ABSTRACT
The process of developing a strategic marketing plan is to create a budget because any new action proposed by the plan will have financial implications. The social media component of a marketing plan has unique implementation challenges. There are several methods of deciding the total amount of money to be spent on budgeting, which include objective budgeting, percent of sales, or flat rate budgeting. Making organizational change happen requires the support of the organization's employees. If the marketing strategy depends on having the product produced in a different geographic location while the mission statement states the importance of supporting the local community through providing employment, there should be resistance from others in the organization. A traditional marketing plan starts with a focus on a target market segment. By having marketing employees work together, it is easier to ensure that all paid promotion contains information on how to access the organization's owned social media.
