Now that you have a better understanding of your audience, it’s time to set goals.
Any marketing strategy needs to be attached to measurable goals and Twitter is no different. You can and should make sure your Twitter goals tie back in to your team's overall plan to grow the business.
These goals might look different for organic content vs. paid content. Organic social media goals usually revolve around brand awareness or driving traffic through organic Tweets. Paid social media goals tend to be geared more toward driving conversions or leads since you're paying for faster results.
Organic social media goal example: Build brand awareness and grow your following by hosting a weekly series on Twitter Spaces
Paid social media goal example: Increase site visits through Carousel Ads
Once you’ve determined your goals, remember to check back in on them regularly. It's always best to check in and analyze what's working and what's not.