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There are several factors that you need to consider when budgeting for a social media marketing campaign. These are, in other words, the factors that ultimately determine what you will need to spend on the social media marketing campaign.

Firstly, when budgeting for a social media marketing campaign, you need to take into consideration the number of people who will be targeted in the campaign. Generally, the bigger the number of people targeted in a given social media marketing campaign, the higher the amount of money necessary to carry out the campaign. The assumption is that, for instance, you will need more social media workers to reach more people through the various social media platforms. But then, there are ways through which you can reach more people without spending much money. Indeed, if you are running a social media marketing campaign in which you will be seeking to reach very huge numbers of people, it is very essential for you to have some understanding of those methods through which you can reach more people without spending much money.

Secondly, when budgeting for a social media marketing campaign, you need to take into consideration the types of platforms on which the social media marketing campaign is to be carried out. If, for instance, the social media marketing campaign is to be carried out through the mobile computing platform, money will probably have to be expended on procurement of the mobile computing devices. So the hardware platforms on which social media marketing is carried out matter a great deal. But so do the software platforms on which social media marketing is carried out. The cost of doing a huge campaign on Facebook is, for instance, likely to be different from the cost of doing a huge campaign on Twitter.

Thirdly, when budgeting for a social media marketing campaign, you need to take into consideration the type of product you will be trying to marketing. The ‘product’ here could be tangible one, or it could be some sort of a service. The product being marketed will influence the number of people you will need to target in the social media marketing campaign, which will in turn influence the cost of the campaign in the manner we explored earlier. If, for instance, you are marketing a fast moving consumer product, you will probably have to target more people than, say, a professional service provider targeting a smaller market. The type of product you are marketing will also influence the ideal platform to market on, which should in turn influence the cost of the social media marketing campaign in the manner we explored earlier.

Fourthly, when budgeting for a social media marketing campaign, you need to take into consideration the social marketing model you will be using in that particular campaign. The cost of carrying out a social media marketing campaign in-house is likely to be different from the cost of contracting a specialist firm to carry out the social media marketing campaign for you. If you use a model where you only focus your energies on a particular social network, you will spend a different amount of money from someone carrying out marketing on several social networking sites at the same time.

There are several parameters through which responsible usage of social media in the workplace can be gauged. Knowledge of these parameters, through which responsible usage of social media in the workplace can be gauged, is likely to be useful to you if, for instance, you are involved in human resource management functions. That is because you need to have full awareness of these things, if you are to come up with effective policies for fostering responsible social media usage in the workplace. Those of us who have been involved in the development of such policies for fostering responsible usage of social media in workplaces know that the whole exercise starts with ‘gauging.’ That is done so as to get an idea as to whether, as things stand, social media is being used responsibly or not. If such analysis reveals that the social media is not being responsibly, the next challenge is always that of understanding in which specific ways it (social media) is being used irresponsibly. Only with those insights can one come up with a good social media usage policy. So, what are the parameters through which responsible usage of social media in the workplace can be gauged?

Firstly, in gauging responsible usage of social media in the workplace, you have to figure out who the employees are interacting with, through social media, while at the workplace. It would be alarming, for instance, to discover that the employees are interacting with competitors to your company through social media while, at the workplace. It may be a bitter pill to push down people’s throat, but when a policy on social media usage is eventually developed, it has to touch on the aspect of who can be interacted with, (and who can’t be interacted with), through social media, while at the workplace.

Secondly, in gauging responsible usage of social media in the workplace, you have to figure out what type of content employees are sharing (especially with outsiders), through social media, while at the workplace. You don’t, for instance, want to end up with a situation where things that are of strategic importance are leaked out as employees interact with outsiders through social media. You can also have a scenario where Internet-dependent operations are slowed down due to social media usage. This can happen thanks to a scenario where employees share streamed video and audio content on the social media excessively, using bandwidth up, and thus slowing down Internet-dependent operations.

Thirdly, in gauging responsible usage of social media in the workplace, you have to figure out how much time the employees are spending on social media, at the workplace. You may also want to get insight on when exactly (on a day to day basis) they use social media. There may, for instance, be nothing wrong with employees using social media to catch up with friends once they are through with the day’s tasks. That is, provided they didn’t rush through the tasks to get time for the social media. But if you have a situation where logging onto social media platforms is the first thing employees do upon getting to work, then that can be problematic. Also, if you have a situation where most of the employees’ time is spent on social media platforms, then that can be a problematic situation.