MB "Verslo reorganizavimas" socialinių tinklų efektyvumo vertinimas
LTSocialiniai tinklai per gan trumpą laiko tarpą tapo verslo dalimi ir užėmė labai svarbią vietą organizacijų rinkodaroje. Socialiniai tinklai kaip viena iš papildomų virtualios veiklos priemonių, praplėtė verslo galimybių ribas elektroninėje erdvėje, kur negalioja laiko ir vietos apribojimai. Įvairios organizacijos socialinius tinklus naudoja kaip sėkmingą marketingo plėtros priemonę - jų dėka palaikomas kasdienis ryšys su klientais, stebimi rinkos pokyčiai. Socialiniai tinklai buvo pripažinti galingiausia priemone verslo praktikoje, tačiau keliama problema: ar socialiniai tinklai yra išnaudojami tikslingai ir su visomis jų teikiamomis galimybėmis? Straipsnyje išanalizuota mokslinė literatūra apie socialinių tinklų naudą įmonėms bei vartotojams. Atliktas MB „Verslo reorganizavimas“ socialinių tinklų efektyvumo vertinimas. Pagrindiniai žodžiai: socialiniai tinklai, efektyvumas, vertinimas.
ENResearch problem. „Verslo reorganizavimas“ Small Partnership was recently established and does not have a social network administrator, therefore the social network accounts used by the company are unpopular among users, and the posts receive little attention. The company does not use all the opportunities provided by social networks and chooses the wrong strategic direction of the advertising campaign on social networks. Research aim. To analyze the effectiveness of social networks used by the company „Verslo reorganizavimas“ Small Partnership. Research methods. Case study: activation of Facebook and Instagram advertising campaigns of social networks used by „Verslo reorganizavimas“ Small Partnership. An analysis of the results of these advertising campaigns revealed which form of advertising on social networks is most effective. Activation of advertising campaigns was carried out in the period from 1 January 2021 to 9 April 2021, by presenting different paid advertising campaigns on social networks. Each month, different types of ads were chosen for different audiences. Key results and conclusions. Comparing the effectiveness of monthly social network ads, it can be seen that user reach fluctuates. The most effective advertising campaign was the one aimed at foreign consumers. Such numbers were determined by the fact that the company „Verslo reorganizavimas“ Small Partnership has not identified its target audience. The ads purchased each month were targeted at different countries and consumers with different habits.It is proposed that social networks become more efficient: the company „Verslo reorganizavimas“ Small Partnership should in the future analyze the data of its purchased advertisements, according to which it will be possible to identify the target audience: predict the specific age of users, what city or country they live in, what their hobbies are, and what ads receive the most clicks (whether a photo or video or a carousel). Only after finding out to which audience you need to apply your service, the company „Verslo reorganizavimas“ Small Partnership will not experience such fluctuations in results. Keywords: social networks, effectiveness, evaluation.
