{"id":45957,"date":"2024-08-07T10:35:38","date_gmt":"2024-08-07T08:35:38","guid":{"rendered":"https:\/\/mediaboard.com\/?p=45957"},"modified":"2025-02-20T16:17:18","modified_gmt":"2025-02-20T15:17:18","slug":"zaostreno-na-strategii-na-socialnich-sitich","status":"publish","type":"post","link":"https:\/\/mediaboard.com\/cs\/zaostreno-na-strategii-na-socialnich-sitich\/","title":{"rendered":"Jak nastavit efektivn\u00ed strategii na soci\u00e1ln\u00edch s\u00edt\u00edch"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=\"https:\/\/s3.eu-central-1.amazonaws.com\/mediaboard-publishing\/blogs\/XYyP7CE5rDdVtxbhudLMbT319xGjRWPZ\" alt=\"strategie na soci\u00e1ln\u00edch s\u00edt\u00edch\"\/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>V\u011bt\u0161ina z v\u00e1s jist\u011b m\u00e1 obchodn\u00ed strategii, ale u\u017e m\u00e9n\u011b firem d\u00e1v\u00e1 stejn\u00fd d\u016fraz i na strategii na soci\u00e1ln\u00edch s\u00edt\u00edch. Ta by v\u0161ak v&nbsp;dne\u0161n\u00ed dob\u011b, kdy se \u010d\u00edm d\u00e1l v\u00edce z\u00e1le\u017eitost\u00ed&nbsp;<strong>p\u0159esouv\u00e1 na soci\u00e1ln\u00ed s\u00edt\u011b<\/strong>, nem\u011bla b\u00fdt opom\u00edjena. Jinak se snadno m\u016f\u017ee st\u00e1t, \u017ee sice budete vyr\u00e1b\u011bt skv\u011bl\u00e9 v\u011bci, ale nikdo o nich nebude v\u011bd\u011bt.<\/p>\n\n\n\n<p>Bez jasn\u011b nastaven\u00e9 vize jen t\u011b\u017eko dos\u00e1hneme vytou\u017een\u00e9ho c\u00edle. To plat\u00ed i u sebeprezentace na&nbsp;<strong>soci\u00e1ln\u00edch s\u00edt\u00edch<\/strong>. V\u017edy mus\u00edme v\u011bd\u011bt, <strong>co d\u011bl\u00e1me, pro\u010d to d\u011bl\u00e1me a \u010deho t\u00edm chceme dos\u00e1hnout.<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3><strong>P\u0159i tvorb\u011b komunika\u010dn\u00ed strategie na soci\u00e1ln\u00edch s\u00edt\u00edch byste m\u011bli zodpov\u011bd\u011bt 4 ot\u00e1zky:<\/strong><\/h3>\n\n\n\n<ul><li>Jak fungujeme te\u010f? (<a href=\"https:\/\/mediaboard.com\/cs\/monitoring-socialnich-siti\/\" target=\"_blank\" rel=\"noreferrer noopener\">anal\u00fdza soci\u00e1ln\u00edch s\u00edt\u00ed<\/a>)<\/li><li>\u010ceho pot\u0159ebujeme dos\u00e1hnout? (c\u00edle)<\/li><li>Jak toho dos\u00e1hneme? (strategie)<\/li><li>Jak to budeme m\u011b\u0159it? (vyhodnocen\u00ed)<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2>Mnoho firem nem\u00e1 v\u016fbec \u017e\u00e1dnou strategii na soci\u00e1ln\u00edch s\u00edt\u00edch&#8230;<\/h2>\n\n\n\n<p>Na za\u010d\u00e1tek je nutn\u00e9 si uv\u011bdomit, \u017ee ka\u017ed\u00e1 spole\u010dnost je jin\u00e1 a pot\u0159ebuje jinou strategii. Nen\u00ed mo\u017en\u00e9 opisovat od ostatn\u00edch hr\u00e1\u010d\u016f na trhu. Va\u0161\u00ed spole\u010dnosti by toti\u017e jejich \u00fasp\u011b\u0161n\u00e1 strategie nemusela p\u0159in\u00e9st nic. Ka\u017ed\u00e1 spole\u010dnost m\u00e1 sv\u00e9 vlastn\u00ed individu\u00e1ln\u00ed c\u00edle, mo\u017enosti a pot\u0159eby, na z\u00e1klad\u011b kter\u00fdch vytv\u00e1\u0159\u00ed strategii.