社交媒体测量的15个关键insights及其获取方法

Dziwani momwe kuyeza kwamagulu kungayendetsere zotsatira zenizeni pabizinesi yanu mukamagwiritsa ntchito ma metric ndi zida zoyenera.

Kuyeza kwa media media kumakhudza kugwiritsa ntchito deta kupanga zisankho zodziwika bwino zomwe zimathandizira ndikugwirizana ndi zolinga zamabizinesi. Mu positi iyi, tiwona momwe kuyeza kwa chikhalidwe kungathandizire zotsatira zenizeni pabizinesi yanu.

Kodi kuyeza kwa media media ndi chiyani?

Kuyeza kwa chikhalidwe cha anthu kumaphatikizapo kugwiritsa ntchito ma metrics ndi zida za analytics kuti muwone bwino za mtundu wanu pamayendedwe ochezera. Kuyeza ndi kusanthula pafupipafupi kumakupatsani mwayi womvetsetsa omvera anu ndikuwongolera zotsatira zanu pakapita nthawi.

Kupititsa patsogolo zinthu, kuyeza kwa chikhalidwe cha anthu kumawonetsanso momwe njira yanu yochezera pagulu imathandizira pamtengo wonse wamtundu wanu. Mutha kupeza zidziwitso zamtengo wapatali pamtundu wanu, omwe akupikisana nawo, ndi omvera anu.

Kodi muyeso wapa social media ungakuuzeni chiyani za mtundu wanu?

Malingaliro omvera

Miyezo yapa media media imawulula zambiri za omvera anu. Pamwambapa, ndizothandiza kumvetsetsa kuchuluka kwa anthu omwe ali ndi chidwi kwambiri ndi mtundu wanu.

Zida zowerengera zapa media media zimakupatsirani zambiri za omvera anu, monga:

• zaka,
• jenda,
• malo,
• chilankhulo,
• ndi zina zotero.

Zonsezi zitha kuthandizira kuwongolera njira zanu, mawu amtundu, komanso njira yanu yopangira zinthu.

Pakuzama, kuyeza kwa malo ochezera a pa Intaneti kumakuthandizani kumvetsetsa zomwe omvera anu amakonda, zomwe sakonda, zomwe amafunikira komanso kuyembekezera kuchokera kwa mtundu wanu. Mutha kudziwanso zamakhalidwe awo, kuti mumvetsetse nthawi yomwe atha kukhala pa intaneti ndikuchita nawo zomwe mumakonda.

Zokonda zamsika zomwe mukufuna komanso zowawa

Tiyeni tingosiyanitsa mwachangu apa. Omvera anu pazama media ndi aliyense amene amatsatira kapena kucheza ndi mtundu wanu pazama media. Msika wanu womwe mukufuna ndi anthu enieni. Ndi anthu omwe amatha kugula malonda ndi ntchito zanu.

Kuyeza kwa chikhalidwe cha anthu kumakuthandizani kumvetsetsa kuti anthuwa ndi ndani, komanso mavuto omwe mtundu wanu ungawathandize kuthetsa.

Malingaliro opikisana

Miyezo yapa social media imakuthandizani kuzindikira omwe akupikisana nawo kwambiri ndikumvetsetsa momwe akugwiritsira ntchito malo ochezera a pa Intaneti kuti alumikizane ndi omvera anu.

Izi zimakupatsani mwayi wofananiza momwe mumagwirira ntchito ndi maakaunti oyenera, kuwona ziwopsezo zatsopano zopikisana zikatuluka, ndikuzindikira mipata munjira yanu yochezera.

Mwachitsanzo, mutha kuyang’ana kuchuluka kwa omwe akupikisana nawo amatumiza, mitundu yanji yazomwe amalemba, ndi momwe zinthuzo zimakhudzira kuchuluka kwawo kwa zomwe akuchita. Mutha kuwonanso mitu yamtundu wanji yomwe amaphimba kuti mumvetsetse zokambirana zonse mumakampani anu.

