如果您正在开展任何类型的有影响力的营销活动，那么您可能会花费金博宝188备用网址大量时间来浏览数据 - 关于您的影响者，受众，尤其是有关您的广告系列的表现。对于您赞助的任何帖子，您肯定会在关注和参与度。如果您的广告系列不仅仅是鼓舞意识，您可能会跟踪转换 - 韦斯特注册，新闻通讯订阅甚至销售。随着时间的流逝，您可能会将最新数据与旧内容进行比较，以跟踪您的进度。这是应该的：如果您没有陷入数据中，那么您做错了什么。
但是，这就是事实：如果您只关注广告系列的指标，那么您就不会得到整个图片。如果有影响力的营销吸引人的很大一部分是，它以真实的有机方式金博宝188备用网址将品牌内容放在庞大的观众面前，那么为什么人们只衡量他们的付费台阶的表现呢？您是否想知道这些运动对actual真实的对话（即您尚未付费的对话）？
接触，参与以及围绕一项运动的所有其他统计数据本质上是及时的时刻。用另一种类型的竞选方式来考虑一下。两名候选人出现在一个充满选民的房间里，并开始工作以确保支持。候选人A握手与100人握手，但仅与20人互动。显然，候选人B具有更成功的竞选活动。除了第二天，所有20个人与候选人交谈的人开始与朋友谈论他们的经历，而候选人B的观众并没有真正说出很多好话，如果他们说什么。随着时间的流逝，更多的人在谈论候选人A。那么谁有更有效的运动？
您不使用的六个社交媒体份额指标
数据需要上下文有用
As you can see from the campaign comparison above, isolating your data to a single “moment” doesn’t really give you all you need to know about your success. Understanding your Share of Voice gives much greater context to the effects of your campaign, when measured properly. Here, “properly” means that you need to be monitoring the entire conversation, not just the ones around your sponsored-influencer generated posts.
受欢迎的Chips，在专注于金博宝188备用网址Instagram的影响者营销平台中，最近发布了一个更新，其中包括此功能强大的功能。从本质上讲，这是一项社交听力功能，可以悄悄地收集数据，然后每季度发布报告（语音指标的份额并不是每天，每周甚至每月的每日有用）。用户通过为自己和竞争对手添加所有相关关键字来设置SOV报告。然后监视每个关键字 - 每个主题标签，提及或照片标签与任何关键字匹配并存储在报告中。在本季度结束时，您会得到一些看起来像这样的东西：
The above example shows the activity around 10 fashion brands—posts are along the X axis, engagement for each post on the Y. Just at a glance you can tell that Fashion Nova definitely has the highest level of engagement. Remember, though, that these aren’t necessarily posts by the brands themselves. These are任何由任何影响者或公共帐户发布，如果他们使用了照片标签中的预定义关键字，请提及或主题标签。
当然，这只是高级概述，即视觉表示。本报告中包含75,000个帖子，但是您可以在图表上的任何点上深入研究，并确切地查看帖子引起您注意的峰值或山谷背后的帖子。更重要的是，本报告中包含的六个指标为您提供了实际数字，显示了每个品牌所拥有的对话的确切份额。查看此示例，很明显，时尚Nova在围绕时尚品牌的对话中占主导地位，但是这种广角视图不可能说明整个故事。在某些情况下，差异可能并不清楚 - 图上的线可能是如此近，以至于很难分辨出差异。这就是为什么要深入了解您在所有这些活动中的份额的关键。
1.订婚
正如您所期望的那样，该指标可以在所有这些帖子上衡量参与度（喜欢和评论）。这就是创建这些帖子的人们的追随者的参与。无论是凯莉·詹纳（Kylie Jenner）还是您的隔壁邻居，如果他们发布了有关监视的关键字之一，则该平台将记录该帖子的所有参与。
在这里你可以看到,所有的2000万种gements recorded for all 75 thousand posts, just over half of them were in response to those where Fashion Nova keywords were used.
