Artificial IntelligenceContent MarketingKasuwancin BayaniKafofin watsa labarun & Tasirin Talla

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Kafofin watsa labarun sun samo asali daga ƙarin kayan aikin tallace-tallace zuwa wata hanya mai mahimmanci don yin hulɗa tare da abokan ciniki, gina ƙima, da haɓaka ci gaban kasuwanci. Duk da haka, ƙalubalen tattalin arziki na ƙirƙira da dorewar ƙungiyar kafofin watsa labarun mai tasiri na iya zama mai ban tsoro.

Zuwan generative AI yana sake fasalin tallan kafofin watsa labarun da shimfidar tallace-tallace, yana ba da sabbin hanyoyin adana kuɗi da samun sakamako mai kyau. Wannan labarin zai shiga cikin abubuwan da aka biya da kuma kwayoyin halitta na tallace-tallace na kafofin watsa labarun, bincika matsalolin tattalin arziki da kuma nuna yadda AI ke canza wasan.

Auna ROI a cikin Tallan Watsa Labarai

Ɗaya daga cikin manyan ƙalubalen tattalin arziki a cikin tallace-tallace na kafofin watsa labarun shine aunawa mai wuyar dawowa kan zuba jari (Roi). Ba kamar tashoshi na tallace-tallace na al'ada ba, tasirin kafofin watsa labarun kan kudaden shiga sau da yawa kaikaice ne kuma na dogon lokaci. Alamun sau da yawa suna kokawa don tantance ainihin ribar kuɗin da ake dangantawa da ƙoƙarinsu na kafofin sada zumunta, yana mai da shi ƙalubale don tabbatar da farashin da abin ya shafa.

Babu shakka cewa sarrafa kyakkyawan suna da gina masu ba da shawara waɗanda suke yada kalma game da alamarku, samfuranku, ko ayyukanku suna ba da kyakkyawar dawowa fiye da kowane ƙoƙarin kafofin watsa labarun. Kamfanoni da yawa sun sami sakamako mai ban mamaki ta hanyar kafofin watsa labarun da shawarwarin abokin ciniki ba tare da saka hannun jari mai yawa a cikin tallan gargajiya ba. Ga wasu fitattun misalan:

  • Tesla, Kamfanin kera motocin lantarki wanda Elon Musk ke jagoranta, yana da ƙarancin talla da kashe kuɗi idan aka kwatanta da masu kera motoci na gargajiya. Maimakon haka, sun dogara kacokan akan kafofin watsa labarun da tallan-baki. Tesla mai sha'awar fan tushe da kuma kasancewar Musk a kan Twitter sun haifar da ƙaƙƙarfan al'umma na masu ba da shawara waɗanda ke da sha'awar haɓaka alamar.
  • Airbnb ya gina tsarin kasuwanci mai nasara a kusa da abun ciki na mai amfani da shawarwarin abokin ciniki. Suna ƙarfafa runduna da baƙi don raba abubuwan da suka faru akan kafofin watsa labarun, ƙirƙirar tasirin hanyar sadarwa inda masu amfani da gamsuwa ke jawo sabbin masu amfani. Dabarun kafofin watsa labarun Airbnb da farko sun ta'allaka ne akan abubuwan da masu amfani suka haifar da haɗin gwiwar al'umma.
  • GoPro, Kamfanin kamara na aiki, yana bunƙasa akan abun ciki na mai amfani. Suna ƙarfafa abokan ciniki don raba bidiyo na kasada da hotunan da aka ɗauka tare da kyamarori GoPro akan kafofin watsa labarun. Wannan hanyar ta haifar da wadataccen abun ciki na mai amfani wanda ke haɓaka alamar da samfuran sa ba tare da kashe kashen tallace-tallace ba.
  • Zappos, Mai sayar da takalma da tufafi na kan layi, ya sami tasiri mai karfi a kan kafofin watsa labarun saboda kyakkyawar sabis na abokin ciniki da al'adun kamfani. Suna yin aiki tare da abokan ciniki a kan dandamali na zamantakewa, suna haɓaka fahimtar al'umma da aminci. Shaidar abokin ciniki da labarai galibi suna nunawa sosai a ƙoƙarin tallan su.
  • Dollar Shave Club ya kawo cikas ga masana'antar reza tare da bidiyoyi na tallace-tallace na barkwanci da bidiyo wanda ya dauki hankula sosai a shafukan sada zumunta. Yayin da suke saka hannun jari wajen ƙirƙirar waɗannan bidiyoyin, rabon abun ciki da haɓaka maganar baki ya haifar da gagarumin ci gaba ba tare da kamfen ɗin talla na gargajiya ba.
  • Red Bull an san shi don matsanancin wasanni da abubuwan kasada. Suna saka hannun jari sosai don ƙirƙirar abun ciki mai nishadantarwa kuma suna tallafawa matsanancin abubuwan wasanni. Dabarun kafofin watsa labarun su na mayar da hankali kan raba abun ciki mai ban sha'awa, kuma alamar su ta zama daidai da aiki da kasada.
  • Duk da yake Coca-Cola ƙato ne a cikin masana'antar talla, sun rungumi abubuwan da masu amfani suka haifar (UGC) ta hanyar yakin neman zabe kamar Share a Coke. Ta hanyar ƙarfafa abokan ciniki don raba hotuna da labarun da suka shafi samfuran su, Coca-Cola ta yi amfani da kafofin watsa labarun don ƙarfafa amincin alama.
  • Warby Parker, Kamfanin kayan sawa ido, yana dogara ne akan kafofin watsa labarun don nuna kyan gani da kyan gani. Suna ƙarfafa abokan ciniki don raba hotuna sanye da firam ɗin su, ƙirƙirar ma'anar al'umma da sahihanci a kusa da alamar.
  • Chick-fil-A ya haifar da tasiri mai karfi a kan kafofin watsa labarun ta hanyar yin hulɗa tare da abokan ciniki da kuma amsa da sauri ga sharhi da sakonni. Hanyoyin da suke bi don sabis na abokin ciniki da gina al'umma akan dandamali na zamantakewa ya ba da gudummawa ga nasarar su.

