Establishing behavioural goals and objectives
This is fundamental to social marketing. In light of the insight gathered and the behavioural analysis carried out, behavioural goals and objectives need to be set for what you aim to achieve with the target audience/s.
These goals and objectives need to be Specific, Measurable, Achievable, Realistic and Time-bound (SMART). By setting SMART goals and objectives you will be better able to monitor progress and evaluate outcomes.
It might help to identify the behaviour change or main goal that you are aiming for, and a number of more specific behavioural goals that you need to achieve as you progress towards your ultimate target.
This task area links directly to NSMC Benchmark Criteria No. 2 Behaviour. This emphasises the need for social marketing to have a clear focus on behaviour, based on a strong behavioural analysis, with specific behaviour goals.