{"id":55412,"date":"2023-12-20T14:30:40","date_gmt":"2023-12-20T07:30:40","guid":{"rendered":"https:\/\/masterskills.org\/blog\/4-chi-so-danh-gia-muc-do-thanh-cong-cua-chien-dich-truyen-thong-mang-xa-hoi.html"},"modified":"2023-12-20T14:30:40","modified_gmt":"2023-12-20T07:30:40","slug":"4-chi-so-danh-gia-muc-do-thanh-cong-cua-chien-dich-truyen-thong-mang-xa-hoi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/4-chi-so-danh-gia-muc-do-thanh-cong-cua-chien-dich-truyen-thong-mang-xa-hoi.html","title":{"rendered":"4 ch\u1ec9 s\u1ed1 \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 th\u00e0nh c\u00f4ng c\u1ee7a chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i"},"content":{"rendered":"<div id=\"test\">Truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i c\u00f3 nhi\u1ec1u \u01b0u \u0111i\u1ec3m: nhanh ch\u00f3ng ti\u1ebfp c\u1eadn ng\u01b0\u1eddi d\u00f9ng, d\u1ec5 d\u00e0ng \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111\u1ed9 ph\u1ee7 s\u00f3ng, t\u0103ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u. 4 ch\u1ec9 s\u1ed1 d\u01b0\u1edbi \u0111\u00e2y s\u1ebd ch\u1ee9ng minh cho b\u1ea1n th\u1ea5y m\u1ee9c \u0111\u1ed9 th\u00e0nh c\u00f4ng c\u1ee7a m\u1ed9t chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i.<\/p>\n<h2 id=\"1-1-ugc-user-generated-content-do-tuong-tac-sau-cua-nguoi-dung\">1. UGC (User Generated Content) \u2013 \u0110\u1ed9 t\u01b0\u01a1ng t\u00e1c s\u00e2u c\u1ee7a ng\u01b0\u1eddi d\u00f9ng<\/h2>\n<p>UGC (User Generated Content) l\u00e0 l\u01b0\u1ee3ng n\u1ed9i dung \u0111\u01b0\u1ee3c t\u1ea1o ra b\u1edfi ng\u01b0\u1eddi d\u00f9ng, Th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0a ra chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i l\u00e0 m\u1ed9t chuy\u1ec7n, kh\u00e1ch h\u00e0ng c\u00f3 ch\u1ee7 \u0111\u1ed9ng \u0111\u0103ng t\u1ea3i n\u1ed9i dung li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m hay kh\u00f4ng l\u1ea1i l\u00e0 chuy\u1ec7n kh\u00e1c. Chi\u1ebfn d\u1ecbch c\u00e0ng h\u1ea5p d\u1eabn, c\u00e0ng th\u00fa v\u1ecb, kh\u00e1ch h\u00e0ng c\u00e0ng mu\u1ed1n \u201cb\u00e0n t\u00e1n\u201d v\u1ec1 n\u00f3 nhi\u1ec1u h\u01a1n qua c\u00e1ch chia s\u1ebb l\u1ea1i tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, k\u00e9o theo nh\u1eefng ng\u01b0\u1eddi trong danh s\u00e1ch b\u1ea1n b\u00e8 c\u1ee7a h\u1ecd c\u0169ng v\u00e0o gu\u1ed3ng \u0111\u00f3.<\/p>\n<p>UGC c\u00f3 \u01b0u \u0111i\u1ec3m ri\u00eang so v\u1edbi nh\u1eefng n\u1ed9i dung do ph\u00eda nh\u00e3n h\u00e0ng t\u1ef1 tung ra. N\u1ebfu nh\u01b0 trong th\u1eddi \u0111\u1ea1i hi\u1ec7n nay, s\u1ed1 l\u01b0\u1ee3ng th\u00f4ng tin t\u1eeb c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i ng\u00e0y c\u00e0ng tr\u1edf n\u00ean b\u00e3o h\u00f2a, ng\u01b0\u1eddi d\u00f9ng Internet c\u00f3 xu h\u01b0\u1edbng tin t\u01b0\u1edfng h\u01a1n v\u00e0o nh\u1eefng g\u00ec \u0111\u1ecdc \u0111\u01b0\u1ee3c nh\u1edd b\u1ea1n b\u00e8, ng\u01b0\u1eddi th\u00e2n c\u1ee7a h\u1ecd vi\u1ebft. B\u1ea1n c\u00f3 th\u1ec3 kh\u00f4ng th\u00edch ca s\u0129 X, kh\u00f4ng like fanpage c\u1ee7a h\u1ecd, nh\u01b0ng m\u1ed9t ng\u01b0\u1eddi b\u1ea1n c\u1ee7a b\u1ea1n l\u1ea1i share link MV c\u1ee7a ca s\u0129 \u0111\u00f3. Caption th\u1ec3 hi\u1ec7n r\u00f5 s\u1ef1 h\u00e0i l\u00f2ng t\u1eeb ch\u1ea5t l\u01b0\u1ee3ng MV \u0111\u1ebfn m\u00e0n tr\u00ecnh di\u1ec5n c\u1ee7a ca s\u0129, th\u00eam chi\u1ebfc thumbnail b\u1eaft m\u1eaft, l\u00e0 \u0111\u00e3 \u0111\u1ee7 \u0111\u1ec3 \u201ck\u00e9o\u201d b\u1ea1n v\u00e0o xem MV c\u1ee7a ca s\u0129 n\u1ecd.