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In this YouTube short, Josh Sample, CEO of Drive Social Media, critiques the casual and often aimless approach many internal marketers take towards budgeting for social media promotions. He points out the common practice of arbitrarily assigning small amounts of money to boost posts without a clear strategy or objective, highlighting the lack of thoughtful planning and goal-setting in such decisions. Sample emphasizes the necessity of setting specific, measurable, achievable, relevant, and time-bound (SMART) goals for social media investments, such as defining expected sales numbers and ROI from a specific budget. This video serves as a valuable lesson for marketers on the importance of rigorous, data-driven decision-making in social media advertising, ensuring every dollar spent is aligned with a clear and quantifiable business objective.

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