{"id":15599,"date":"2017-09-07T15:52:31","date_gmt":"2017-09-07T21:52:31","guid":{"rendered":"https:\/\/memberpress.com\/?p=15126"},"modified":"2026-03-06T16:47:08","modified_gmt":"2026-03-06T21:47:08","slug":"how-to-measure-social-media-roi-part-2","status":"publish","type":"post","link":"https:\/\/memberpress.com\/es\/blog\/how-to-measure-social-media-roi-part-2\/","title":{"rendered":"C\u00f3mo medir el ROI de las redes sociales, 2\u00aa parte"},"content":{"rendered":"<p>La semana pasada le presentamos el complejo mundo del ROI de las redes sociales. En <a href=\"https:\/\/memberpress.com\/es\/how-to-measure-social-media-roi-part-1\/\" target=\"_blank\" rel=\"noopener\">parte 1<\/a>En el art\u00edculo \"Medici\u00f3n de la rentabilidad de las redes sociales\", te dimos consejos sobre qu\u00e9 medir y por qu\u00e9, y repasamos c\u00f3mo establecer metas y objetivos en las redes sociales. Hoy vamos a darte nuestros mejores consejos y herramientas para calcular el ROI.<\/p>\n<p>Como se menciona en la parte 1, debes concentrarte en las plataformas que frecuenta tu audiencia. Intentar participar en todas las plataformas de medios sociales puede ser abrumador, y hacer un seguimiento de tus objetivos y medir el retorno de la inversi\u00f3n en todas ellas tambi\u00e9n lo es. \"Pero\", protesta usted. \"\u00bfC\u00f3mo voy a saber d\u00f3nde frecuenta mi audiencia si no estoy midiendo mi \u00e9xito en cada plataforma?\".<\/p>\n<p>Respuesta: Empieza por las \"tres grandes\" -Facebook, Twitter y LinkedIn- y, una vez que las domines, busca las plataformas especializadas en las que est\u00e9s. \u00bfTienes una tienda de fotograf\u00eda? Prueba con Instagram. \u00bfTienes un negocio de artesan\u00eda? Prueba con Pinterest. (O, como se recomienda en la parte 1, utiliza esta infograf\u00eda para ver qu\u00e9 tipo de p\u00fablico frecuenta cada plataforma).<\/p>\n<p>Una vez que hayas determinado en qu\u00e9 plataformas concentrarte, es hora de empezar a hacer el seguimiento y la medici\u00f3n. En primer lugar, averig\u00fcemos qu\u00e9 es realmente el ROI de las redes sociales.<\/p>\n<h4>Calcular el ROI de las redes sociales<\/h4>\n<p>Los expertos en redes sociales de <a href=\"https:\/\/blog.bufferapp.com\/guide-calculate-social-media-roi\" target=\"_blank\" rel=\"noopener\">Tamp\u00f3n<\/a> give this formula: ROI= (return \u2013 investment) \/ investment. Here\u2019s how to calculate this:<\/p>\n<ul>\n<li><strong>Establezca sus objetivos<\/strong> para sus campa\u00f1as en las redes sociales, como describimos en nuestro art\u00edculo anterior: x n\u00famero de nuevos seguidores, descargas de tu recurso gratuito, suscripciones a tu bolet\u00edn, compras de un determinado producto. Tus objetivos deben centrarse en una acci\u00f3n que realicen los clientes potenciales, como hacer clic en un enlace determinado, descargar un recurso gratuito, compartir una publicaci\u00f3n espec\u00edfica o seguir tu canal. As\u00ed es m\u00e1s f\u00e1cil medir el resultado.<\/li>\n<li><strong>Controla tus objetivos<\/strong> Utilizar herramientas de an\u00e1lisis dentro de la plataforma (Facebook Insights, Twitter Analytics y LinkedIn Analytics) para revisar c\u00f3mo van tus publicaciones y actualizaciones en cada plataforma individual. Otras herramientas, como Google Analytics, Buffer y Hootsuite, ofrecen informaci\u00f3n adicional muy valiosa (las analizaremos m\u00e1s adelante).<\/li>\n<li><strong>Controle sus gastos<\/strong>. Aunque el uso de la mayor\u00eda de las plataformas de medios sociales es gratuito, las acciones asociadas a la ejecuci\u00f3n de una campa\u00f1a en los medios sociales no lo son. Tendr\u00e1s que calcular el coste de las horas que te lleve a ti o a tu gestor de redes sociales llevar a cabo la campa\u00f1a. Tambi\u00e9n tendr\u00e1s que tener en cuenta los costes de creaci\u00f3n de contenidos si contratas a un redactor o editor. Adem\u00e1s, si utilizas herramientas de redes sociales de pago, tendr\u00e1s que tener en cuenta esos costes; tambi\u00e9n deber\u00e1s asegurarte de contabilizar los anuncios que pagas en las redes sociales. Puedes calcular estos costes por campa\u00f1a, mensual o anualmente. Todo depende de lo que hayas <strong>invertido<\/strong> en sus esfuerzos en las redes sociales.