{"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\/pt\/blog\/how-to-measure-social-media-roi-part-2\/","title":{"rendered":"Como medir o ROI da m\u00eddia social, parte 2"},"content":{"rendered":"<p>Na semana passada, apresentamos a voc\u00ea o complexo mundo do ROI da m\u00eddia social. Em <a href=\"https:\/\/memberpress.com\/pt\/how-to-measure-social-media-roi-part-1\/\" target=\"_blank\" rel=\"noopener\">Parte 1<\/a>Na semana passada, demos dicas sobre o que medir e por qu\u00ea, e analisamos a defini\u00e7\u00e3o de metas e objetivos de m\u00eddia social. Hoje, daremos a voc\u00ea nossas melhores dicas e ferramentas para calcular o ROI.<\/p>\n<p>Conforme mencionado na parte 1, voc\u00ea deve se concentrar nas plataformas que seu p\u00fablico frequenta. Tentar se envolver em todas as plataformas de m\u00eddia social pode ser desgastante - e acompanhar suas metas e medir o ROI em todas elas tamb\u00e9m \u00e9. \"Mas\", voc\u00ea protesta. \"Como saberei onde meu p\u00fablico se encontra se n\u00e3o estiver medindo meu sucesso em cada plataforma?\"<\/p>\n<p>Resposta: Comece com as \"Tr\u00eas Grandes\" - Facebook, Twitter e LinkedIn - e, depois de domin\u00e1-las, procure as plataformas de nicho em que voc\u00ea est\u00e1. Tem uma loja de fotografia? Experimente o Instagram. Tem um neg\u00f3cio de artesanato? Experimente o Pinterest. (Ou, conforme recomendado na parte 1, use este infogr\u00e1fico para ver que tipo de p\u00fablico est\u00e1 em quais plataformas).<\/p>\n<p>Depois de determinar em quais plataformas voc\u00ea deve se concentrar, \u00e9 hora de come\u00e7ar a rastrear e medir. Primeiro, vamos descobrir o que realmente \u00e9 o ROI da m\u00eddia social.<\/p>\n<h4>C\u00e1lculo do ROI da m\u00eddia social<\/h4>\n<p>Os especialistas em m\u00eddia social da <a href=\"https:\/\/blog.bufferapp.com\/guide-calculate-social-media-roi\" target=\"_blank\" rel=\"noopener\">Buffer<\/a> give this formula: ROI= (return \u2013 investment) \/ investment. Here\u2019s how to calculate this:<\/p>\n<ul>\n<li><strong>Defina suas metas<\/strong> para suas campanhas de m\u00eddia social, conforme descrevemos em nosso artigo anterior: x n\u00famero de novos seguidores, downloads de seu recurso gratuito, inscri\u00e7\u00f5es em seu boletim informativo, compras de um determinado produto. Suas metas devem se concentrar em uma a\u00e7\u00e3o que os clientes em potencial realizar\u00e3o, como clicar em um determinado link, fazer download de um recurso gratuito, compartilhar uma publica\u00e7\u00e3o espec\u00edfica ou seguir seu canal. Dessa forma, \u00e9 mais f\u00e1cil medir o resultado.<\/li>\n<li><strong>Acompanhe suas metas<\/strong> usar ferramentas anal\u00edticas na plataforma (Facebook Insights, Twitter Analytics e LinkedIn Analytics) para analisar o desempenho de suas publica\u00e7\u00f5es e atualiza\u00e7\u00f5es em cada plataforma individual. Outras ferramentas, como Google Analytics, Buffer e Hootsuite, oferecem insights valiosos adicionais (discutiremos essas ferramentas a seguir).