{"id":3378,"date":"2019-04-04T16:54:30","date_gmt":"2019-04-04T16:54:30","guid":{"rendered":"https:\/\/prettylinks.com\/?p=3378"},"modified":"2020-01-12T10:38:11","modified_gmt":"2020-01-12T10:38:11","slug":"social-media-roi","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/pt\/blog\/social-media-roi\/","title":{"rendered":"Como calcular o ROI da sua m\u00eddia social (em 4 etapas)"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Conte\u00fado<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d72d170f82f\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Alternar<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d72d170f82f\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/pt\/blog\/social-media-roi\/#What_Social_Media_ROI_Is_And_Why_It_Matters\" >O que \u00e9 o ROI da m\u00eddia social (e por que ele \u00e9 importante)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/pt\/blog\/social-media-roi\/#How_to_Calculate_Your_Social_Media_ROI_In_4_Steps\" >Como calcular o ROI da sua m\u00eddia social (em 4 etapas)<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/pt\/blog\/social-media-roi\/#Step_1_Establish_the_Core_Purpose_of_Your_Campaign\" >Etapa 1 Estabelecer o objetivo principal de sua campanha<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/pt\/blog\/social-media-roi\/#Step_2_Begin_the_Process_With_Clear_Goals_in_Mind\" >Etapa 2 Iniciar o processo com objetivos claros em mente<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/pt\/blog\/social-media-roi\/#Step_3_Ensure_That_Youre_Tracking_the_Correct_Metrics\" >Etapa 3 Certifique-se de que est\u00e1 monitorando as m\u00e9tricas corretas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/prettylinks.com\/pt\/blog\/social-media-roi\/#Step_4_Identify_and_Assess_Your_Investments\" >Etapa 4 Identificar e avaliar seus investimentos<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/prettylinks.com\/pt\/blog\/social-media-roi\/#Conclusion\" >Conclus\u00e3o<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>O marketing de m\u00eddia social \u00e9 uma tarefa essencial para qualquer empresa. Quando feito de forma eficaz, ele pode ajud\u00e1-lo a aumentar o tr\u00e1fego do site, aumentar o conhecimento da marca e at\u00e9 mesmo impulsionar as convers\u00f5es. No entanto, esse tipo de marketing geralmente requer um investimento, portanto, \u00e9 importante descobrir se os resultados valem a pena. <br><\/p>\n\n\n\n<p>Para fazer isso, voc\u00ea precisar\u00e1 de uma estrat\u00e9gia para medir o retorno sobre o investimento (ROI). Isso permitir\u00e1 que voc\u00ea determine se o seu tempo e os seus recursos est\u00e3o sendo bem gastos. Tamb\u00e9m pode identificar se h\u00e1 algum problema com suas campanhas atuais e indicar as principais \u00e1reas que precisam ser melhoradas.<br><\/p>\n\n\n\n<p>Neste post, explicaremos o que \u00e9 ROI de m\u00eddia social e por que ele \u00e9 importante. Tamb\u00e9m discutiremos as etapas que voc\u00ea precisar\u00e1 seguir para calcul\u00e1-lo. Vamos come\u00e7ar! <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Social_Media_ROI_Is_And_Why_It_Matters\"><\/span><strong>O que \u00e9 o ROI da m\u00eddia social (e por que ele \u00e9 importante)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Como diz o velho ditado, \u00e0s vezes \u00e9 preciso gastar dinheiro para ganhar dinheiro. Em nenhum outro lugar isso \u00e9 mais evidente do que em sua estrat\u00e9gia de marketing. Com tantas tarefas e ferramentas necess\u00e1rias para manter o ritmo, os custos podem sair do controle rapidamente se voc\u00ea n\u00e3o for cuidadoso.