{"id":923,"date":"2022-01-07T19:12:00","date_gmt":"2023-08-01T19:12:58","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=923"},"modified":"2023-10-05T11:39:50","modified_gmt":"2023-10-05T11:39:50","slug":"social-media-marketing-succes-meten","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/nl\/blog\/social-media-marketing-succes-meten\/","title":{"rendered":"Hoe meet je het succes van je social media?"},"content":{"rendered":"\n<p>In dit derde blogartikel in de serie over effectieve socialmediamarketing kijken we wat succes op social media nou precies inhoudt. In de vorige blogs kwam je al te weten hoe je <a href=\"https:\/\/www.salesforce.com\/nl\/blog\/2021\/03\/social-media-marketing-monitoring-analytics.html\" target=\"_blank\" rel=\"noopener\">social media monitoring en analytics<\/a> aanpakt en <a href=\"https:\/\/www.salesforce.com\/nl\/blog\/2021\/03\/social-media-marketing-betrokkenheid.html\" target=\"_blank\" rel=\"noopener\">betrokkenheid op social media<\/a> bevordert, en in het laatste artikel lees je hoe je indruk maakt met je content. Zo heb je een stevig houvast om aan je socialmediamarketing te beginnen.<\/p>\n\n\n\n<p>Vandaag de dag is maar liefst de <a href=\"https:\/\/www.digitalmarketing.org\/blog\/how-much-time-does-the-average-person-spend-on-social-media\" target=\"_blank\" rel=\"noopener\">helft van de wereldwijde bevolking<\/a> actief op social media, en dit <a href=\"https:\/\/blog.globalwebindex.com\/chart-of-the-day\/social-browsers-brand\/\" target=\"_blank\" rel=\"noopener\">be\u00efnvloedt het koopgedrag<\/a> van (potenti\u00eble) klanten behoorlijk. Bedrijven moeten dus hun stoute schoenen aantrekken en aan het gesprek deelnemen. Maar hoe weet je wat je socialmediaresultaten zijn en hoe meet je die?<\/p>\n\n\n\n<div class=\"layout-astro wp-block-salesforce-blog-related-trail\">\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__cloud\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-cloud-layout-astro.png\" alt=\"\">\n\n\t\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__background\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-background-layout-astro.png\" alt=\"\">\n\n\t<div class=\"related-trail__wrapper\">\n\t\t<div class=\"related-trail__content\">\n\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 345.8 82.8\" aria-hidden=\"true\" class=\"related-trail__logo\"><path fill=\"#1d3767\" d=\"M96.6 33h9v22.6h4.8V33h8.8v-4.3H96.6zm49.8 5.3c0-5.7-3.6-9.6-10.8-9.6H127v27h4.8v-7.9h3l2.3-.1 5.7 8h5.6l-7-9.2c3.4-1.6 5-4.5 5-8.2m-11.1 5.3h-3.6V33h3.6c4.4 0 6 2.3 6 5.3s-1.6 5.3-6 5.3m30.8-15.2-12.6 27.2h5l2.3-5.3h11.6l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm25.2-17.7h4.8v27h-4.8zm20.7 0h-4.8v27h17.6v-4.4h-12.8zm38.4 12.1h-13.2V28.7H229v27h4.7V45h13.2v10.6h4.7V28.7h-4.7zm15.9 14.8h17.5v-4.4h-12.7v-6.4H279v-4.2h-11.5v-7.5h12.7v-4.4h-17.5zm36.9-27.2L287 55.6h5l2.3-5.3H306l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm35.4-17.7h-10.2v27h10.2c8.2 0 14.4-5.9 14.4-13.6s-6-13.4-14.4-13.4m0 22.6H326V33h5.4a9.1 9.1 0 1 1 0 18.1z\" \/><path fill=\"#1d315f\" d=\"M43 82.8h.1a74 74 0 0 0 38.5-12.3 3 3 0 0 0 1.3-2.4v-6A66.2 66.2 0 0 0 42.5.2a3 3 0 0 0-2.3 0A66.2 66.2 0 0 0 0 62.2V68a3 3 0 0 0 1.2 2.4 74 74 0 0 0 40.2 12.4z\" \/><path fill=\"#8ed1f4\" d=\"M13.8 51.8a.3.3 0 0 0 0-.1L33 23.6a3.1 3.1 0 0 1 .8-.8 3 3 0 0 1 4 .8l9.5 13.8 3.5-5a3 3 0 0 1 4.9 0L69 51.6a.3.3 0 0 1 .1.3h7C70.7 17.7 43.7 7.2 41.4 6.2c0 0-11.2 4-21.2 16A59.6 59.6 0 0 0 6.8 51.8zm21.7-21.3\" \/><path fill=\"#aa76b3\" d=\"m62 51.9-8.7-12.6-4.2 6.1 4.8 6.4z\" \/><path fill=\"#722a87\" d=\"m49 45.4-4.4 6.4H54z\" \/><path fill=\"#8ed1f4\" d=\"m37 32.6-1.5-2.1z\" \/><path fill=\"#aa76b3\" d=\"m28 41.4 7.6 10.4h1.8l6.4-9.2-6.8-10-1.5-2.1z\" \/><path fill=\"#722a87\" d=\"m28 41.4-7 10.4h14.6z\" \/><path fill=\"#069a49\" d=\"M43.8 