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15090\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/\/12\/UGCvidu.png\" alt=\"UGCvidu\" width=\"650\" height=\"221\" title=\"UGCvidu\"><\/p>\n<p>\u0110\u1ec3 chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i th\u00e0nh c\u00f4ng trong vi\u1ec7c l\u00e0m cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng nh\u1eefng quan t\u00e2m m\u00e0 c\u00f2n c\u00f9ng tham gia lan truy\u1ec1n th\u00f4ng \u0111i\u1ec7p, marketer c\u1ea7n khai th\u00e1c t\u00ednh \u201cx\u00e3 h\u1ed9i\u201d t\u1ed1t h\u01a1n b\u1eb1ng c\u00e1ch ch\u00fa tr\u1ecdng t\u00ednh li\u00ean quan v\u00e0 t\u00ecnh h\u1eefu \u00edch c\u1ee7a th\u00f4ng tin \u0111\u1ebfn \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/p>\n<h2 id=\"2-2-sentiment-score-chi-so-cam-xuc\">2. Sentiment score \u2013 Ch\u1ec9 s\u1ed1 c\u1ea3m x\u00fac<\/h2>\n<p>Sentiment score l\u00e0 k\u1ebft qu\u1ea3 ph\u00e2n t\u00edch ch\u1ec9 s\u1ed1 c\u1ea3m x\u00fac c\u1ee7a c\u00e1c th\u1ea3o lu\u1eadn \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh t\u01b0\u01a1ng quan gi\u1eefa c\u00e1c th\u1ea3o lu\u1eadn T\u00edch c\u1ef1c v\u00e0 Ti\u00eau c\u1ef1c.<\/p>\n<p>Ch\u1ec9 s\u1ed1 c\u1ea3m x\u00fac = (L\u01b0\u1ee3ng th\u1ea3o lu\u1eadn T\u00edch c\u1ef1c \u2013 L\u01b0\u1ee3ng th\u1ea3o lu\u1eadn Ti\u00eau c\u1ef1c) \/ (L\u01b0\u1ee3ng th\u1ea3o lu\u1eadn T\u00edch c\u1ef1c + L\u01b0\u1ee3ng th\u1ea3o lu\u1eadn Ti\u00eau c\u1ef1c)<br \/>\nCh\u1ec9 s\u1ed1 c\u1ea3m x\u00fac c\u00f3 gi\u00e1 tr\u1ecb t\u1eeb -1 \u0111\u1ebfn 1, gi\u00e1 tr\u1ecb c\u00e0ng cao th\u1ec3 hi\u1ec7n m\u1ee9c \u0111\u1ed9 \u0111\u01b0\u1ee3c y\u00eau th\u00edch c\u00e0ng cao.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15091\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/\/12\/Sentiment-score-categorisation-620x414-1.png\" alt=\"Sentiment-score-categorisation-620x414\" width=\"650\" height=\"434\" title=\"Sentiment-score-categorisation-620x414-1\"><\/p>\n<p>B\u00ean c\u1ea1nh nh\u1eefng chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i s\u00e1ng t\u1ea1o, \u0111\u1ea7y t\u00ednh nh\u00e2n v\u0103n, v\u1eabn c\u00f3 nh\u1eefng chi\u1ebfn d\u1ecbch ch\u1ee7 y\u1ebfu mu\u1ed1n g\u00e2y s\u1ed1c m\u00e0 \u0111\u00f4i khi t\u1ea1o n\u00ean s\u1ef1 \u00e1c c\u1ea3m n\u01a1i ng\u01b0\u1eddi d\u00f9ng. Kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 nh\u1eefng g\u00ec l\u1ea5p l\u00e1nh \u0111\u1ec1u l\u00e0 v\u00e0ng, c\u0169ng nh\u01b0 kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 nh\u1eefng chi\u1ebfn d\u1ecbch \u0111\u1ea1t \u0111\u01b0\u1ee3c l\u01b0\u1ee3t th\u1ea3o lu\u1eadn cao \u0111\u1ec1u l\u00e0 nh\u1eefng chi\u1ebfn d\u1ecbch \u0111\u1ec3 l\u1ea1i \u1ea5n t\u01b0\u1ee3ng t\u1ed1t \u0111\u1eb9p cho kh\u00e1ch h\u00e0ng. \u0110\u1ec3 bi\u1ebft \u0111\u01b0\u1ee3c m\u1ee9c \u0111\u1ed9 hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i, b\u1ea1n c\u00f2n c\u1ea7n ph\u1ea3i quan t\u00e2m t\u1edbi ch\u1ec9 s\u1ed1 c\u1ea3m x\u00fac. Khi \u0111\u00f3, b\u1ea1n m\u1edbi c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c ch\u00ednh x\u00e1c m\u1ee9c \u0111\u1ed9 y\u00eau th\u00edch c\u1ee7a ng\u01b0\u1eddi d\u00f9ng.