<br><\/p>\n\n\n\n<p>Isso significa que \u00e9 essencial monitorar se o seu investimento est\u00e1 produzindo resultados reais. A maneira mais eficaz de fazer isso \u00e9 calcular seu <a href=\"https:\/\/www.investopedia.com\/terms\/r\/returnoninvestment.asp\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Retorno sobre o investimento (ROI) (abre em uma nova guia)\">Retorno sobre o investimento (ROI)<\/a>. Em outras palavras, voc\u00ea precisa comparar o que est\u00e1 investindo em seu marketing com o que est\u00e1 obtendo com ele.<br><\/p>\n\n\n\n<p>Em muitos aplicativos comerciais, o ROI \u00e9 geralmente estabelecido usando valores monet\u00e1rios bem definidos. Infelizmente, calcular o ROI da sua m\u00eddia social pode ser um pouco mais complicado. De fato, <a rel=\"noreferrer noopener\" aria-label=\" (abre em uma nova guia)\" href=\"https:\/\/sproutsocial.com\/insights\/guides\/2018-index\/\" target=\"_blank\">55% de comerciantes<\/a> citaram a medi\u00e7\u00e3o do ROI da m\u00eddia social como seu desafio n\u00famero um. <br><\/p>\n\n\n\n<p>Isso ocorre porque as campanhas de marketing de m\u00eddia social nem sempre s\u00e3o executadas com a inten\u00e7\u00e3o de aumentar diretamente as vendas. V\u00e1rios fatores podem contar para o seu ROI, inclusive o n\u00famero de seguidores e a taxa de engajamento. O que voc\u00ea precisar\u00e1 rastrear depende de suas metas espec\u00edficas. <br><\/p>\n\n\n\n<p>Isso geralmente dificulta a avalia\u00e7\u00e3o do ROI da m\u00eddia social. No entanto, apesar das poss\u00edveis dificuldades, essa \u00e9 uma etapa essencial. Se n\u00e3o o fizer, voc\u00ea poder\u00e1 continuar investindo em t\u00e9cnicas que n\u00e3o produzem resultados e ignorar aquelas que t\u00eam o potencial de oferecer grandes retornos. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Calculate_Your_Social_Media_ROI_In_4_Steps\"><\/span>Como calcular o ROI da sua m\u00eddia social (em 4 etapas)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Felizmente, ele <em>\u00e9<\/em> poss\u00edvel calcular com precis\u00e3o o ROI da sua m\u00eddia social. Vamos explorar as etapas mais importantes desse processo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Step_1_Establish_the_Core_Purpose_of_Your_Campaign\"><\/span><strong>Etapa 1: Estabele\u00e7a o objetivo principal de sua campanha<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Como mencionamos anteriormente, h\u00e1 v\u00e1rios fatores que podem contribuir para o ROI da sua m\u00eddia social. Isso significa que raramente h\u00e1 um valor monet\u00e1rio simples que voc\u00ea possa calcular.<br><\/p>\n\n\n\n<p>Em vez disso, voc\u00ea deve primeiro considerar por que est\u00e1 realizando a campanha. Voc\u00ea quer aumentar o n\u00famero de convers\u00f5es que recebe? Est\u00e1 procurando <a href=\"https:\/\/prettylinks.com\/pt\/blog\/pretty-links-on-social-media\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"criar reconhecimento da marca (abre em uma nova guia)\">criar reconhecimento da marca<\/a>? Como alternativa, voc\u00ea gostaria de aumentar o tr\u00e1fego do site ou aumentar o n\u00famero de seguidores nas m\u00eddias sociais?<br><\/p>\n\n\n\n<p>Fazer a si mesmo esse tipo de pergunta o ajudar\u00e1 a estabelecer o objetivo principal do seu investimento em marketing de m\u00eddia social. Assim, voc\u00ea saber\u00e1 a qual(is) m\u00e9trica(s) dever\u00e1 prestar aten\u00e7\u00e3o ao calcular o ROI. