Social media objectives should:

  • flow from, and directly support, social media tactics
  • adhere to the S.M.A.R.T. framework (Specific, Measurable, Achievable, Resourced, Time-bound)
  • adhere to the CCAF framework: context, challenge, activity, feedback
  • be finalized early, so marketing goals can be designed around them
  • be independent of competing marketing and organizational goals
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