<\/li>\n<li><strong>Determine su rentabilidad<\/strong>. Esta es la parte complicada. La rentabilidad es lo que obtienes de las inversiones que has hecho. En primer lugar, echa un vistazo a tus objetivos. \u00bfHas conseguido un determinado n\u00famero de seguidores, descargas o compras de productos? Ese es tu rendimiento. Pero no puedes simplemente introducir \"S\u00ed, hemos alcanzado nuestro objetivo\" en la f\u00f3rmula anterior; necesitas una forma de calcular un n\u00famero para determinar tu rentabilidad. <strong>devolver<\/strong>. \u00bfC\u00f3mo? Hemos buscado en Internet las mejores opciones para determinar el valor monetario. Aqu\u00ed tiene algunas de <a href=\"https:\/\/blog.bufferapp.com\/guide-calculate-social-media-roi\" target=\"_blank\" rel=\"noopener\">Tamp\u00f3n<\/a> y <a href=\"https:\/\/sproutsocial.com\/insights\/social-media-roi-guide\/\" target=\"_blank\" rel=\"noopener\">Sprout Social<\/a>:\n<ul>\n<li><em>Valor vitalicio de un cliente\u00a0<\/em>: Se trata de una cantidad estimada en d\u00f3lares o el valor que su empresa obtendr\u00e1 de toda la relaci\u00f3n con el cliente. Los expertos de <a href=\"https:\/\/blog.kissmetrics.com\/how-to-calculate-lifetime-value\/\" target=\"_blank\" rel=\"noopener\">Kissmetrics<\/a> han elaborado una \u00fatil infograf\u00eda para ayudarle a averiguarlo.<\/li>\n<li><em>Valor de vida multiplicado por la tasa de conversi\u00f3n\u00a0<\/em>: Un \u00edndice de conversi\u00f3n se basa en su objetivo: \u00bfcu\u00e1ntos suscriptores de correo electr\u00f3nico ha conseguido? \u00bfCu\u00e1ntas descargas? \u00bfCu\u00e1ntos clics ha recibido su enlace?<\/li>\n<li><em>Venta media\u00a0<\/em>: \u00bfCu\u00e1nto suele gastar un cliente en una compra en su sitio?<\/li>\n<\/ul>\n<\/li>\n<li>Tenga en cuenta la <strong>beneficios indirectos<\/strong> de los medios sociales. Una de las cosas m\u00e1s importantes que hay que recordar es que no todo el ROI va a ser financiero. Las redes sociales crean una relaci\u00f3n con los clientes potenciales, que crece con la participaci\u00f3n y que, con suerte, se traduce en clientes de pago. Adem\u00e1s, la interacci\u00f3n social que proporcionan las redes sociales tambi\u00e9n puede captar la atenci\u00f3n de nuevos seguidores. Por eso hay que hacer un seguimiento minucioso de <a href=\"https:\/\/memberpress.com\/es\/social-media-metrics-what-they-are-and-why-you-need-them\/\" target=\"_blank\" rel=\"noopener\">m\u00e9tricas<\/a>-Obtendr\u00e1s informaci\u00f3n valiosa sobre la participaci\u00f3n en tus publicaciones -comparticiones, comentarios, me gusta- y tambi\u00e9n sobre los clics en tu sitio web, que es donde quieres que tus publicaciones atraigan a tus seguidores para que se conviertan en clientes.<\/li>\n<\/ul>\n<p>Si le interesa un ejemplo de c\u00e1lculo del ROI, consulte esta infograf\u00eda de <a href=\"https:\/\/www.quicksprout.com\/2014\/06\/27\/how-to-calculate-the-roi-of-your-social-media-campaigns\/\" target=\"_blank\" rel=\"noopener\">Neil Patel de Quicksprout<\/a>nombrado por Forbes uno de los diez mejores vendedores en l\u00ednea.<\/p>\n<h4>Hablemos de herramientas<\/h4>\n<p>Las herramientas de seguimiento dentro de la plataforma son una parte inestimable del seguimiento y la medici\u00f3n del retorno de la inversi\u00f3n. Las tres grandes plataformas disponen de las siguientes herramientas de an\u00e1lisis:<\/p>\n<ul>\n<li>Facebook Insights te da una visi\u00f3n general de c\u00f3mo est\u00e1 funcionando tu p\u00e1gina, cu\u00e1ntos \"me gusta\" tienes y de d\u00f3nde vienen, cu\u00e1l es tu alcance y c\u00f3mo est\u00e1n funcionando tus publicaciones.