Waɗannan misalan suna nuna cewa kamfanoni na iya samun sakamako mai ban sha'awa tare da tsarin haɗin gwiwar abokin ciniki, ƙaƙƙarfan alamar alama, da aiki mai ƙarfi akan kafofin watsa labarun ba tare da saka hannun jari mai nauyi a cikin tashoshi na tallace-tallace na gargajiya ba. Gina tushen abokin ciniki mai aminci da haɓaka shawarwari na iya zama mafi tasiri fiye da tallan gargajiya na wasu samfuran da masana'antu.

Amma waɗannan misalan ba su ne mafi rinjaye ba. Kamfanoni da yawa sun saka hannun jari sosai a kafafen sada zumunta kawai don su ji takaicin ɗimbin albarkatun da ake buƙata don samun nasara kaɗan. Ƙarin kashe kuɗi sun haɗa da:

  1. Farashin Ƙirƙirar Abun ciki: Ƙirƙirar abun ciki daban-daban da jan hankali, gami da bidiyo, zane-zane, da rubuce-rubucen rubutu, na iya zama ƙoƙari mai tsada. Hayar ƙwararrun masu ƙirƙira abun ciki, masu ɗaukar bidiyo, da masu zanen hoto suna ƙarawa gabaɗayan kuɗin ƙungiyar kafofin watsa labarun.
  2. Gasar Kasafin Kudi: Wurin talla da aka biya akan dandamali na kafofin watsa labarun yana da gasa sosai, yana haifar da ƙarin farashi ta dannawa da ra'ayi. Tsayar da gani yana buƙatar babban kasafin kuɗi, takura albarkatun kuɗi.
  3. Bambancin Platform: Kowane dandalin sada zumunta yana buƙatar madaidaitan dabaru da abun ciki. Sarrafar da dandamali da yawa yadda ya kamata na iya zama mai amfani da albarkatu, musamman ga ƙananan ƙungiyoyi masu iyakacin albarkatu.
  4. Riƙe Hazaka: Jan hankali da riƙe manyan hazaka a cikin tallace-tallacen kafofin watsa labarun na iya zama ƙalubale. Kwarewar da ake buƙata galibi suna zuwa tare da tsammanin albashi mai yawa, wanda zai iya kawo cikas ga kasafin kuɗi.
  5. Sirrin Bayanai da Biyayya: Bin ka'idojin sirrin bayanai kamar GDPR da takamaiman manufofin dandali na iya zama masu sarƙaƙƙiya da ɗaukar lokaci, suna buƙatar saka hannun jari mai mahimmanci a ƙoƙarin bin doka.

