Zambiri zapa social media za otsatira, zokonda, ndi ndemanga zitha kuganiziridwa ngati zachabechabe ngati sizinawonetsedwe bwino.
Kodi munayamba mwamvapo mawu akuti, “all sizzle, no steak”? Ndilo fanizo labwino kwambiri la “nyama”. malo ochezera zachabechabe metrics.
Zingakhale zosangalatsa kwambiri kukweza zokonda kapena kuwona kuchuluka kwa otsatira anu kudumpha. Zachidziwikire mukufuna kufuula kugawananso kwanu kuchokera padenga!
Koma samalani. Metric iliyonse yokhudzana ndi chikhalidwe cha anthu imatha kukhala “zachabechabe” metric ngati mukudzitamandira popanda vuto lililonse.
Miyezo yapa media media ndiyofunikira kwambiri kwa manejala wapa media media ndipo sayenera kunyalanyazidwa. Zitha kukhala zizindikiro zazikulu zogwirira ntchito: manambala omwe amadziwitsa ndikuyesa njira yanu yapa media media ndikuthandizira gulu lanu kuwona komwe mudakhala komanso komwe mukupita.
Koma apa pali chinthu. Siziwerengero zonse zamagulu zimapangidwa mofanana. Kuti ma metric akhale atanthauzo, inde ali kumangirira kumbuyo kwanu zolinga zamabizinesi.
Tili ndi mwayi kwa inu, tabwera kukuthandizani kuti mudutse pazachabechabe-metric hype kuti mupeze ma metrics okoma, anyama omwe amakuthandizani kutsimikizira kufunikira kotsatsa kwanu pazama media.
Kodi metrics zachabechabe ndi chiyani?
Metric media media ndi nambala yomwe imawerengera zomwe zimachitika kapena machitidwe okhudzana ndi akaunti yanu yapa media media. A zachabechabe metric ndi njira yapa social media yomwe imawoneka yochititsa chidwi mukangoyang’ana pang’ono koma sizitanthauza kuti kampani yapambana pakukwaniritsa zolinga zake.
Vanity metric ndi chinthu cha analytics chomwe chingayesedwe koma sichisonyeza kubwerera kwenikweni pamabizinesi. Zitsanzo zikuphatikiza kuchuluka kwa otsatira, zokonda, kapena ndemanga pama social media. Ma metrics awa amakonzedwa bwino ndi manambala owoneka bwino monga kudina-kudutsa kapena kutembenuka kwa alendo kuti atsogolere.
Mwachitsanzo, manejala wazama media ku Acme Alarm Clock Company atha kuwonetsa CEO kuti pali otsatira 200,000 pa akaunti ya Instagram ya mtunduwo. Koma cholinga cha kampaniyo kwenikweni ndikugulitsa mawotchi a alarm. Ndipo kugulitsa sikunayende bwino ndi kukula kwa otsatirawa.
Kotero, mu nkhani iyi, kuwerengera kwa otsatira kwenikweni ndi metric yachabechabe. Zedi, zikuwoneka bwino pamapepala, koma pamapeto pake, sizikuthandizira CEO kusuntha mawotchi amenewo.
Makhalidwe a nkhaniyi: ziwerengero zilizonse zapa media media kuchokera patsamba lililonse lazachikhalidwe cha anthu zitha kukhala zachabechabe, kutengera momwe zinthu ziliri.
Kuchuluka kwa zokonda pavidiyo ya TikTok sikutanthauza ngati omvera anu sakhala pa TikTok.
Chiwerengero cha ndemanga pa Nkhani yanu ya Instagram sichikutanthauza zambiri ngati zonse zikuchokera ku ma sipamu.
Kuwerengera kwa otsatira mtundu kumatha kuchulukirachulukira, koma ngati otsatirawo sakuchita nawo zomwe mumalemba, ndi chani? (Zomwe zimatikumbutsa: osagula otsatira. Tikhulupirireni.)
Mwanjira ina, “metric yachabechabe” ya mtundu umodzi idzakhala yosiyana kwambiri ndi miyeso yachabechabe ya mtundu wina. Zonse zimatengera kupambana kwabizinesi yomwe mukuyembekeza kupeza kuchokera panjira yanu yapa media.
