{"id":115457,"date":"2010-10-22T10:51:26","date_gmt":"2010-10-22T17:51:26","guid":{"rendered":"http:\/\/chinadigitaltimes.net\/chinese\/2010\/10\/%e7%a4%be%e4%bc%9a%e5%8c%96%e5%aa%92%e4%bd%93%e7%9a%84%e6%95%88%e6%9e%9c%e8%af%84%e4%bc%b0\/"},"modified":"2010-10-22T10:51:26","modified_gmt":"2010-10-22T17:51:26","slug":"%e7%a4%be%e4%bc%9a%e5%8c%96%e5%aa%92%e4%bd%93%e7%9a%84%e6%95%88%e6%9e%9c%e8%af%84%e4%bc%b0","status":"publish","type":"post","link":"https:\/\/chinadigitaltimes.net\/chinese\/115457.html","title":{"rendered":"\u793e\u4f1a\u5316\u5a92\u4f53\u7684\u6548\u679c\u8bc4\u4f30"},"content":{"rendered":"<p><p><a href=\"http:\/\/weiwuhui.com\/wp-content\/uploads\/2010\/10\/eMarketer_Social_Media_ROI.jpg\" rel=\"lightbox[3741] noopener\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" alt=\"eMarketer_Social_Media_ROI\" border=\"0\" height=\"327\" src=\"http:\/\/weiwuhui.com\/wp-content\/uploads\/2010\/10\/eMarketer_Social_Media_ROI_thumb.jpg\" title=\"eMarketer_Social_Media_ROI\" width=\"257\" \/><\/a> <\/p>\n<p>\u6211\u6628\u5929<a href=\"http:\/\/t.sina.com.cn\/1639138142\/l4Cqn5lBn\" target=\"_blank\" rel=\"noopener\">\u5728\u5fae\u535a\u4e0a\u8bf4<\/a>\uff1a<\/p>\n<blockquote>\n<p>\u4eca\u5929\u6709\u4e2a\u540c\u5b66\u8bfe\u95f4\u95ee\u6211\u7ee7\u95e8\u6237\u3001\u641c\u7d22\u3001\u793e\u4ea4\u7f51\u7edc\u4e4b\u540e\uff0c\u7b2c\u56db\u4e2a\u4e2d\u5fc3\u662f\u4ec0\u4e48\uff0c\u6211\u4e5f\u4e0d\u6653\u5f97\u3002\u4e0d\u8fc7\u8fd9\u4e2a\u95ee\u9898\u5012\u662f\u5f15\u53d1\u4e86\u6211\u5bf9\u75b2\u4e8e\u5954\u547d\u7684\u5546\u4e1a\u7ec4\u7ec7\u7684\u540c\u60c5\uff0c\u624d\u5f04\u660e\u767dSEO\uff0c\u5c31\u8981\u53bb\u5f04SNS\u5e10\u53f7\uff0c\u624d\u5efa\u4e86\u4e2a\u6240\u8c13\u5b98\u65b9\u535a\u5ba2\uff0c\u53c8\u8981\u53bb\u5f00\u5fae\u535a\uff0c\u7ade\u4e89\u8005\u90fd\u5728\u641e\uff0c\u4f60\u80fd\u4e0d\u88ab\u88f9\u80c1\u53c2\u4e0e\u4e48\uff1f<\/p>\n<\/blockquote>\n<p>\u73b0\u4e0b\u7684\u4e92\u8054\u7f51\u8d8b\u52bf\u5c31\u662f\u793e\u4f1a\u5316\u7f51\u7edc\uff08\u6709\u65f6\u5019\u53c8\u79f0\u793e\u4f1a\u5316\u5a92\u4f53\uff09\uff0c\u5229\u7528\u793e\u4ea4\u7f51\u7edc\u5c55\u5f00\u8425\u9500\u662f\u5f88\u591a\u5546\u4e1a\u7ec4\u7ec7\u201c\u5f88\u611f\u5174\u8da3\u201d\u7684\u8bdd\u9898\uff08\u6211\u7ed9\u5f88\u611f\u5174\u8da3\u52a0\u5f15\u53f7\u7684\u539f\u56e0\u5728\u4e8e\uff0c\u8fd9\u4e09\u4e2a\u5b57\u5f88\u6709\u53ef\u80fd\u5982\u6211\u5fae\u535a\u6240\u8bf4\uff0c\u662f\u88ab\u52a8\u7684\uff09\uff0c\u4f46\u793e\u4f1a\u5316\u8425\u9500\u4e4b\u540e\u5462\uff1f<\/p>\n<p>\u4efb\u4f55\u4e00\u79cd\u8425\u9500\u5de5\u4f5c\u90fd\u662f\u201c\u6295\u5165\u201d\uff0c\u65e2\u7136\u662f\u6295\u5165\uff0c\u5c31\u5fc5\u987b\u8bb2\u4ea7\u51fa\uff0c\u4e5f\u5c31\u662f\u6240\u8c13\u7684ROI\uff08return