Pomaliza, mutha kuyeza kuchuluka kwa zokambirana zomwe zimakhudzidwa ndi omwe akupikisana nawo: kuchuluka kwa anthu akulankhula za iwo, komanso momwe akukhudzidwa ndi madera a niche ofunikira ku mtundu wanu.

Kuchita kwazinthu

Kuyeza kwapa media media kumakupatsani mwayi womvetsetsa momwe zinthu zanu zilili pamagulu ang’onoang’ono ndi ma macro.

Pamlingo waukulu, mutha kuwona momwe zinthu zikuyendera. Zomwe mumachita pakuchita kwanu, kukula kwa otsatira, kufikira, ndi zina zotero. Kuyeza kwazithunzi zazikuluzi kumakuthandizani kumvetsetsa ngati njira yanu yochezera, nthawi zambiri, ili panjira yoyenera. Zotsatirazi zimakuthandizaninso kuyeza ROI ya zoyesayesa zanu zapa media pagulu lonse.

Pamlingo waukulu, mutha kuyeza magwiridwe antchito amtundu wapa media pawokha komanso makampeni otsatsa. Apa, mukuyang’ana zambiri zatsatanetsatane. Ndi zinthu ziti zomwe zimagwira bwino ntchito (chithunzi, kanema, mawu, ndi zina)? Ndiutali wa mawu oti ndi uti komanso masitayelo ati omwe amawonedwa kwambiri? Ndi chiyani chomwe chimayitanira kuchitapo kanthu kumayendetsa kudina kwambiri? Apanso, mutha kuyeza ROI, koma apa muyesa kubwereranso kwamakampeni apadera ochezera.

Kudziwitsa za Brand, kuzindikira, ndi mbiri

Miyezo yapa media media imapereka zambiri za momwe anthu amawonera mtundu wanu.

Izi zikuphatikizanso kuchuluka kwa zomwe mumakambirana pa intaneti za inu. Koma imaphatikizanso zambiri zamakhalidwe monga momwe anthu amamvera za mtundu wanu komanso momwe mbiri yanu yapaintaneti ilili.

Chofunika kwambiri, pulogalamu yoyezera pa intaneti imakuthandizani kuzindikira nthawi yomwe mbiri yamtundu wanu kapena malingaliro akusintha mwachangu, kuti mutha kutsamira pazopambana zanu ndikuthana ndi zovuta zomwe zikubwera.

Kodi muyenera kuyeza chiyani ngati msika wapa social media?

Pali zambiri zomwe zimapezeka m’mapulogalamu ambiri owerengera anthu pazama media. Zowonadi, simungathe kutsatira metric iliyonse nthawi zonse.

Posankha zomwe muyenera kuyang’ana pa social media, ndikofunikira kumvetsetsa kuti ndi ati omwe ali ofunika kwambiri kwa mtundu wanu. Ganizilani za chifukwa mukutsata metric iliyonse. Kodi zimathandizira kuzindikira kofunikira komwe kungakutsogolereni pokonzekera bwino, kapena ndi zabwino kukhala nazo?

Nazi zina zofunika kuziganizira pokonzekera momwe mungayesere kupambana kwa zochitika zanu zapa social media.

Chinkhoswe

Mamethiriki a zibwenzi amayezera kuchuluka kwa anthu omwe amalumikizana ndi anzanu. Kutenga nawo mbali ndi gawo lofunikira la momwe zomwe zili mkati mwanu zimalumikizana bwino ndi omvera anu. Kuchita nawo kwakukulu kumakupatsaninso kukhulupirika ndi alendo atsopano ndikutumiza zizindikiro zamphamvu zamakhalidwe abwino ku ma algorithms.

