{"id":7520,"date":"2025-01-06T16:55:51","date_gmt":"2025-01-06T08:55:51","guid":{"rendered":"https:\/\/www.wisers.com\/?p=7520"},"modified":"2025-01-09T09:40:22","modified_gmt":"2025-01-09T01:40:22","slug":"%e7%a4%be%e7%be%a4%e8%81%86%e8%81%bd-social-listening-%e6%94%b9%e5%96%84%e7%94%a2%e5%93%81%e7%ad%96%e7%95%a5%e5%92%8c%e6%8e%a8%e5%8b%95%e7%94%a2%e5%93%81%e5%a2%9e%e9%95%b7","status":"publish","type":"post","link":"https:\/\/www.wisers.com\/zh-hant\/blog\/7520\/%e7%a4%be%e7%be%a4%e8%81%86%e8%81%bd-social-listening-%e6%94%b9%e5%96%84%e7%94%a2%e5%93%81%e7%ad%96%e7%95%a5%e5%92%8c%e6%8e%a8%e5%8b%95%e7%94%a2%e5%93%81%e5%a2%9e%e9%95%b7\/","title":{"rendered":"\u793e\u7fa4\u8046\u807d (Social Listening) \u6539\u5584\u7522\u54c1\u7b56\u7565\u548c\u63a8\u52d5\u7522\u54c1\u589e\u9577"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-7515 \" src=\"https:\/\/www.wisers.com\/wp-content\/uploads\/2025\/01\/8002adc88d9ee840df16-scaled.jpg\" alt=\"\" width=\"887\" height=\"590\" title=\"\" srcset=\"https:\/\/www.wisers.com\/wp-content\/uploads\/2025\/01\/8002adc88d9ee840df16-scaled.jpg 2560w, https:\/\/www.wisers.com\/wp-content\/uploads\/2025\/01\/8002adc88d9ee840df16-300x200.jpg 300w, https:\/\/www.wisers.com\/wp-content\/uploads\/2025\/01\/8002adc88d9ee840df16-1024x681.jpg 1024w, https:\/\/www.wisers.com\/wp-content\/uploads\/2025\/01\/8002adc88d9ee840df16-768x511.jpg 768w, https:\/\/www.wisers.com\/wp-content\/uploads\/2025\/01\/8002adc88d9ee840df16-1536x1022.jpg 1536w, https:\/\/www.wisers.com\/wp-content\/uploads\/2025\/01\/8002adc88d9ee840df16-2048x1363.jpg 2048w\" sizes=\"(max-width: 887px) 100vw, 887px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>\u5728\u6578\u4f4d\u6642\u4ee3\uff0c\u4f01\u696d\u4e0d\u65b7\u5c0b\u6c42\u6539\u5584\u5176\u7522\u54c1\u7b56\u7565\u548c\u63a8\u52d5\u589e\u9577\u7684\u65b9\u6cd5\u3002\u5176\u4e2d\u4e00\u7a2e\u6700\u6709\u6548\u7684\u65b9\u5f0f\u5c31\u662f\u900f\u904e<strong>\u793e\u7fa4\u8046\u807d<\/strong>\u2014\u2014\u9019\u662f\u4e00\u7a2e\u76e3\u63a7\u548c\u5206\u6790\u793e\u4ea4\u5a92\u9ad4\u5e73\u53f0\u4e0a\u5c0d\u8a71\u7684\u505a\u6cd5\uff0c\u4ee5\u6536\u96c6\u6709\u95dc\u5ba2\u6236\u610f\u898b\u3001\u504f\u597d\u548c\u8da8\u52e2\u7684\u898b\u89e3\u3002\u901a\u904e\u5229\u7528\u793e\u7fa4\u8046\u807d\uff0c\u4f01\u696d\u53ef\u4ee5\u6700\u5927\u