Driving is an important part of getting you to your next destination, but driving on the wrong side of the road will often end in collision. Knowing the best way to reach your final destination is a vital necessity for all drivers. Establishing a direction for your movements is called setting objectives. Moreover, setting objectives provides a clear direction to success without any collisions. In social media people usually drive into disaster because they lack purpose. Companies on social media are recognizing the significance of having a purpose for their interaction with consumers. Purpose keeps all members of the company aligned with organizational goals. These goals are accomplish through five objectives. The five objectives companies use are listening, talking, energizing, supporting, and embracing. These objectives should satisfy consumers needs and increase profits within the companies applying them. One of the most beneficial objectives used is energizing. This includes having an influential hand in consumers passion for your service. Some companies use incentives to fuel their costumers passion for their product. For instance, some franchises provide credit cards which allow customers to earn points for discounts on the product. This weekend I was energized by the exclusive discount I received by using my Express credit card. Express sends emails every month detailing their new apparel and discounts on the clothing. These exclusive previews are part of the Franchise’s plan to succeed over the competition. These objectives are a major part of reaching your destinations so, set them.