Vanity metrics motsutsana ndi zoyeserera
Tsopano popeza mukudziwa bwino kuti metric yachabechabe ndi chiyani, mwina mukufuna kudziwa kuti ndi chiyani zotheka metric ikhoza kukhala. Musachite manyazi, mwachibadwa.
Actionable metrics ndi ma media media metric omwe ali zonse zatanthauzo – ma metric ofunikira pazama TV omwe amakuthandizani kuyeza, kusanthula, ndi kukonza njira. Ma metrics owoneka bwino amtundu wa anthu amapereka zidziwitso zenizeni ndipo amatha kulumikizidwa mwachindunji ndi zochitika zomwe zimayendetsa kukula kwa bizinesi. Zowonadi, metric yotheka kuchitapo kanthu ndiyosiyana ndi metric yachabechabe.
Ngakhale moyo wambiri umakhalapo paziwonetsero zambiri, pama media ochezera a pa Intaneti, nambala ndichabechabe kapena yotheka kuchitapo kanthu. Koma ndi mbali iti ya binary iliyonse yomwe yapatsidwa pa social media metric, imadalira pa akaunti yapa media. Ndife tonse maluwa okongola, et cetera, et cetera.
Zitsanzo za Vanity metrics
Tanena kale, koma tinenanso: Ndikofunikira kudziwa kuti metric iliyonse imatha kukhala yachabechabe popanda kusanthula koyenera. Ndipo metric iliyonse imatha kukhala yopindulitsa ikaperekedwa molingana ndi kusanthula koyenera. Izi zikunenedwa, ma metric otsatirawa nthawi zambiri amawonedwa ngati ma metric achabechabe pagawo lililonse.
Vanity metrics pakutsatsa kwapa media media
Pakutsatsa kwapa media media, miyeso yachabechabe imaphatikizapo chiwerengero cha otsatira, zokonda, ndi ndemanga. Zowonadi, ziwerengerozi zitha kukupatsani chilimbikitso mwachangu, koma chowonadi ndichakuti, nthawi zambiri zimalephera kuwonetsa kukhudzidwa kwenikweni ndi chikoka cha mtundu wanu pazambiri zabizinesi yanu.
Izi zitha kukupangitsani kufunsa: ndiye, ndi njira ziti zomwe zingagwiritsidwe ntchito pakutsatsa kwapa media? Ma metric omwe ali pachibwenzi monga kuchuluka kwa omwe akutenga nawo mbali mwina ndi manambala abwino omwe angakupatseni inu ndi gulu lanu kuzindikira. Zogawana zimanenanso zambiri ngati zomwe mumalemba zikugwirizana ndi omvera anu kuposa zomwe mumakonda (yesani kuyika zolemba zanu kudzera mu mayeso a Rachel Karten).
Koma kumapeto kwa tsiku, zimatengera zolinga zanu zenizeni ndi media media komanso bizinesi yanu.
Vanity metrics pakutsatsa kwa digito
Kutsatsa kwapa digito kumaphatikizapo njira zingapo, kuphatikiza malo ochezera a pa Intaneti, kutsatsa maimelo, ndi kutsatsa, chifukwa chake iyi ndizovuta kwambiri kuzindikira zachabechabe. Nthawi zina, miyeso yachabechabe pakutsatsa kwa digito ikhoza kukhala zokonda; mwanjira ina, zitha kukhala mawonedwe atsamba.
Ngati mukutsatira ROI yamalonda a digito, muyenera kuzindikira zachabechabe za tchanelo chilichonse kuti muwonetsetse kuti mutha kuyika patsogolo ma metric omwe angagwirizane ndi bizinesi yanu yapadera.
Zachabechabe metrics pakutsatsa kwazinthu
Malo ochezera a pa Intaneti amatha kukhala chida chabwino kwambiri choyendetsera kuchuluka kwa mabulogu anu, zolemba, zolemba zoyera, kapena zolemba zofufuza… Izi zimapangitsa anthu ambiri kuganiza choncho zowonera masamba kapena dinani-kudutsa ndiye metric yoyezera kupambana. M’malo mwake, izi zitha kukhala ma metric achabechabe.
Kodi kukwera kwanu kwatsika? Kodi nthawi yogwiritsidwa ntchito patsamba ili yakwera? Izi ndi manambala omwe atha kuwonetsa zomwe zili patsamba ndikudziwitsani ngati mawonedwewo ali ofunikira. (Ma metrics ngati otembenuka mtima, pakadali pano, atha kukhala odziwitsa zambiri za momwe zinthu zanu zimakhudzira khalidwe la omvera.)