Ayyukan kwararru na kafofin watsa labarun sun lalace a Arewacin Amurka, galibi saboda matsin tattalin arziki. Abin sha'awa, yawancin wannan raguwar sun faru ne yayin bala'in… lokacin da halayen masu amfani da yanar gizo suka yi tashin gwauron zabi.

Social Media Ayyuka akan lokaci
Source: Zippia

Babu shakka cewa kamfanoni sun saka hannun jari sosai kuma sun haɓaka ƙoƙarin tallan kafofin watsa labarun tsawon shekaru, amma ina jin tsoron waɗannan kwanaki suna bayan mu. Ƙungiyoyin kafofin watsa labarun sun riga sun ƙanƙanta… kuma suna raguwa.

51% na ƙungiyoyin sadarwar zamantakewa sun ƙunshi mutum ɗaya, yayin da 43% ke da membobin ƙungiyar 2-4, kuma 6% kawai suna da 5 ko fiye.

West Virginia University

Tallace-tallacen kafofin watsa labarun yana da dukkanin mahimman abubuwan da AI za su iya amfani da su - rafukan da ba su da iyaka na manyan bayanai don bincika, koyo, amsawa, da haɓaka sakamako. Daidaitaccen wasa ne!

AI-Powered Social Media Marketing

Bayyanar generative AI mai canza wasa ne wajen magance wadannan kalubale. Anan ga yadda AI ke jujjuya bangarorin biyu na biyan kuɗi da na halitta na tallan kafofin watsa labarun:

  • Ƙirƙirar abun ciki mai ƙarfi AI: AI na iya haifar da ingantaccen abun ciki, rage buƙatar shigar da ɗan adam mai yawa da rage farashin ƙirƙirar abun ciki.
  • Haɓakawa Masu Sauraro na AI: Algorithms na AI na iya nazarin ɗimbin bayanai don gano madaidaitan masu sauraron da aka yi niyya, inganta ingantaccen kamfen tallan da aka biya da rage ɓarnatar da kasafin talla.
  • Binciken AI-Driven: Kayan aikin nazarin da aka yi amfani da AI na iya fitar da bayanai masu mahimmanci daga bayanai da kuma samar da shawarwari masu aiki, taimakawa masu kasuwa su inganta dabarun su da kuma nuna ROI yadda ya kamata.
  • Gudanar da Kafofin watsa labarun Na atomatik: Kayan aikin sarrafa kafofin watsa labarun da AI-kore na iya tsara posts, yin hulɗa tare da masu amfani, har ma da matsakaicin abun ciki, rage lokaci da albarkatun da ake buƙata don ƙoƙarin kafofin watsa labarun kwayoyin halitta.
  • AI-Ingantattun Keɓantawa: AI na iya keɓance abun ciki da shawarwari ga masu amfani da ɗaiɗaikun, haɓaka haɗin gwiwar kwayoyin halitta da haɓaka alaƙar abokin ciniki mai ƙarfi.
  • Chatbots masu goyon bayan AI: Chatbots masu ƙarfin AI na iya ɗaukar tambayoyin abokin ciniki 24/7, haɓaka sabis na abokin ciniki da rage nauyi akan ma'aikatan ɗan adam.

Ta hanyar haɗa AI a cikin dabarun tallan tallan ku na kafofin watsa labarun, zaku iya shawo kan ƙalubalen tattalin arziki yadda ya kamata kuma ku sami sakamako mafi girma. Ƙirƙirar abun ciki na AI-kore yana rage farashi, yayin da ingantattun masu sauraro masu niyya da nazari suna haɓaka ingancin yakin tallan da aka biya. Kayan aikin sarrafawa ta atomatik suna daidaita ƙoƙarin kwayoyin halitta, da haɓaka keɓancewa yana gina haɗin gwiwar abokin ciniki mai ƙarfi.

