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A importância de medir as métricas na gestão de redes sociais
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Abstract(s)
Esta dissertação investiga a influência das métricas de redes sociais no crescimento da faturação da KOR Creatives, com foco exclusivo no Instagram, a plataforma mais amplamente utilizada pelas empresas para envolver os consumidores e promover produtos e serviços. O estudo analisa um conjunto de métricas-chave como alcance, impressões, taxa de interação e taxa de viralidade, essenciais para medir o nível de envolvimento dos utilizadores com o conteúdo da marca. Além disso, propõe-se uma nova métrica denominada Taxa de Fidelidade, que combina a taxa de interação e a taxa de viralidade, com o objetivo de quantificar a lealdade dos seguidores, ou seja, aqueles que não só interagem com o conteúdo, mas também o partilham, ampliando o seu alcance orgânico.
A metodologia baseia-se em análises estatísticas rigorosas, incluindo estatísticas descritivas, correlações de Pearson e modelos de regressão, que permitiram explorar a relação entre as várias métricas de redes sociais e a faturação mensal da empresa. Os resultados obtidos indicam que a Taxa de Fidelidade tem uma correlação positiva moderada com a faturação, embora os níveis de significância estatística não tenham sido suficientes para comprovar uma relação direta e robusta. No entanto, outras métricas, como o número de seguidores, demonstraram um impacto mais pronunciado no desempenho financeiro, sugerindo que o crescimento da base de seguidores pode ser um fator mais determinante na receita mensal.
Este estudo conclui que, embora o envolvimento e a lealdade dos seguidores sejam importantes, a sua influência na faturação faz parte de uma estratégia digital mais ampla, que envolve múltiplos fatores além das interações diretas. São sugeridas recomendações práticas para a melhoria da métrica da Taxa de Fidelidade e para a ampliação do estudo em futuras investigações, nomeadamente com a inclusão de outras plataformas sociais, como Facebook ou LinkedIn, e uma análise ao longo de períodos temporais mais extensos. Isto permitirá uma compreensão mais completa e detalhada da relação entre a atividade nas redes sociais e o desempenho financeiro, maximizando, assim, o retorno sobre o investimento em marketing digital.
This dissertation investigates the influence of social media metrics on KOR Creatives' revenue growth, focusing exclusively on Instagram, the platform most widely used by companies to engage consumers and promote products and services. The study analyzes a set of key metrics such as reach, impressions, interaction rate and virality rate, which are essential for measuring the level of user engagement with a brand's content. In addition, a new metric called Loyalty Rate is proposed, which combines the interaction rate and the virality rate, with the aim of quantifying the loyalty of followers, i.e. those who not only interact with the content, but also share it, extending its organic reach. The methodology is based on rigorous statistical analysis, including descriptive statistics, Pearson correlations and regression models, which allowed us to explore the relationship between the various social media metrics and the company's monthly turnover. The results obtained indicate that the Loyalty Rate has a moderate positive correlation with turnover, although the levels of statistical significance were not sufficient to prove a direct and robust relationship. However, other metrics, such as the number of followers, showed a more pronounced impact on financial performance, suggesting that the growth of the follower base may be a more determining factor in monthly revenue. This study concludes that while follower engagement and loyalty are important, their influence on turnover is part of a broader digital strategy that involves multiple factors beyond direct interactions. Practical recommendations are suggested for improving the Loyalty Rate metric and for extending the study in future research, namely by including other social platforms, such as Facebook or LinkedIn, and analyzing it over longer periods of time.This will allow for a more complete and detailed understanding of the relationship between social media activity and financial performance, thus maximizing the return on investment in digital marketing.
This dissertation investigates the influence of social media metrics on KOR Creatives' revenue growth, focusing exclusively on Instagram, the platform most widely used by companies to engage consumers and promote products and services. The study analyzes a set of key metrics such as reach, impressions, interaction rate and virality rate, which are essential for measuring the level of user engagement with a brand's content. In addition, a new metric called Loyalty Rate is proposed, which combines the interaction rate and the virality rate, with the aim of quantifying the loyalty of followers, i.e. those who not only interact with the content, but also share it, extending its organic reach. The methodology is based on rigorous statistical analysis, including descriptive statistics, Pearson correlations and regression models, which allowed us to explore the relationship between the various social media metrics and the company's monthly turnover. The results obtained indicate that the Loyalty Rate has a moderate positive correlation with turnover, although the levels of statistical significance were not sufficient to prove a direct and robust relationship. However, other metrics, such as the number of followers, showed a more pronounced impact on financial performance, suggesting that the growth of the follower base may be a more determining factor in monthly revenue. This study concludes that while follower engagement and loyalty are important, their influence on turnover is part of a broader digital strategy that involves multiple factors beyond direct interactions. Practical recommendations are suggested for improving the Loyalty Rate metric and for extending the study in future research, namely by including other social platforms, such as Facebook or LinkedIn, and analyzing it over longer periods of time.This will allow for a more complete and detailed understanding of the relationship between social media activity and financial performance, thus maximizing the return on investment in digital marketing.
Description
Keywords
Métricas de redes sociais Instagram Taxa de interação Taxa de viralidade