Ma metrics apamwamba kwambiri omwe akuyenera kutsatira ndi awa:

1. Zochita zonse: Chiwerengero chonse cha zokonda, ndemanga, zogawana, ndi zosunga, kaya positi inayake kapena kwanthawi inayake
2. Chibwenzi: Zonse zokonda, ndemanga, zogawana, ndi zosunga zogawidwa ndi chiwerengero cha otsatira x 100 kuti mupeze peresenti

Zindikirani: Ndiyo njira yodziwika kwambiri yowerengera kuchuluka kwa anthu omwe ali pachibwenzi. Koma momwe mungayezerere kuchuluka kwa anthu omwe ali ndi chidwi pazama media ndi nkhani yokhayokha, chifukwa pali njira zambiri zomwe mungagwiritse ntchito kutengera zomwe mukufuna. Tili ndi zolemba zonse zamabulogu zowerengera kuchuluka kwa anthu omwe akufuna kukuthandizani!

Kuti muwone zambiri, ganizirani za khalidwe lachiyanjano m’malo mongowerengera mwachidule zochitika. Mwachitsanzo, ndemanga zimawonetsa chidwi chochulukirapo kuposa zokonda, ndipo zimasunga chiwongola dzanja chochulukirapo. Amawonetsa kuti zomwe mwalemba ndizoyenera kubwereranso.

Zindikirani kuti mitengo yamalonda imasiyana kwambiri ndi mafakitale. Zida zabwino kwambiri zoyezera pazama media zimaphatikizanso zinthu zomwe zimakupatsani mwayi wodzifananiza ndi anzanu. (Zambiri pazida izi pansipa.)

Fikirani

Fikirani ma metrics amakupatsirani chidziwitso cha kuchuluka kwa omvera anu. Ndiwo chisonyezo chabwino cha chidziwitso cha mtundu pamapulatifomu ochezera.

Ma metric ofunikira ofikira pa media media ndi awa:

1. Fikirani: Chiwerengero cha anthu omwe amawona zomwe mwalemba
2. Zowoneka: Nthawi zomwe anthu adawona zomwe mwalemba. Izi zitha kukhala zapamwamba kuposa kuzifikira ngati anthu ayang’ana zomwe zili zanu kangapo.
3. Kugawana mawu pagulu (SSoV): Kuchuluka kwa zokambirana zamagulu mumakampani anu ndizokhudza inu. Ili ndi lovuta kuwerengera pamanja, choncho yang’anani chida choyezera chomwe chimakuwerengerani.

Kuti mumve zambiri apa, yang’anani kuchuluka kwa zomwe mumapeza kuchokera kwa otsatira poyerekeza ndi osatsatira. Anthu ambiri omwe sakutsatira akuwonetsa kuti zomwe mwalemba zikugawidwa kapena kupeza zambiri kuchokera ku algorithm. Zonsezi ndizizindikiro za zinthu zabwino, choncho pitirizani!

Kanema wamasewera

Makanema ali ndi ma metric owonjezera kupitilira kukhudzidwa komanso kufikira komwe kumatha kuwulula momwe zomwe mumamvera zimakomera omvera anu.

Ma metric ofunikira kwambiri amakanema omwe muyenera kutsatira ndi awa:

1. Makanema: Pa Facebook ndi Instagram, masekondi atatu amawerengedwa ngati mawonekedwe. Pa TikTok ndi pomwe kanema ayamba kusewera. Pa LinkedIn, mawonedwe amawerengedwa pakakhala 2 kapena masekondi opitilirabe kusewera pomwe kanemayo ndi 50% pa skrini.
2. Kanema amamaliza: Chiwerengero cha anthu omwe amawonera kanema yanu mpaka kumapeto kugawidwa ndi kuchuluka kwa zowonera x 100 peresenti
3. Nthawi yowonera: Nthawi yonse imene anthu akhala akuonera mavidiyo anu kwa nthawi inayake

Kuti mumvetse mozama momwe makanema akuchitira bwino pamayendedwe anu ochezera, fanizirani ndi mitundu ina ndikuwunika zomwe zikuyenda bwino kutengera zomwe mukufuna.

Kutembenuka

Zosintha zamasinthidwe zimawonetsa momwe zochezera zanu zikuthandizireni ku zolinga zenizeni zabizinesi yanu. Izi ndizitsulo zazikulu zomwe zimathandiza otsatsa malonda kupeza malo patebulo lokonzekera bwino.

