I’m talking exclusively about advertising expenses media buying not the costs of maintaining and staffing to support an online presence, creative design, and so forth.
Most marketers expect to be spending 5–15% of their online advertising budget on social media ads in the next few years. If you’re not already getting your feet wet, with 3–5% of your budget going to social media ads, you’re falling behind the curve
In making budgeting decisions, marketers will inevitably have to balance the proven, high, immediate ROI of direct-response search and remarketing ads (think Google AdWords and Yahoo/Bing adCenter) with the less direct, brandbuilding and lead-generating benefits of social ads.
successful social media ad spend, you need the discipline of a fixed monthly budget that forces you to plan in advance, tailor promotions to seasonal peaks, pursue the best opportunities—and say “no” to the many marginal ones.
I’m talking specifically about advertising budgets. You must also budget your overall social media operating expense