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