Miyezo yayikulu yapa media media kuti mutsatire kuti mutembenuke ndi:

1. Mtengo wotembenuka: Chiwerengero cha anthu omwe adachita zomwe mukufuna (kugula, kusaina, ndi zina zotero) kugawidwa ndi kuchuluka kwa kudina pa maulalo anu ochezera.
2. Kudumphadumpha (CTR): Chiwerengero chonse cha kudina kogawidwa ndi kuchuluka kwa zowonera x 100 kuti mupeze peresenti
3. Social Media ROI: (Mtengo wopangidwa kuchokera ku chikhalidwe cha anthu – mtengo wa ndalama za chikhalidwe cha anthu) zogawidwa ndi ndalamazo. Chulukitsani ndi 100 kuti mupeze peresenti. Kapena pitani njira yosavuta ndikugwiritsa ntchito chowerengera chathu chaulere cha ROI.

Ngati mungalumikizane ndi omvera anu kudzera pama touchpoints angapo (titi, imelo ndi zotsatsa za podcast kuphatikiza pa media media), lingalirani zogwiritsa ntchito njira zowonetsera kuti mudziwe kuchuluka kwa zomwe zili pawailesi yakanema panjira yosinthira. Timalowa mu izi positi yathu pazochita zapa social media.

Ma metric omvera

Ma metrics awa amakuthandizani kumvetsetsa kuchuluka kwa omvera anu, omwe ali, komanso momwe amakumverani. Amakuthandizaninso kumvetsetsa momwe omvera anu akusintha pakapita nthawi.

Ma metric ofunikira kwambiri omvera omwe akuyenera kutsatira ndi awa:

1. Chiwerengero cha otsatira: Chiwerengero chosavuta cha kuchuluka kwa otsatira omwe muli nawo, onse kapena pa akaunti iliyonse yapa social media
2. Kukula kwa anthu: Otsatira atsopano onse ogawidwa ndi chiwerengero cha otsatira x 100 kuti apeze peresenti
3. Malingaliro a social media: Uwu ndi muyeso wa momwe zokambirana zamtundu wanu zilili zabwino kapena zoyipa. Ndizovuta kuyeza, koma zida zabwino kwambiri zoyezera zapa media media zimakuwerengerani.
4. Chiwerengero cha anthu: Zofunikira za omvera anu, monga jenda, zaka, malo, komanso nthawi zambiri akakhala pagulu lililonse.

Poyerekeza zanu, nazi zomwe tapeza posachedwa pa avareji ya kukula kwa otsatira.

Kuti mupite mozama apa, yang’anani kuchuluka kwa omvera anu pakatha kusintha kwakukulu pakukula kwa otsatira. Mukuyang’ana kuti muwone ngati omvera atsopano akugwirizana ndi msika womwe mukuyesera kuufikira. Ngati sichoncho, muyenera kudzifunsa mafunso.

Ngati mukupeza otsatira omwe simunawayembekezere, zitha kukhala kuti msika womwe mukufuna kukusintha, ndipo njira zanu zosinthira ziyenera kusuntha moyenerera. Kapena, zitha kukhala kuti mukufunika kuwirikiza kawiri pakupanga zinthu zomwe zimasangalatsa, zophunzitsa, komanso zodziwitsa omvera oyenera kwambiri pamtundu wanu m’malo mongofuna kukopa chidwi chambiri.

Kuti mumve zambiri pamiyeso iyi ndi zina zotsatsa zapagulu, onani zomwe tidalemba pamiyezo yofunikira kuti muyese kupambana kwapa media media.

Momwe mungakhazikitsire njira yoyezera pazama media: 5 masitepe

1. Khazikitsani zolinga zomveka bwino zapa social media

Miyezo yapa media pawokha ndiyosangalatsa, koma sizothandiza zonse. Kuti mupindule ndi kuyeza kwanu, muyenera kulumikiza ma metrics anu ochezera pa intaneti ndi ma KPI ku zolinga zenizeni zamabizinesi.

