{"id":2968,"date":"2022-04-27T13:59:06","date_gmt":"2022-04-27T13:59:06","guid":{"rendered":"https:\/\/www1.medianet.hr\/?p=2968"},"modified":"2026-08-19T15:03:46","modified_gmt":"2026-08-19T15:03:46","slug":"social-listening","status":"publish","type":"post","link":"https:\/\/www.medianet.hr\/en\/social-listening\/","title":{"rendered":"Social listening"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"2968\" class=\"elementor elementor-2968\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e3df020 elementor-section-full_width elementor-section-height-full elementor-section-height-default elementor-section-items-middle\" data-id=\"e3df020\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f76a81e\" data-id=\"f76a81e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d105618 elementor-widget elementor-widget-heading\" data-id=\"d105618\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-large\">Social listening<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3b853b5 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"3b853b5\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0ab1661\" data-id=\"0ab1661\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-357a6c0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"357a6c0\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-dc7d45c\" data-id=\"dc7d45c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8333999 elementor-widget elementor-widget-text-editor\" data-id=\"8333999\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Jeste li ikada po\u017eeljeli pro\u010ditati misli svojih kupaca: \u0161to misle o va\u0161oj tvrtki ili brendu, kakvi su njihovi dojmovi o va\u0161im uslugama i proizvodima? Ako je odgovor potvrdan, na pravom ste mjestu. Koriste\u0107i social listening, do\u0107i \u0107ete do odgovora, ali i puno vi\u0161e od toga&#8230;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-05e7352 elementor-widget elementor-widget-heading\" data-id=\"05e7352\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><b>\u0160to je social listening?<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-35d7e2a elementor-widget elementor-widget-text-editor\" data-id=\"35d7e2a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"font-variant-ligatures: normal; font-variant-caps: normal; font-family: 'Scope One', sans-serif; font-size: 16px; font-style: normal; font-weight: 400;\"><span style=\"font-family: 'Scope One', sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400;\">Social listening predstavlja proces \u201eslu\u0161anja\u201c komunikacija i interakcija o va\u0161em brendu i temama koje su va\u017ene za va\u0161e poslovanje na dru\u0161tvenim mre\u017eama. Oslu\u0161kivanje na dru\u0161tvenim mre\u017eama odli\u010dna je strategija pomo\u0107u koje mo\u017eete \u201eu\u0107i u um\u201c svojih kupaca i saznati \u0161to misle o va\u0161em brendu ili pojedinoj tematici, otkriti njihove interese i preferencije te identificirati mogu\u0107i prostor za optimizaciju i prilagodbu poslovanja.\u00a0<\/span><\/p><p>Pravim pristupom, oslu\u0161kivanje dru\u0161tvenih mre\u017ea mo\u017ee pru\u017eiti uvid u razne aspekte poslovanja kao \u0161to su u\u010dinci marketin\u0161kih aktivnosti, odnosi s korisnicima ili povratne informacije o proizvodu ili usluzi. Iako se mogu lako zamijeniti, oslu\u0161kivanje nije isto \u0161to i monitoring dru\u0161tvenih mre\u017ea.\u00a0<span style=\"font-size: 16px;\">Monitoring nam pru\u017ea odgovore na pitanja \u0160TO tko \u010dini na dru\u0161tvenim mre\u017eama, dok oslu\u0161kivanjem dobivamo dublje odgovore na pitanja, poput onih ZA\u0160TO netko ne\u0161to \u010dini na dru\u0161tvenim mre\u017eama. Social listening uklju\u010duje analizu podataka koje smo prikupili monitoringom.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1cc85bb elementor-widget elementor-widget-heading\" data-id=\"1cc85bb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><b>\u0160to mo\u017eete dobiti koriste\u0107i social listening?