<\/li>\n<li><strong>Controle suas despesas<\/strong>. Embora o uso da maioria das plataformas de m\u00eddia social seja gratuito, as a\u00e7\u00f5es associadas \u00e0 execu\u00e7\u00e3o de uma campanha de m\u00eddia social n\u00e3o s\u00e3o. Voc\u00ea precisar\u00e1 calcular o custo das horas que voc\u00ea ou seu gerente de m\u00eddia social levar\u00e3o para executar a campanha. Voc\u00ea tamb\u00e9m precisar\u00e1 levar em conta os custos de cria\u00e7\u00e3o de conte\u00fado se contratar um redator ou editor. Al\u00e9m disso, se voc\u00ea usar alguma ferramenta de m\u00eddia social que cobra uma taxa, precisar\u00e1 contabilizar esses custos; tamb\u00e9m dever\u00e1 contabilizar os an\u00fancios pagos em sites de m\u00eddia social. Voc\u00ea pode calcular esses custos por campanha, mensalmente ou anualmente. Tudo se resume ao que voc\u00ea tem <strong>investido<\/strong> em seus esfor\u00e7os de m\u00eddia social.<\/li>\n<li><strong>Determinar seu retorno<\/strong>. Aqui est\u00e1 a parte complicada. Seu retorno \u00e9 o que voc\u00ea recebe de volta de qualquer investimento que tenha feito. Primeiro, d\u00ea uma olhada em suas metas. Voc\u00ea conseguiu atingir um determinado n\u00famero de seguidores, downloads ou compras de produtos? Esse \u00e9 o seu retorno. Mas voc\u00ea n\u00e3o pode simplesmente inserir \"Sim, atingimos nossa meta\" na f\u00f3rmula acima; voc\u00ea precisa de uma maneira de calcular um n\u00famero para determinar seu <strong>retorno<\/strong>. Como? Pesquisamos na Internet as melhores op\u00e7\u00f5es para determinar o valor monet\u00e1rio. Aqui est\u00e3o algumas delas <a href=\"https:\/\/blog.bufferapp.com\/guide-calculate-social-media-roi\" target=\"_blank\" rel=\"noopener\">Buffer<\/a> e <a href=\"https:\/\/sproutsocial.com\/insights\/social-media-roi-guide\/\" target=\"_blank\" rel=\"noopener\">Sprout Social<\/a>:\n<ul>\n<li><em>Valor vital\u00edcio de um cliente\u00a0<\/em>: Esse \u00e9 um valor estimado em d\u00f3lares ou um valor que sua empresa ganhar\u00e1 com todo o relacionamento com o cliente. Os especialistas da <a href=\"https:\/\/blog.kissmetrics.com\/how-to-calculate-lifetime-value\/\" target=\"_blank\" rel=\"noopener\">Kissmetrics<\/a> criaram um infogr\u00e1fico \u00fatil para ajud\u00e1-lo a descobrir isso.<\/li>\n<li><em>Valor da vida \u00fatil multiplicado pela taxa de convers\u00e3o\u00a0<\/em>: Uma taxa de convers\u00e3o \u00e9 baseada em sua meta: quantos assinantes de e-mail voc\u00ea conseguiu? Quantos downloads? Quantos cliques seu link recebeu?<\/li>\n<li><em>Venda m\u00e9dia\u00a0<\/em>: Quanto um cliente geralmente gasta em uma compra em seu site?<\/li>\n<\/ul>\n<\/li>\n<li>Tenha em mente que o <strong>benef\u00edcios indiretos<\/strong> da m\u00eddia social. Um dos aspectos mais importantes a serem lembrados \u00e9 que nem todo ROI ser\u00e1 financeiro. A m\u00eddia social cria um relacionamento com clientes em potencial, que depois cresce com o engajamento e, com sorte, leva a clientes pagantes. Al\u00e9m disso, a intera\u00e7\u00e3o social que a m\u00eddia social proporciona tamb\u00e9m pode atrair a aten\u00e7\u00e3o de novos seguidores. \u00c9 por isso que voc\u00ea deve monitorar cuidadosamente <a href=\"https:\/\/memberpress.com\/pt\/social-media-metrics-what-they-are-and-why-you-need-them\/\" target=\"_blank\" rel=\"noopener\">m\u00e9tricas<\/a>-Voc\u00ea obt\u00e9m insights valiosos sobre qualquer envolvimento com suas postagens - compartilhamentos, coment\u00e1rios, curtidas - e tamb\u00e9m cliques no seu site, que \u00e9 onde voc\u00ea deseja que suas postagens atraiam seus seguidores para que eles se tornem clientes.