5316\u5176\u7522\u54c1\u7b56\u7565\u7684\u6295\u8cc7\u56de\u5831\u7387\uff08ROI\uff09\uff0c\u8fc5\u901f\u61c9\u5c0d\u516c\u95dc\u6311\u6230\uff0c\u4e26\u7372\u5f97\u6709\u50f9\u503c\u7684\u7af6\u722d\u60c5\u5831\u3002\u672c\u6587\u5c07\u8a73\u7d30\u63a2\u8a0e\u9019\u4e09\u500b\u4e3b\u8981\u597d\u8655\u3002<\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"mb-2 mt-6 text-lg first:mt-3\">\u7522\u54c1\u7b56\u7565\u7684 ROI \u6700\u5927\u5316<\/h2>\n<p>&nbsp;<\/p>\n<p>\u793e\u7fa4\u8046\u807d\u5728\u6700\u5927\u5316\u7522\u54c1\u7b56\u7565 ROI \u65b9\u9762\u8d77\u8457\u81f3\u95dc\u91cd\u8981\u7684\u4f5c\u7528\uff0c\u56e0\u70ba\u5b83\u70ba\u4f01\u696d\u63d0\u4f9b\u4e86\u76f4\u63a5\u6d1e\u5bdf\u5ba2\u6236\u9700\u6c42\u548c\u504f\u597d\u7684\u6a5f\u6703\u3002\u901a\u904e\u7a4d\u6975\u76e3\u63a7\u793e\u7fa4\u5a92\u9ad4\u5c0d\u8a71\uff0c\u4f01\u696d\u53ef\u4ee5\u8b58\u5225\u5ba2\u6236\u5c0d\u5176\u7522\u54c1\u7684\u559c\u597d\u4ee5\u53ca\u9700\u8981\u6539\u9032\u7684\u5730\u65b9\u3002\u9019\u7a2e\u53cd\u994b\u5faa\u74b0\u4f7f\u7d44\u7e54\u80fd\u5920\u505a\u51fa\u6578\u64da\u9a45\u52d5\u7684\u6c7a\u7b56\uff0c\u5f9e\u800c\u6539\u5584\u7522\u54c1\u4f9b\u61c9\u3002<\/p>\n<p>\u4f8b\u5982\uff0c\u50cf<a href=\"https:\/\/www.forbes.com\/sites\/jenniferrooney\/2012\/09\/25\/in-dell-social-media-journey-lessons-for-marketers-about-the-power-of-listening\/#:~:text=Through%20Dell%E2%80%99s%20Social%20Media%20Listening%20and%20Command%20Center%2C%20we%20aggregate%20and%20find%20our%20way%20through%20the%2025%2C000%20conversations%20about%20Dell%20every%20day%20(more%20than%206%20million%20every%20year).\" rel=\"nofollow noopener\" target=\"_blank\">\u6234\u723e\uff08Dell\uff09\u5229\u7528\u793e\u7fa4\u8046\u807d\u5de5\u5177\u4f86\u8ffd\u8e64\u5404\u7a2e\u5e73\u53f0\u4e0a\u6578\u5343\u689d\u6bcf\u65e5\u54c1\u724c\u63d0\u53ca<\/a>\u3002\u9019\u7a2e\u5ee3\u6cdb\u7684\u76e3\u63a7\u4f7f\u4ed6\u5011\u80fd\u5920\u53ca\u6642\u89e3\u6c7a\u5ba2\u6236\u554f\u984c\uff0c\u4e26\u6839\u64da\u5be6\u6642\u6d88\u8cbb\u8005\u53cd\u994b\u4f86\u5b8c\u5584\u5176\u7522\u54c1\u7b56\u7565\u3002\u56e0\u6b64\uff0c\u4f01\u696d\u53ef\u4ee5\u66f4\u6709\u6548\u5730\u5206\u914d\u8cc7\u6e90\uff0c\u5c08\u6ce8\u65bc\u8207\u5176\u53d7\u773e\u5171\u9cf4\u7684\u529f\u80fd\uff0c\u540c\u6642\u505c\u7528\u4e0d\u592a\u53d7\u6b61\u8fce\u7684\u529