<\/p>\n<h2 id=\"3-3-object-mention-luong-thao-luan-de-cap-den-chu-the\">3. Object mention \u2013 L\u01b0\u1ee3ng th\u1ea3o lu\u1eadn \u0111\u1ec1 c\u1eadp \u0111\u1ebfn ch\u1ee7 th\u1ec3<\/h2>\n<p>Object mention l\u00e0 s\u1ed1 l\u01b0\u1ee3ng th\u1ea3o lu\u1eadn \u0111\u1ec1 c\u1eadp tr\u1ef1c ti\u1ebfp \u0111\u1ebfn c\u00e1c c\u1ee5m t\u1eeb v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u\/s\u1ea3n ph\u1ea9m\/chi\u1ebfn d\u1ecbch. Ch\u1ec9 s\u1ed1 n\u00e0y gi\u00fap b\u1ea1n c\u00f3 \u0111\u01b0\u1ee3c c\u00e1i nh\u00ecn r\u00f5 n\u00e9t h\u01a1n hi\u1ec7u qu\u1ea3 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn kh\u00e1ch h\u00e0ng. \u0110\u00e1ng ch\u00fa \u00fd, \u0111\u1ed1i v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch s\u1eed d\u1ee5ng ng\u01b0\u1eddi c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng (influencer), kh\u00f4ng ph\u1ea3i l\u00e0 hi\u1ebfm khi b\u00e0i \u0111\u0103ng c\u1ee7a influencer thu v\u1ec1 nhi\u1ec1u b\u00ecnh lu\u1eadn nh\u01b0ng n\u1ed9i dung ch\u1ec9 xoay quanh influencer m\u00e0 kh\u00f4ng li\u00ean quan \u0111\u1ebfn chi\u1ebfn d\u1ecbch hay th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15089\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/\/12\/object-mention-vd2.png\" alt=\"chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i Clear Men\" width=\"650\" height=\"372\" title=\"object-mention-vd2\"><\/p>\n<p>\u0110\u1ed1i v\u1edbi nh\u1eefng b\u00e0i \u0111\u0103ng t\u1ea1o ra nhi\u1ec1u th\u1ea3o lu\u1eadn tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, n\u1ebfu t\u1ec9 l\u1ec7 th\u1ea3o lu\u1eadn li\u00ean quan \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u hay chi\u1ebfn d\u1ecbch l\u1ea1i th\u1ea5p th\u00ec hi\u1ec7u \u1ee9ng g\u1ee3i nh\u1edb th\u01b0\u01a1ng hi\u1ec7u c\u0169ng kh\u00f4ng cao. \u0110\u1ec3 l\u01b0\u1ee3ng th\u1ea3o lu\u1eadn xoay quanh ch\u1ee7 th\u1ec3 cao v\u00e0 \u1ed5n \u0111\u1ecbnh, n\u1ed9i dung ph\u1ea3i \u0111\u00e1p \u1ee9ng:<\/p>\n<ul>\n<li>N\u00f3i \u0111i\u1ec1u ng\u01b0\u1eddi ta mu\u1ed1n nghe.<\/li>\n<li>Truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch kh\u00e9o l\u00e9o v\u1eeba \u0111\u1ee7 ch\u1ea5t v\u00e0 l\u01b0\u1ee3ng \u0111\u1ec3 ng\u01b0\u1eddi ta ghi nh\u1edb nh\u01b0ng kh\u00f4ng kh\u00f3 ch\u1ecbu.<\/li>\n<li>T\u1ea1o \u0111\u01b0\u1ee3c s\u1ef1 c\u1ed9ng h\u01b0\u1edfng gi\u1eefa s\u1ee9c m\u1ea1nh n\u1ed9i dung v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 h\u00ecnh \u1ea3nh, \u00e2m thanh, ti\u1ebft t\u1ea5u.