Musa ukuphazamiseka ngamatriki angenanto-Ukulinganisa i-Stuff Right
Nangona kunjalo, akuzange kube yinto ekhululekile, ngaba kunjalo? Cinga nje ixesha kunye namandla omele utyalole ukuba ufunde ulwimi kunye nenkcubeko yamanethiwekhi, ukudala izithuba ezibandakanyekayo kunye nokuphuhlisa imifanekiso ebonakalayo . Yaye oko kungekafiki ngaphambi kokuba usebenzisane noluntu lwakho lwe-intanethi.
Njengomsebenzi oxakekileyo ongenzi nzuzo, kufuneka uqhube imisebenzi emininzi kwaye usombulule iingxaki ezahlukeneyo ngalunye suku.
Ukuba iinzame zakho kunye neentengiso zentlalo kunye nokuthengiswa kwe-digital akuyi kudala iziphumo ezifunwayo, ungayifumana njani ixesha lokuxabisa ixesha kunye nemali?
Kufuneka uqinisekise ukuba ufumana i-ROI (ukubuyisela kutyalo-mali) kwimigudu yakho yeendaba zoluntu. Ingakanani i-ROI iphezulu kuwe nakwintlangano yakho.
Ukuqulunqa i-ROI yamajelo asekuhlaleni kulula ukuthetha kunokukwenza. Kodwa unokwenza. Ukuba umbutho wakho awunazo izixhobo zokulinganisela kunye nokunika ingxelo kwiimvavanyo zentlalo yakho yoluntu, cinga ukusika kwakhona kumajelo aseburhulumenteni okanye ukuyikhuphela kwinyanga ezimbalwa. Ukukwazi ukulinganisa iziphumo zakho kuyimpawu zenkqubo yoluntu yoluntu.
Kutheni Uxineke Ukulinganisa?
Ukulingana kunceda ukuchonga oko kukufuna ukuphuculwa, zeziphi iindlela zokusebenza kwaye, ngokubaluleke kakhulu, apho umlawuli wezeendaba zentlalo kufuneka achithe ixesha elide kunye namandla akhe.
Iingenzi-nzuzo ayisoze yachitha amawaka eedola kunye neeyure ekuxhaseni imali kunye nabasebenzi ngaphandle kokulindela ukuhlawulwa.
Ngoko kutheni sisoloko senza oku ngeendaba zoluntu?
Ndikrokrela singagxininisi kwi-ROI enokulinganiswa kwimidiya yoluntu kuba ibonakala ingenangqondo kwaye nzima ukuyichaza. Iingenzi-nzuzo zinkulu ekuboneni iziphumo zeziphakamiso zabo zesibonelelo , kodwa kungenjalo ukucacisa iziphumo zemigudu yabo yokuthengisa.
Kwabaninzi abangenzi nzuzo, akunqabile ukubona ukulungiswa ngqo phakathi kweposi le-Facebook kunye nomnikelo.
Ezinye izinto ezingenzi inzuzo zizisebenzisa ezi ziqulatho ngokugqithiseleyo ukunyusa imali (iSt. Baldrick's Foundation umzekelo), kodwa ininzi engenzi nzuzo isebenzisa imithombo yoluntu njengemigangatho eyodwa kumanqanaba okubandakanya abaxhasi.
Yingakho isicwangciso soononophelo loluntu kubaluleke kakhulu. (Qaphela: "Ukubhalisela i-Twitter" akusikho isicwangciso!) Kufuneka ucele le mibuzo elandelayo xa uqikelela ukuba ungayilinganisa ntoni kumajelo asekuhlaleni:
- Iyintoni impumelelo kuthi ngathi ibukeka njengomnyaka ukususela ngoku ukuba sisisebenzisa ngokufanelekileyo imidiya yoluntu?
- Siya kukwazi njani ukuba sifeza iinjongo zethu ngoncedo lwamajelo asekuhlaleni?
- Ziziphi iimitha zamatriki ezinokubangela ukuba sizenzele ukulinganisa le mizamo? Amanqaku anenani angalinganiswa ngokuchanekileyo.