<\/p>\n\n\n\n<p>Mnoho firem \u017e\u00e1dnou strategii na soci\u00e1ln\u00ed s\u00edt\u011b nem\u00e1, anebo ji m\u00e1 jen velmi nekonkr\u00e9tn\u011b definovanou. Pokud je to i v\u00e1\u0161 p\u0159\u00edpad, ni\u010deho se nebojte a vrhn\u011bte se do prvn\u00edho kroku \u2013 anal\u00fdzy. Ta by m\u011bla p\u0159edch\u00e1zet zav\u00e1d\u011bn\u00ed jak\u00fdkoliv zm\u011bn. Sedn\u011bte si a zjist\u011bte, jak si stoj\u00edte. Jak\u00e1 jsou va\u0161e slab\u00e1 a siln\u00e1 m\u00edsta? Nebojte se j\u00edt do hloubky, mo\u017en\u00e1 naraz\u00edte na ne\u010dekan\u00fd probl\u00e9m, \u010di naopak zjist\u00edte, \u017ee si stoj\u00edte l\u00e9pe, ne\u017e jste si mysleli.<\/p>\n\n\n\n<p>Ne\u017e za\u010dnete s&nbsp;anal\u00fdzou, \u0159ekn\u011bte si, co pot\u0159ebujete, a za jak\u00fdm c\u00edlem ji d\u011bl\u00e1te. M\u00e1te nap\u0159\u00edklad&nbsp;<strong>publikum na soci\u00e1ln\u00edch s\u00edt\u00edch<\/strong>, kter\u00e9 se v\u00e1m neda\u0159\u00ed oslovit? Pot\u0159ebujete obecn\u011b zlep\u0161it marketing na soci\u00e1ln\u00edch s\u00edt\u00edch? Nebo se chcete za\u010d\u00edt v\u00edce orientovat na vizu\u00e1ln\u00ed obsah? Ud\u011blejte si z&nbsp;toho c\u00edl.<\/p>\n\n\n\n<p><em><strong>TIP:<\/strong> Zaj\u00edm\u00e1 v\u00e1s, jak si va\u0161e zna\u010dka stoj\u00ed mezi lidmi? Ud\u011blejte si pr\u016fzkum. Nemus\u00ed j\u00edt o velk\u00fd n\u00e1kladn\u00fd v\u00fdzkum. Sta\u010d\u00ed se zeptat na p\u00e1r ot\u00e1zek mezi va\u0161imi klienty \u010di n\u011bkolika lid\u00ed na ulici. Na z\u00e1klad\u011b takov\u00e9ho pilotn\u00edho v\u00fdzkumu se m\u016f\u017eete rozhodnout, jestli chcete investovat do n\u00e1kladn\u00e9ho pr\u016fzkumu, nebo jste ji\u017e z\u00edskali odpov\u011bdi na sv\u00e9 ot\u00e1zky.<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=\"https:\/\/s3.eu-central-1.amazonaws.com\/mediaboard-publishing\/blogs\/gX4XdCovXR5cgqnMaVeEHybYFusX2zPW\" alt=\"Strategie na soci\u00e1ln\u00edch s\u00edt\u00edch\"\/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2>Jak\u00e9 jsou va\u0161e c\u00edle?<\/h2>\n\n\n\n<p>P\u0159i vyty\u010den\u00ed c\u00edl\u016f m\u011bjte na pam\u011bti, \u017ee by m\u011bly b\u00fdt jasn\u011b a p\u0159esn\u011b nadefinovan\u00e9:<\/p>\n\n\n\n<ul><li><strong>S \u2013 specifick\u00e9 (specific)<\/strong><\/li><li><strong>M \u2013 m\u011b\u0159iteln\u00e9 (measurable)<\/strong><\/li><li><strong>A \u2013 dosa\u017eiteln\u00e9 (achievable)<\/strong><\/li><li><strong>R \u2013 relevantn\u00ed (relevant)<\/strong><\/li><li><strong>T \u2013 \u010dasov\u011b ohrani\u010den\u00e9 (time framed)<\/strong><\/li><\/ul>\n\n\n\n<p>C\u00edle by m\u011bli b\u00fdt specifick\u00e9, tedy jasn\u011b