V posledn\u00ed dob\u011b se \u010dasto diskutuje o tom, \u017ee Facebook neust\u00e1le sni\u017euje organick\u00fd dosah p\u0159\u00edsp\u011bvk\u016f a zasahuje tak zna\u010dn\u011b do obsahu, kter\u00fd se jeho u\u017eivatel\u016fm zobrazuje. V\u011bt\u0161ina firem p\u016fsob\u00edc\u00edch na Facebooku se proti tomuto ohrazuje a c\u00edt\u00ed se b\u00fdt Facebookem hnan\u00e1 do kouta a nucena k vyu\u017e\u00edv\u00e1n\u00ed placen\u00e9 reklamy. Kdy\u017e se nad t\u00edm ale zamysl\u00edme trochu v\u00edce, za\u010dne n\u00e1m doch\u00e1zet, \u017ee to s t\u00edm sni\u017eov\u00e1n\u00edm organick\u00e9ho dosahu nebude a\u017e tak stra\u0161n\u00e9…<\/p>\n
<\/p>\n
Pokud se pod\u00edv\u00e1me na \u010d\u00edsla a zjist\u00edme kolik m\u00e1 Facebook u\u017eivatel\u016f, kolik m\u00e1 pr\u016fm\u011brn\u00fd u\u017eivatel p\u0159\u00e1tel, sledovan\u00fdch str\u00e1nek a kolik se\u00a0denn\u011b publikuje p\u0159\u00edsp\u011bvk\u016f, vyjde n\u00e1m, \u017ee by se ka\u017ed\u00fd den m\u011blo u\u017eivateli zobrazit p\u0159ibli\u017en\u011b 1500 status\u016f. Takov\u00e9 \u010d\u00edslo\u00a0je\u00a0absurdn\u00ed a je jasn\u00e9, \u017ee je pot\u0159eba po\u010det zobrazovan\u00fdch p\u0159\u00edsp\u011bvk\u016f (nejen t\u011bch, kter\u00e9 vyprodukuj\u00ed firemn\u00ed str\u00e1nky, ale\u00a0i\u00a0p\u0159\u00edsp\u011bvk\u016f va\u0161ich p\u0159\u00e1tel) sn\u00ed\u017eit. Tento objem informac\u00ed nen\u00ed mo\u017en\u00e9 vst\u0159ebat ani naj\u00edt ty relevantn\u00ed (ruku na srdce, kdo sleduje ve\u0161kerou aktivitu v\u0161ech sv\u00fdch p\u0159\u00e1tel nebo str\u00e1nek, kter\u00e9 likuje) a news feed u\u017eivatel\u016f by se bez vn\u011bj\u0161\u00edho z\u00e1sahu stal jedn\u00edm velk\u00fdm informa\u010dn\u00edm smeti\u0161t\u011bm a chaosem. Co by n\u00e1sledovalo je asi jasn\u00e9, u\u017eivatel\u00e9 by za\u010dali z\u00a0Facebooku odch\u00e1zet a to by se asi Markovi nel\u00edbilo.\u00a0Proto Facebook pou\u017e\u00edv\u00e1\u00a0<\/span>algoritmus, na z\u00e1klad\u011b kter\u00e9ho zobrazuje u\u017eivatel\u016fm pouze zlomek mo\u017en\u00e9ho obsahu na z\u00e1klad\u011b jejich preferenc\u00ed.<\/span><\/p>\n Facebook si t\u00edmto opat\u0159en\u00edm udr\u017euje spokojen\u00e9 u\u017eivatele a tud\u00ed\u017e i spokojen\u00e9 potenci\u00e1ln\u00ed z\u00e1kazn\u00edky firem, kter\u00e9 se na Facebook rozhodly vstoupit. A tady \u010dasto nast\u00e1v\u00e1 k\u00e1men \u00farazu. Spousta firem si \u0159\u00edk\u00e1, pro\u010d by m\u011bli za zobrazov\u00e1n\u00ed sv\u00e9ho obsahu platit, kdy\u017e je Facebook \u201czadarmo\u201d.<\/p>\n Je t\u0159eba si uv\u011bdomit, \u017ee Facebook je slu\u017eba, jako jak\u00e1koliv jin\u00e1 a pokud ji chceme dob\u0159e vyu\u017e\u00edvat pro sv\u016fj profit, je t\u0159eba si za n\u00ed zaplatit. Existuje samoz\u0159ejm\u011b i n\u011bkolik siln\u00fdch zna\u010dek nebo komunit, kter\u00e9 ani nen\u00ed t\u0159eba podporovat reklamou a sv\u00e9 publikum si na Facebooku dok\u00e1\u017e\u00ed naj\u00edt i bez n\u00ed, ale zpravidla se jedn\u00e1 o v<\/span>elice specifick\u00e9 komunitn\u00ed z\u00e1le\u017eitosti, kter\u00e9 si u\u017eivatel\u00e9 vyhled\u00e1vaj\u00ed sami od sebe a dok\u00e1\u017e\u00ed se prosadit i bez t\u00e9to podpory. Pro b\u011b\u017en\u00fd byznys je ale pot\u0159eba za z\u00edsk\u00e1n\u00ed pozornosti sv\u00e9ho publika platit.