A random act of marketing is something that is unplanned, not budgeted for, often ill-executed and not well managed, a trap many of us can fall into, especially as a small business. For larger businesses or corporate firms with big budgets, it is easy to absorb some of the possible shortfalls that may come with a random or failed Social Media campaign, and some may even build a buffer for it into their advertising budget as there is always some level of uncertainty and experimentation when it comes to Social Media and online advertising.