f\u80fd\u3002\u9019\u7a2e\u91dd\u5c0d\u6027\u7684\u505a\u6cd5\u4e0d\u50c5\u6e1b\u5c11\u4e86\u6d6a\u8cbb\u958b\u652f\uff0c\u9084\u63d0\u9ad8\u4e86\u5ba2\u6236\u6eff\u610f\u5ea6\uff0c\u5f9e\u800c\u5c0e\u81f4\u92b7\u552e\u548c\u5fe0\u8aa0\u5ea6\u7684\u589e\u52a0\u3002<\/p>\n<p>\u6b64\u5916\uff0c\u793e\u7fa4\u8046\u807d\u5e6b\u52a9\u4f01\u696d\u5728\u63a8\u51fa\u65b0\u7522\u54c1\u4e4b\u524d\u9a57\u8b49\u5176\u60f3\u6cd5\u3002\u901a\u904e\u8a55\u4f30\u6f5b\u5728\u7522\u54c1\u7684\u5ba2\u6236\u60c5\u611f\uff0c\u4f01\u696d\u53ef\u4ee5\u6e1b\u8f15\u8207\u7522\u54c1\u958b\u767c\u76f8\u95dc\u7684\u98a8\u96aa\u3002\u4f8b\u5982\uff0c\u5982\u679c\u4e00\u5bb6\u516c\u53f8\u901a\u904e\u793e\u7fa4\u8046\u807d\u767c\u73fe\u5c0d\u67d0\u500b\u63d0\u8b70\u529f\u80fd\u5b58\u5728\u8ca0\u9762\u60c5\u7dd2\uff0c\u5b83\u53ef\u4ee5\u76f8\u61c9\u8abf\u6574\u5176\u7b56\u7565\u2014\u2014\u7bc0\u7701\u6642\u9593\u548c\u8cc7\u6e90\uff0c\u540c\u6642\u78ba\u4fdd\u6700\u7d42\u7522\u54c1\u7b26\u5408\u5ba2\u6236\u671f\u671b\u3002<\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"mb-2 mt-6 text-lg first:mt-3\">\u8fc5\u901f\u61c9\u5c0d\u516c\u95dc\u5371\u6a5f<\/h2>\n<p>&nbsp;<\/p>\n<p>\u5728\u7576\u4eca\u5feb\u901f\u8b8a\u5316\u7684\u6578\u4f4d\u74b0\u5883\u4e2d\uff0c\u4e00\u689d\u8ca0\u9762\u8a55\u8ad6\u6216\u4e8b\u4ef6\u53ef\u80fd\u8fc5\u901f\u5347\u7d1a\u70ba\u5168\u9762\u7684\u516c\u95dc\u5371\u6a5f\u3002\u793e\u7fa4\u8046\u807d\u70ba\u4f01\u696d\u63d0\u4f9b\u4e86\u7ba1\u7406\u8072\u8b7d\u6240\u9700\u7684\u5de5\u5177\u3002\u901a\u904e\u5be6\u6642\u76e3\u63a7\u5728\u7dda\u5c0d\u8a71\uff0c\u516c\u53f8\u53ef\u4ee5\u5728\u6f5b\u5728\u5371\u6a5f\u767c\u5c55\u6642\u53ca\u65e9\u767c\u73fe\u4e26\u8fc5\u901f\u53cd\u61c9\u4ee5\u6e1b\u8f15\u640d\u5bb3\u3002<\/p>\n<p>\u4e00\u500b\u986f\u8457\u7684\u4f8b\u5b50\u662f<a href=\"https:\/\/www.linkedin.com\/pulse\/kfc-tweets-its-way-through-chicken-shortage-christina-mitcham\/\" rel=\"nofollow noopener\" target=\"_blank\">KFC\u5728\u82f1\u570b\u96de\u8089\u77ed\u7f3a\u5371\u6a5f\u671f\u9593\u7684\u53cd\u61c9<\/a>\u3002\u901a\u904e\u5229\u7528\u793e\u7fa4\u8046\u807d\uff0cKFC\u80fd\u5920\u76e3\u63a7\u5ba2\u6236\u53cd\u61c9\u4e26\u5728\u793e\u4ea4\u5a92\u9ad4\u5e73\u53f0\u4e0a\u4ee5\u5e7d\u9ed8\u7684\u65b9\u5f0f\u8207\u4ed6\u5011\u4e92\u52d5\u3002\u4ed6\u5011\u5feb\u901f\u4e14\u6a5f\