Social media marketing can be more expensive than you think.

The most successful ad campaigns aren’t just content with creating a page on Facebook and leave it lying dormant – they use carefully budgeted areas.

According to Heidi Cohen on, social media expenses should be split into five areas:

  • Staffing: As social media operates on a continual basis, it is important to have real-time responses from real social media specialists. Also in this area, Cohen includes marketing/PR staff, to manage participation in a social media campaign – and analysts,  to record and assess progress and monitor the brand.
  • Development of Content: This incorporates any outsourcing of content that can’t be completed internally, extra editorial support and professional copy editors to ensure all produced copy is to a high standard.
  • Marketing support: Extra marketing support might be employed to achieve better branding, increase traffic and meet sales targets. Included in this budget area are social media branding, advertising and support marketing.
  • Technological support: It is important to ensure that websites and systems are integrated correctly. Whilst many social media platforms may be free some require a fee for extra support; the same is true of blogging and content management software too. Server support is also necessary to allow for spikes in traffic.
  • Analytics: Analytics covers brand monitoring, a constantly on-going analysis ensuring that tracking systems are capable of monitoring social media activity. The type of customer tracking systems used could affect whether a social customer relations management team is needed.

News brought to you by ClickThrough – specialists in Search Engine Optimisation and Internet Marketing.

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ClickThrough is a digital marketing agency, providing search engine optimisation, pay per click management, conversion optimisation, web development and content marketing services.