I-Social Media Engagement: Yintoni iXabiso lokwenyani?

Kwimeko yethu yangoku yemidiya yoluntu, ukuthanda kunye nezabelo zihlala zibonwa njengemilinganiselo yempumelelo kumajelo asekuhlaleni. Nangona kunjalo, kumashishini ajolise kwi-ROI enkulu, ukuqonda ixabiso elinzulu nxaxheba kwezentlalo ibalulekile. Le bhlog iphonononga indlela amashishini anokuhambisa ngayo ngaphaya kwezi metrics zomgangatho ophezulu ukufumanisa impembelelo yokwenyani yezicwangciso zabo zemidiya yoluntu kwi-ROI.

ISISHWANKATHELO
Impembelelo eyiNyaniso yokuBandakanywa kweMedia yeNtlalo
Zeziphi iiMethrikhi eziphambili onokuthi uzisebenzise ukulinganisa uThutho ngokuFanelekileyo?
I-Ripple Effect ye-Quality Engagement
Ukuxhasa ukuMamela kweNtlalo kwiiNgcaciso eziNzulu
Amandla oMxholo oveliswe nguMsebenzisi
Iimpembelelo kunye noKuthethana
Imibuzo ebuzwa qho
Ilizwi lokugqibela kwiSocial Media Engagement

Amaqonga eendaba ezentlalo anikezela ngedatha eninzi, kodwa kulula ukubanjwa kwiimethrikhi ezingamampunge. Ngelixa izinto ezithandwayo kunye nezabelo zithe ngqo kwaye zanelisa ukulandela umkhondo, azipeyinti umfanekiso opheleleyo wempumelelo yesicwangciso sakho semidiya yoluntu. Ixabiso lokwenyani lokuzibandakanya kwimidiya yoluntu lilele kwindlela ekuphembelela ngayo ukuziphatha kwabathengi, ukwakha ukunyaniseka kwe-brand, kunye nokuqhubela phambili ukuguqulwa.

Ukujonga ngokwenyani ifuthe lemizamo yakho, kubalulekile ukujonga iseti ebanzi yeemetrics kwaye uqonde ukuba zithetha ntoni na kwishishini lakho. Amazinga okuzibandakanya, iimvakalelo zabathengi, kunye namazinga okuguqulwa anika ukuqonda okubanzi malunga nendlela umxholo wakho odibana ngayo nabaphulaphuli bakho. Oku kuntywila kuhlalutyo kunokuveza ingqiqo malunga nombono wophawu lwakho, ukusebenza kwemiyalezo yakho, kunye nendlela ubukho bakho bemithombo yeendaba zentlalo bunegalelo kwiinjongo zakho zeshishini.

Ngaphezu koko, umgangatho wothethathethwano ubaluleke kakhulu. Inani elincinci lokusebenzisana okunentsingiselo, njengengxelo eneenkcukacha yabathengi okanye izabelo phakathi koluntu lwe-niche, lunokuba nexabiso ngaphezu kwenani elikhulu lokuthandwa. Olu nxibelelwano lusemgangathweni lunokukhokelela kubudlelwane obuluqilima babathengi, ukunyaniseka kohlobo oluphuculweyo, kwaye, ekugqibeleni, i-ROI ephezulu.

Le bhlog ijonge ukukukhokela kwii-nuances zokubandakanyeka kwimidiya yoluntu, kukunceda ukuba ujonge ngaphaya komphezulu wokuphakamisa amandla apheleleyo kwanawona maqonga adumileyo. Ngoko ke silindele ntoni? MASINGENA! 

