2023社媒内容标签解析全方位概览中英文版

简介 Summary内容 当前社交媒体早已成为品牌吸引受众并与其互动的最有效渠道之一。但随着越来越多的品牌将重点放在社媒营销上，获取观众的注意力之争变得日益激烈。 在本文中，您将了解到标签解析将如何帮助您了解社媒内容如何对您的受众产生有效影响，如何通过标签解析来提升社媒内容质量，促使品牌达到新高度。 简介Introduction02......................................... 为了在竞争中保持领先地位，并建立起与受众强有力的联结，营销团队必须尽其所能创作出能够引起人们深切共鸣的内容。 简而言之：从今天即刻开始尝试标签解析吧。 P A R TO N E什么是标签解析？What is Tagging Marketing？03.....................为什么要做标签解析？Why do you need to start doing it？04......... 然而，中国社交媒体可提供的数据却颇为稀缺，这使得社媒内容营销的改善与提升成为品牌前进路上的巨大障碍。 Content Creator主编Linkedin.com/in/sunniesunnie@kawo.com 好在有一种方法可以突破这种限制：标签解析。 P A R TT W O国际美妆品牌如何通过标签解析实改善社媒策略How a Global Beauty Brand Enhanced theirSocial Media Strategy with Tagging07........... Introduction Social media has become one of the most effectivechannels for brands to attract and engage their audience.However, as more and more brands prioritise socialmarketing, the competition for attention has becomeincreasinglyfierce. Unfortunately, the scarcity of data from Chinese socialnetworks can be a significant barrier to improving one’ssocial content strategy. P A R TT H R E E标签解析的详尽步骤Ultimate Step-by-Step Guide to Tagging.…08关于科握About KAWO18.............................................. Fortunately, there is a solution to break free of thislimitation: tagging. To stay ahead of the competition and truly connect withtheir audience, marketing teams need to create andunderstand content that resonates on a deeper level. In this document, you will discover how tagging can helpyou gain actionable insights into what kind of contentperforms best with your audience and how you can startusing it today to take your content to the next level. 标签分类是指为微信⽂章、微博帖⼦、抖⾳视频等各类社媒内容分配特定标签的过程……这些标签根据不同的内容划分⽅式分为不同的类别：⽐如相关主题、发布格式、营销活动...... 况下标记内容的⾏为就发⽣在内容创建的过程中；⽽有的团队则在定期的内容审核环节进⾏标签解析，获取各个时间段的内容数据报告。 P A R TO N E第 一 部 分 什么是标签解析?What isTagging? 这些标签⽤作元数据，在社媒后台提供的有限指标基础上补充了更多维度的重要信息。 从化妆品代⾔⼈到零售⾏业的产品线，每个品牌都会根据⾃⼰在社交媒体上的战略和⽬标创建相关的标签分类，因此并不存在⼀套适⽤于所有团队的通⽤公式。 看到这可能你会觉得，这不是给本已⼗分忙碌的社交媒体管理增加了额外的⼯作量？千万别误会，我们在此向你保证：读完本⽂你将受益良多。 有些市场营销部⻔将标签解析设置为SOP的⼀部分，要求员⼯在每次发布内容前都要给每篇帖⼦添加标签，这种情 Tagging is the process of assigning specific tags to contentsuch as WeChat articles, Weibo posts, Douyin videos etc.These tags are organized in different categories, dependingon what they refer to: the topic addressed by the content,the format of the content, the marketing pillar the piece ofcontent is focusing on… Tagging content can be done at any time, with some teamsmaking it their SOP to do so before publishing, and othersdoing it right before a content audit by tagging all contentpublished during a specific time range. These tags serve as metadata that provide an additionallayer of information to the metrics made available by thenetworks. “我花在广告上一半的钱都被浪费了；麻烦的是我不知道是哪一半。“ There isn’t a clear set of tag categories that each teamshould use, as each brand will use categories relevant totheir own strategies and goals on social media. A cosmeticbrand might tag content based on the brand ambassadorappearing in the post, while a retail brand would tag basedon SKU. Feels like a lot of extra work in your already very busy dayof social media manager? Keep reading! We promise: it willbe worth your time. -约翰·沃纳梅克(1838 – 1922) 前1%的内容产生了超过30%的结果，究竟哪些因素创造了这些成功则是我们能从这1%的内容中总结出的最有价值的信息，而数据分析是最好的方法。当前社媒营销竞争激烈，每个团队管理各个平台的内容应接不暇，每天淹没在海量的数据中，找出最有效的社媒营销方法成为一项艰巨的工作。 The top 1% of content generates over 30% of results, thekey to being able to learn from that 1% is to identify whatmade it successful, and data is the best way to do it. Giventhe number of unique networks the average marketingteam has to manage each day, navigating through themass of data it provides tofind the secret to awesomecontent can seem to be a herculean endeavor! P A R TO N E第 ⼀ 部 分 为什么要做标签解析Why do you needto start tagging？ 通过标签解析你将能达成： Organizing the Chaos 内容整理: Tagging will allow you to effortlessly divide and conquer,creating order out of the content chaos. You will be able tocategorize and organize all your social media content in away that makes sense for your team and break free fromthe generic way each network organizes content,associating it with specific themes, attributes, or objectives. 标签管理可以让你毫不费力地对所有内容分而治之，将混乱的社媒内容整理得井井有条。你可以根据自己的工作习惯和模式自定义内容分类方法，将所有内容与特定主题、属性或目标相关联，不再被社媒后台自带的低效单一管理方式所困扰。 It enables content discovery beyond traditional navigationand facilitates serendipitous encounters with relevantinformation. Give yourself a moment to step back and gaina fresh perspective. How many posts have you unleashedupon the digital realm in the past 6 months? What uniquecategories have you forged? It's a chance to reflect, to seethe bigger picture of your content creation journey. 除了通过传统的导航方式找到相关内容之外，标签分类还能让你不经意间发现被忽略的帖子。停下大步向前的步伐，用一个新的视角回顾以往的成果。在过去的6个月里，你发布了多少篇社媒帖子?你创作了哪些特别的文章?利用这个机会反观过去，让标签解析开启你的内容创作新篇章。 “Half the money I spend onadvertising is wasted; the trouble is Idon’t know which half.” - John Wanamaker(1838 – 1922) 深入查看单一类别数据: Zoom in on the Performance Now that you have ordered and categorized the h