This very useful for seeing how much organic conversation is happening. By comparing the engagements for the sponsored posts they’d been tracking over the same time period, brands can see the indirect impacts of their advertising. This same math can be applied to any of the below stats, as well.
2.帖子分享
该公制显示了Nova的最高时尚。在与时尚品牌相关的75,000个帖子中，它们是其中46％的纪录品牌。
Here’s also where you can see how context can help in surveying the landscape. Fashion Nova’s engagement numbers are a direct result of the number of posts made about them: nearly 50% of the posts were FN-related, and they held just above 50% of the engagement.
But now look at Pretty Little Thing: they only show up in 10% of the posts, but (as you saw above) they account for nearly 29% of the engagement.
3. Share of Video Posts
A subset of the Share of Posts metric, this one focuses solely on each brand’s presence in video posts. Even on Instagram, video is becoming increasingly important—社交视频产生的股份比文本和图像帖子多12倍。
Here again, Fashion Nova is on top—by a long shot. Just shy of 80% of all videos using fashion brand keywords are about them. With numbers this disparate, it’s easy to conclude that Fashion Nova is spending its time focusing on video. Even though these include videos posted by regular old users, these kinds of numbers aren’t possible without a concerted effort.
事实确实如此：他们定期为追随者举办Instagram比赛，以炫耀自己的FN装备，在帖子中标记品牌，并希望他们赢得提供的任何精彩奖品，like a trip to LA for a fashion event.
4. Share of Video Views
但是，当我们看到这些品牌获得的那种参与度时，我们对正在发生的事情有了更多的了解。
Fashion Nova is heavily on top here, as well—no surprise, given how they own the video portion of the social conversation. But here’s Pretty Little Thing once again, with impressive return on their effort. Only 293 of posted videos (6.7%) were about them, but they got almost 30 million views (nearly 12%). They don’t have nearly the share of voice that Fashion Nova does, but content around them seems to generate a lot more enthusiasm, relatively speaking.
5.有影响力的人的份额
Here, the data is restricted to conversation happening in the influencer community. These aren’t necessarily influencers who the brands have paid or partnered with—these are all the influential accounts that have joined in the conversation.
从统计上讲，标记这些品牌的有影响力的声音之间没有太大差异，但是时尚Nova的声音比Forever21大的声音大幅度。而且，《小东西》的声音设法在比较的耳语中完成了很多工作。
6.潜在范围的份额
最终的度量标准帐户介绍了本报告中包含帖子的所有帐户的关注者总数。查看数字，您可以得出几个结论。
First, Fashion Nova’s share of all these people isn’t as high as you would think given the levels of posts and engagement they’ve achieved. If you’ve got 50% of the posts and engagement, and still only reaching 35% of the potential audience, that means much of the engagement is by people with smaller, likely non-influencer, accounts—和they’re engaging over and over. In other words, a lot of their voice-share comes from organic and authentic posts.
相当小的潜在影响力的份额表明，有影响力的人（可能是付费或有天赋）代表他们进行对话，而这种改变了我先前关于他们更热情的观众的结论。他们的参与率很高，鉴于他们的产出，他们的覆盖范围是可观的。但这并没有转化为有机对话，从而增加您的整体语音份额。
同时，Forever21有23％的影响者在谈论它们，但不到潜在影响力的15％，不到参与度的8％。
要求您的份额
根据至少一篇文章, but you can see how just that on its own isn’t enough. Notice how as we went through each of the metrics, conclusions could be drawn, and then redrawn, as new information became available. For anyone managing the social media marketing of a brand or company, these are vital metrics to include in your analysis.
You can see how looking at the performance measures of your campaigns only tells part of the story. Maybe you hit 11.5 million video views, like Forever21, but SOV analysis fills in the blanks and lets you know that isn’t quite cutting it. Competitors may be getting millions more, and their voices could be drowning yours out. By getting a clearer picture of your own performance, and the chance to research what other brands are doing successfully, you can work to make your voice louder and more articulate than all the others.