72.5a1.8 1.8 0 0 0-1-2.4L40.1 69a8 8 0 0 1-1-.5 7.8 7.8 0 0 1-2.4-10.7H6a44 44 0 0 0-.2 4.4v4.4A70 70 0 0 0 26 75a70 70 0 0 0 15.2 2l2.4-4.3zm33-14.8H44.3l-2.5 3a1.7 1.7 0 0 0-.2.5 1.8 1.8 0 0 0 1 2.3l2.7 1.2.7.4a7.8 7.8 0 0 1 3 10.6l-.5.9 4.8-.8a71 71 0 0 0 8.4-2.2l1.3-.4a71 71 0 0 0 14-6.7v-8.8z\" \/><path fill=\"#fff\" d=\"m46 65-.7-.3-2.7-1.2a1.8 1.8 0 0 1-1-2.4 1.7 1.7 0 0 1 .2-.4l2.5-3h-7.6A7.8 7.8 0 0 0 39 68.4a8 8 0 0 0 1 .5l2.7 1.2a1.8 1.8 0 0 1 1 2.4l-.1.2-2.5 4.3a52.5 52.5 0 0 0 7.2-.4l.5-.9A7.8 7.8 0 0 0 46 65.1z\" \/><path fill=\"#157139\" d=\"M56.9 67.3h8.8l-4.4-5zM23 71h9l-4.5-5.1zm-4.1-10.4-4.5 5h8.9z\" \/><\/svg>\n\t\t\t<h2 class=\"wp-block-related-trail__title\"><span>Hoe meet je het succes van je social media?<\/span><\/h2>\n\t\t\t<p>Ontdek hoe je end-to-end marketingeffectiviteit kunt volgen en actie kunt ondernemen op basis van inzichten.<\/p>\n\t\t\t\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/trails\/measure-your-marketing-impact?d=inc-blog-banner\" target=\"_blank\" rel=\"noreferrer noopener\">Volg trail<\/a><\/div>\n\n\t\t<\/div>\n\t\t<div class=\"related-trail__mock\">\n\t\t\t<div class=\"related-trail__points\">+1300 points<\/div>\n\t\t\t<div class=\"related-trail__eyebrow\">Trail<\/div>\n\t\t\t<p class=\"related-trail__trail-title h3\"><a href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/trails\/measure-your-marketing-impact?d=inc-blog-banner\" target=\"_blank\" rel=\"noreferrer noopener\">Measure Your Marketing Impact<\/a><\/p>\n\t\t\t<p class=\"related-trail__trail-description\"><\/p>\n\t\t\t<div class=\"related-trail__actions\">\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 10 10\" aria-hidden=\"true\"><path fill=\"#747474\" fill-rule=\"evenodd\" d=\"m4.93.69.88 2.88c.04.12.16.18.27.18h2.89c.29 0 .4.38.17.56L6.79 6.04c-.1.07-.13.2-.1.32l1.12 2.96c.08.27-.2.5-.44.33L4.85 7.77c-.1-.08-.23-.08-.34 0L1.97 9.65a.29.29 0 0 1-.45-.33L2.6 6.36a.3.3 0 0 0-.1-.32L.17 4.3c-.23-.18-.1-.56.17-.56h2.89c.13 0 .23-.04.27-.18l.9-2.9c.08-.27.46-.25.54.02Z\" clip-rule=\"evenodd\" \/><\/svg>\n<\/div>\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 9 5\" aria-hidden=\"true\"><path fill=\"#747474\" d=\"M4.16 4.5.26 0h7.8z\" \/><\/svg>\n<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__foreground\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-foreground-layout-astro.png\" alt=\"\">\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__parks\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-parks-layout-astro.png\" alt=\"\">\n\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Socialmediaresultaten meten<\/b><\/h2>\n\n\n\n<p>Inzicht in de prestaties van je socialmediamarketing is essentieel om te bepalen welke content het beste presteert. Social media levert razendsnel resultaten op, en die inzichten kun je toepassen op andere marketingcampagnes. Werkt er iets niet zoals je had gehoopt, dan is het tijd om van koers te veranderen.<\/p>\n\n\n\n<p>Hoe meer informatie je hebt, hoe tastbaarder de resultaten worden en hoe makkelijker je de mensen hogerop meekrijgt (wat hopelijk meer budget oplevert). Neem je resultaten dus onder de loep met alle tools die je ter beschikking hebt, zoals:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<p>Spreadsheets<\/p>\n<\/li>\n\n\n\n<li>\n<p><a href=\"https:\/\/www.salesforce.com\/nl\/products\/marketing-cloud\/social-media-marketing\/\" target=\"_blank\" rel=\"noopener\">Externe analysetools<\/a><\/p>\n<\/li>\n\n\n\n<li>\n<p>Ingebouwde analytics van sociale netwerken<\/p>\n<\/li>\n<\/ul>\n\n\n\n<p>Breng de gegevens van al deze tools vervolgens samen op \u00e9\u00e9n dashboard: zorg voor een overzichtelijk geheel en laat overbodige informatie weg. Zo is alles in een oogopslag duidelijk.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Wat betekent succes voor jou?