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Muzea ONLINE – Sociální sítě 1.3

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Měřit! Měřit! Měřit! A zjistit jak funguje feed.

Kromě toho, že je podstatný na sociální sítě kvalitní obsah tvořit, je neméně podstatný měřit jak ten váš kvalitní obsah lidi zajímá.

Protože když nevíte, jak lidi reagují, tak jak to můžete zlepšit?

Nenechte se ukolébat zvyšujícím se počtem „likes“ u stránky. Jasně, zahřeje to u srdíčka, ale celkově to číslo už nic moc neznamená.

Mnohem větší váhu má tzv. engagement. Nebo zaujetí chcete-li. Reaktivita. Prostě komentáře, likes příspěvků, sdílení, všechno co vytváří pod vašimi příspěvky život.

Samozřejmě, většina zřizovatelů/ředitelů/nadřízených se bude ptát na celkové číslo likes u stránky, protože to je upřímně řečeno to jediné číslo, které si dokáží v hlavě spojit s něčím konkrétním a které jim něco říká. Zřizovatel není markeťák! Já mám taky ráda, když mi likes na stránce naskakují. A to vím, že mě mají zajímat úplně jiná čísla.

Engagement je přesnější, ale není samospásný. Počítají se do něj třeba i shlédnutí videa, takže u videoobsahu engagement zákonitě naskakuje. Existují vzorce podle kterých se přepočítává počet likes, sdílení a komentářů za pomocí různých koeficientů (to podle toho, který analytik vám zrovna kontroluje stránku) a výsledkem je číslo. Číslo, které čím je větší, tím je samozřejmě lepší, protože to znamená, že se o vašich příspěvcích mluví, lidé je hledají, sdílejí a baví se jimi.

Pro většinu muzeí podobnou jednoduchou analytiku nabízí už vestavěné funkce sociálních sítí.

U Facebooku je najdete v menu vaší stránky.

Stejně tak u Instagramu:

Twitter má dohledatelné analytiky na odkazu ZDE. Youtube nabízí základní přehledy přímo ve vašem profilu.

V těchto aplikacích se dá dohledat základní analytika, která každému průměrnému muzejníkovi musí stačit. Přece jenom nejsme reklamní agentura, abychom vytvářeli komplikované tabulky a koláčové grafy a poměřovali čísla, která moc nejsou jasná ani nám, natož našim zřizovatelům.

Proč se ale vůbec nějakou analýzou dat ze sociálních sítí zabývat? Tím spíš, když naším cílem (řekněme si to upřímně) není prodej? Protože i když používáme sociální sítě čistě jako brandovou záležitost, chceme aby fungovaly dobře. Sociální sítě bez života jsou zbytečné. A analytika našich sítí nám může ukázat co děláme dobře (abychom to mohli zopakovat) a co děláme blbě (abychom to mohli změnit).

Když se podíváte na svoje příspěvky, kolik posbíraly reakcí? Kolik komentářů? Kolik lidí je sdílelo? Možná vás překvapí, že nejúspěšnější příspěvky jsou ty, u kterých jste to nečekali. Já jsem třeba v práci hodně věřila konceptu Uklízečky (videa na youtube, videa na FB) ale finální úspěch obsahu s Uklízečkou mě překvapil.

Obecné pravidlo všech socsítí je – Zelená analytika dobrý, červená analytika špatný. Nelze na to spoléhat ovšem vždycky.

Stejně jako u čekoholiv, než se pustíte do sociálních sítí rozhodněte se co má být jejich cílem. Už jsme se o tom bavili, vzpomínáte? V momentě kdy víte, co chcete přes sociální sítě (a jakýkoliv propagační kanál) sdělit, kdo je vaše cílovka, jestli jenom budujete lovebrand, nebo jestli jde o to prodat co nejvíc online vstupenek, tak už víte co máte měřit.

U prodeje je to jednoduché, propojíte sociální sítě s webem/e-shopem a sledujete konverze (vysvětlíme si příště). U zjišťování kolik návštěvníků fakticky přišlo, protože milují vaše příspěvky na facebooku je to trochu těžší. Musíte se jich totiž zeptat na pokladně. Nebo na prohlídce. Nikdo totiž ještě nevymyslel způsob jak analyzovat faktické chování člověka (příchod do muzea) ve spojitosti s onlinem. Dokud se jich na pokladně nezeptáte proč přišli, nedozvíte se to.

U budování lovebrandu je situace podobná, ale měřitelnější. Stanovte si napříkad, že ukazatelem vašeho úspěchu bude zvyšující se interaktivita u příspěvků na facebooku a naskakující počet odběratelů na youtube. Pak už víte, co měříte.

A když víte co měříte, snadno pak vyhodnotíte co fungovalo a co ne. A podle toho přizpůsobíte obsah. A vracíme se zase na začátek.

Já nikdy neříkala, že to je jednorázová práce. 🙂

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