Impembelelo eyiNyaniso yokuBandakanywa kweMedia yeNtlalo

1. Amazwana: Amagqabantshintshi ngumgodi wegolide wedatha esemgangathweni. Banikezela ngengxelo ethe ngqo evela kubaphulaphuli bakho malunga nento abayithandayo, abangayithandiyo, okanye abanqwenela ukuyibona ngakumbi. Ukuhlalutya amagqabantshintshi kunokukunceda uqonde iintlungu zabaphulaphuli bakho, izinto ozikhethayo, kunye nezimvo malunga nebhrendi yakho.
2. Izabelo: Xa umntu esabelana ngomxholo wakho, luphawu olunamandla lokuba balufumene luxabisekile ngokwaneleyo ukuba badlulele kwinethiwekhi yabo. Izabelo zinokunyusa ukufikelela komxholo wakho kwaye ziluphawu lomxholo onxibelelana nzulu nabaphulaphuli bakho.
3. Imiyalezo ethe ngqo: Imiyalezo ethe ngqo inokuba ngumgca othe ngqo kwiingcinga zabathengi bakho kwaye ihlala iyindawo apho unxibelelwano lobuqu lwenzeka khona. Olu nxibelelwano lubalulekile ekwakheni ubudlelwane bomntu omnye kwaye lunokubonelela ngemibono kwimiba yenkonzo yabathengi, imibuzo yemveliso, okanye ingxelo jikelele malunga nebhrendi yakho.
4. Ukukhankanywa: Ukukhankanywa, nokuba kuthegiwe okanye akuphawulwanga, bonisa ukuba uphawu lwakho luyinxalenye yencoko enkulu. Ukuchazwa kokubeka iliso kunokukunceda ukulinganisa ubukho bophawu lwakho kwindawo yemidiya yoluntu kwaye uchonge amathuba othethathethwano okanye ulawulo lwesidima.
5. Ukujongwa kwevidiyo kunye nexesha lokubukela: Kumxholo onje ngeevidiyo, iimetrikhi ezinje ngenani leembono kunye nexesha eliphakathi lokubukela zibalulekile ukuze uqonde ukuba ubandakanya njani umxholo wakho. Ixesha lokubukela eliphakamileyo lingabonisa ukuba umxholo wakho unomtsalane kwaye ubambe ingqalelo yabaphulaphuli.
6. UNdwendwelo lweProfayile kunye noCofa uQhagamshelwano: Ezi metrics zibonisa ukuba umxholo wakho unyanzelisa ngokwaneleyo ukukhuthaza abasebenzisi ukuba bafune ulwazi oluninzi malunga nebhrendi yakho. Amanani aphezulu kwezi ndawo angabonisa umdla onamandla kwiimveliso okanye kwiinkonzo zakho kwaye akhokelele kumazinga aphezulu okuguqulwa.

Ngalunye lwezi ntlobo zothethathethwano lunika ukuqonda okubalulekileyo kwindlela abaphulaphuli bakho ababona ngayo kwaye banxibelelane nophawu lwakho. Ngokuhlalutya ezi metrics, unokwenza eyakho isicwangciso somxholo wemidiya yoluntu ukuhlangabezana ngcono neemfuno kunye nomdla wabaphulaphuli bakho, okukhokelela kubukho obusebenzayo kwimidiya yoluntu kunye nefuthe elinamandla kwi-ROI yakho.

 Zeziphi iiMethrikhi eziphambili onokuthi uzisebenzise ukulinganisa uThutho ngokuFanelekileyo?

   1. Inqanaba lokuthethana 
   2. Ukulinganisa iNqanaba
   3. Uhlalutyo lweemvakalelo zoMthengi 
   4. Cofa-ngokusebenzisa ireyithi (CTR)
   5. Ireyithi yeBounce kunye nexesha kwiSiza
   6. Isabelo seLizwi

Ukulinganisa ngokufanelekileyo impembelelo yokuzibandakanya kwakho kwimidiya yoluntu, kubalulekile ukugxila kwiimetrics ezithile ezihlola nzulu kunxibelelwano lwabaphulaphuli. Ezi metrics zibonelela ngombono obanzi ngakumbi wokuba umxholo wakho udibana njani nabaphulaphuli bakho kwaye uqhuba iziphumo zoshishino.

#1 Ireyithi yothethathethwano 

Izinga lokuzibandakanya liyimethrikhi ebalulekileyo elinganisa inqanaba lokusebenzisana umxholo wakho owufumanayo ngokunxulumene nenani labalandeli bakho okanye ukufikelela. Kubalwa ngokuthatha inani elipheleleyo lothethathethwano (ukuthanda, izimvo, izabelo, njl.njl.) kwaye uyahlule ngenani lilonke labalandeli okanye ukufikelela, emva koko uphinda-phinde nge-100.

#2 Izinga loguqulo

Izinga loguqulo liyimetric ebalulekileyo kumashishini agxile kwi-ROI. Ilinganisa ipesenti yonxibelelwano lwemidiya yoluntu olukhokelela kwisenzo esinqwenelekayo, njengokutyelela iwebhusayithi, ukubhalisa kwincwadana yeendaba, okanye ukuthenga. Le metric ikunceda uqonde ukuba iinzame zakho zemidiya yoluntu ziqhuba njani iziphumo zeshishini ezibonakalayo.

