A company should consider its goals when determining the right social media platforms because specific and measurable goals should drive marketing efforts. With clear goals, choosing the right social media platform that aligns with the business's objectives is easier. Different social media platforms have unique features and audiences, and selecting the right platform that aligns with the company is essential. For social media postings, for instance, if a company aims to build brand awareness, it should focus on social media platforms with a large, highly shareable audience, such as Facebook or TikTok. However, platforms such as LinkedIn may be more appropriate if the company aims to generate leads or engage with a professional audience. Understanding the business's goals helps identify the right platform and create a strategy that aligns with the objectives. It also helps to evaluate the success of social media campaigns by tracking metrics that align with the business's goals. Therefore, considering the business's goals is essential when determining the right social media platforms.