Tili ndi zolemba zonse zamabulogu zomwe zimaperekedwa pakukhazikitsa zolinga zapa media media komanso ina yamomwe mungapangire zizindikiro zazikulu zogwirira ntchito kuti mukwaniritse zolingazo.

Kumbukirani kuti zolinga zanu ndi njira zoyezera zofananira zitha kusiyanasiyana malinga ndi nsanja, kapena ngakhale kampeni. Chofunika ndi kudziwa zomwe mukufuna kukwaniritsa ndi deta yanu, osati kungosonkhanitsa chifukwa mungathe.

2. Sankhani ma metric omwe mungawone

Ma metric omwe mumatsata akuyenera kukupatsani chidziwitso chomwe mungafune kuti muwone zomwe mukufuna komanso momwe mukupita ku ma KPI anu.

Mwachitsanzo, ngati cholinga chanu chachikulu cha TikTok ndikudziwitsa anthu zamtundu wanu, mudzayang’ana kwambiri zofikira ndi omvera pamenepo. Ngati mukugwiritsa ntchito zotsatsa pa Instagram kuyendetsa malonda, mudzafuna kutsatira zosintha.

3. Konzani zowerengera ndi zida zomvera anthu

Ma social media onse ali ndi zida za analytics zakwawo. Awa ndi malo abwino oti muyambirepo ndi kuyeza kwa media media, chifukwa ndiaulere kugwiritsa ntchito ndipo amafuna kukhazikitsidwa pang’ono. Timaphimba mayankho onse akuluakulu a analytics (kuphatikiza Google Analytics) muzolemba zathu pazida zowunikira anthu (ulalo uwu umakufikitsani ku gawo la zida zaulere).

Tapanganso template yaulere yochitira lipoti pazama media pomwe mutha kutolera deta yanu yonse kuti muwunike.

Kuti mukhale ndi chidziwitso champikisano komanso omvera, mudzafunanso kukhazikitsa kumvetsera kwa anthu. Tili ndi positi yoperekedwa ku zida zabwino kwambiri zomvera ndi anthu kuti zikuthandizeni kusankha yomwe ingakuthandizireni bwino.

Ngati simukudziwa zomwe mungatsatire, kapena momwe mungapezere deta yomwe mukufuna, yang’anani ma tempuleti ochitira malipoti mu chida chomwe mwasankha chowunikira anthu. Sankhani imodzi yomwe ikugwirizana ndi cholinga chanu, chifukwa idzakhala yodzaza ndi miyeso yoyenera kwambiri.

4. Lumikizani zida zanu zoyezera anthu ku CRM yanu

Ngati mutangoyamba kumene kuyeza pazama media, mungafune kudumpha iyi pakadali pano. Koma ngati muli omasuka ndi zida za analytics ndi malipoti, izi zitha kukweza zinthu.

Kulumikiza zida zanu zoyezera pazama media ku CRM yanu kumapangitsa kuti deta ikhale yabwino m’madipatimenti onse omwe amagwira ntchito ndi makasitomala kapena otsogolera. Mudzakhala ndi zambiri za omvera ndikumvetsetsa bwino momwe zoyeserera zanu zimakhudzira malonda anu. Izi zitha kukuthandizani pakutengera mawonekedwe anu.

5. Lipoti ndikuwunikanso

Ambiri omwe ali nawo m’bungweli ali ndi chidwi ndi zomwe mwapeza pama social network. Konzani ndondomeko yanthawi zonse yochitira lipoti kuti aliyense azidziwitsidwa ndi zomwe akufuna.

Mwachitsanzo, mungafune kuti gulu la anthu ocheza nawo liwunikenso deta yanu osachepera sabata iliyonse, ndikudumphira mozama kuti muwone zomwe zikuyenda nthawi yayitali mwezi uliwonse. Kwa okhudzidwa ambiri, lipoti lapamwamba la mwezi uliwonse likhoza kuchita chinyengo.