zac\u00edlen\u00e9 na to, co chceme z\u00edskat\/zjistit. Tak\u00e9 by m\u011bla existovat mo\u017enost v\u00fdsledky m\u011b\u0159it. Je mo\u017en\u00e9 k tomu vyu\u017e\u00edt r\u016fzn\u00e9 metriky \u010di monitorovac\u00ed n\u00e1stroje. Dobrou metrikou je m\u011b\u0159en\u00ed zapojen\u00ed&nbsp;lid\u00ed do interakce, kdy vyfiltrujeme fanou\u0161ky, kter\u00e9 opravdu zaj\u00edm\u00e1 obsah sd\u00edlen\u00fd danou spole\u010dnost\u00ed.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Dob\u0159e vyty\u010den\u00fd c\u00edl je dosa\u017eiteln\u00fd. Je d\u016fle\u017eit\u00e9 pr\u016fb\u011b\u017en\u011b sledovat, jak se n\u00e1m da\u0159\u00ed vyty\u010denou strategii napl\u0148ovat a neb\u00e1t se p\u0159\u00edpadn\u011b do n\u00ed zas\u00e1hnout a l\u00e9pe definovat c\u00edl na z\u00e1klad\u011b pr\u016fb\u011b\u017en\u00fdch v\u00fdsledk\u016f.<\/p>\n\n\n\n<p>D\u016fle\u017eit\u00e9 je myslet i na relevanci c\u00edl\u016f. Ty by m\u011bly odpov\u00eddat tomu, \u010demu se spole\u010dnost v\u011bnuje a co pom\u016f\u017ee v jej\u00edm r\u016fstu. Pro vyhodnocen\u00ed \u00fasp\u011b\u0161nosti kampan\u011b je d\u016fle\u017eit\u00e9 ji m\u00edt \u010dasov\u011b vymezenou a m\u00edt jasn\u011b stanoven\u00e9 term\u00edny, ve kter\u00fdch si zrekapitulujeme dosavadn\u00ed pr\u016fb\u011bh.<\/p>\n\n\n\n<p><strong><em>TIP:&nbsp;<\/em><\/strong><a href=\"https:\/\/mediaboard.com\/cs\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>Mediaboard<\/em><\/strong><\/a><strong><em>&nbsp;um\u00ed zachytit, o \u010dem lid\u00e9 komunikuj\u00ed, co \u0159\u00edkaj\u00ed o v\u00e1s a o va\u0161\u00ed konkurenci, co konkurenci funguje, a co naopak ne, a tak\u00e9 to, jak\u00e1 t\u00e9mata se v medi\u00e1ln\u00edm prostoru va\u0161eho oboru \u0159e\u0161\u00ed.<\/em><\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-container-1 wp-block-buttons\">\n<div class=\"wp-block-button is-style-fill\"><a class=\"wp-block-button__link has-main-blue-background-color has-background\" href=\"https:\/\/mediaboard.com\/cs\/monitoring-socialnich-siti\/\" style=\"border-radius:100px\">Vylep\u0161ete svou strategii s Mediaboardem<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2>Zaost\u0159eno na strategii na soci\u00e1ln\u00edch s\u00edt\u00edch<\/h2>\n\n\n\n<p>Kdy\u017e se bl\u00ed\u017ee&nbsp;pod\u00edv\u00e1me na samotnou strategii, tak bychom m\u011bli b\u00fdt schopni odpov\u011bd\u011bt na n\u00e1sleduj\u00edc\u00ed ot\u00e1zky:<\/p>\n\n\n\n<ul><li><strong>Jak\u00e9 soci\u00e1ln\u00ed s\u00edt\u011b budeme pou\u017e\u00edvat?<\/strong><\/li><li><strong>Kdo za n\u011b bude zodpov\u011bdn\u00fd?<\/strong><\/li><li><strong>Spr\u00e1va soci\u00e1ln\u00edch s\u00edt\u00ed \u2013 Jak\u00fd obsah na n\u011b budeme d\u00e1vat?<\/strong><\/li><li><strong>Jak\u00e1 pravidla nastav\u00edme?