<\/span><\/p>\n Velk\u00e1 v\u00fdhoda, kterou s sebou facebookov\u00e1 reklama p\u0159in\u00e1\u0161\u00ed je jej\u00ed c\u00edlen\u00ed. A jsme op\u011bt u toho, u\u017eivatel\u00e9 nestoj\u00ed o obsah, kter\u00fd je nezaj\u00edm\u00e1. Mu\u017ei necht\u011bj\u00ed aby se jim v news feedu zobrazovaly p\u0159\u00edsp\u011bvky zam\u011b\u0159en\u00e9 na d\u00e1mskou hygienu, \u017eeny nezaj\u00edm\u00e1, jak si spr\u00e1vn\u011b uv\u00e1zat kravatu a teenage\u0159i na Facebooku z\u0159\u00eddka kdy uva\u017euj\u00ed nad hypot\u00e9kou. Proto by si m\u011bla ka\u017ed\u00e1 firma p\u0159i vstupu na Facebook uv\u011bdomit, pro koho tu chce b\u00fdt, jak\u00fdm stylem chce komunikovat a pak podle toho uzp\u016fsobit sv\u016fj obsah a nastavit spr\u00e1vn\u00e9 c\u00edlen\u00ed reklamy. Pokud firma spln\u00ed tyto z\u00e1kladn\u00ed jednoduch\u00e9 kroky, jej\u00ed \u0161ance na \u00fasp\u011b\u0161n\u00e9 p\u016fsoben\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch se zvy\u0161uj\u00ed. Placen\u00e1 reklama je tedy vlastn\u011b velk\u00fdm pomocn\u00edkem pro to, aby se sd\u011blen\u00ed dostalo k tomu spr\u00e1vn\u00e9mu u\u017eivateli a aktivita firem na\u00a0Facebooku tak byla efektivn\u00ed.<\/p>\n Pro\u010d tedy vid\u011bt ve sni\u017eov\u00e1n\u00ed organick\u00e9ho dosahu sp\u00ed\u0161e p\u0159\u00edle\u017eitost ne\u017e hrozbu? News feedy u\u017eivatel\u016f jsou st\u00e1le v\u00edce customizovan\u00e9, okle\u0161t\u011bn\u00e9 o redundantn\u00ed informace a t\u00edm p\u00e1dem i atraktivn\u011bj\u0161\u00ed. U\u017eivatel\u00e9 tak tr\u00e1v\u00ed na Facebooku mnohem v\u00edce \u010dasu a d\u00e1vaj\u00ed t\u00edm v\u011bt\u0161\u00ed mo\u017enost k zobrazov\u00e1n\u00ed reklam (ale st\u00e1le pouze v omezen\u00e9m mno\u017estv\u00ed), pokud jsou tyto reklamy dob\u0159e zac\u00edlen\u00e9 a tref\u00ed se\u00a0do\u00a0u\u017eivatelova vkusu, je v\u011bt\u0161\u00ed pravd\u011bpodobnost, \u017ee se zapoj\u00ed do komunikace na str\u00e1nce nebo si v\u0161imne nab\u00edzen\u00e9ho produktu. Pokud by zobrazov\u00e1n\u00ed reklam ani jin\u00fdch p\u0159\u00edsp\u011bvk\u016f nebylo nijak korigov\u00e1no, Facebook by to mohl j\u00edt hodn\u011b rychle zabalit\u00a0a\u00a0s\u00a0n\u00edm\u00a0i\u00a0ve\u0161ker\u00e9 snahy o budov\u00e1n\u00ed komunit kolem zna\u010dek a B2C kampan\u011b.<\/p>\n","protected":false},"excerpt":{"rendered":" V posledn\u00ed dob\u011b se \u010dasto diskutuje o tom, \u017ee Facebook neust\u00e1le sni\u017euje organick\u00fd dosah p\u0159\u00edsp\u011bvk\u016f a zasahuje tak zna\u010dn\u011b do obsahu, kter\u00fd se jeho u\u017eivatel\u016fm zobrazuje. V\u011bt\u0161ina firem p\u016fsob\u00edc\u00edch na Facebooku se proti tomuto ohrazuje a c\u00edt\u00ed se b\u00fdt Facebookem hnan\u00e1 do kouta a nucena k vyu\u017e\u00edv\u00e1n\u00ed placen\u00e9 reklamy. Kdy\u017e se nad t\u00edm ale zamysl\u00edme […]<\/p>\n","protected":false},"author":1,"featured_media":24,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-22","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/22","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=22"}],"version-history":[{"count":1,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/22\/revisions"}],"predecessor-version":[{"id":3795,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/22\/revisions\/3795"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/24"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=22"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=22"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=22"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}