of investment\uff0c\u6295\u8d44\u56de\u62a5\u7387\uff09\u3002\u82b1\u4e86\u4e00\u5806\u94f6\u5b50\u4e0b\u53bb\uff0c\u8bf4\u4e00\u53e5\u201c\u6548\u679c\u5f88\u597d\u201d\u663e\u7136\u662f\u6bd4\u8f83\u5ffd\u60a0\u7684\u3002\u8425\u9500\u5de5\u4f5c\u662f\u8981\u8bb2\u6570\u5b57\u7684\u3002\u800c\u8fd9\u4e2a\u95ee\u9898\uff0c\u5176\u5b9e\u4e00\u76f4\u5230\u4eca\u5929\uff0c\u90fd\u6ca1\u6709\u6e05\u6670\u7684\u7ed3\u8bba\u2014\u2014\u76f8\u5bf9\u4e8e\u5728\u4f20\u7edf\u5a92\u4f53\u6295\u5e7f\u544a\u800c\u8a00\u3002<\/p>\n<p>\u8425\u9500\u8005\uff0c\u7279\u522b\u662f\u76f8\u5bf9\u9ad8\u9636\u7684\u8425\u9500\u8005\uff0c\u5728\u4f20\u7edf\u8425\u9500\u4e0a\u4f9d\u7136\u6295\u5165\u91cd\u5175\u7684\u539f\u56e0\u5728\u6211\u770b\u6765\u6709\u4e09\uff1a<\/p>\n<p>1\u3001\u786e\u5b9e\u6709\u4e00\u5b9a\u7684\u6548\u679c\uff0c\u800c\u4e14\u8fd9\u4e2a\u6548\u679c\u53ef\u9a8c\u8bc1\u3002<\/p>\n<p>2\u3001\u7ba1\u7406\u4e0a\u7684\u884c\u653f\u538b\u529b\uff0c\u8fc7\u591a\u7684\u521b\u65b0\u5982\u679c\u5931\u8d25\uff0c\u804c\u4f4d\u5c06\u4e0d\u4fdd<\/p>\n<p>3\u3001\u6240\u8c13\u7684\u6548\u679c\u53ef\u9a8c\u8bc1\u7684\u9a8c\u8bc1\u65b9\u6cd5\uff0c\u5df2\u7ecf\u88ab\u5e7f\u4e3a\u63a5\u53d7\uff0c\u6210\u4e3a\u901a\u884c\u60ef\u4f8b\u3002<\/p>\n<p>\u56fd\u5916\u77e5\u540d\u7684eMarketer\u6700\u8fd1\u53d1\u5e03\u4e86\u4e00\u4efd\u540d\u4e3asocial media ROI\u7684\u62a5\u544a\uff0c\u517111\u9875\uff0c\u63a2\u8ba8\u4e86\u5c31\u793e\u4f1a\u5316\u5a92\u4f53\u5c55\u5f00\u7684\u8425\u9500\u8bc4\u4f30\u95ee\u9898\u3002<\/p>\n<p><a href=\"http:\/\/weiwuhui.com\/wp-content\/uploads\/2010\/10\/00.jpg\" rel=\"lightbox[3741] noopener\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" alt=\"\u622a\u56fe00\" border=\"0\" height=\"393\" src=\"http:\/\/weiwuhui.com\/wp-content\/uploads\/2010\/10\/00_thumb.jpg\" title=\"\u622a\u56fe00\" width=\"504\" \/><\/a> <\/p>\n<p>\u8fd9\u5f20\u56fe\u8bf4\u660e\u7684\u662f\uff0c\u572809\u5e748\u6708\u4efd\uff08\u7565\u663e\u65e7\u4e86\u4e00\u4e9b\uff09\uff0c\u6839\u636eeMarketer\u7684\u8c03\u7814\uff0c\u53ea\u670916%\u7684\u5546\u4e1a\u7ec4\u7ec7\u6d4b\u91cf\u4e86\u4ed6\u4eec\u7684\u793e\u4f1a\u5316\u8425\u9500\u7684\u6548\u679c\u95ee\u9898\uff0c\u800c\u4e3a\u4ec0\u4e48\u5927\u90e8\u5206\u516c\u53f8\u4e0d\u6d4b\u91cf\u5462\uff0c\u56e0\u4e3a59% of marketers worldwide said that social media was difficult to measure, and 20% claimed it was \u201cvery difficult.