- Ziziphi iimitha ezintathu zeemetriki ezinokuthi sizenze ukulinganisa le mizamo? Iimitha zamatriki ezifanelekileyo zizithoba kwaye zisekelwe ekuqwalaselweni, amabali, kunye nama-anecdotes.
Ngokunika ingxelo ngempembelelo yemigudu yokuthengisa idijithali, uya kunika wonke umntu ochaphazelekayo ngenjongo yentetho kunye nokuqonda okungcono amandla olwazi lwezentlalo. Khawucinge ukuba unokuxhasa kangakanani umbutho wakho ukuba unokungqina ukuba uphuhliso lwamajelo oluntu luvelise abahlobo abaninzi kwaye lubangele iminikelo eninzi.
Yintoni enokuyilinganisa?
Ukuhlonela iinjongo kunye neenjongo zeqhinga lakho loononophelo loluntu lubeka umgangatho wokulinganisa ngempumelelo.
Ngokubhekiselele kwiinjongo , kulula ukuba zilinganise.
Injongo enye ndiyibonayo lonke ixesha: "I-XYZ engenzi-nzuzo ijolise ukusebenzisa amajelo asekuhlaleni ukuphakamisa ulwazi ngemibutho yethu." Ukuba le njongo yakho, uza kukwazi njani ukufakela i-KPIs ( izalathisi zokusebenza eziphambili ) kunye neenombolo zokubala ukuze uqiniseke ukuba ixesha kunye nemali esetyenziselwe kumajelo asekuhlaleni uyazisa abantu?
Kuthetha ntoni ukuba "ukuphakamisa ulwazi" kuthetha ngokuthe ngqo? Uninzi lweefowuni kumnxeba wakho? Eyona ndlela yegosa lewebhu? Abantu abaninzi bathetha ngesizathu?
Enye injongo eqhelekileyo kukuba "iminikelo eyongeziweyo." Oku kunokwenzeka, kodwa, i-non-profit benefit iyazi ukuba i-media media iyimpawu ebalulekileyo yepuzzliki xa kukhangela amathuba okunikela ngemali, kodwa akusikho i-bullet bullet for fundraising.
Iimitha zamatriki ezinhlanu ezinokukunceda ukufumana impumelelo engabandakaliyo kwimidiya yoluntu yile:
- Ukuzibandakanya. "Ukubandakanyeka" Ndithetha impendulo (okanye ukungabi nalutho) ukuba umxholo wakho wemidiya yoluntu ufumana kwi-intanethi yakho. Ngaba kukho izabelo, izimvo, kunye neempendulo?
- Fi kelela. Ukufikelela kwinqanaba lam elithandayo lokulinganisa, kodwa kubalulekile ukuqonda. Ukufikelela kwamanani kukuxelela ukuba bangaphi abantu babone umxholo wakho weendaba zoluntu kodwa kungekhona ukuba bathatha inyathelo. Basenokungayithobeli.
- Izithuthi kunye nomdla kwiwebhusayithi yakho
- I-imeyili ye- newsletters sign-ups
- Ukuphinda kwe-hashtag owenzileyo kwiprojekti ethile yokubandakanya inthanethi .
Ndincoma ukusetha iGoogle Analytics ukulinganisa:
- Iimpawu ezizodwa : Le nani inani leendwendwe ezizodwa kwiwebhusayithi yakho.
- Ukutyelela : Bangaphi amaxesha abantu batyelela indawo yakho ngexesha elithile.
- Umxholo oqulathekileyo: Yintoni abantu abayifunayo kakhulu?
- Indlela abantu bakufumanisa ngayo : Ziziphi iibhloko ezikhokelela abantu kwiwebhusayithi yakho?
- Ukuhanjiswa kweendaba zoluntu : Ngaba abantu beza kwiwebhusayithi yakho ngenxa yemisebenzi yenu yeendaba zoluntu?
