Dal\u0161\u00ed pokra\u010dov\u00e1n\u00ed miniseri\u00e1lu Kuby K\u0159enka o tom, jak vyu\u017e\u00edvat Facebook pro firemn\u00ed str\u00e1nky. Tentokr\u00e1t se\u00a0zam\u011b\u0159en\u00edm na to, co v\u00e1m m\u016f\u017ee p\u0159in\u00e9st Facebook reklama, jestli je lep\u0161\u00ed d\u011blat si v\u0161e in-house nebo se\u00a0neb\u00e1t outsourcovat a o tom, pro\u010d je dobr\u00e9 stanovat c\u00edle, kter\u00e9 si m\u016f\u017eete zm\u011b\u0159it.<\/p>\n
<\/p>\n
Ano, Facebook um\u00ed d\u011blat reklamu a dok\u00e1\u017ee v\u00e1m p\u0159in\u00e9st zisk.<\/span><\/p>\n Mnoho firem, kter\u00e9 na Facebook nov\u011b vstoup\u00ed, sm\u00fd\u0161l\u00ed tak, \u017ee se jedn\u00e1 o m\u00edsto, kde mohou zadarmo \u0161\u00ed\u0159it sv\u00e1 marketingov\u00e1 sd\u011blen\u00ed. Ano, \u010d\u00e1ste\u010dn\u011b maj\u00ed pravdu. Jen\u017ee se st\u00e1le rostouc\u00edm po\u010dtem u\u017eivatel\u016f a firem se tak\u00e9 velmi rychle zvy\u0161uje mno\u017estv\u00ed obsahu, kter\u00fd na t\u00e9to s\u00edti vznik\u00e1. Z toho d\u016fvodu Facebook \u010d\u00edm d\u00e1l t\u00edm v\u00edce filtruje, ke komu z lid\u00ed, kte\u0159\u00ed va\u0161i komunikaci sleduj\u00ed, se v\u00e1\u0161 p\u0159\u00edsp\u011bvek opravdu dostane. Nem\u011bjme mu to za zl\u00e9, bez chytr\u00fdch algoritm\u016f, kter\u00e9 toto zaji\u0161\u0165uj\u00ed, by se z n\u00e1v\u0161t\u011bvy Facebooku stal velmi nep\u0159\u00edjemn\u00fd chaotick\u00fd z\u00e1\u017eitek. Ale ve chv\u00edli, kdy jsme za reklamu kdekoli jinde zvykl\u00ed platit (a\u0165 u\u017e se jedn\u00e1 o inzerci v m\u00e9di\u00edch, billboard u d\u00e1lnice nebo t\u0159eba banner na Seznamu), nen\u00ed d\u016fvod se zap\u0159is\u00e1hle br\u00e1nit investovat \u010d\u00e1st rozpo\u010dtu tak\u00e9 do\u00a0reklamn\u00edch form\u00e1t\u016f, kter\u00e9 nab\u00edz\u00ed Facebook. Pozitivn\u00ed je, \u017ee nab\u00edzej\u00ed velmi dobr\u00e9 mo\u017enosti zac\u00edlen\u00ed. Chcete nap\u0159\u00edklad va\u0161i reklamu dostat k lidem, kte\u0159\u00ed bydl\u00ed ve velk\u00fdch m\u011bstech, zaj\u00edmaj\u00ed se o sport a za t\u00fdden budou m\u00edt narozeniny? Nen\u00ed probl\u00e9m, to v\u0161e a mnoho dal\u0161\u00edho je mo\u017en\u00e9. A co v\u00edc – velmi efektivn\u00ed.<\/span><\/p>\n Sv\u00e9pomoc vs. outsourcing aneb kdo to m\u00e1 d\u011blat?<\/span><\/p>\n Na soci\u00e1ln\u00edch s\u00edt\u00edch velmi \u00fasp\u011b\u0161n\u011b funguje mnoho firem, kter\u00e9 se o sv\u00e9 profily staraj\u00ed sami. Bohu\u017eel je\u00a0ale\u00a0i\u00a0spousta t\u011bch, kter\u00fdm to zkr\u00e1tka nejde. A je to logick\u00e9 – ka\u017ed\u00fd jsme jin\u00fd, ten um\u00ed to a ten zas tohle. Samospr\u00e1va profilu, t\u0159eba na Facebooku, v\u00e1m oproti outsourcingu m\u016f\u017ee p\u0159in\u00e9st mno\u017estv\u00ed v\u00fdhod – nemus\u00edte nikoho \u0161kolit, zbav\u00edte se nutnosti se spr\u00e1vcem pravideln\u011b komunikovat, jste „hned u zdroje“ a m\u00e1te okam\u017eit\u00fd p\u0159\u00edstup k informac\u00edm a aktualit\u00e1m. Ale nebu\u010fte naivn\u00ed – stejn\u011b to pro v\u00e1s bude pr\u00e1ce nav\u00edc. Sami zva\u017ete,\u00a0jak cenn\u00fd je v\u00e1\u0161 \u010das a kter\u00e1 z variant spr\u00e1vy profilu se v\u00e1m z ekonomick\u00e9ho hlediska v\u00edce vyplat\u00ed. Nezapome\u0148te v\u0161ak do t\u00e9to rovnice