\u201d<\/p>\n<p><a href=\"http:\/\/weiwuhui.com\/wp-content\/uploads\/2010\/10\/01.jpg\" rel=\"lightbox[3741] noopener\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" alt=\"\u622a\u56fe01\" border=\"0\" height=\"607\" src=\"http:\/\/weiwuhui.com\/wp-content\/uploads\/2010\/10\/01_thumb.jpg\" title=\"\u622a\u56fe01\" width=\"504\" \/><\/a> <\/p>\n<p>\u8fd9\u5f20\u56fe\u53cd\u6620\u4e86\u54c1\u724c\u8425\u9500\u8005\u4eec\u7ea0\u7ed3\u7684\u5fc3\u6001\uff0c\u9ad8\u8fbe66%\u7684\u4eba\u8ba4\u4e3aROI\u76f8\u5f53\u6a21\u7cca\u2014\u2014\u8fd9\u4e00\u70b9\u5176\u5b9e\u76f4\u63a5\u5f71\u54cd\u4ed6\u4eec\u7684\u804c\u4e1a\u996d\u7897\uff1a\u6ca1\u529e\u6cd5\u5411\u4e0a\u5934\u4ea4\u5dee\u554a\u3002\u5728\u5d07\u5c1a\u6570\u5b57\u5316\u7ba1\u7406\u7684\u4eca\u5929\uff0c\u641e\u4e86\u4e00\u4e2a\u8425\u9500\u6d3b\u52a8\u540e\uff0c\u600e\u4e48\u4ea4\u5f85\uff1f<\/p>\n<p>\u4e0d\u8fc7\uff0ceMarketer\u8ba4\u4e3a\uff0c\u793e\u4f1a\u5316\u8425\u9500\u8fd8\u662f\u53ef\u6d4b\u91cf\u7684\uff0c\u6587\u4e2d\u7ed9\u51fa\u4e86\u4e00\u4e2a\u94fe\u63a5\uff1a<a href=\"http:\/\/www.marketersstudio.com\/2009\/11\/100-ways-to-measure-social-media-.html\" target=\"_blank\" rel=\"noopener\">100\u79cd\u6d4b\u91cf\u7684\u65b9\u6cd5<\/a>\u3002<\/p>\n<p>\u4f46100\u79cd\u59d4\u5b9e\u6709\u70b9\u591a\u4e86\uff0ceMarketer\u603b\u7ed3\u4e86\u4e03\u6761\u6cd5\u5219\uff0c\u6211\u8bd5\u7f16\u8bd1\u5982\u4e0b\uff1a<\/p>\n<p>\u2014\u2014\u5efa\u7acb\u6e05\u6670\u7684\u4ea7\u54c1\u6216\u54c1\u724c\u8425\u9500\u76ee\u6807\uff0c\u5982\u6b64\u5c31\u80fd\u9274\u5b9a\u80fd\u591f\u652f\u6301\u8fd9\u4e2a\u76ee\u6807\u8fbe\u6210\u7684\u793e\u4f1a\u5316\u8425\u9500\u7684\u6d4b\u91cf\u65b9\u6cd5 <\/p>\n<p>\u2014\u2014\u5728\u4e00\u4e2a\u7b26\u5408\u903b\u8f91\u7684\u67b6\u6784\u4e2d\u7ec4\u7ec7\u5e76\u5efa\u7acb\u4f60\u7684\u6d4b\u91cf\u6807\u51c6   <br \/>\u63d0\u5230\u4e86\u4e09\u4e2a\uff1aExposure\uff08\u9732\u51fa\uff09\u3001Engagement\uff08\u53c2\u4e0e\uff09\u4ee5\u53caoutcomes\uff08\u4ea7\u51fa\uff09 <\/p>\n<p>\u2014\u2014\u5bf9\u4e8e\u793e\u4f1a\u5316\u5a92\u4f53\u4e0a\u7684\u4e92\u52a8\u548c\u6d4b\u91cf\uff0c\u9700\u8981\u6709\u957f\u7ebf\u7684\u76ee\u5149\uff0c\u8fd9\u662f\u4e00\u79cd\u6295\u5165\u548c\u627f\u8bfa\uff0c\u800c\u4e0d\u662f\u4e00\u4e2a\u7b56\u5212\u6d3b\u52a8\uff08campaign\uff09 <\/p>\n<p>\u2014\u2014\u5982\u679cROI\u6807\u51c6\u975e\u5e38\u96be\u4ee5\u91cf\u5316\u8ffd\u8e2a\uff0c\u90a3\u4e48\u5c1d\u8bd5\u4e00\u4e9b\u80fd\u591f\u7b26\u5408\u5546\u4e1a\u5229\u76ca\u7684\u8f6f\u6027\u6807\u51c6 <\/p>\n<p>\u2014\u2014\u5c06\u9009\u62e9\u901a\u8fc7\u793e\u4f1a\u5316\u7f51\u7edc\u53c2\u4e0e\u5230\u4f60\u54c1\u724c\u7684\u6d88\u8d39\u8005\u4e88\u4ee5\u201c\u73b0\u91d1\u4ef7\u503c\u5316\u201d <\/p>\n<p>\u2014\u2014\u5728ROI\u8ba1\u7b97\u4e2d\uff0c\u4e0d\u8981\u5ffd\u89c6\u8282\u7701\u6210\u672c\u5e26\u6765\u7684\u4ef7\u503c <\/p>\n<p>\u2014\u2014\u8fd0\u7528\u6280\u672f\u6765\u6d4b\u91cf\u6d88\u8d39\u8005\u5168\u7a0b\u7684\u6570\u5b57\u5316\u6d3b\u52a8\uff0c\u5e76\u4e14\u5b9e\u65f6\u3002<\/p>\n<p>\u8fd9\u7bc7\u62a5\u544a\u975e\u5e38\u503c\u5f97\u4e00\u8bfb\uff0c\u56e0\u4e3a\u5b83\u5176\u5b9e\u4e0d\u4ec5\u4ec5\u53ea\u670911\u9875\uff0c\u6587\u4e2d\u6709\u5927\u91cf\u7684\u94fe\u63a5\u6307\u5411\u5f88\u591a\u4eba\u5173\u4e8e\u793e\u4f1a\u5316\u8425\u9500ROI\u6d4b\u91cf\u7684\u8ba8\u8bba\u3002\u5982\u679c\u80fd\u591f\u5bf9\u6d4b\u91cf\u95ee\u9898\u6709\u4e00\u4e2a\u6e05\u6670\u7684\u8ba4\u8bc6\uff0c\u7ec4\u7ec7\u7684\u793e\u4f1a\u5316\u8425\u9500\u7684\u96be\u9898\u4e5f\u5c31\u89e3\u51b3\u4e86\u4e00\u534a\u3002\uff08\u53e6\u5916\u4e00\u4e2a\u96be\u9898\uff0c\u6211\u4ee5\u4e3a\u662f\uff1a\u96be\u4ee5\u590d\u5236\uff0c\u4e0d\u8fc7\u8fd9\u4e2a\u96be\u9898\u76f8\u5bf9\u4e8e\u54c1\u724c\u516c\u53f8\u800c\u8a00\uff0c\u66f4\u663e\u5f97\u662f\u8425\u9500\u516c\u53f8\u6bd4\u5982agency\u7684\u96be\u9898\uff09\u3002<\/p>\n<p>\u5168\u6587\u53ef\u4ee5\u70b9\u51fb<a href=\"http:\/\/ishare.iask.sina.com.cn\/f\/10922397.html\" target=\"_blank\" rel=\"noopener\">\u8fd9\u91cc<\/a>\u83b7\u5f97\u3002<\/p>\n<hr>\n<p><small>Copyleft \u00a9 2010 \u77e5\u8bc6\u5171\u4eab\u7f72\u540d-\u975e\u5546\u4e1a\u6027\u4f7f\u7528-\u7981\u6b62\u6f14\u7ece \u6ce8\u610f\uff1a\u8f6c\u8f7d\u52ff\u6539\u6807\u9898\uff01<br \/>ItTalks &#8212; \u9b4f\u6b66\u6325\u7684Blog (digitalfingerprint:fc4f8fc31f70097eea4b780b13146415)<\/p>\n<p>\u6b22\u8fce <a href=\"http:\/\/t.sina.com.cn\/weiwuhui\" target=\"_blank\" rel=\"noopener\">\u5173\u6ce8\u6211\u7684\u5fae\u535a<\/a>  \u8bbf\u95ee<a href=\"http:\/\/read.weiwuhui.com\" target=\"_blank\" rel=\"noopener\">\u6211\u7684\u5206\u4eab<\/a> <\/small><\/p>\n<h3>\u4e0e\u672c\u65e5\u5fd7\u53ef\u80fd\u76f8\u5173\u7684\u6587\u7ae0\u6709\uff1a<\/h3>\n<ul>\n<li><a href=\"http:\/\/weiwuhui.com\/3563.html\" title=\"\u4e00\u4efd\u62db\u8058\u5e7f\u544a\u5e26\u6765\u7684\u89e3\u8bfb\" target=\"_blank\" rel=\"noopener\">\u4e00\u4efd\u62db\u8058\u5e7f\u544a\u5e26\u6765\u7684\u89e3\u8bfb<\/a> (8)<\/li>\n<li><a