<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d6c103f elementor-widget elementor-widget-text-editor\" data-id=\"d6c103f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-size: 16px;\">Postoji mnogo razloga za\u0161to je u poslovanju potrebno primijeniti social listening, koji direktno i indirektno mo\u017ee doprinijeti ispunjavanju postavljenih ciljeva. Neki od glavnih na\u010dina kako mo\u017eete iskoristiti oslu\u0161kivanje dru\u0161tvenih mre\u017ea su:\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-50e3246 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"50e3246\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-df6e9ef\" data-id=\"df6e9ef\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-298cde7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"298cde7\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-67f4de0\" data-id=\"67f4de0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9bc0984 elementor-widget elementor-widget-text-editor\" data-id=\"9bc0984\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Interakcija s ciljanom publikom&nbsp;<\/b><\/p>\n<p>Jedna od popularnijih primjena social listeninga je direktno pra\u0107enje komunikacija na dru\u0161tvenim mre\u017eama s ciljem uo\u010davanja prilika za interakciju. Takav pristup omogu\u0107ava sudjelovanje u razgovorima s potencijalnim i trenutnim kupcima ili pru\u017eanje direktnih odgovora i rje\u0161enja problema s kojima se suo\u010davaju.&nbsp;<\/p>\n<p>Otkrivaju\u0107i i koriste\u0107i takve prilike pokazujemo da nam je stalo do korisnika na\u0161ih proizvoda i usluga te da smo uvijek voljni s njima komunicirati, \u010dak i kada nam nisu poslali direktan upit.&nbsp;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-71a92bd\" data-id=\"71a92bd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-34256df elementor-widget elementor-widget-image\" data-id=\"34256df\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"450\" height=\"400\" src=\"https:\/\/www.medianet.hr\/wp-content\/uploads\/2022\/04\/MediaNet-social-listening-interakcija.jpg\" class=\"attachment-full size-full wp-image-2993\" alt=\"MediaNet social listening interakcija\" srcset=\"https:\/\/www.medianet.hr\/wp-content\/uploads\/2022\/04\/MediaNet-social-listening-interakcija.jpg 450w, https:\/\/www.medianet.hr\/wp-content\/uploads\/2022\/04\/MediaNet-social-listening-interakcija-300x267.jpg 300w, https:\/\/www.medianet.hr\/wp-content\/uploads\/2022\/04\/MediaNet-social-listening-interakcija-14x12.jpg 14w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0e73810 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"0e73810\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ab0ebf4\" data-id=\"ab0ebf4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-9ec8267 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9ec8267\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-8301716\" data-id=\"8301716\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2c4eb86 elementor-widget elementor-widget-text-editor\" data-id=\"2c4eb86\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Razumijevanje ciljane publike\u00a0<\/b><\/p><p>Oslu\u0161kivanje komunikacije na dru\u0161tvenim mre\u017eama poma\u017ee nam da bolje razumijemo tko je to\u010dno na\u0161a publika, daje nam uvid u teme o kojima razgovara kao i njezine stavove prema tim temama. Takve informacije od iznimne su va\u017enosti prilikom kreiranja promotivnih poruka i aktivnosti.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d227976 elementor-widget elementor-widget-text-editor\" data-id=\"d227976\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Pove\u0107anje prodaje<\/b><\/p><p>Social listening mo\u017ee se iskoristiti za uklju\u010divanje u razgovore koji su vezani uz va\u0161e proizvode ili usluge. Na primjer, netko bi se mogao raspitivati o iskustvu s va\u0161im proizvodima ili tra\u017eiti preporuku za proizvod ili uslugu koju nudite. To su odli\u010dne prilike da stupite u komunikaciju s potencijalnim kupcima i pretvorite ih u svoje vjerne korisnike.