<\/strong><\/li><li><strong>Kolik vy\u010dlen\u00edme pen\u011bz, \u010dasu a lid\u00ed?<\/strong><\/li><li><strong>Co budeme \u0159e\u0161it extern\u011b?<\/strong><\/li><li><strong>Jak\u00e9 n\u00e1stroje budeme pou\u017e\u00edvat?<\/strong><\/li><li><strong>Co budeme vyhodnocovat?<\/strong><\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>P\u0159i v\u00fdb\u011bru&nbsp;<strong>soci\u00e1ln\u00ed s\u00edt\u011b<\/strong>, kterou budeme pou\u017e\u00edvat, bychom m\u011bli m\u00edt na mysli p\u0159edev\u0161\u00edm c\u00edlovou skupinu, kterou pot\u0159ebujeme oslovit. Facebook pou\u017e\u00edv\u00e1 \u0161irok\u00e9 spektrum lid\u00ed, na LinkedInu se m\u016f\u017eeme potkat nap\u0159\u00edklad s&nbsp;obchodn\u00edmi partnery a na Instagramu zac\u00edlit na mlad\u00e9 lidi. D\u016fle\u017eit\u00e9 je si tak\u00e9 uv\u011bdomit, jestli m\u00e1me dostatek obsahu, kter\u00fd bychom mohli sd\u00edlet na jednotliv\u00e9 soci\u00e1ln\u00ed s\u00edt\u011b. Instagram \u010di YouTube jsou orientovan\u00e9 sp\u00ed\u0161 vizu\u00e1ln\u011b, Twitter, Facebook a LinkedIn sp\u00ed\u0161e uv\u00edtaj\u00ed textov\u00e9 p\u0159\u00edsp\u011bvky.<\/p>\n\n\n\n<p>Pokud chcete m\u00edt&nbsp;<strong>kvalitn\u00ed soci\u00e1ln\u00ed s\u00edt\u011b<\/strong>, je d\u016fle\u017eit\u00e9 b\u00fdt p\u0159ipraven do nich investovat. Finan\u010dn\u00ed ot\u00e1zka se net\u00fdk\u00e1 jen placen\u00fdch kampan\u00ed, ale m\u011bli byste do n\u00ed zahrnout i platy zam\u011bstnanc\u016f spravuj\u00edc\u00ed soci\u00e1ln\u00ed s\u00edt\u011b, extern\u00ed spole\u010dnosti \u010di programy, kter\u00e9 vyu\u017e\u00edv\u00e1te. M\u016f\u017eete vyu\u017e\u00edvat nap\u0159\u00edklad analytick\u00e9 n\u00e1stroje, mezi kter\u00e9 pat\u0159\u00ed i n\u00e1\u0161&nbsp;<a target=\"_blank\" rel=\"noreferrer noopener\" href=\"https:\/\/mediaboard.com\/cs\/monitoring-socialnich-siti\/\"><strong>monitoring soci\u00e1ln\u00edch s\u00edt\u00ed<\/strong><\/a>, nebo pomocn\u00edky s vytv\u00e1\u0159en\u00edm obsahu (napl\u00e1nov\u00e1n\u00ed p\u0159\u00edsp\u011bvk\u016f, publika\u010dn\u00ed pl\u00e1ny).<\/p>\n\n\n\n<p>K vyhodnocen\u00ed kampan\u011b nejl\u00e9pe poslou\u017e\u00ed ji\u017e zmi\u0148ovan\u00e9 mno\u017estv\u00ed zapojen\u00fdch lid\u00ed do interakce. Kvalitn\u00ed fanou\u0161ek interaguje se sd\u00edlen\u00fdm obsahem, pom\u00e1h\u00e1 ho \u0161\u00ed\u0159it d\u00e1l, mluv\u00ed o dan\u00e9 zna\u010dce. Nejde tedy o to, kolik m\u00e1 na\u0161e str\u00e1nka fanou\u0161k\u016f str\u00e1nky, ale zaj\u00edmaj\u00ed n\u00e1s zejm\u00e9na ti, kte\u0159\u00ed komentuj\u00ed, lajkuj\u00ed p\u0159\u00edsp\u011bvky, zhl\u00e9dnou publikovan\u00e9 video a v ide\u00e1ln\u00edm p\u0159\u00edpad\u011b se i prokliknou na web a stanou se na\u0161imi z\u00e1kazn\u00edky.