#3 Uhlalutyo lweemvakalelo zoMthengi 

Oku kubandakanya ukuhlalutya iimvakalelo kunye nezimo zengqondo ezivezwa kwintsebenziswano yemidiya yoluntu malunga ne-brand yakho. Izixhobo zokuhlalutya imvakalelo zinokuhlela ukukhankanywa kokulungileyo, okungalunganga, okanye ukungathathi hlangothi. Ukuqonda uvakalelo kunokukunceda ulinganise imbono yoluntu ngophawu lwakho kwaye uchonge iindawo onokuziphucula okanye amathuba okufumana uluvo oluhle.

#4 Cofa-Ngenqanaba (CTR)

I-CTR ilinganisa ukuba kangaphi abantu becofa amakhonkco afakwe kwizithuba zakho. I-CTR ephezulu ibonisa ukuba umxholo wakho awubandakanyi kuphela kodwa uyasebenza ekukhuthazeni ababukeli ukuba bathathe isenzo esinqwenelekayo, njengokutyelela iwebhusayithi yakho okanye ukujonga imveliso.

#5 Ireyithi yeBounce kunye nexesha kwiSiza 

Kwitrafikhi evela kumajelo eendaba ezentlalo, ukubeka iliso kwireyithi ye-bounce kunye nexesha eliphakathi elichithwe kwindawo yakho kunokubonelela ngolwazi malunga nokuzibandakanya komsebenzisi. Izinga eliphantsi le-bounce kunye nexesha eliphezulu kwisayithi libonisa ukuba iindwendwe ezivela kumajelo asekuhlaleni zifumana umxholo wakho ufanelekile kwaye ubandakanya.

#6 Isabelo seLizwi 

Le metric ilinganisa ukubonakala kophawu lwakho kunye nobukho kwincoko yemidiya yoluntu ngokunxulumene nabakhuphisana nabo. Ikunceda ukuba uqonde indawo yebhrendi yakho kwimarike kwaye inokukhokela izigqibo ezicwangcisiweyo zokwandisa impembelelo yakho.

Ngokubeka esweni ezi metrics zingundoqo, amashishini anokufumana ukuqonda okunzulu malunga nokusebenza kwesicwangciso semidiya yoluntu. Olu lwazi luvumela izigqibo eziqhutywa yidatha yokwandisa umxholo kunye nezicwangciso zokuzibandakanya okungcono, okukhokelela ekuphuculeni i-ROI.

I-Ripple Effect ye-Quality Engagement

Ukubandakanyeka okusemgangathweni kumajelo asekuhlaleni kuhamba kude ngaphaya kokunxibelelana kwangoku; idala impembelelo ye-ripple enokwandisa kakhulu ukunyaniseka kwe-brand, iqalise ukuthengiswa kwegama lomlomo, kwaye ngamanye amaxesha ikhokelele kumxholo wentsholongwane. Xa abathengi benxibelelana ngokunyanisekileyo nebhrendi yakho - ngamagqabaza anentsingiselo, ukwabelana ngamava obuqu, okanye ukuthatha inxaxheba kwiingxoxo - kubonisa unxibelelwano olunzulu nabaphulaphuli bakho.

Oku kudibana komgangatho kubaluleke kakhulu ekwakheni isiseko somthengi othembekileyo. Abathengi abathembekileyo banokuphinda babandakanyeke kwaye bathenge kwi-brand yakho, kwaye bahlala beba ngabaxhasi bohlobo. Iingcebiso zabo kunye nomxholo ekwabelwana ngawo zisebenza njengeemvumelwano zomntu, ezithenjwa kakhulu ngabathengi abatsha. Ngaphaya koko, ukunxibelelana okulolo hlobo lokwenyani konyusa ukubakho komxholo wakho ekwabelwana ngawo ngokubanzi, okunokuthi uhambe ngentsholongwane, enokwandisa kakhulu ukubonakala kwebhrendi yakho kunye ne-ROI.