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bee82cd elementor-widget elementor-widget-text-editor\" data-id=\"bee82cd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Pra\u0107enje novih trendova<\/b><\/p><p>Oslu\u0161kivanje dru\u0161tvenih mre\u017ea poma\u017ee da ostanete u toku s najnovijim trendovima koji utje\u010du na tr\u017ei\u0161te. Mo\u017eete analizirati rasprave i hashtagove povezane s va\u0161om industrijom kako biste prepoznali nadolaze\u0107e trendove koje potom mo\u017eete implementirati unutar va\u0161e strategije. Tako\u0111er, dobivate uvid o kretanju tr\u017ei\u0161ta, kao i mogu\u0107nost brze prilagodbe novonastalim promjenama.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-a155321 elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a155321\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-24e29cf\" data-id=\"24e29cf\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ca9d415 elementor-widget elementor-widget-image\" data-id=\"ca9d415\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1407\" height=\"1250\" src=\"https:\/\/www.medianet.hr\/wp-content\/uploads\/2022\/04\/MediaNet-social-listening-zdravlje-brenda.jpg\" class=\"attachment-full size-full wp-image-2994\" alt=\"MediaNet social listening zdravlje brenda\" srcset=\"https:\/\/www.medianet.hr\/wp-content\/uploads\/2022\/04\/MediaNet-social-listening-zdravlje-brenda.jpg 1407w, https:\/\/www.medianet.hr\/wp-content\/uploads\/2022\/04\/MediaNet-social-listening-zdravlje-brenda-300x267.jpg 300w, https:\/\/www.medianet.hr\/wp-content\/uploads\/2022\/04\/MediaNet-social-listening-zdravlje-brenda-1024x910.jpg 1024w, https:\/\/www.medianet.hr\/wp-content\/uploads\/2022\/04\/MediaNet-social-listening-zdravlje-brenda-768x682.jpg 768w, https:\/\/www.medianet.hr\/wp-content\/uploads\/2022\/04\/MediaNet-social-listening-zdravlje-brenda-14x12.jpg 14w\" sizes=\"(max-width: 1407px) 100vw, 1407px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-115cd13\" data-id=\"115cd13\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1996195 elementor-widget elementor-widget-text-editor\" data-id=\"1996195\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Zdravlje brenda<\/b><\/p><p>Oslu\u0161kivanje na dru\u0161tvenim mre\u017eama popra\u0107eno analizom sentimenta pru\u017ea informacije o tome \u0161to to ljudi to\u010dno misle o va\u0161em brendu te \u0161to utje\u010de na njihovu percepciju. Poma\u017ee nam identificirati probleme koji trebaju biti rije\u0161eni ili otkriti kojem se segmentu na\u0161eg poslovanja moramo posvetiti vi\u0161e. Takav pristup poma\u017ee u kreiranju akcija potrebnih za pobolj\u0161anje zdravlja va\u0161eg brenda.\u00a0 \u00a0\u00a0<\/p><p>U pojedinim slu\u010dajevima nai\u0107i \u0107ete na pozitivnu komunikaciju o va\u0161em brendu. Iskoristite takve situacije i uklju\u010dite se u razgovor. Na taj na\u010din \u0107ete pobolj\u0161ati i odr\u017eati zdravlje va\u0161eg brenda, bez obzira \u0161to su sentimenti ve\u0107 pozitivni.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-47ea216 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"47ea216\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-ab0496a\" data-id=\"ab0496a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c01bd05 elementor-widget elementor-widget-text-editor\" data-id=\"c01bd05\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Rje\u0161avanje PR katastrofa<\/b><\/p><p>Social listening odli\u010dan je na\u010din uo\u010davanja mogu\u0107ih problema koji u kratkom roku mogu eskalirati u PR katastrofu. Aktivno tra\u017eenje negativne komunikacije i komentara na va\u0161e oglase, objave na dru\u0161tvenim mre\u017eama, usluge ili proizvode pru\u017ea mogu\u0107nost brze reakcije i rje\u0161avanje problema prije nego je eskalirao.