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Step_2_Begin_the_Process_With_Clear_Goals_in_Mind\"><\/span>Etapa 2: Inicie o processo com objetivos claros em mente<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>O objetivo principal da sua campanha representa o que a m\u00eddia social pode ajudar a sua empresa a alcan\u00e7ar. Ter metas claras o ajudar\u00e1 a definir como voc\u00ea trabalhar\u00e1 para atingir esse objetivo e como medir\u00e1 o ROI. <br><\/p>\n\n\n\n<p>Por exemplo, se o seu objetivo final for aumentar o reconhecimento da sua marca, voc\u00ea poder\u00e1 acompanhar o n\u00famero de seguidores obtidos durante uma campanha. Ou pode registrar o n\u00famero de coment\u00e1rios que recebe. Em seguida, voc\u00ea pode definir metas com essas m\u00e9tricas em mente. <br><\/p>\n\n\n\n<p>Independentemente do que voc\u00ea decidir acompanhar, \u00e9 importante manter suas expectativas realistas. Considere o tamanho de sua empresa ao decidir o que deseja alcan\u00e7ar e n\u00e3o confie que grandes mudan\u00e7as ocorrer\u00e3o rapidamente.<br><\/p>\n\n\n\n<p><a href=\"https:\/\/www.mindtools.com\/pages\/article\/smart-goals.htm\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Metas SMART (abre em uma nova guia)\">Metas SMART<\/a> s\u00e3o uma excelente maneira de estabelecer resultados alcan\u00e7\u00e1veis, pois o ajudar\u00e3o a determinar um plano de a\u00e7\u00e3o claro e realista. Ao dedicar tempo para criar metas concretas primeiro, voc\u00ea ter\u00e1 mais chances de obter resultados precisos de ROI. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Step_3_Ensure_That_Youre_Tracking_the_Correct_Metrics\"><\/span>Etapa 3: Certifique-se de que est\u00e1 monitorando as m\u00e9tricas corretas<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Depois de definir suas metas, voc\u00ea pode come\u00e7ar a monitor\u00e1-las. A forma de fazer isso depender\u00e1 do software que voc\u00ea decidir usar. A maioria dos sites de m\u00eddia social cont\u00e9m rastreadores incorporados, enquanto <a rel=\"noreferrer noopener\" aria-label=\" (abre em uma nova guia)\" href=\"https:\/\/analytics.google.com\/analytics\/web\/\" target=\"_blank\">Google Analytics<\/a> \u00e9 uma op\u00e7\u00e3o \u00fatil para dados mais avan\u00e7ados.<br><\/p>\n\n\n\n<p>Novamente, h\u00e1 v\u00e1rias m\u00e9tricas de m\u00eddia social que voc\u00ea pode medir, incluindo:<br><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Envolvimento do p\u00fablico<\/li><li>Registros e convers\u00f5es<\/li><li>Tr\u00e1fego do site<\/li><\/ul>\n\n\n\n<p>Lembre-se de que voc\u00ea s\u00f3 precisa acompanhar as m\u00e9tricas que s\u00e3o relevantes para o seu objetivo definido e estabelecer metas. N\u00e3o se prenda a n\u00fameros que n\u00e3o tenham correla\u00e7\u00e3o com o que voc\u00ea realmente deseja alcan\u00e7ar. Fazer isso pode levar a resultados imprecisos. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Step_4_Identify_and_Assess_Your_Investments\"><\/span><strong>Etapa 4: Identificar e avaliar seus investimentos<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>A etapa final \u00e9 identificar os investimentos que voc\u00ea fez em sua campanha. Isso pode variar de empresa para empresa, mas geralmente s\u00e3o divididos em quatro \u00e1reas principais:<br><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Tempo.<\/strong> Some as horas que voc\u00ea ou sua equipe de m\u00eddias sociais dedicaram \u00e0 sua campanha de marketing de m\u00eddias sociais durante um determinado per\u00edodo de tempo. <\/li><li><strong>Conte\u00fado. <\/strong>Calcule o custo total da produ\u00e7\u00e3o de seu material promocional.<\/li><li><strong>Ferramentas.<\/strong> A maioria das plataformas de m\u00eddia social escolhidas \u00e9 de uso gratuito, mas \u00e9 prov\u00e1vel que voc\u00ea tamb\u00e9m use uma ferramenta de gerenciamento como <a href=\"https:\/\/sproutsocial.