<\/li>\n<\/ul>\n<h2 id=\"4-4-audience-scale-luong-nguoi-tham-gia-thao-luan\">4. Audience scale \u2013 L\u01b0\u1ee3ng ng\u01b0\u1eddi tham gia th\u1ea3o lu\u1eadn<\/h2>\n<p>Audience scale l\u00e0 s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi th\u1ef1c s\u1ef1 tham gia th\u1ea3o lu\u1eadn tr\u00ean c\u00e1c k\u00eanh m\u1ea1ng x\u00e3 h\u1ed9i. T\u1ea1o ra m\u1ed9t chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i thu h\u00fat \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi d\u00f9ng Internet bi\u1ebft \u0111\u1ebfn v\u00e0 tham gia th\u1ea3o lu\u1eadn l\u00e0 m\u1ed9t th\u1eed th\u00e1ch kh\u00f4ng nh\u1ecf, chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i t\u1eeb th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n c\u00f3 s\u1ee9c h\u1ea5p d\u1eabn ri\u00eang v\u00e0 chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i k\u00eanh ph\u00f9 h\u1ee3p.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15092\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/\/12\/Slide7_Small_vs_Large-1024x449-1.jpg\" alt=\"Small_vs_Large-1024x449\" width=\"650\" height=\"285\" title=\"Slide7_Small_vs_Large-1024x449-1\"><\/p>\n<h2 id=\"5-tam-ket\">T\u1ea1m k\u1ebft<\/h2>\n<p>Tr\u00ean \u0111\u00e2y l\u00e0 4 ch\u1ec9 s\u1ed1\u00a0quan tr\u1ecdng nh\u1eb1m\u00a0ph\u00e2n t\u00edch, \u0111o l\u01b0\u1eddng, \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i. M\u1ed7i ch\u1ec9 s\u1ed1 \u0111\u1ec1u c\u00f3 gi\u00e1 tr\u1ecb c\u1ee7a ri\u00eang n\u00f3 v\u00e0 \u0111\u00e1nh gi\u00e1 \u0111\u01b0\u1ee3c m\u1ed9t kh\u00eda c\u1ea1nh ri\u00eang c\u1ee7a chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng, kh\u00f3 c\u00f3 th\u1ec3 d\u00f9ng m\u1ed9t ch\u1ec9 s\u1ed1 \u0111\u1ec3 \u0111\u01b0a ra k\u1ebft lu\u1eadn r\u1eb1ng li\u1ec7u chi\u1ebfn d\u1ecbch \u0111\u00e3 th\u00e0nh c\u00f4ng hay th\u1ea5t b\u1ea1i.<\/p>\n<p style=\"text-align: right\"><em>Ngu\u1ed3n tham kh\u1ea3o: Buzzmetrics<\/em><\/p>\n<p><em>B\u00e0i li\u00ean quan:<\/em><\/p>\n<ul>\n<li><em>K\u1ebft n\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng tr\u00ean Social Media v\u00e0 Website<\/em><\/li>\n<li><em>C\u00e1c l\u1ed7i truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i \u0111i\u1ec3n h\u00ecnh<\/em><\/li>\n<\/ul>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i c\u00f3 nhi\u1ec1u \u01b0u \u0111i\u1ec3m: nhanh ch\u00f3ng ti\u1ebfp c\u1eadn ng\u01b0\u1eddi d\u00f9ng, d\u1ec5 d\u00e0ng \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111\u1ed9 ph\u1ee7 s\u00f3ng, t\u0103ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u. 4 ch\u1ec9 s\u1ed1 d\u01b0\u1edbi \u0111\u00e2y s\u1ebd ch\u1ee9ng minh cho b\u1ea1n th\u1ea5y m\u1ee9c \u0111\u1ed9 th\u00e0nh c\u00f4ng c\u1ee7a m\u1ed9t chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i. 1. UGC (User Generated [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[191],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/55412"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=55412"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/55412\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=55412"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=55412"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=55412"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}