<\/b><\/h2>\n\n\n\n<p>Ga niet lukraak statistieken bijhouden, maar stem je socialmediadoelen af op je bredere bedrijfsdoelen. Het aantal vind-ik-leuks is dan wel aardig, maar voegt verder niet zo veel toe. Je moet weten waar je naartoe wilt. Richt je op een of twee doelen, zoals:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<p>Naamsbekendheid verhogen<\/p>\n<\/li>\n\n\n\n<li>\n<p>Leads genereren<\/p>\n<\/li>\n\n\n\n<li>\n<p>Klantenservice versnellen<\/p>\n<\/li>\n\n\n\n<li>\n<p>Conversiepercentage verhogen<\/p>\n<\/li>\n\n\n\n<li>\n<p>Kansen voor <a href=\"https:\/\/www.salesforce.com\/nl\/learning-centre\/sales\/upselling\/?bc=DB\" target=\"_blank\" rel=\"noopener\">upselling<\/a> cre\u00ebren <\/p>\n<\/li>\n<\/ul>\n\n\n\n<p>Je ROI, of rendement op de investering, is hierbij van cruciaal belang. Hoe draagt social media bij aan de verdere groei van je onderneming? Besparen socialmediacampagnes ergens anders kosten? Verhoogt social media de conversie? Door deze vragen te beantwoorden krijg je inzicht in de doelgroepen en kanalen die het meeste geld in het laatje brengen. In het <a href=\"https:\/\/www.salesforce.com\/nl\/form\/pdf\/state-of-marketing-7th-edition\/\" target=\"_blank\" rel=\"noopener\">State of Marketing-rapport<\/a> lees je meer over het verhogen van de ROI.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Hoe meet je de ROI van je social media?<\/b><\/h2>\n\n\n\n<p>Het meten van je return on investment (ROI) van je socialmediaresultaten is vaak een grote uitdaging. Hoe weet je welke campagnes het beste presteren? Hoe toon je de ROI (en steeds vaker ook de return on experience) aan van uitgaven aan social media? Hier zijn drie stappen die je kunt nemen voor waardevolle social inzichten en het meten van social rendement.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>1. Verbind cross-channel data<\/b><\/h3>\n\n\n\n<p>Moderne marketeers gebruiken tegenwoordig veel verschillende kanalen om met klanten in contact te komen. Belangrijk, <a href=\"https:\/\/www.salesforce.com\/nl\/resources\/research-reports\/state-of-the-connected-customer\/?bc=DB\" target=\"_blank\" rel=\"noopener\">want 84% van de klanten<\/a> zegt dat de ervaring die een bedrijf biedt net zo belangrijk is als de producten of diensten. De sleutel tot een betere, meer gepersonaliseerde betrokkenheid is het begrijpen en optimaliseren van deze prestaties. Begin met alle data te verzamelen op \u00e9\u00e9n centraal punt. Met tools als <a href=\"https:\/\/www.salesforce.com\/nl\/blog\/2021\/04\/optimaliseren-plannen-mediamiddelen.html\" target=\"_blank\" rel=\"noopener\">Datorama (marketing intelligence platform)<\/a> kunnen data van <a href=\"https:\/\/www.salesforce.com\/nl\/products\/marketing-cloud\/social-media-marketing\/\" target=\"_blank\" rel=\"noopener\">Social Studio (social media management) <\/a>worden gekoppeld. Hierdoor kun je niet alleen socialmediadata bekijken, maar ook andere meetgegevens, zoals web analytics, verkoopdata of andere marketingdata. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>2. Combineer data van verschillende tools<\/b><\/h3>\n\n\n\n<p>Via <a href=\"https:\/\/www.salesforce.com\/nl\/blog\/2021\/04\/optimaliseren-plannen-mediamiddelen.html\" target=\"_blank\" rel=\"noopener\">Social Studio<\/a> verzamel je data rond awareness en consideration. Met <a href=\"https:\/\/www.salesforce.com\/nl\/blog\/2021\/04\/optimaliseren-plannen-mediamiddelen.html\" target=\"_blank\" rel=\"noopener\">Datorama<\/a> kun je deze data combineren met data van andere kanalen om een volledig beeld te krijgen van je publiek en je concurrenten. Zo heb je zicht op de effectiviteit van alle kanalen en kun je je socialmessaging en &#8211; strategie aanpassen en ervoor zorgen dat deze aanslaan bij klanten.