Setting branding goals for social media is no different than setting goals for something else. It should always start with setting SMART goals. This is very important for setting social media goals but still a lot of companies are vague about what they want to achieve. “I want more likes for Facebook” or “I want more followers on Instagram and Twitter” are commonly used social media goals. The problem with these is that they are not SMART at all. SMART goals would be, for instance: “I want to increase my likes on Facebook with 10%” or “I want to double my followers on Twitter by next year”.