Ƙungiyoyin Kafofin watsa labarun: Pre da Post-AI

Akwai canji mai ban mamaki a albarkatun ɗan adam da hazaka da ake buƙata don aiwatar da dabarun tallan kafofin watsa labarun kafin da bayan bayanan wucin gadi. Bari mu ga yadda waɗannan ƙungiyoyin suka yi kama:

Tawagar Social Media ta Gargajiya

  • Manajan Kafofin Watsa Labarai/Darekta: Yana kula da dabarun kafofin watsa labarun da ƙungiya, sarrafa kasafin kuɗi, tsara manufofi, da daidaita ƙoƙarin tallan tashoshi.
    • Mahaliccin abun ciki: Yana haɓaka dabarun abun ciki da kalanda abun ciki. Yana samar da rubuce-rubucen abun ciki da daidaitawa tare da albarkatun gani.
    • Mahaliccin Media: Yana haɓaka hoto, gani, da abun ciki na bidiyo don ƙirƙirar abun ciki.
    • Manajan Al'umma: Saka idanu da kuma shiga tare da masu sauraro. Amsa tsokaci da haɓaka alaƙa don haɓaka al'umma da haɓaka shawarwari.
    • ƙwararren Ƙwararrun Watsa Labarun Jama'a/Mai Tallace-tallacen Talla: Sarrafa kamfen talla da aka biya. Yana haɓaka niyya da aikin talla.
    • Kwararre na Nazari: Yana nazarin bayanan kafofin watsa labarun kuma yana ba da haske. Yana auna KPIs kuma yana tantance tasirin dabarun.

Ƙungiya mai ƙarfi na Social Media

Manajan Kafofin Watsa Labarai/Darekta: Kula da dabarun kafofin watsa labarun da ƙungiya; yana sarrafa kasafin kudi; ya ƙunshi kayan aikin AI, bayar da rahoto, ɗabi'a, da daidaiton alama; ya kafa manufa; kuma yana daidaita yunƙurin tallan tashoshi.

  • AI-Tsarin Dabarun Abun ciki: Yana amfani da hangen nesa na AI don haɓaka dabarun abun ciki da haɗin gwiwa tare da dandamalin abun ciki wanda AI ya ƙirƙira, sarrafa faɗakarwa.
  • ƙwararren Mai Talla: Yana amfani da algorithms AI don inganta tallan da aka biya. Haɗin kai tare da AI don ƙaddamar da masu sauraro da keɓancewa.
  • AI-Community Manager: Horar da AI don yin hulɗa tare da masu sauraro don gina al'umma da shawarwari.

Tsarin ƙungiyar AI-haɗe-haɗe yana haɗa matsayin mahaliccin abun ciki / edita, manajan al'umma / ƙwararrun haɗin gwiwa, da ƙwararrun kafofin watsa labarun da aka biya zuwa cikin haɓaka AI. ƙwararrun ƙwararrun AI suna haɗin gwiwa tare da AI-Content Strategist da AI-Mai Tallace-tallace don haɓaka ƙirƙirar abun ciki da ƙoƙarin tallan da aka biya. Manajojin AI-Community na iya ciyar da lokacinsu akan al'amura na musamman yayin da suke fita daga jirgi ko kuma magance batutuwan da suka dace.

Wannan ingantaccen tsarin kula yana kiyaye inganci da inganci yayin rage ma'aikatan da ake buƙata don wasu ayyuka.

Shin Aikinku Yana Cikin Hatsari?

Idan ba ku haɓaka ilimin ku da fahimtar ku na tura kayan aikin AI don ƙirƙirar abun ciki, haifar da AI, horar da ƙirar AI, haɓaka ƙarfin AI, haɓaka keɓantawar ku da hankali, da amfani da AI don bincika dabarun tallan ku na kafofin watsa labarun… a!

Douglas Karr

Douglas Karr shine CMO Bude INSIGHTS kuma wanda ya kafa Martech Zone. Douglas ya taimaka da yawa na nasara MarTech farawa, ya taimaka a cikin ƙwazo na sama da $5 biliyan a Martech saye da zuba jari, kuma ya ci gaba da taimaka wa kamfanoni wajen aiwatar da sarrafa sarrafa tallace-tallace da dabarun talla. Douglas ƙwararren ƙwararren dijital ne na duniya kuma ƙwararren MarTech kuma mai magana. Douglas kuma marubuci ne da aka buga na jagorar Dummie da kuma littafin jagoranci na kasuwanci.

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