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>3. Bekijk socialmediastatistieken en neem slimmere beslissingen<\/b><\/h3>\n\n\n\n<p>Marketeers moeten de zowel een uitzonderlijke klantervaring als algehele bedrijfsgroei stimuleren. Door ROI-data van zowel betaalde als organische sociale campagnes te combineren, krijgen marketeers een 360-gradenbeeld van de prestaties van sociale campagnes. Met een holistische kijk op conversiegegevens kunnen ze begrijpen hoe ze socialmediaresultaten en betrokkenheid stimuleren.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Wees net zo flexibel als socialmediamarketing<\/b><\/h2>\n\n\n\n<p>Social media is enorm flexibel, dus jij moet dat ook zijn. Het voordeel van socialmediamarketing is dat je het snel en vrij makkelijk over een hele andere boeg kunt gooien. Zorg dus dat je een goede relatie hebt met iedereen die aan je sociale campagnes werkt. Zo kun je eenvoudig je prioriteiten bijstellen, de toon aanpassen of andere gegevens gaan bijhouden.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>De route naar succes<\/b><\/h2>\n\n\n\n<p>Ben je klaar om alles uit de kast te halen en je marketingimpact te meten, maar heb je nog wat meer informatie nodig? Volg dan <a href=\"https:\/\/trailhead.salesforce.com\/en\/content\/learn\/trails\/measure-your-marketing-impact\" target=\"_blank\" rel=\"noopener\">deze gratis trail op Trailhead<\/a>.<\/p>\n\n\n\n<div class=\"layout-astro wp-block-salesforce-blog-related-trail\">\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__cloud\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-cloud-layout-astro.png\" alt=\"\">\n\n\t\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__background\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-background-layout-astro.png\" alt=\"\">\n\n\t<div class=\"related-trail__wrapper\">\n\t\t<div class=\"related-trail__content\">\n\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 345.8 82.8\" aria-hidden=\"true\" class=\"related-trail__logo\"><path fill=\"#1d3767\" 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67.3h8.8l-4.4-5zM23 71h9l-4.5-5.1zm-4.1-10.4-4.5 5h8.9z\" \/><\/svg>\n\t\t\t<h2 class=\"wp-block-related-trail__title\"><span>Hoe meet je het succes van je social media?<\/span><\/h2>\n\t\t\t<p>Ontdek hoe je end-to-end marketingeffectiviteit kunt volgen en actie kunt ondernemen op basis van inzichten.<\/p>\n\t\t\t\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/trails\/measure-your-marketing-impact?d=inc-blog-banner\" target=\"_blank\" rel=\"noreferrer noopener\">Volg trail<\/a><\/div>\n\n\t\t<\/div>\n\t\t<div class=\"related-trail__mock\">\n\t\t\t<div class=\"related-trail__points\">+1300 points<\/div>\n\t\t\t<div class=\"related-trail__eyebrow\">Trail<\/div>\n\t\t\t<p class=\"related-trail__trail-title h3\"><a href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/trails\/measure-your-marketing-impact?d=inc-blog-banner\" target=\"_blank\" rel=\"noreferrer noopener\">Measure Your Marketing Impact<\/a><\/p>\n\t\t\t<p class=\"related-trail__trail-description\"><\/p>\n\t\t\t<div class=\"related-trail__actions\">\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 10 10\" aria-hidden=\"true\"><path fill=\"#747474\" fill-rule=\"evenodd\" d=\"m4.93.69.88 2.88c.04.12.16.18.27.18h2.89c.29 0 .4.38.17.56L6.79 6.04c-.1.07-.13.2-.1.32l1.12 2.96c.08.27-.2.5-.44.33L4.85 7.77c-.1-.08-.23-.08-.34 0L1.97 9.65a.29.29 0 0 1-.45-.33L2.6 6.36a.3.3 0 0 0-.1-.32L.17 4.3c-.23-.18-.1-.56.17-.56h2.89c.13 0 .23-.04.27-.18l.9-2.9c.08-.27.46-.25.54.02Z\" clip-rule=\"evenodd\" \/><\/svg>\n<\/div>\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 9 5\" aria-hidden=\"true\"><path fill=\"#747474\" d=\"M4.16 4.5.26 0h7.8z\" \/><\/svg>\n<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t<img decoding=\"async\" class=\"related-trail__illustration 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