@patrickknibbe Hi Patrick

First up, I want to say that is a great list of goals.

I take it you are looking for hard numbers? You may not get them with some of those goals. And to be honest, you don’t always need them.

I had the same issue with a credit union client. But I realised that having no presence is not a disadvantage, but a great place to start! And zero is a measure.

If they have no (or very little) brand presence online or on social media, then anything you add is growth and a positive.

If you can show that people are talking about the company then that is positive growth for number 1. Use sites like Social Mention and apps like Hootsuite to search for mentions.

I would break each goal down into its component parts. For example, Enhancing Public Relations – what does this actually mean? What do you mean by “enhance” – define it further, until you get to something more concrete.

One thing I will say is that if you are working with free tools only, you will have to do some measures manually, which will take time, but it is worth it, especially over the long term as you can start to see trends emerging.

Hope that helps.

Russell

PS. You may want to start with maybe 3 of the most important goals above to start with and then build it up over time.

What I meant to say is that everything @russellallert SAID is right on.

thanks @russellallert for your answer! I think you are right and starting with zero measure is the best option. I already made some goals more concrete without hard numbers, and with this I found out that some goals are maybe better to focus on in the future (for example driving sales and leads)

When there is a good social media starting point to measure then I can make goals more concrete in numbers. So this starting point itself can be a goal too.

Thanks for your sharing your thoughts:)

Patrick

One free tool I have recently been playing with is Roost. Now is designed for the beginner, but it has helped me to create trends with small clients and free tools. It encourages you to write a variety of posts, Updates, images, questions, and links. Then after a month, i took these and graphed the interactions. Each client is different, but you can begin to see some trends. For example links and questions requiring thought, and videos, do not get much attention before 10AM. But platitudes, yes / no questions, and special or updates get great action between 7AM -9AM EST. NOw these numbers are for my clients, and each client is different. If you are using free tools, you will need to create a graph, and look for patterns. After a month or so, I go to Hoot suite and begin to implement the strategy for engagement. There i can begin to see how people are reacting using the Ow.ly stats. Roost is not for everyone, but I think it works great to help you get an understanding of your audience. Of course this only addresss on of your areas, but I hope it helps a little. 
And yes,  @russellallert 0 is a measurement!