Social media goals: Do not just deal with metrics like likes and retweets. Also focus on generated leads, conversion rates, and referrals to your website. Use the SMART principle when defining goals: Goals should be specific, measurable, appealing, realistic and timed. Conduct a social media audit: Identify who you’re already connected to on social media, which networks your audience uses, and how your own social media presence compares to the competition. Set up new accounts