Zachabechabe metrics pakutsatsa kwa imelo
Anthu akutsegula maimelo anu! Imeneyo ndi nkhani yodabwitsa!
Koma kodi akuwerengadi maimelo amenewo? Kodi akudina maulalo anu?
Kodi pali wina amene akugula mawotchi a alamu omwe mukufunitsitsabe kugulitsa? Ngati sichoncho, kutseguka kwanu kwakukulu sikungakhale kochititsa chidwi. (Pepani!)
Tsegulani mitengo ndikudina-kudutsa mitengo nthawi zambiri amalakwitsa ngati zizindikiro zomaliza za kupambana kwa malonda a imelo. Koma chowonadi ndichakuti mitengo yosinthira ndi ndalama zomwe amapeza pa imelo ndizomwe zimatha kuchita zomwe zimawulula ROI yowona yamakampeni anu a imelo.
Zachabechabe metrics pakutsatsa
Makampani otsatsa pa intaneti amamangidwa kumbuyo kwa zowonera. Kupatula apo, Meta ikakuwuzani kuti mwafika anthu 300,000, ndithudi zomveka ngati kugwiritsa ntchito bwino $100. Koma mawonedwe ndi kutsika-kudutsa muzotsatsa pamalonda zingakhale zonyenga.
Njira yotsimikizirika yoyezera kupambana kwa kampeni yotsatsira pa TV ingakhale kuyang’ana kwambiri ma metric ngati mtengo pa kugula (CPA) ndi kubweza pa ad spend (ROAS). Izi ndi ziwerengero zomwe zidzakulolani molondola kuti muwone phindu la zoyesayesa zanu zotsatsa.
Vanity metrics mu kasamalidwe ka mtundu
Pamene iwo akhoza kukhala wofunikira komanso wothandiza, ma metric ngati Kufikira pazama media komanso kuchuluka kwamalingaliro Zingathenso kusocheretsa kuchokera ku nkhani.
Kungoti wina wawona positi yanu sizitanthauza kuti amasamala za mtundu wanu kapena zinthu zanu. Chifukwa chakuti muli ndi malingaliro abwino sizikutanthauza kuti omvera anu amakukondani kuposa mpikisano wanu. (Uwu.)
Kuti muone mmene mtundu ulili molondola, ganizirani zoyezetsa ngati kudziwa za mtundu, kukhulupirika kwa kasitomala pa moyo wanu wonse, ndi Net Promoter Score (NPS). Koma, kachiwiri, metric watanthauzo wa kasamalidwe ka mtundu umasiyana kuchokera ku mtundu kupita ku mtundu, kutengera zomwe mukuyesera kukwaniritsa ndi njira yoyendetsera mtundu wanu.
Vanity metrics pakutsatsa malonda
Mungaganize kuti kuyeza kuchita bwino pakutsatsa malonda kungakhale kophweka: kodi anthu anakupezani pamene amakusakani? Koma ma metrics ngati masanjidwe ndi manambala a traffic organic zitha kukhala zachiphamaso modabwitsa.
M’malo mwake, yang’anani pa ma metric ngati organic kutembenuka kwa organic ndi mawu osakira ROI kuti muyese kukhudzika kwenikweni kwa zoyesayesa zanu za SEO. (Psst, muli pano, mwina yesetsani luso lanu la SEO?)
Zachabechabe metrics mu Public Relations
M’dziko la PR, ma metrics ngati media imatchula zingaoneke ngati chizindikiro cha chipambano. Koma chiwerengero chimenecho ndi chithunzi chabe cha kupambana kwa zoyesayesa zanu.
Kuti muwone momwe ntchito yolumikizirana ndi anthu ikugwirira ntchito, mungakhale bwino kuti muyang’ane kwambiri zoyezetsa zomwe zikuwonetsa kukhudzika kwa mbiri ya mtundu wanu – lingalirani kusanthula ndikugawana mawu.
Chifukwa chake muli nazo: chilichonse chomwe mumafuna kuti mudziwe zachabechabe zama media media. Chonde, chonde, palibe chifukwa chotithokoza. Ingopitani ndikuyesera kusanthula ndi chidziwitso chonsechi!