href=\"http:\/\/weiwuhui.com\/2663.html\" title=\"\u4e00\u7bc7\u5173\u4e8e\u65b0\u5a92\u4f53\u548c\u65b0\u5a92\u4f53\u8425\u9500\u7684\u5c0f\u7ed3\" target=\"_blank\" rel=\"noopener\">\u4e00\u7bc7\u5173\u4e8e\u65b0\u5a92\u4f53\u548c\u65b0\u5a92\u4f53\u8425\u9500\u7684\u5c0f\u7ed3<\/a> (23)<\/li>\n<li><a href=\"http:\/\/weiwuhui.com\/2471.html\" title=\"\u793e\u4f1a\u5316\u5a92\u4f53\u7684\u54c1\u724c\u8425\u9500\u8005\" target=\"_blank\" rel=\"noopener\">\u793e\u4f1a\u5316\u5a92\u4f53\u7684\u54c1\u724c\u8425\u9500\u8005<\/a> (16)<\/li>\n<li><a href=\"http:\/\/weiwuhui.com\/2414.html\" title=\"\u793e\u4f1a\u5316\u5a92\u4f53\u7684\u8425\u9500\u8fd0\u4f5c\" target=\"_blank\" rel=\"noopener\">\u793e\u4f1a\u5316\u5a92\u4f53\u7684\u8425\u9500\u8fd0\u4f5c<\/a> (31)<\/li>\n<li><a href=\"http:\/\/weiwuhui.com\/1304.html\" title=\"\u6d4b\u91cf\" target=\"_blank\" rel=\"noopener\">\u6d4b\u91cf<\/a> (4)<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p> \u6211\u6628\u5929 \u5728\u5fae\u535a\u4e0a\u8bf4 \uff1a \u4eca\u5929\u6709\u4e2a\u540c\u5b66\u8bfe\u95f4\u95ee\u6211\u7ee7\u95e8\u6237\u3001\u641c\u7d22\u3001\u793e\u4ea4\u7f51\u7edc\u4e4b\u540e\uff0c\u7b2c\u56db\u4e2a\u4e2d\u5fc3\u662f\u4ec0\u4e48\uff0c\u6211\u4e5f\u4e0d\u6653\u5f97\u3002\u4e0d\u8fc7\u8fd9\u4e2a\u95ee\u9898\u5012\u662f\u5f15\u53d1\u4e86\u6211\u5bf9\u75b2\u4e8e\u5954\u547d\u7684\u5546\u4e1a\u7ec4\u7ec7\u7684\u540c\u60c5\uff0c\u624d\u5f04\u660e\u767dSEO\uff0c\u5c31\u8981\u53bb\u5f04SNS\u5e10\u53f7\uff0c\u624d\u5efa\u4e86\u4e2a\u6240\u8c13\u5b98\u65b9\u535a\u5ba2\uff0c\u53c8\u8981\u53bb\u5f00\u5fae\u535a\uff0c\u7ade\u4e89\u8005\u90fd\u5728\u641e\uff0c\u4f60\u80fd\u4e0d\u88ab\u88f9\u80c1\u53c2\u4e0e\u4e48\uff1f \u73b0\u4e0b\u7684\u4e92\u8054\u7f51\u8d8b\u52bf\u5c31\u662f\u793e\u4f1a\u5316\u7f51\u7edc\uff08\u6709\u65f6\u5019\u53c8\u79f0\u793e\u4f1a\u5316\u5a92\u4f53\uff09\uff0c\u5229\u7528\u793e\u4ea4\u7f51\u7edc\u5c55\u5f00\u8425\u9500\u662f\u5f88\u591a\u5546\u4e1a\u7ec4\u7ec7\u201c\u5f88\u611f\u5174\u8da3\u201d\u7684\u8bdd\u9898\uff08\u6211\u7ed9\u5f88\u611f\u5174\u8da3\u52a0\u5f15\u53f7\u7684\u539f\u56e0\u5728\u4e8e\uff0c\u8fd9\u4e09\u4e2a\u5b57\u5f88\u6709\u53ef\u80fd\u5982\u6211\u5fae\u535a\u6240\u8bf4\uff0c\u662f\u88ab\u52a8\u7684\uff09\uff0c\u4f46\u793e\u4f1a\u5316\u8425\u9500\u4e4b\u540e\u5462\uff1f \u4efb\u4f55\u4e00\u79cd\u8425\u9500\u5de5\u4f5c\u90fd\u662f\u201c\u6295\u5165\u201d\uff0c\u65e2\u7136\u662f\u6295\u5165\uff0c\u5c31\u5fc5\u987b\u8bb2\u4ea7\u51fa\uff0c\u4e5f\u5c31\u662f\u6240\u8c13\u7684ROI\uff08return