Ukuxhasa ukuMamela kweNtlalo kwiiNgcaciso eziNzulu

Ukumamela eluntwini sisixhobo esiyimfuneko kwintengiso yedijithali yanamhlanje, evumela amashishini ukuba abeke iliso kukhankanywa lwebrendi kunye nokulinganisa iimvakalelo zoluntu kuwo wonke amaqonga eendaba ezentlalo. Ngokusebenzisa izixhobo zokumamela ezentlalo, iinkampani zinokumamela iingxoxo zabathengi ezingahluzwanga malunga ne-brand yazo, abakhuphisana nabo kunye neshishini.

Olu lwazi lubalulekile ekuqondeni iimfuno zabathengi kunye nokulindelweyo, ukuchonga imiba enokubakho ngaphambi kokuba inyuke, kunye nokufumanisa amathuba amatsha emarike. Ngokomzekelo, ukumamela kwentlalo kunokutyhila oko abathengi bakuxabisayo malunga neemveliso okanye iinkonzo zakho, into abavakalelwa kukuba ayikho, okanye iindlela ezivelayo ezifumana i-traction kwishishini lakho. Olu lwazi lunokukhokela izigqibo ezicwangcisiweyo, ukunceda ukuthumela imiyalezo yokuthengisa, kunye nokuphucula impilo yohlobo ngokubanzi.

Amandla oMxholo oveliswe nguMsebenzisi

Umxholo owenziwe ngumsebenzisi (UGC) sisixhobo esinamandla kwi-arsenal yemidiya yoluntu. Ibandakanya naluphi na uhlobo lomxholo, olufana neevidiyo, imifanekiso, uphononongo, okanye izithuba zeblogi, ezenziwe ngabasebenzisi kuneempawu. I-UGC ibonwa njengenyani kwaye inokuthenjwa ngabanye abasebenzisi, iyenza ibe yindlela enamandla yothethathethwano.

Ukukhuthaza i-UGC kunokukhokelela kuninzi lweenzuzo. Iphucula imvakalelo yoluntu olujikeleze ibhrendi, njengoko abathengi baziva bexatyisiwe kwaye besiva. Ikwabonelela ngemathiriyeli eyiyo yokuthengisa, ehlala inxulumana ngakumbi kwaye ibandakanya umxholo oveliswe ngobungcali. Iimpawu ezixhasa i-UGC zihlala zibona ukwanda kokuzibandakanya, amanqanaba aphezulu okuthembana, kunye nokuphuculwa kokunyaniseka kwegama, zonke zinegalelo kwi-ROI eyomeleleyo.

Iimpembelelo kunye noKuthethana

Abaphembeleli baye baba ngabadlali abaphambili ekwandiseni ukufikelela kwebrendi kwimidiya yoluntu. Abaphembeleli abafanelekileyo banokunxulumana nabaphulaphuli ojolise kubo, benze umxholo oyinyani, kwaye bakhulise kakhulu umyalezo wophawu lwakho.

Xa ukhetha abaphembeleli, kubalulekile ukuqwalasela ulungelelwaniso nexabiso lebhrendi yakho, ukufaneleka kwabaphulaphuli babo, kunye namazinga othethathethwano lwabo. Impembelelo enabaphulaphuli ababandakanyekayo kakhulu inokuqhuba intsebenziswano enentsingiselo ngakumbi, iphucule ukubonakala kohlobo, kunye nokwandisa i-ROI. Ukusebenzisana nabaphembeleli kunokukhokelela kwizicwangciso zobuchule bokuyila, ukufikelela kumacandelo amatsha abaphulaphuli, kwaye wongeze ukubanjwa komntu kwi-brand yakho, zonke eziyimfuneko unxibelelwano olusebenzayo kwimidiya yoluntu.

Imibuzo ebuzwa qho

Amazinga othethathethwano ayichaphazela njani iROI?

Amazinga othethathethwano, aquka ukuthanda, izimvo, izabelo, kunye nezinye iindlela zokusebenzisana, zidityaniswe ngokuthe ngqo kwi-ROI. Amazinga aphezulu okuzibandakanya ahlala ebonisa ukuba umxholo wakho uhambelana nabaphulaphuli bakho, nto leyo inokukhokelela ekwandeni kolwazi lophawu, ukunyaniseka kwabathengi, kwaye ekugqibeleni, ukuthengisa okuphezulu kunye namazinga okuguqulwa. Ngokwenyani, okukhona bebandakanyeka ngakumbi abaphulaphuli bakho, kokukhona benokuthembela kwaye batyale imali kwibhrendi yakho.

