CSV)
In Google Sheets: File, Import, Upload, then pick the CSV.
What's inside
- A SMART goals sheet: the business goal, the social goal, each SMART element, the baseline, the target and an owner
- A monthly tracker comparing actual results with the target, with an on-track note
- A goal check: questions to ask of every goal before you commit to it
- A filled example for Willow Physio, a fictional clinic (every figure is made up), and a blank CSV of each sheet
How to use it
- Start from a business goal, such as more new patients, not a social media number.
- Ask how social media could help that goal, and write one social goal for each way.
- Measure your baseline before setting a target. Without a starting point, a target is a guess.
- Set a target you could reach with the time and money you actually have.
- Give each goal a deadline and a named owner.
- Track the numbers monthly in the tracker, using the same source each time.
- If a goal is clearly off track after two months, change the plan or the target, and write down why.
Preview: SMART goals
A filled example for a made-up small business.
| Business goal | Social goal | Specific | Measurable | Achievable | Relevant | Time-bound | Baseline | Target | Owner |
|---|---|---|---|---|---|---|---|---|---|
| More new patients | More new-patient bookings from social media | Bookings through the tagged link in our Instagram and Facebook bios | Bookings with a social source in the booking system | We had 9 in October from one post a week; we'll post three a week | New patients are the clinic's main growth need | By Wed 31 Mar 2027 | 9 a month (Oct 2026, example) | 20 a month | Ellie |
| Fill the new Pilates classes | Pilates class sign-ups from social media | Sign-ups that answer 'social media' on the class form | Form answers | Classes have 8 places each; we're aiming for half from social | The classes start in January and need to be full to continue | By Fri 29 Jan 2027 | 0 (new classes) | 16 sign-ups across 4 classes | Raj |
| Be the clinic people recommend | More Google reviews mentioning a named physio | New Google reviews after we ask in the follow-up email | Count of new reviews | We currently don't ask; asking is in our control | Reviews are what new patients read first | By Wed 31 Mar 2027 | 2 a month (example) | 6 a month | Ellie |
| Spend less time on admin | Fewer routine questions by message | A pinned post and Story Highlight answering the top five questions | Routine messages a week | We know the five questions; answering them once is realistic | Reception spends hours each week on these messages | By Mon 30 Nov 2026 | About 25 a week (example) | Under 10 a week | Raj |
Preview: Monthly tracker
A filled example for a made-up small business.
| Goal | Month | Target | Actual | On track? | Note |
|---|---|---|---|---|---|
| New-patient bookings from social | Nov 2026 | 12 | 11 | Nearly | Three posts a week started in week two |
| New-patient bookings from social | Dec 2026 | 14 | 10 | No | Quiet month for us every year; hold the target for January |
| New-patient bookings from social | Jan 2027 | 16 | 17 | Yes | New Year posture series did well |
| Pilates sign-ups from social | Dec 2026 | 8 | 9 | Yes | Event posts and a Reel of the studio |
| Pilates sign-ups from social | Jan 2027 | 16 in total | 15 in total | Nearly | One class has two places left |
| Google reviews | Nov 2026 | 4 | 5 | Yes | Started asking in the follow-up email |
| Routine messages a week | Nov 2026 | Under 10 | 12 | Nearly | Add parking to the pinned post |
| Note | All figures are made up for this example |
Preview: Goal check
A filled example for a made-up small business.
| Question | Why it matters | Goal 1 | Goal 2 | Goal 3 | Goal 4 |
|---|---|---|---|---|---|
| Does it link to a business goal? | Social goals that don't support the business are hard to justify | Yes | Yes | Yes | Yes |
| Could two people measure it and get the same number? | Measurable means one agreed source | Yes: booking system | Yes: class form | Yes: review count | Mostly: count messages each Friday |
| Do we have a baseline? | A target needs a starting point | Yes | No: new classes | Yes | Estimated |
| Can we do the work it needs? | A target without the time to reach it is a wish | Yes: three posts a week planned | Yes | Yes | Yes |
| Is there a deadline? | Time-bound goals get checked | Yes | Yes | Yes | Yes |
| Who owns it? | A goal with no owner gets no attention | Ellie | Raj | Ellie | Raj |
Tips
- Willow Physio, its staff and every figure in the example are made up. The baselines and targets show the layout, not what to expect.
- Followers and likes can be part of a goal, but they're rarely the goal. Link each one to something the business needs, such as bookings or enquiries.
- Use the same source for a goal every month. Switching from platform figures to booking-system figures halfway through makes the tracker meaningless.
- Three or four goals are enough. More goals usually means none get the attention they need.
- Tag your links so bookings and enquiries can be traced back to social media.
- Zolyp, which makes this template, writes a weekly report through its Analyze feature, with what worked and what to try next. Use your booking system or sales figures for goals that happen off the platforms.
Common questions
What is a SMART social media goal?
A goal that is specific, measurable, achievable, relevant and time-bound. For example: 20 new-patient bookings a month from tagged social media links by 31 March, up from 9 in October.
What are good social media goals for a small business?
Goals tied to what the business needs: enquiries, bookings, sales, sign-ups, reviews or fewer routine questions. Reach and followers are useful signs along the way but are rarely enough on their own.
What's the difference between a goal and a KPI?
A goal is what you want to achieve. A KPI is the number you watch to see whether you're getting there. One goal can have one or two KPIs; our KPI tracker template covers tracking them week by week.
Are the figures in the example real?
No. The clinic, its staff and every figure are made up to show how filled goals and a tracker read.
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- Social media KPI tracker
- Social media strategy template
- What is a social media KPI?
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