<\/li>\n<li>Twitter Analytics te muestra c\u00f3mo ha funcionado cada uno de tus tweets: cu\u00e1ntas veces ha sido visto, retuiteado, ha gustado y cu\u00e1ntas respuestas has recibido. Tambi\u00e9n puedes ver informaci\u00f3n sobre tu audiencia, como qui\u00e9n te sigue, cu\u00e1les son sus intereses y datos demogr\u00e1ficos b\u00e1sicos.<\/li>\n<li>LinkedIn Analytics muestra las actualizaciones de tu p\u00e1gina de empresa, proporciona informaci\u00f3n \u00fatil sobre tus seguidores y realiza un seguimiento de los visitantes de tu p\u00e1gina.<\/li>\n<\/ul>\n<p>Las herramientas externas a la plataforma te ayudan a obtener una visi\u00f3n global de tus esfuerzos en las redes sociales. Usted quiere que sus publicaciones conduzcan a una visita al sitio web y, en general, la herramienta m\u00e1s recomendada por los expertos en redes sociales es <a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noopener\">Google Analytics<\/a>porque le permite hacer un seguimiento de sus diferentes campa\u00f1as sociales a trav\u00e9s de la secci\u00f3n Social Analytics. Incluso puede establecer objetivos aqu\u00ed, as\u00ed como realizar un seguimiento y medir las referencias procedentes de los sitios sociales. Tambi\u00e9n obtendr\u00e1 informaci\u00f3n sobre qu\u00e9 plataformas de redes sociales (y cualquier campa\u00f1a publicitaria que realice) tienen m\u00e1s \u00e9xito a la hora de provocar clics en el enlace de su sitio web.<\/p>\n<p>Similar a Google Analytics es <a href=\"https:\/\/www.kissmetrics.com\/home\/\" target=\"_blank\" rel=\"noopener\">Kissmetrics<\/a>Una plataforma anal\u00edtica que le permita seguir a cada visitante de forma individual y an\u00f3nima hasta la conversi\u00f3n. Y herramientas de gesti\u00f3n de redes sociales como <a href=\"https:\/\/hootsuite.com\/\" target=\"_blank\" rel=\"noopener\">Hootsuite<\/a> y <a href=\"https:\/\/buffer.com\/\" target=\"_blank\" rel=\"noopener\">Tamp\u00f3n<\/a> no s\u00f3lo te ayudan a gestionar la programaci\u00f3n de tus contenidos, sino que ofrecen informes que te ayudan a realizar un seguimiento del rendimiento de cada una de tus publicaciones.<\/p>\n<p>Esperamos que los consejos y herramientas anteriores le ayuden a sentirse m\u00e1s c\u00f3modo y confiado a la hora de navegar por el a menudo complejo mundo del ROI de las redes sociales para determinar si sus esfuerzos est\u00e1n dando sus frutos. \u00bfTienes alg\u00fan consejo o idea sobre c\u00f3mo calcular el <a href=\"https:\/\/memberpress.com\/es\/blog\/social-logins-wordpress\/\"  data-wpil-monitor-id=\"13\">ROI de una red social<\/a> campa\u00f1a? Comp\u00e1rtalas con nuestros lectores en los comentarios.<\/p>","protected":false},"excerpt":{"rendered":"<p>Last week we introduced you to the complex world of social media ROI. In part 1, we gave you tips on what to measure and why, and we reviewed setting social media goals and objectives. Today we\u2019re going to give you our best tips and tools for calculating ROI. As mentioned in part 1, you [\u2026]<\/p>\n","protected":false},"author":3121,"featured_media":15764,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"content-sidebar","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[144,404],"tags":[1564,127],"class_list":{"0":"post-15599","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business","8":"category-data-and-metrics","9":"tag-redirected","10":"tag-roi","11":"entry"},"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.6.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Last week we introduced you to the complex world of social media ROI. 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