Musa ukuba yi-media media diva efunyaniswa "ngamatriki angamampunge." Abaninzi abathengisi bajolise ekulinganiseni inani labalandeli, abalandeli kunye neembono zevidiyo endaweni yoko ekugqibeleni kubalulekile.
Yintoni ebalulekileyo akubona abantu abaninzi abone ividiyo yakho okanye bathande iphepha lakho, kodwa zingaphi ukuchofoza kwiwebhusayithi yakho. Ziyenzo ezithathwa ngabantu emva kokuba zibone izikhundla zakho ze-FB okanye ze-Twitter ezibonisa ukubaluleka kwangempela kwento oyenzile.
Kunokuba ugxile kwiindlela eza kukulimaza ekugqibeleni, njengokuthenga abalandeli kunye nabalandeli nje ukuphucula amanani, sebenzisa ukubandakanyeka nokukhuthaza abavakalisi bakho abanomdla kakhulu kwi-intanethi. Ukubacebisa ukuba babelane ngomxholo wakho kunye noxhumo lwabo lobuqu kunye nobugcisa banokubaluleka kakhulu kunokuba bathenge abalandeli baka-5000 abathandekayo be-Twitter.
Phinda ubuyekeze iSicwangciso sakho sokuThengisa iMedia. Buza Le mibuzo
- Ngaba silandele isicwangciso seqhinga leendaba loluntu? Ukuba akunjalo, kutheni?
- Ngaba sahlala kuhlahlo lwabiwo-mali? Ukuba akunjalo, kutheni?
- Ziziphi iingxaki esahlangabezana nazo njengenxalenye yesi sicwangciso? (ixesha, izixhobo, imali, ulawulo)
- Sawunqoba njani le miqobo? (Yiba yinto ecacileyo)
- Yiyiphi impendulo esiyifumana kubahlali bethu abajoliswe kuyo ngenxa yemigudu yethu?
- Ukwazi oko sikwaziyo ngoku, simele senze ntoni ngokuhlukileyo?
- Ngaba kufuneka sisebenzise esi sicwangciso njengemodeli yemizamo yesikhathi esizayo?
Yenza i-Social Media Measurement Spreadsheet
Ukudala i-Social Media Measurement Spreadsheet (nantsi itemplate ongayilanda) yindlela enhle yokugcina yonke into kunye kunye nokwenza ingxelo ngokulula. Gcwalisa ngokusekelwe kwiinjongo zakho ezithile kunye nokubika ngamanye amaxesha okusebenza kuwe-oku kungabakho ngenyanga, ngenyanga okanye ngaphezulu.
Sebenzisa ngokufanelekileyo iData
Khumbula ukuba ukuqokelela yonke le datha ayinakunceda xa ungayisebenzisi ukwazisa imikhankaso yeendaba zoluntu. Musa ukuyisebenzisa ixesha elide kwaye unzima ukuba uphele ungenzi nto nhlobo. Qalisa okulula kunye ncinane.
Bika uphinde uhlalutye amanani rhoqo ukuze ubone iindwendwe ngaphezu kwexesha. Ngaba inani liyakhuphuka? Ngaba uyashukumisa isenzo? Ingaba uluntu lwakho lwe-intanethi wenza into ofuna ukuba benze ngayo nomxholo othumelayo? Ingaba imizamo yenu yeendaba yoluntu yenza ukuba utshintshe indlela abantu abaqhuba ngayo okanye bacinge ngayo?
Ukuphucula imidiya yakho yoluntu ngokulinganisa iziphumo. Eyona nto uyenayo xa usebenzisa i-media media kunye nokuvavanya oko wakwenzayo, kungekudala uza kubona ukuphucula kule "nto yokuqonda," kodwa kunye neminikelo engaphezulu kunye nokugcinwa kwabanikeli abangcono.
Ngubani uJulia Campbell? I-media media ifuna umcebisi ohlala phezu kwayo yonke intanethi yentlalo kunye nento abayenzayo. UJulia unomdla wokuncedisa ukungenzi nzuzo basebenzise ezi zixhobo ukukhulisa abahlobo kunye nemali.