The document provides a worksheet to help define communication objectives for a social media outreach campaign. It prompts the user to identify their target audience(s) and primary/secondary audiences. It also prompts the user to determine their objectives for the campaign, including what they want their audience to do as a result of the communication. Examples of objectives include providing information, encouraging behaviors or interactions. The document then explains how to write SMART objectives that are specific, measurable, attainable, relevant and time-bound.

1. Worksheet 1
1. Target Audience
Describe the person(s) you want to reach with your communications; be as specific as possible. More
than one audience may be listed. Include a primary and secondary (influencers) audience if
appropriate. (Examples: Mothers of children younger than 2 years old living in Atlanta, Pediatricians
practicing in Nevada)
I.
II.
III.
2. Determine your objectives
What do you want to achieve through your social media outreach and communication? This could
include something you want your target audience to do as a direct result of experiencing the
communication. Objectives may include (but are not limited to) the following:
a) Provide information
• Highlight a campaign
• Encourage a health behavior
• Reinforce health measures
• Encourage interaction
• Obtain feedback/exchange ideas
• Collaborate with partners
(Example: Increase awareness of immunization campaign.)
I.
II.
III.
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2. b) Restate your objectives in SMART terms:
Specific- state in concrete, detailed and well-defined terms - what exactly are we going to do for
whom?
Measurable- should be quantifiable and the source of measurement has been identified.
Attainable/Achievable- can the objective be achieved in the proposed time frame with the
resources available?
Relevant/Realistic- is the objective directly related to the overarching communication goal from
your communication plan?
Time-bound- have deadlines been set?
(Example: By December 2012 (time-bound), there will be a 5% increase (measurable) in
recognition of the immunization campaign name (specific), as measured through survey, by
moms of children under two in the Metro Atlanta area (specific).
I.
II.
III.
Additional information on writing SMART objectives can be found at
http://www.cdc.gov/healthyyouth/evaluation/pdf/brief3b.pdf
http://www.cdc.gov/dhdsp/programs/nhdsp_program/evaluation_guides/smart_objectives.htm
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