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b5e03f6 elementor-widget elementor-widget-text-editor\" data-id=\"b5e03f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Otkrivanje zagovornika brenda (brand advocates)<\/b><\/p><p>Zagovornici brenda ili brand advocates predstavljaju vrlo lojalne i zadovoljne kupce koji aktivno promoviraju svoje omiljene brendove i proizvode. Prilikom oslu\u0161kivanja dru\u0161tvenih mre\u017ea mo\u017eete nai\u0107i na korisnike koji \u010desto vode komunikaciju oko va\u0161eg brenda. Bez obzira radi li se o pojedinom influenceru s puno pratitelja ili prosje\u010dnom korisniku dru\u0161tvenih mre\u017ea, ljudi koji su ve\u0107 zadovoljni va\u0161im proizvodom idealni su ambasadori va\u0161eg brenda. Razmislite kako ih mo\u017eete uklju\u010diti u svoje planove ili stupite s njima u komunikaciju kako biste odr\u017eali njihovu lojalnost.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-98a2509 elementor-widget elementor-widget-text-editor\" data-id=\"98a2509\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Pru\u017eanje dodatne korisni\u010dke podr\u0161ke<\/b><\/p><p>Putem oslu\u0161kivanja dru\u0161tvenih mre\u017ea jednostavno mo\u017eete otkriti razne pritu\u017ebe, nedoumice i probleme s kojima se kupci susre\u0107u. S pravim informacijama u pravo vrijeme kupac dobiva brzi odgovor i pomo\u0107 bez potrebe za kontaktiranjem korisni\u010dke podr\u0161ke. Na taj na\u010din gradite povjerenje u va\u0161 brend te svome kupcu pru\u017eate osje\u0107aj sigurnosti kada su u pitanju va\u0161i proizvodi ili usluge.<\/p><p>Kako biste uvijek pravovremeno reagirali, na pojedinim dru\u0161tvenim mre\u017eama mo\u017eete uklju\u010diti obavijesti kada netko spomene ili ozna\u010di va\u0161 brend.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-993fd31 elementor-widget elementor-widget-heading\" data-id=\"993fd31\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><b>Koraci u oslu\u0161kivanju dru\u0161tvenih mre\u017ea:<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eafd47e elementor-widget elementor-widget-text-editor\" data-id=\"eafd47e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>1. Definirajte svoje ciljeve\u00a0<\/b><\/p><p>Zapo\u010dnite s pitanjima poput: za\u0161to vam je potrebno oslu\u0161kivanje na dru\u0161tvenim mre\u017eama, \u0161to planirate posti\u0107i, \u017eelite li dobiti uvid u percepciju korisnika o va\u0161em brendu? Ili vas zanima kako \u0107e ciljana publika reagirati na va\u0161 novi proizvod ili marketin\u0161ku kampanju? Mo\u017eda \u017eelite social listening iskoristiti na du\u017ee staze kako biste pobolj\u0161ali cjelokupno korisni\u010dko iskustvo. Koji god cilj \u017eelite ispuniti putem oslu\u0161kivanja dru\u0161tvenih mre\u017ea, budite sigurni da ste ga potpuno jasno definirali i da to\u010dno znate \u0161to \u017eelite posti\u0107i. U situaciji kada ciljevi nisu pravilno definirani, mo\u017eemo se izgubiti u moru podataka koje prikupljamo. Jasan cilj pomo\u0107i \u0107e nam razumjeti koje informacije su nam va\u017ene te kojim konverzacijama se moramo posvetiti.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34df1f0 elementor-widget elementor-widget-text-editor\" data-id=\"34df1f0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>2. Odredite izvore podataka<\/b><\/p><p>Kako biste zapo\u010deli oslu\u0161kivati komunikaciju na dru\u0161tvenim mre\u017eama, vrlo je va\u017eno odlu\u010diti s kojeg izvora namjeravate prikupljati podatke, odnosno, na kojim dru\u0161tvenim mre\u017eama mo\u017eete prikupiti one informacije koje su vam zna\u010dajne. Svaka dru\u0161tvena mre\u017ea ima svoje prednosti i svoju vlastitu bazu korisnika. Pa\u017eljivo istra\u017eite na kojim platformama se nalazi va\u0161a ciljna publika i koje su platforme relevantne kada je u pitanju va\u0161 brend.