here i mean by the impact the challenges of resource allocation in social media
I am not sure that I understand your question.
When using social media for marketing, it DOES take resources. It takes staff time, because someone must attend to it every day (or several times a day). It also takes resources to produce photographs, videos, graphics, etc, which are all used in advances social media marketing. NOT allocating the resources makes social media less effective.
Is this the idea you had in mind?
The first question to ask is what type of social media strategy are you trying to adopt and for what type of organization? Depending on the strategy an assessment can then be made about resource allocation-ie how much in terms of people, hours to be devoted to the activity, tools that are required and so on. This can be costed. ROI is calculated in terms of measurable impacts-which may include hits on web sites, mentions made, new customers, and product sold as a result of social media marketing campaings.
I think this is a very important question although it appears to be too broad. It is very rational for resource allocation to have the desired output, outcome, and impact. This requires that resource allocation for any social media function or activity should be based on SMART (specific, measurable, achievable, realistic, and timeline / time-frame) objectives.
Outputs are usually foreseen based on the proposed activities (inputs). However, I intend to give a general overview of the factors that determine the impact of resource allocation for any given social media activities.
Social media activities are propelled by internet give rise to social networks like: Face book, You tube, Linked-in, Emails list serve, skills sharing. Resource allocation assumes an organized and planned commitment of key resources like: human (personnel), financial (money), material (products/facilities), space, or time, among others.
All these resources should be effectively (optimally) deployed. The economics of scare resource allocation requires that efficiency and effectiveness are the guiding principles. The impact of the resource allocation for social media can be grouped as: social, economic, environmental, and political impacts.
For example, social impacts are assessed through social indicators like: education, literacy, quality of life, knowledge, skills, access to information, communication, culture, faith or beliefs, food security, intercultural communication, cultural integration, fashions, health, water, energy, and transport.
On the other hand, economic impact may be monitored through one or more of the following indicators: FDIs, employment, business competitiveness, infrastructures, family life, research and development, industries, incomes, finance, IPRs, standard of living, tourism, commerce and trade, technology innovations.
Besides, the impact may be positive, negative, minimal, viral, or average. It also depends on the direction, sector, relevance or significance of the issue, or quantity of the allocation.
Likewise, some of key environmental indicators include; weather and climate information, environmental health, green technology, renewable energy, environmental awareness (literacy), and environmental education.
The following impact are evaluated through political indicators: respect for human rights, democracy and political freedom, press freedom, public participation, civic education, free and fair political and civil elections, checks and balances, political pluralism, media or press pluralism, independent electoral commissions, constitutionalism, and political term limits for top executives.
It is equality important to assume that the impact varies with the levels of awareness, incentives, skills, knowledge, demographics, national policies and laws, the status of infrastructure, and access to ICT facilities.
So, the impact depends on the amount (quantity and quality) of the resources allocated, the efficiency and effectiveness of resource deployment. It also depends on the rate of diffusion or adoption, effectiveness of resource monitoring and evaluation process.
The impact will also depend on the development status of the countries or communities involved. For example, the developed and developing countries will most likely register different levels of impacts. There is a huge gap or divide between the developed and developing nations.
In this, assumption, the impact will be higher digital density connectivity and access is bound to register higher impact than areas where internet access or illiteracy is still a big challenge.
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