u667a\u7684\u56de\u61c9\u5c07\u4e00\u500b\u6f5b\u5728\u640d\u5bb3\u60c5\u6cc1\u8f49\u8b8a\u70ba\u5c55\u793a\u54c1\u724c\u500b\u6027\u7684\u6a5f\u6703\uff0c\u6700\u7d42\u7dad\u8b77\u4e86\u5ba2\u6236\u5fe0\u8aa0\u5ea6\u3002\u9019\u8868\u660e\uff0c\u6709\u6548\u7684\u5371\u6a5f\u7ba1\u7406\u4e0d\u50c5\u80fd\u89e3\u6c7a\u7576\u524d\u554f\u984c\uff0c\u9084\u80fd\u96a8\u8457\u6642\u9593\u589e\u5f37\u54c1\u724c\u8072\u8b7d\u3002<\/p>\n<p>\u6b64\u5916\uff0c\u901a\u904e\u793e\u4ea4\u5a92\u9ad4\u89e3\u6c7a\u5ba2\u6236\u6295\u8a34\u5df2\u88ab\u8b49\u660e\u80fd\u986f\u8457\u63d0\u9ad8\u54c1\u724c\u5021\u5c0e\u5ea6\u3002<a href=\"https:\/\/www.smartinsights.com\/customer-relationship-management\/customer-service-and-support\/rise-social-media-customer-care\/#:~:text=answering%20a%20social%20media%20complaint%20can%20increase%20customer%20advocacy%20by%2025%25%2C%20and%20brand%20loyalty%20by%20a%20whopping%2065%25.\" rel=\"nofollow noopener\" target=\"_blank\">\u7814\u7a76<\/a>\u8868\u660e\uff0c\u89e3\u6c7a\u6295\u8a34\u53ef\u4f7f\u5ba2\u6236\u5fe0\u8aa0\u5ea6\u63d0\u9ad8\u591a\u905465%\u3002\u901a\u904e\u5728\u6e9d\u901a\u4e2d\u4fdd\u6301\u97ff\u61c9\u6027\u548c\u900f\u660e\u5ea6\uff0c\u4f01\u696d\u53ef\u4ee5\u5c07\u4e0d\u6eff\u610f\u7684\u5ba2\u6236\u8f49\u8b8a\u70ba\u7a4d\u6975\u63a8\u5ee3\u54c1\u724c\u7684\u5021\u5c0e\u8005\u3002<\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"mb-2 mt-6 text-lg first:mt-3\">\u7372\u53d6\u7af6\u722d\u60c5\u5831 (Competitive Intelligence)<\/h2>\n<p>&nbsp;<\/p>\n<p>\u793e\u7fa4\u8046\u807d\u5728\u7372\u53d6\u7af6\u722d\u60c5\u5831\u65b9\u9762\u4e5f\u81f3\u95dc\u91cd\u8981\u3002\u901a\u904e\u5206\u6790\u6709\u95dc\u7af6\u722d\u5c0d\u624b\u7684\u5c0d\u8a71\uff0c\u4f01\u696d\u53ef\u4ee5\u6316\u6398\u51fa\u50b3\u7d71\u5e02\u5834\u7814\u7a76\u65b9\u6cd5\u53ef\u80fd\u7121\u6cd5\u986f\u73fe\u7684\u91cd\u8981\u5e02\u5834\u8da8\u52e2\u548c\u6d88\u8cbb\u8005\u504f\u597d\u7684\u898b\u89e3\u3002\u9019\u4e9b\u60c5\u5831\u4f7f\u516c\u53f8\u80fd\u5920\u8b58\u5225\u5176\u4f9b\u61c9\u4e2d\u7684\u5dee\u8ddd\u6216\u5dee\u7570\u5316\u6a5f\u6703\u3002<\/p>\n<p>\u4f8b\u5982\uff0c<a href=\"https:\/\/www.marketingweek.com\/masters-awards-tesco-social-drive-emotional-resonance\/\" rel=\"nofollow noopener\" target=\"_blank\">Tesco 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