Your social media marketing objectives for this year should be aligned with your current situation. For example, if you’ve already built an audience, then your goal should be to move that audience further down the funnel until they convert into leads and then into customers.
Define goals that are achievable and make sense in your current situation. If you don’t have a solid audience, then don’t define sales as your marketing objective. Instead, define brand awareness so you can build an audience first.
Remember, there are branding objectives and then there are revenue-based objectives. Branding objectives have to be achieved before revenue based-objectives because almost no one will buy from you if they’re not familiar with your brand.