Once you have assessed your current state of affairs, your next step is to define goals that your social media campaign will meet. Setting goals is a tricky process. You must place the level of difficulty for obtaining that goal just far enough to be challenging, without being unobtainable.

When too many goals are set too low, your charity's growth will not be as great. Sure you meet every objective set, but lowering the bar to an assured success does not fulfill your team with achievement. Setting your goals too low over time decreases the amount of involvement your employees and donors stake with your charity. When fewer resources are involved in obtaining the goal, you will be at risk of closing yourself from potential opportunities. More aggressive charities may whisk away donors that may have otherwise contributed to your cause. Funds or other opportunities may pass you by for those charities that are more vigorous.

When too many goals are set too high and your cause does not attain them, morale of your employees and donors may diminish. Everyone likes a winner. When you do not achieve a goal you have set, you can congratulate yourself for the degree of success that you did achieve. Take the defeat as a teachable moment. Promise yourself for the next goal, set your sites a little lower to increase your chance of success.

Goals should answer the five SMART criteria:

S = Specific

The goals should emphasize what you are going to do, why it is important you address them at this time, and how are you going to do it.

M = Measurable

Measurable goals always have a time constraint as one of the gauges and an amount to be achieved as another constraint. "Obtain 100 Twitter followers in one month". Keep the goals fairly short so they can be better managed.

A = Attainable

Attainable goals should push you just a little bit beyond your existing reach. Finding the right balance of achievable goals will be an ongoing task. If you achieve every goal you have set, you are not pushing yourself to the limit of your capabilities; if you miss too many goals your interest will wane.

R = Realistic

Similar to attainable goals, they should also be realistic. These goals can show a trend of improvement over time when compared against consecutive social media initiatives.

T = Timely

Goals that are set in the near future will maintain a higher priority than those goals set further out. Set a short time limit to achieving your goals so you can quickly address any unrealized goals and benchmark your achievements.

Setting goals will take practice to get right. As the skills of your team change, you will need to adjust the reach of those goals.