Chofunikira ndikulingalira momwe anthu angagwiritsire ntchito deta yomwe mwawafotokozera. Osachulukitsa mamembala a gulu ndi omwe akukhudzidwa nawo ndi zomwe sizikugwirizana ndi udindo wawo kapena kupanga zisankho.

Mukawunikanso deta yanu, yesani ngati njira yanu yotsatsa malonda ikugwira ntchito. Kodi zolinga zanu zikadali zenizeni? Kodi pali china chatsopano m’chizimezime chomwe mukufuna kuti muyambe kutsatira? Lipoti lililonse ndi mwayi wowunikiranso ndikuwongolera bwino.

Langizo: Onetsetsani kuti lipoti lanu likuwunikira zomwe gulu la anthu ocheza nawo lathandizira pamalonda enieni. Kuyang’ana pazochitika zamagulu kumalimbitsa kufunikira kwa ntchito yanu komanso dongosolo lanu loyezera pazama media.

Zida zothandiza zoyezera kupambana kwa chikhalidwe cha anthu

1. Moyens I/O

Mumayesa magwiridwe antchito a mayendedwe anu onse pamalo amodzi, kuwonetsa momwe mumachitira ndi omwe akupikisana nawo, ndikuwona zomwe anthu akunena za mtundu wanu pa intaneti (komanso momwe akumvera).

Mutha kukhazikitsa ma board omwe amakupatsirani chithunzithunzi cha ma metric ofunikira kwambiri pang’onopang’ono, pakanthawi yomwe mwasankha. Chidachi chimathandizanso kupanga malipoti osavuta kuti muwonetse zotsatira zanu kwa abwana anu ndikugawana zidziwitso ndi gulu lanu.

Zozizira kwambiri: Pezani malingaliro okonda makonda anu nthawi yabwino yofalitsira patsamba lanu lililonse kutengera zomwe mukufuna, osawerengera pamanja kuchokera pama media anu ochezera.

Zabwino kwa: Magulu adayang’ana kwambiri pakuphatikiza zidziwitso zakumvetsera kwa anthu ndi ma metrics a chikhalidwe cha anthu kuti apeze lipoti lathunthu la magwiridwe antchito.

2. Talkwalker

Talkwalker ndi chida champhamvu choyezera anthu chomwe chimaphatikizira kumvetsera kwa anthu komanso kuzindikira kwa omvera ndikuwunikira pawailesi yakanema komanso ma benchmarking kuti akupatseni chithunzi chonse cha mtundu wanu. Zitha kukuthandizani kuzindikira zomwe zikuchitika komanso zoyipa, kumvetsetsa komwe mukukwanira mu niche yanu, ndikupeza chidziwitso chozama pamakasitomala anu.

Zozizira kwambiri: Talkwalker amagwiritsa ntchito AI kusanthula momwe amamvera pamitu yofunika kwambiri ndikulosera momwe zidzasinthire m’masiku 30 mpaka 90 otsatira.

Mtengo: Mitengo ikupezeka popempha

Zabwino kwa: Magulu amagulu m’mabungwe akuluakulu omwe amalumikizana ndi PR, malonda, ndi magulu ena olankhulirana kuti apindule kwambiri ndi zidziwitso zoyezera anthu.

3. RivalIQ

RivalIQ idapangidwa kuti izingoyang’ana zomwe mukufuna kuti mupange zisankho mwachangu. Itha kuyeza ndi kufananiza kusaka kwamatchulidwe, ma hashtag, ndi mitu kuti ikuthandizeni kumvetsetsa zomwe zili zodziwika kwambiri mdera lanu.

Zozizira kwambiri: Kuzindikira kowonjezereka kwa positi potengera kuphunzira pamakina kumakuthandizani kumvetsetsa chifukwa chomwe opikisana nawo akuwona ziwopsezo zochulukirachulukira.

Mtengo: Zolinga zimayambira pa $239/mwezi

Zabwino kwa: Mabungwe, osapindula, ndi mitundu yayikulu.