Social media objectives should:

Social media objectives, like all marketing objectives, should adhere to the S.M.A.R.T. framework to ensure they are well-defined and achievable. This means they must be Specific (clear and focused), Measurable (quantifiable), Achievable (realistic), Resourced (considering available resources), and Time-bound (have a deadline). This structure provides clarity and allows for effective tracking and evaluation of progress. Objectives should not flow from tactics; rather, tactics are developed to achieve the objectives. The CCAF framework is not a standard for objective setting. Objectives should not be finalized early and then dictate marketing goals; instead, they should align with broader marketing and organizational goals. Finally, objectives should integrate with, not be independent of, other marketing and organizational goals to ensure strategic alignment.