<\/li>\n<\/ul>\n<p>Se voc\u00ea estiver interessado em um exemplo de c\u00e1lculo de ROI, confira este infogr\u00e1fico da <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, da Quicksprout<\/a>que foi nomeado pela Forbes como um dos dez melhores profissionais de marketing on-line.<\/p>\n<h4>Vamos falar sobre ferramentas<\/h4>\n<p>As ferramentas de rastreamento na plataforma s\u00e3o uma parte inestim\u00e1vel do rastreamento e da medi\u00e7\u00e3o do ROI. As tr\u00eas grandes plataformas t\u00eam as seguintes ferramentas de an\u00e1lise:<\/p>\n<ul>\n<li>O Facebook Insights oferece uma vis\u00e3o geral do desempenho da sua p\u00e1gina, quantas curtidas voc\u00ea tem e de onde elas v\u00eam, qual \u00e9 o seu alcance e o desempenho das suas publica\u00e7\u00f5es.<\/li>\n<li>O Twitter Analytics mostra o desempenho de cada um de seus tweets - quantas vezes ele foi visto, retweetado, curtido e quantas respostas voc\u00ea recebeu. Voc\u00ea tamb\u00e9m pode visualizar informa\u00e7\u00f5es sobre o p\u00fablico, como quem est\u00e1 seguindo voc\u00ea, quais s\u00e3o seus interesses e dados demogr\u00e1ficos b\u00e1sicos.<\/li>\n<li>O LinkedIn Analytics mostra as atualiza\u00e7\u00f5es da p\u00e1gina de sua empresa, fornece informa\u00e7\u00f5es \u00fateis sobre seus seguidores e rastreia os visitantes de sua p\u00e1gina.<\/li>\n<\/ul>\n<p>As ferramentas fora da plataforma ajudam a obter uma vis\u00e3o geral dos seus esfor\u00e7os de m\u00eddia social. Voc\u00ea quer que suas postagens levem a uma visita ao site e, em geral, a ferramenta mais recomendada pelos especialistas em m\u00eddia social \u00e9 <a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noopener\">Google Analytics<\/a>porque ele permite que voc\u00ea acompanhe suas diferentes campanhas sociais por meio da se\u00e7\u00e3o Social Analytics. Voc\u00ea pode at\u00e9 mesmo definir metas aqui, al\u00e9m de rastrear e medir as refer\u00eancias provenientes de sites sociais. Voc\u00ea tamb\u00e9m obter\u00e1 insights sobre quais plataformas de m\u00eddia social (e quaisquer campanhas publicit\u00e1rias que voc\u00ea execute) s\u00e3o mais bem-sucedidas em gerar cliques no link do seu site.<\/p>\n<p>Semelhante ao Google Analytics \u00e9 <a href=\"https:\/\/www.kissmetrics.com\/home\/\" target=\"_blank\" rel=\"noopener\">Kissmetrics<\/a>Uma plataforma anal\u00edtica que voc\u00ea pode usar para rastrear cada visitante de forma individual e an\u00f4nima at\u00e9 a convers\u00e3o. E ferramentas de gerenciamento de m\u00eddia social como <a href=\"https:\/\/hootsuite.com\/\" target=\"_blank\" rel=\"noopener\">Hootsuite<\/a> e <a href=\"https:\/\/buffer.com\/\" target=\"_blank\" rel=\"noopener\">Buffer<\/a> n\u00e3o s\u00f3 ajudam a gerenciar o agendamento do seu conte\u00fado, mas tamb\u00e9m oferecem relat\u00f3rios que ajudam a acompanhar o desempenho de cada uma de suas postagens.<\/p>\n<p>Esperamos que as dicas e ferramentas listadas acima o ajudem a se sentir mais confort\u00e1vel e confiante ao navegar pelo mundo muitas vezes complexo do ROI de m\u00eddia social para determinar se seus esfor\u00e7os est\u00e3o valendo a pena. Tem alguma dica ou ideia sobre como calcular o ROI da m\u00eddia social? <a href=\"https:\/\/memberpress.com\/pt\/blog\/social-logins-wordpress\/\"  data-wpil-monitor-id=\"13\">ROI de uma m\u00eddia social<\/a> campanha? Compartilhe-as com nossos leitores nos coment\u00e1rios abaixo.<\/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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