Planning Social Media Marketing: Goal, Budget and Capacity

Pick a goal
What do you want to achieve with social media marketing? Here is a list of possible goals.

Budget
Social media use accounts for a share of media usage of at least 14%. Big brands have been shifting chunks of budget away from TV to digital, especially social networks. You want to account for target group communication in social networks, blogposts, tweets, forum and community discussions. You need budget means for

  • creation
  • implementation
  • promotion (paid search, facebook display ads, classic ads)

Capacity
Planning the capacity needed is the hardest part and it is dependent on your final social media concept. You will have to come back to this task. But if you have already personnel in customer communication departments, you can use your capacity there as a benchmark. Plan with a reasonable share of your current communication channel capacity and with constantly increasing this share according to your social media concept.

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