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65ed63d elementor-widget elementor-widget-text-editor\" data-id=\"65ed63d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>3. Odaberite alat za oslu\u0161kivanje<\/b><\/p><p>Sljede\u0107i korak je izbor alata pomo\u0107u kojeg \u0107ete provesti oslu\u0161kivanje dru\u0161tvenih mre\u017ea i do\u0107i do odgovora koji vas zanimaju. Jednako kao \u0161to je va\u017eno definirati ciljeve, potrebno je izabrati adekvatan alat koji \u0107e vam pomo\u0107i u ispunjavanju istih. <a href=\"https:\/\/www1.medianet.hr\/pracenje-i-analiza-drustvenih-medija\/\">Metricom<\/a> je alat za pra\u0107enje i analizu komunikacije na dru\u0161tvenim mre\u017eama te obuhva\u0107a sve elemente potrebne za provedbu social listeninga. Prati Facebook, Twitter, Instagram, YouTube, Pinterest, forume, portale i komentare na \u010dlanke.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-3d82a32 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3d82a32\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-6921dd3\" data-id=\"6921dd3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-96d2e98 elementor-widget elementor-widget-text-editor\" data-id=\"96d2e98\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Omogu\u0107uje:\u00a0<\/b><\/p><ul><li>Monitor consumer habits in real time<\/li><li><span style=\"font-size: 16px;\">Better understanding of potential or existing users<\/span><\/li><li><span style=\"font-size: 16px;\">Predict customer behaviour<\/span><\/li><li><span style=\"font-size: 16px;\">Review of user satisfaction<\/span><\/li><li><span style=\"font-size: 16px;\">brz i proaktivan odgovor kupcu<\/span><\/li><li><span style=\"font-size: 16px;\">Monitor brand visibility and analyse brand sentiment<\/span><\/li><li><span style=\"font-size: 16px;\">Monitor visibility of competition and compare to competition<\/span><\/li><li><span style=\"font-size: 16px;\">Anticipate potential crisis situations and respond in a timely manner<\/span><\/li><li><span style=\"font-size: 16px;\">Find queries demonstrating the need for a company\u2019s service\/product<\/span><\/li><li><span style=\"font-size: 16px;\">Find queries demonstrating the need for a new product or service (predict customer needs)<\/span><\/li><li><span style=\"font-size: 16px;\">detekciju influencera&#8230;<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-76b01d1\" data-id=\"76b01d1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-eaf5c21 elementor-widget elementor-widget-image\" data-id=\"eaf5c21\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1008\" height=\"936\" src=\"https:\/\/www.medianet.hr\/wp-content\/uploads\/2022\/04\/Metricom-mobilna-aplikacija-blog.png\" class=\"attachment-full size-full wp-image-2982\" alt=\"Metricom mobilna aplikacija blog\" srcset=\"https:\/\/www.medianet.hr\/wp-content\/uploads\/2022\/04\/Metricom-mobilna-aplikacija-blog.png 1008w, https:\/\/www.medianet.hr\/wp-content\/uploads\/2022\/04\/Metricom-mobilna-aplikacija-blog-300x279.png 300w, https:\/\/www.medianet.hr\/wp-content\/uploads\/2022\/04\/Metricom-mobilna-aplikacija-blog-768x713.png 768w, https:\/\/www.medianet.hr\/wp-content\/uploads\/2022\/04\/Metricom-mobilna-aplikacija-blog-13x12.png 13w\" sizes=\"(max-width: 1008px) 100vw, 1008px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-0627c17 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0627c17\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-0f27aba\" data-id=\"0f27aba\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b2035b7 elementor-widget elementor-widget-text-editor\" data-id=\"b2035b7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Pomo\u0107u Metricom aplikacije bit \u0107ete redovito i promptno informirani o svemu \u0161to korisnici dru\u0161tvenih mre\u017ea pi\u0161u o va\u0161em brandu, konkurenciji ili industriji. Alat u realnom vremenu dostavlja objave opremljene podacima o dosegu, anga\u017emanu, sentimentu, influenceru kao i komentare medijskih \u010dlanaka s preko 1000 regionalnih web portala i 170 foruma. Kako biste uvijek bili u mogu\u0107nosti brzo reagirati, Metricom je dostupan kao desk ili mobilna aplikacija.