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=\"https:\/\/s3.eu-central-1.amazonaws.com\/mediaboard-publishing\/blogs\/tqVO1eLnuAQ246BBiNqVfT5MXTBmpa9X\" alt=\"Strategie na soci\u00e1ln\u00edch s\u00edt\u00edch\"\/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2><strong>Soci\u00e1ln\u00ed s\u00edt\u011b jsou ned\u00edlnou sou\u010d\u00e1st\u00ed dne\u0161n\u00ed doby<\/strong><\/h2>\n\n\n\n<p>Vytvo\u0159it \u00fasp\u011b\u0161n\u00fd profil na soci\u00e1ln\u00ed s\u00edti nen\u00ed jednoduch\u00fd \u00fakol. Nicm\u00e9n\u011b v&nbsp;sou\u010dasn\u00e9 dob\u011b jsou&nbsp;<strong>soci\u00e1ln\u00ed s\u00edt\u011b&nbsp;<\/strong>neust\u00e1le s&nbsp;n\u00e1mi na obrazovk\u00e1ch na\u0161ich mobiln\u00edch telefon\u016f, po\u010d\u00edta\u010d\u016f \u010di tablet\u016f. Nen\u00ed proto mo\u017en\u00e9 je opom\u00ednat v&nbsp;komunikaci se z\u00e1kazn\u00edky. Pou\u017e\u00edvejte je, u\u010dte se s nimi, analyzujte je a optimalizujte va\u0161\u00ed komunikaci.&nbsp;<\/p>\n\n\n\n<p><strong><em>TIP: N\u011bkter\u00e9 firmy spolupracuj\u00ed s influencery, aby roz\u0161\u00ed\u0159ili pov\u011bdom\u00ed o sv\u00e9 zna\u010dce. Pokud hled\u00e1te influencera, pod\u00edvejte se mezi va\u0161e z\u00e1kazn\u00edky. Nen\u00ed mezi nimi n\u011bkdo vlivn\u00fd, kdo by propagoval va\u0161i zna\u010dku \u201eopravdov\u011b\u201c a m\u011bl k n\u00ed pozitivn\u00ed vztah? V aplikaci&nbsp;<\/em><\/strong><a href=\"https:\/\/mediaboard.com\/cs\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>Mediaboard<\/em><\/strong><\/a><strong><em>&nbsp;se m\u016f\u017eete pod\u00edvat na influence score, tedy dosah jednotliv\u00fdch lid\u00ed, v r\u00e1mci&nbsp;<\/em><\/strong><a href=\"https:\/\/mediaboard.com\/cs\/monitoring-socialnich-siti\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>monitoringu soci\u00e1ln\u00edch s\u00edt\u00ed<\/em><\/strong><\/a><strong><em>.<\/em><\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Soci\u00e1ln\u00ed s\u00edt\u011b ovliv\u0148uj\u00ed n\u00e1\u0161 ka\u017edodenn\u00ed \u017eivot. Utv\u00e1\u0159\u00ed se na nich, co si mysl\u00edme, o \u010dem mluv\u00edme, a jak\u00e9 informaci d\u00e1me v\u00fdznam. U\u017eivatel\u00e9 se p\u0159etahuj\u00ed o followery, porovn\u00e1vaj\u00ed se dle po\u010dtu lajk\u016f, koment\u00e1\u0159\u016f a sd\u00edlen\u00ed. Jak\u00e9 p\u0159\u00edle\u017eitosti a n\u00e1strahy na v\u00e1s \u010dekaj\u00ed v online prostoru?<\/p>\n","protected":false},"author":12,"featured_media":59152,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"V \u010dl\u00e1nku se dozv\u00edte, jak efektivn\u011b nastavit a implementovat strategii na soci\u00e1ln\u00edch s\u00edt\u00edch, abyste dos\u00e1hli sv\u00fdch marketingov\u00fdch c\u00edl\u016f.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mediaboard.com\/cs\/zaostreno-na-strategii-na-socialnich-sitich\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" 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