dosadit v\u00fd\u0161e zm\u00edn\u011bnou „vhodnost“ onoho \u010dlov\u011bka, kter\u00fd by funkci spr\u00e1vce m\u011bl zast\u00e1vat. C\u00edt\u00edte-li nejistotu, zva\u017ete aspo\u0148 mo\u017enost za\u0161kolen\u00ed dan\u00e9ho pracovn\u00edka nebo spolupr\u00e1ce s profesion\u00e1lem (a\u0165\u00a0u\u017e\u00a0z\u00a0\u0159ad freelancer\u016f nebo agentur) – t\u00edm se ned\u00e1 nic moc pokazit. Av\u0161ak ani tuto volbu nepodce\u0148te. Ptejte se na zku\u0161enosti, reference, hledejte originalitu a kreativitu.<\/span><\/p>\n Neodd\u011blujte Facebook od dal\u0161\u00edch komunika\u010dn\u00edch kan\u00e1l\u016f.<\/span><\/p>\n Tohle si pros\u00edm zapamatujte: Facebook (ani jin\u00e1 soci\u00e1ln\u00ed s\u00ed\u0165) v\u00e1s nespas\u00ed. Nejedn\u00e1 se o instantn\u00ed \u0159e\u0161en\u00ed, jak\u00a0zbohatnout, opravdu ne. Facebook je prost\u011b jedn\u00edm z komunika\u010dn\u00edch kan\u00e1l\u016f, kter\u00e9 v\u00e1m mohou pomoci ve\u00a0va\u0161\u00ed snaze prod\u00e1vat slu\u017ebu nebo produkt. Uva\u017eujte glob\u00e1ln\u011b, uva\u017eujte o vztaz\u00edch v r\u00e1mci marketingov\u00e9ho a\u00a0komunika\u010dn\u00edho mixu. Stanovte si, \u010deho vlastn\u011b svou aktivitou na Facebooku chcete dos\u00e1hnout. Dobr\u00e1 rada zn\u00ed: tyto c\u00edle si kvantifikujte. Pro p\u0159\u00edklad, \u0161patn\u00fdm c\u00edlem je t\u0159eba „Chci, aby o m\u011b v\u011bd\u011blo v\u00edce lid\u00ed“, lep\u0161\u00edm c\u00edlem pak analogicky m\u016f\u017ee b\u00fdt „Chci, aby se o v\u00fdhod\u011b m\u00e9ho produktu na Facebooku tento m\u011bs\u00edc dozv\u011bd\u011blo 50\u00a0000\u00a0teenager\u016f a aby si jej 5 % z nich koupilo p\u0159es e-shop.“ To v\u0161echno si pak m\u016f\u017eete zm\u011b\u0159it a zp\u011btn\u011b zhodnotit, nakolik byl c\u00edl re\u00e1ln\u00fd, jak by bylo vhodn\u00e9 jej nastavit pro dal\u0161\u00ed m\u011bs\u00edc, zdali se nestala chyba n\u011bkde v\u00a0nastaven\u00ed procesu, kter\u00fd m\u011bl zaru\u010dit spln\u011bn\u00ed c\u00edle nebo jestli dan\u00fd produkt nem\u016f\u017ee mnohem l\u00e9pe oslovit jinou c\u00edlovou skupinu, ne\u017e bylo doposud p\u0159edpokl\u00e1d\u00e1no.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":" Dal\u0161\u00ed pokra\u010dov\u00e1n\u00ed miniseri\u00e1lu Kuby K\u0159enka o tom, jak vyu\u017e\u00edvat Facebook pro firemn\u00ed str\u00e1nky. Tentokr\u00e1t se\u00a0zam\u011b\u0159en\u00edm na to, co v\u00e1m m\u016f\u017ee p\u0159in\u00e9st Facebook reklama, jestli je lep\u0161\u00ed d\u011blat si v\u0161e in-house nebo se\u00a0neb\u00e1t outsourcovat a o tom, pro\u010d je dobr\u00e9 stanovat c\u00edle, kter\u00e9 si m\u016f\u017eete zm\u011b\u0159it.<\/p>\n","protected":false},"author":1,"featured_media":139,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-136","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-novinky"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/136","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/comments?post=136"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/136\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/139"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=136"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=136"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=136"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}