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d73c48d elementor-widget elementor-widget-text-editor\" data-id=\"d73c48d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>4. Izaberite teme<\/b><\/p><p>Kada smo odabrali alat, potrebno je odabrati \u017eeljene teme. To podrazumijeva odre\u0111ivanje onoga \u0161to \u017eelimo oslu\u0161kivati poput raznih hashtagova, klju\u010dnih rije\u010di, spominjanja brenda, itd. Odabrane teme pomo\u0107i \u0107e nam da prikupimo samo one podatke koji su nam potrebni. Daljnje mogu\u0107nosti uvelike ovise o alatu kojega ste odabrali. Metricom omogu\u0107uje dodjeljivanje vlastitih atributa svakoj objavi kao \u0161to su sentiment, faktor utjecaja i napomena te mogu\u0107nost samostalnog pra\u0107enja \u017eeljenih tema. Tako\u0111er, omogu\u0107uje automatsku pretragu po zadanim klju\u010dnim rije\u010dima, a kada nemate dovoljno vremena za pretra\u017eivanje, mo\u017eete iskoristiti pogodnosti gotovih filtriranih izvje\u0161taja.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa0ab99 elementor-widget elementor-widget-text-editor\" data-id=\"aa0ab99\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>5. Po\u010dnite prikupljati podatke<\/b><\/p><p>Kada ste odredili teme koje \u017eelite pratiti, po\u010dnite prikupljati podatke pomo\u0107u odabranog alata. U ovoj fazi social listeninga moramo se posvetiti metrici relevantnoj za na\u0161e ciljeve. Ako nam je pobolj\u0161anje zdravlja brenda u fokusu, pa\u017enju \u0107emo usmjeriti na sentiment. Ako se radi o pra\u0107enju reakcija na novu marketin\u0161ku kampanju, pratit \u0107emo metriku poput medijske izlo\u017eenosti, anga\u017emana, sentimenta i share of voice. Prvi je korak uvijek kvalitetno postaviti ciljeve koje \u017eelimo ispuniti.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8d9d43 elementor-widget elementor-widget-text-editor\" data-id=\"c8d9d43\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>6. Iskoristite podatke za kreiranje strategija\u00a0<\/b><\/p><p>Posljednji korak podrazumijeva dobivanje uvida iz prikupljenih podataka koje mo\u017eete iskoristiti u poslovnim strategijama. Iako zvu\u010di jednostavno, potrebno je detaljno analizirati podatke kako biste uspje\u0161no razumjeli \u0161to oni to\u010dno zna\u010de i koliko su relevantni za postavljene ciljeve. Pravilnom interpretacijom dobit \u0107ete konkretne informacije koje mo\u017eete iskoristiti za pobolj\u0161anje svoje komunikacijske strategije i poslovanja te stjecanje konkurentske prednosti.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-501fef1 elementor-widget elementor-widget-heading\" data-id=\"501fef1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><b>Zaklju\u010dak<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e24fee1 elementor-widget elementor-widget-text-editor\" data-id=\"e24fee1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Pravim pristupom i alatima, social listening mo\u017ee doprinijeti raznim aspektima va\u0161eg poslovanja &#8211; od prodaje, marketinga i korisni\u010dke podr\u0161ke, do istra\u017eivanja i razvoja. Dobro prou\u010dite potrebne korake i iskoristite oslu\u0161kivanje dru\u0161tvenih mre\u017ea za pravovremeni odgovor, gra\u0111enje imid\u017ea i povjerenja ili mjerenje u\u010dinaka provedenih aktivnosti. Ako niste sigurni kako i gdje zapo\u010deti, <a href=\"https:\/\/www1.medianet.hr\/kontaktirajte-nas\/\">po\u0161aljite upit<\/a> na\u0161em timu stru\u010dnjaka koji \u0107e vam rado pru\u017eati smjernice i rije\u0161iti sve va\u0161e nedoumice.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Jeste li ikada po\u017eeljeli pro\u010ditati misli svojih kupaca: \u0161to misle o va\u0161oj tvrtki ili brendu, kakvi su njihovi dojmovi o va\u0161im uslugama i proizvodima? Ako je odgovor potvrdan, na pravom ste mjestu. 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