MERJENJE USPEŠNOSTI SPLETNEGA OGLAŠEVANJA S POUDARKOM NA DRUŽBENIH MEDIJIH - Gojčič, Sara ([S. Gojčič], 2015)
Splet mnogokrat igra pomembno vlogo pri nakupnih odločitvah potrošnikov, zato večina podjetij uporablja spletno oglaševanje, ki velja za transparentno obliko trženja. Pogosto k sami uspešnosti pripomore tudi prisotnost v več družbenih medijih, ki pa je odvisna predvsem od poslovne strategije podjetja. Za mnoga podjetja predstavljajo družbeni mediji poslovno priložnost, saj ponujajo priložnost za promocijo in neposredno komunikacijo, vendar je za njihovo upravljanje potreben celovit pristop na vseh področjih poslovanja. Upravljanje družbenih medijev oz. management družbenih medijev temelji na več pomembnih stebrih, ki so potrebni za zagotavljanje uspešnega in učinkovitega delovanja na tem področju. Za samo upravljanje je potreben manager družbenih medijev, ki skrbi za učinkovito komuniciranje. Glede na to, da je na trgu prisotnih že kar nekaj agencij, ki skrbijo za grajenje uspešne digitalne prisotnosti, ima podjetje na voljo notranje ali zunanje upravljavce, lahko tudi kombinacijo obeh. Učinke upravljanja je smiselno tudi meriti, saj področje digitalne prisotnosti zahteva določen finančni vložek in je za podjetja korektno, da imajo zagotovljene konkretne in merljive rezultate ter jasen vpogled v to, kakšen donos oglaševalskih kampanj lahko ustvari podjetje z vloženim kapitalom. Pri upravljanju in predvsem osredotočenosti na analitiko in poročanje si lahko pomagamo z mnogimi rešitvami, ki zagotavljajo poglobljeno analiziranje in spremljanje podatkov v družbenih medijih ter s svojimi analitičnimi sposobnostmi omogočajo preprostejšo komunikacijo in organizacijo ter s tem povečano produktivnost. Rešitev za upravljanje družbenih medijev je mnogo in ponujajo izjemne funkcije, ki lahko pomagajo izboljšati potek dela in izvesti učinkovite, ustrezno prilagojene trženjske kampanje, ki jih pospešuje analitika. Pri izbiri rešitve mora podjetje upoštevati številna merila ter izbrati tisto rešitev, ki najbolje izpolnjuje njihove potrebe in ustreza strategiji podjetja. When consumers are deciding what to buy, the web often plays an important role in their decision-making. That is why most companies use web advertising which is known as a transparent form of marketing. However, the sole successfulness is often supported by the presence of several social media, although it mostly depends on the company’s business strategy. For many companies social media represent a business opportunity, because they offer a chance for promotion and direct communication. Still, managing them takes a complete approach on all fields of doing business. Managing social media or social media management is based on several important pillars. These are necessary for securing a successful and efficient activeness on this field. Management alone needs a social media manager who provides efficient communication. Considering the fact that quite a few agencies that maintain a successful digital presence already exist on the market, the company has internal and external managers or a combination of both at its disposal. It is reasonable to measure the effects of management, because the field of digital presence demands a specific financial investment. It is proper that companies assure actual and measurable results, and an intelligible insight in the kinds of income that the company can create by using publicity campaigns with the invested capital. For easier management and focus on the analyticity and reporting we can use many solutions that ensure an in-depth analysis and monitoring of data in social media. Solutions’ analytical skills allow simple communication and organization and consequently an increased productivity. There exist many solutions for managing social media. They offer outstanding functions that can help better the work process and execute efficient, properly adapted marketing campaigns which are accelerated by analyticity. When selecting a solution, the company has to follow numerous criteria and choose the solution that meets their needs best and corresponds to the company’s strategy.