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (abre em uma nova guia)\">Sprout Social<\/a>. Voc\u00ea dever\u00e1 considerar os custos por campanha do uso desses servi\u00e7os em seu investimento final. <\/li><li><strong>An\u00fancios em m\u00eddias sociais. <\/strong>Os an\u00fancios pagos provavelmente formar\u00e3o uma grande propor\u00e7\u00e3o de seu investimento geral. Esses custos s\u00e3o relativamente f\u00e1ceis de encontrar, pois a maioria das plataformas de m\u00eddia social os rastreia automaticamente. <\/li><\/ul>\n\n\n\n<p>Depois de somar os custos de sa\u00edda acima, voc\u00ea pode medi-los em rela\u00e7\u00e3o \u00e0s metas e m\u00e9tricas previamente delineadas. O uso de uma f\u00f3rmula simples o ajudar\u00e1 a fazer isso:<br><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>(Ganhos \/ Investimento) x 100 = ROI<\/strong><br><\/p>\n\n\n\n<p>Portanto, se sua meta final fosse aumentar o reconhecimento da marca, por exemplo, sua f\u00f3rmula seria mais ou menos assim:<br><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>(O n\u00famero de seguidores obtidos nas m\u00eddias sociais \/ Seu investimento) x 100 = Seu ROI geral (exibido como uma porcentagem).<\/strong><\/p>\n\n\n\n<p>Lembre-se de que o c\u00e1lculo que voc\u00ea precisa fazer depender\u00e1 do objetivo da sua campanha. Voc\u00ea <em>pode<\/em> incluem valores monet\u00e1rios, mas tamb\u00e9m podem medir m\u00e9tricas mais abstratas, como o n\u00famero de visitas ao seu site a partir de <a href=\"https:\/\/prettylinks.com\/pt\/blog\/pretty-links-on-social-media\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"seus links de m\u00eddia social (abre em uma nova guia)\">seus links de m\u00eddia social<\/a>. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong>Conclus\u00e3o<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Estabelecer seu ROI o ajudar\u00e1 a determinar se os investimentos que est\u00e1 fazendo em suas campanhas de marketing de m\u00eddia social valem a pena. Com esses dados em mente, voc\u00ea pode come\u00e7ar a adaptar e ajustar seus futuros esfor\u00e7os de marketing. <br><\/p>\n\n\n\n<p>Para calcular o ROI da m\u00eddia social, siga estas quatro etapas:<br><\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Estabele\u00e7a o objetivo principal de sua campanha. <\/li><li>Estabele\u00e7a metas acion\u00e1veis e alcan\u00e7\u00e1veis. <\/li><li>Certifique-se de que est\u00e1 monitorando apenas as m\u00e9tricas relevantes.<\/li><li>Avalie cuidadosamente os investimentos que voc\u00ea fez. <\/li><\/ol>\n\n\n\n<p>Tem mais alguma d\u00favida sobre como determinar o ROI da sua m\u00eddia social? Fale conosco na se\u00e7\u00e3o de coment\u00e1rios abaixo!<\/p>","protected":false},"excerpt":{"rendered":"<p>O marketing de m\u00eddia social \u00e9 uma tarefa essencial para qualquer empresa. Quando feito de forma eficaz, ele pode ajud\u00e1-lo a aumentar o tr\u00e1fego do site, aumentar o conhecimento da marca e at\u00e9 mesmo impulsionar as convers\u00f5es. Entretanto, esse tipo de marketing geralmente requer um investimento, portanto, \u00e9 importante descobrir se os resultados valem a pena. Para fazer isso, voc\u00ea precisar\u00e1 de um...<\/p>","protected":false},"author":11450,"featured_media":3410,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[59],"tags":[],"class_list":["post-3378","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Social media marketing requires an investment, so you need to make sure it&#039;s effective. 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