of investment\uff0c\u6295\u8d44\u56de\u62a5\u7387\uff09\u3002\u82b1\u4e86\u4e00\u5806\u94f6\u5b50\u4e0b\u53bb\uff0c\u8bf4\u4e00\u53e5\u201c\u6548\u679c\u5f88\u597d\u201d\u663e\u7136\u662f\u6bd4\u8f83\u5ffd\u60a0\u7684\u3002\u8425\u9500\u5de5\u4f5c\u662f\u8981\u8bb2\u6570\u5b57\u7684\u3002\u800c\u8fd9\u4e2a\u95ee\u9898\uff0c\u5176\u5b9e\u4e00\u76f4\u5230\u4eca\u5929\uff0c\u90fd\u6ca1\u6709\u6e05\u6670\u7684\u7ed3\u8bba\u2014\u2014\u76f8\u5bf9\u4e8e\u5728\u4f20\u7edf\u5a92\u4f53\u6295\u5e7f\u544a\u800c\u8a00\u3002 \u8425\u9500\u8005\uff0c\u7279\u522b\u662f\u76f8\u5bf9\u9ad8\u9636\u7684\u8425\u9500\u8005\uff0c\u5728\u4f20\u7edf\u8425\u9500\u4e0a\u4f9d\u7136\u6295\u5165\u91cd\u5175\u7684\u539f\u56e0\u5728\u6211\u770b\u6765\u6709\u4e09\uff1a 1\u3001\u786e\u5b9e\u6709\u4e00\u5b9a\u7684\u6548\u679c\uff0c\u800c\u4e14\u8fd9\u4e2a\u6548\u679c\u53ef\u9a8c\u8bc1\u3002 2\u3001\u7ba1\u7406\u4e0a\u7684\u884c\u653f\u538b\u529b\uff0c\u8fc7\u591a\u7684\u521b\u65b0\u5982\u679c\u5931\u8d25\uff0c\u804c\u4f4d\u5c06\u4e0d\u4fdd 3\u3001\u6240\u8c13\u7684\u6548\u679c\u53ef\u9a8c\u8bc1\u7684\u9a8c\u8bc1\u65b9\u6cd5\uff0c\u5df2\u7ecf\u88ab\u5e7f\u4e3a\u63a5\u53d7\uff0c\u6210\u4e3a\u901a\u884c\u60ef\u4f8b\u3002 \u56fd\u5916\u77e5\u540d\u7684eMarketer\u6700\u8fd1\u53d1\u5e03\u4e86\u4e00\u4efd\u540d\u4e3asocial media ROI\u7684\u62a5\u544a\uff0c\u517111\u9875\uff0c\u63a2\u8ba8\u4e86\u5c31\u793e\u4f1a\u5316\u5a92\u4f53\u5c55\u5f00\u7684\u8425\u9500\u8bc4\u4f30\u95ee\u9898\u3002 \u8fd9\u5f20\u56fe\u8bf4\u660e\u7684\u662f\uff0c\u572809\u5e748\u6708\u4efd\uff08\u7565\u663e\u65e7\u4e86\u4e00\u4e9b\uff09\uff0c\u6839\u636eeMarketer\u7684\u8c03\u7814\uff0c\u53ea\u670916%\u7684\u5546\u4e1a\u7ec4\u7ec7\u6d4b\u91cf\u4e86\u4ed6\u4eec\u7684\u793e\u4f1a\u5316\u8425\u9500\u7684\u6548\u679c\u95ee\u9898\uff0c\u800c\u4e3a\u4ec0\u4e48\u5927\u90e8\u5206\u516c\u53f8\u4e0d\u6d4b\u91cf\u5462\uff0c\u56e0\u4e3a59% of marketers worldwide said that social media was difficult to measure, and 20% claimed it was \u201cvery difficult.\u201d \u8fd9\u5f20\u56fe\u53cd\u6620\u4e86\u54c1\u724c\u8425\u9500\u8005\u4eec\u7ea0\u7ed3\u7684\u5fc3\u6001\uff0c\u9ad8\u8fbe66%\u7684\u4eba\u8ba4\u4e3aROI\u76f8\u5f53\u6a21\u7cca\u2014\u2014\u8fd9\u4e00\u70b9\u5176\u5b9e\u76f4\u63a5\u5f71\u54cd\u4ed6\u4eec\u7684\u804c\u4e1a\u996d\u7897\uff1a\u6ca1\u529e\u6cd5\u5411\u4e0a\u5934\u4ea4\u5dee\u554a\u3002\u5728\u5d07\u5c1a\u6570\u5b57\u5316\u7ba1\u7406\u7684\u4eca\u5929\uff0c\u641e\u4e86\u4e00\u4e2a\u8425\u9500\u6d3b\u52a8\u540e\uff0c\u600e\u4e48\u4ea4\u5f85\uff1f \u4e0d\u8fc7\uff0ceMarketer\u8ba4\u4e3a\uff0c\u793e\u4f1a\u5316\u8425\u9500\u8fd8\u662f\u53ef\u6d4b\u91cf\u7684\uff0c\u6587\u4e2d\u7ed9\u51fa\u4e86\u4e00\u4e2a\u94fe\u63a5\uff1a 100\u79cd\u6d4b\u91cf\u7684\u65b9\u6cd5 \u3002 \u4f46100\u79cd\u59d4\u5b9e\u6709\u70b9\u591a\u4e86\uff0ceMarketer\u603b\u7ed3\u4e86\u4e03\u6761\u6cd5\u5219\uff0c\u6211\u8bd5\u7f16\u8bd1\u5982\u4e0b\uff1a \u2014\u2014\u5efa\u7acb\u6e05\u6670\u7684\u4ea7\u54c1\u6216\u54c1\u724c\u8425\u9500\u76ee\u6807\uff0c\u5982\u6b64\u5c31\u80fd\u9274\u5b9a\u80fd\u591f\u652f\u6301\u8fd9\u4e2a\u76ee\u6807\u8fbe\u6210\u7684\u793e\u4f1a\u5316\u8425\u9500\u7684\u6d4b\u91cf\u65b9\u6cd5 \u2014\u2014\u5728\u4e00\u4e2a\u7b26\u5408\u903b\u8f91\u7684\u67b6\u6784\u4e2d\u7ec4\u7ec7\u5e76\u5efa\u7acb\u4f60\u7684\u6d4b\u91cf\u6807\u51c6 \u63d0\u5230\u4e86\u4e09\u4e2a\uff1aExposure\uff08\u9732\u51fa\uff09\u3001Engagement\uff08\u53c2\u4e0e\uff09\u4ee5\u53caoutcomes\uff08\u4ea7\u51fa\uff09 \u2014\u2014\u5bf9\u4e8e\u793e\u4f1a\u5316\u5a92\u4f53\u4e0a\u7684\u4e92\u52a8\u548c\u6d4b\u91cf\uff0c\u9700\u8981\u6709\u957f\u7ebf\u7684\u76ee\u5149\uff0c\u8fd9\u662f\u4e00\u79cd\u6295\u5165\u548c\u627f\u8bfa\uff0c\u800c\u4e0d\u662f\u4e00\u4e2a\u7b56\u5212\u6d3b\u52a8\uff08campaign\uff09 \u2014\u2014\u5982\u679cROI\u6807\u51c6\u975e\u5e38\u96be\u4ee5\u91cf\u5316\u8ffd\u8e2a\uff0c\u90a3\u4e48\u5c1d\u8bd5\u4e00\u4e9b\u80fd\u591f\u7b26\u5408\u5546\u4e1a\u5229\u76ca\u7684\u8f6f\u6027\u6807\u51c6 \u2014\u2014\u5c06\u9009\u62e9\u901a\u8fc7\u793e\u4f1a\u5316\u7f51\u7edc\u53c2\u4e0e\u5230\u4f60\u54c1\u724c\u7684\u6d88\u8d39\u8005\u4e88\u4ee5\u201c\u73b0\u91d1\u4ef7\u503c\u5316\u201d \u2014\u2014\u5728ROI\u8ba1\u7b97\u4e2d\uff0c\u4e0d\u8981\u5ffd\u89c6\u8282\u7701\u6210\u672c\u5e26\u6765\u7684\u4ef7\u503c \u2014\u2014\u8fd0\u7528\u6280\u672f\u6765\u6d4b\u91cf\u6d88\u8d39\u8005\u5168\u7a0b\u7684\u6570\u5b57\u5316\u6d3b\u52a8\uff0c\u5e76\u4e14\u5b9e\u65f6\u3002 \u8fd9\u7bc7\u62a5\u544a\u975e\u5e38\u503c\u5f97\u4e00\u8bfb\uff0c\u56e0\u4e3a\u5b83\u5176\u5b9e\u4e0d\u4ec5\u4ec5\u53ea\u670911\u9875\uff0c\u6587\u4e2d\u6709\u5927\u91cf\u7684\u94fe\u63a5\u6307\u5411\u5f88\u591a\u4eba\u5173\u4e8e\u793e\u4f1a\u5316\u8425\u9500ROI\u6d4b\u91cf\u7684\u8ba8\u8bba\u3002\u5982\u679c\u80fd\u591f\u5bf9\u6d4b\u91cf\u95ee\u9898\u6709\u4e00\u4e2a\u6e05\u6670\u7684\u8ba4\u8bc6\uff0c\u7ec4\u7ec7\u7684\u793e\u4f1a\u5316\u8425\u9500\u7684\u96be\u9898\u4e5f\u5c31\u89e3\u51b3\u4e86\u4e00\u534a\u3002\uff08\u53e6\u5916\u4e00\u4e2a\u96be\u9898\uff0c\u6211\u4ee5\u4e3a\u662f\uff1a\u96be\u4ee5\u590d\u5236\uff0c\u4e0d\u8fc7\u8fd9\u4e2a\u96be\u9898\u76f8\u5bf9\u4e8e\u54c1\u724c\u516c\u53f8\u800c\u8a00\uff0c\u66f4\u663e\u5f97\u662f\u8425\u9500\u516c\u53f8\u6bd4\u5982agency\u7684\u96be\u9898\uff09\u3002 \u5168\u6587\u53ef\u4ee5\u70b9\u51fb \u8fd9\u91cc \u83b7\u5f97\u3002 Copyleft \u00a9 2010 \u77e5\u8bc6\u5171\u4eab\u7f72\u540d-\u975e\u5546\u4e1a\u6027\u4f7f\u7528-\u7981\u6b62\u6f14\u7ece \u6ce8\u610f\uff1a\u8f6c\u8f7d\u52ff\u6539\u6807\u9898\uff01 ItTalks &#8212; \u9b4f\u6b66\u6325\u7684Blog (digitalfingerprint:fc4f8fc31f70097eea4b780b13146415) \u6b22\u8fce \u5173\u6ce8\u6211\u7684\u5fae\u535a \u8bbf\u95ee \u6211\u7684\u5206\u4eab \u4e0e\u672c\u65e5\u5fd7\u53ef\u80fd\u76f8\u5173\u7684\u6587\u7ae0\u6709\uff1a \u4e00\u4efd\u62db\u8058\u5e7f\u544a\u5e26\u6765\u7684\u89e3\u8bfb (8) \u4e00\u7bc7\u5173\u4e8e\u65b0\u5a92\u4f53\u548c\u65b0\u5a92\u4f53\u8425\u9500\u7684\u5c0f\u7ed3 (23) \u793e\u4f1a\u5316\u5a92\u4f53\u7684\u54c1\u724c\u8425\u9500\u8005 (16) \u793e\u4f1a\u5316\u5a92\u4f53\u7684\u8425\u9500\u8fd0\u4f5c (31) \u6d4b\u91cf (4) <\/p>\n","protected":false},"author":176,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","ampforwp-amp-on-off":"","home_featured":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[9203],"tags":[],"class_list":["post-115457","post","type-post","status-publish","format-standard","hentry","category-blogs","et-doesnt-have-format-content","et_post_format-et-post-format-standard"],"_links":{"self":[{"href":"https:\/\/chinadigitaltimes.net\/chinese\/wp-json\/wp\/v2\/posts\/115457","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/chinadigitaltimes.net\/chinese\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/chinadigitaltimes.net\/chinese\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/chinadigitaltimes.net\/chinese\/wp-json\/wp\/v2\/users\/176"}],"replies":[{"embeddable":true,"href":"https:\/\/chinadigitaltimes.net\/chinese\/wp-json\/wp\/v2\/comments?post=115457"}],"version-history":[{"count":0,"href":"https:\/\/chinadigitaltimes.net\/chinese\/wp-json\/wp\/v2\/posts\/115457\/revisions"}],"wp:attachment":[{"href":"https:\/\/chinadigitaltimes.net\/chinese\/wp-json\/wp\/v2\/media?parent=115457"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/chinadigitaltimes.net\/chinese\/wp-json\/wp\/v2\/categories?post=115457"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/chinadigitaltimes.net\/chinese\/wp-json\/wp\/v2\/tags?post=115457"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}