Yiyiphi indima eyenziwa ngumthengi kwintengiso yemidiya yoluntu?

Uhlalutyo lweemvakalelo zoMthengi kwintengiso yemidiya yoluntu lukuvumela ukuba uqonde iimvakalelo kunye nezimvo zabaphulaphuli bakho ngokubhekiselele kwi-brand yakho. Uluvo oluhle lunokunyusa umfanekiso wakho webrand kunye nokuthembeka, okukhokelela ekwandeni kokuzibandakanya kunye nokuguqulwa. Kwelinye icala, uluvo olungalunganga lufuna ukulawulwa ngokufanelekileyo ukugcina isidima sophawu lwakho. Ukuqonda kunye nokuphendula kwiimvakalelo zabathengi kubalulekile ukulungelelanisa izicwangciso zakho zentengiso kunye nokuphucula i-ROI iyonke.

Sinokuyilinganisa njani impembelelo yomxholo owenziwe ngumsebenzisi?

Impembelelo yesiqulatho esiveliswe ngumsebenzisi (UGC) inokulinganiswa ngeemetrics zothethathethwano ezifana nezinto ezithandwayo, izimvo, kunye nezabelo kwizithuba ezine-UGC. Ukongeza, ukulandelela ukuguqulwa kunye nokugcwala kwewebhusayithi okuvela kwizithuba ze-UGC kubonelela ngobungakanani bokusebenza kwayo. Ubunyani kunye nokuhlobana kwe-UGC kudla ngokukhokelela kumazinga aphezulu othethathethwano, asebenza njenge-barometer yempembelelo yayo.

Zeziphi ezona zixhobo zokumamela ekuhlaleni?

Ezinye izixhobo ezisebenzayo zokumamela eluntwini ziquka iHootsuite Insights, iBrandwatch, kunye nezinto esizithandayo: Sprout Social! (Sithumele umyalezo, kwaye siya kukunxibelelanisa nge-100% ngesivumelwano esigqibeleleyo!) Ezi zixhobo zinceda ekulandeleni ukukhankanywa kwebhrendi kuwo wonke amaqonga oluntu, ukuhlalutya uvakalelo, ukuchonga iintsingiselo, kunye nokuqonda ukuziphatha kwabaphulaphuli. Isixhobo ngasinye sinikezela ngeempawu ezizodwa, ngoko ke ukukhetha enye kufuneka kusekelwe kwiimfuno zakho ezithile kunye nobungakanani bemisebenzi yakho yemidiya yoluntu.

Unokukhetha njani impembelelo elungileyo kwibhrendi yakho?

Ukukhetha impembelelo elungileyo kubandakanya ukulungelelana nomntu ohambelana nexabiso lebhrendi yakho kunye nokubhenela kubaphulaphuli ojolise kubo. Jonga abaphembeleli abanamazinga aphezulu okuzibandakanya, igama elihle, kunye nomxholo ohambelana nomfanekiso webrand yakho. Kukwabalulekile ukuqwalasela ubunyani babalandeli babo kunye nokufaneleka komxholo wabo kwiimveliso okanye iinkonzo zakho.

Ilizwi lokugqibela kwiSocial Media Engagement

Ukusonga olu phononongo kwihlabathi lonxibelelwano lwemidiya yoluntu, kucacile ukuba ukwenza imali ngokwenyani kumajelo eendaba ezentlalo ekukhuleni kweshishini, iinkampani kufuneka zijonge ngaphaya kweemethrikhi ezingaphezulu. 

Ukujolisa kunxibelelwano olunentsingiselo, ukuqonda iinuances zemetrics zothethathethwano, kunye nezixhobo ezixhasayo ezifana nokumamela eluntwini kunye nentsebenziswano enempembelelo zibalulekile kwi-ROI eyomeleleyo. Njengoko imbonakalo yedijithali iqhubeka nokuvela, kufuneka ngokunjalo izicwangciso zethu zokunxulumana kunye nokuqonda abaphulaphuli bethu. Ngokwamkela uluhlu olupheleleyo lwe nxaxheba kwezentlalo, amashishini anokwakha ubudlelwane obuluqilima nabaphulaphuli bawo, aphucule ukunyaniseka kohlobo, kwaye aqhube impumelelo yexesha elide.

Umthombo ovela Entlalweni

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