É natural pensar que quando um post alcança milhares de curtidas ele seja indiscutivelmente um sucesso, ou quando uma empresa possui milhares de seguidores ela exerça grande influência naqueles que a seguem. Mas, como saber se esses números realmente são importantes para um negócio?
O fato é que muitos dados considerados significativos por empresários e gestores não passam de Métricas de Vaidade.
Se você nunca ouviu esta expressão, Métricas de Vaidade são números que não têm real relevância para uma empresa na mensuração dos resultados de suas estratégias, mas que muitas vezes, são considerados como importantes.
Pode parecer confuso pensar que um post com muitas curtidas, um perfil em redes sociais com muitos seguidores, ou até mesmo, um anúncio com milhares de cliques podem ser inúteis. Mas sim, isso pode ocorrer!
Muitas vezes, os números analisados podem não significar nada para a mensuração do atingimento de um objetivo. Para minimizar este problema, é importante sempre ter em mente quais indicadores realmente podem dizer se uma ação foi ou não bem sucedida.
Se o faturamento de um negócio não mudou, mas suas publicações tem alto engajamento, algo pode estar errado, principalmente se o objetivo das ações era gerar mais vendas.
Métricas de Vaidade, portanto, podem ludibriar a interpretação de um negócio sobre suas iniciativas de marketing e publicidade. Assim, é de extrema importância identificar quais dados são ou não relevantes para qualificar os resultados de uma ação.
Ao acompanhar cada campanha, atrele a ela um objetivo, e a cada objetivo, métricas e indicadores de desempenho que permitam mensurar se eles estão sendo alcançados.
Resultados consistentes dependem de mensuração, e para mensurar corretamente estratégias que envolvam redes sociais, é preciso analisar os dados certos. Somente assim é possível identificar problemas, corrigir a rota de estratégias que não estão funcionando, e até mesmo, potencializar as que estão dando certo.
O seu negócio precisa de ajuda para definir métricas e entender como usá-las para aumentar suas vendas? Comente abaixo ou me envie uma mensagem. Eu posso ajudar!
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