????明白怎樣分析數(shù)據(jù)

????八零后們對什么東西在社交渠道上能火有一種天生的理解（看看那些小貓GIF動畫的走紅就知道了），但是要想把哪些東西能火、哪些東西不能火量化出來就是另一回事了。微博營銷活動的成功應(yīng)該拿什么來衡量？轉(zhuǎn)發(fā)、引用、回復(fù)、引薦流量還是客戶人數(shù)？在Facebook上發(fā)貼的最好時機是幾點，隔多長時間發(fā)一次貼最合適？研究這些數(shù)據(jù)最好的分析工具是什么？雖然社交媒體本質(zhì)上在于人的溝通，但它同時也是一個收集數(shù)據(jù)、利用數(shù)據(jù)改善業(yè)績的平臺。知不知道應(yīng)該尋找哪種數(shù)據(jù)、在哪尋找數(shù)據(jù)、如何分析數(shù)據(jù)，就決定了你究竟是專家還是普通的社交媒體愛好者。

????整合多個社交媒體平臺

????有的人是Twitter大師，或者在LinkedIn上有大量粉絲。但是真正的人才是那些擅于整合運用不同平臺，同時明白每一種平臺主要針對哪一塊市場的人。比如Instagram和YouTube這種以視覺為主的網(wǎng)絡(luò)越來越受耐克（Nike）、紅牛、梅塞德斯奔馳等品牌的青睞。比較簡單的圖像和視頻則主打那些傳統(tǒng)的文字型社交網(wǎng)絡(luò)（比如Facebook和Twitter）。消費者們通過這些社交網(wǎng)站的鏈接進入公司的博客或主頁，然后進一步陷入更深的銷售漏斗。同時橫跨各平臺的統(tǒng)一的主題標簽有助于統(tǒng)一和追蹤總體的營銷活動。即便是在社交媒體上造詣頗深的八零后，往往也不明白整合不同社交媒體平臺所能帶來的倍增效用。

????以職業(yè)姿態(tài)在社交媒體上拓展人脈

????等到八零后和九零后們邁出校門的時候，很多人都在LinkedIn的個人資料欄里如實填寫了自己的兼職經(jīng)歷、實習(xí)經(jīng)歷、課外活動和學(xué)業(yè)成績等等。但是LinkedIn在找工作上最強大的能力卻經(jīng)常被人忽視了：有些招聘經(jīng)理或者CEO雖然一般沒辦法直接聯(lián)系上，但中間只要經(jīng)過一層或兩層中間人就能“攀”上關(guān)系。比如這個網(wǎng)站有一項叫做InMail的付費服務(wù)，讓用戶可以向全網(wǎng)2.77億名用戶中的任何一個人直接發(fā)送郵件。真正有進取心的求職者可以直接拿下理查德?布蘭森、比爾?蓋茨或者狄巴克?喬布拉這樣的“大魚”，直接向他們的郵箱投遞簡歷。八零后們都有一顆“驛動的心”——總是在找下一個工作機會。所以如果你當你想“廣闊天地大有作為”的時候，不妨把這一招記在心里。

????當然，要掌握這些技術(shù)可不是吃快餐，很多社交網(wǎng)絡(luò)的忌諱也不是只有八零后和九零后才犯。沃德說：“真正的問題是，我們希望人們學(xué)會這些技能，卻不提供任何培訓(xùn)?！彪S著社交平臺的數(shù)量越來越多，使用方式越來越復(fù)雜，讓任何人——哪怕是最緊跟潮流的人，能不加培訓(xùn)就掌握這些知識，無疑不合情理。

????對于在激烈的就業(yè)市場中競爭的千禧一代們來說，這些在十年前還聞所未聞的知識可能就決定了他們能否找到、保住一份工作。沃德說：“能以一種整合的、戰(zhàn)略性的方法，專業(yè)地使用數(shù)碼和社交媒體的學(xué)生……具有一種優(yōu)勢，他們能獲得更好的就業(yè)和實習(xí)機會……”（財富中文網(wǎng)）

????本文作者瑞恩?霍爾姆斯是HootSuite公司的創(chuàng)始人兼CEO，HootSuite是一個針對企業(yè)的社交媒體管理工具。

????譯者：樸成奎

????Understanding how to crunch the numbers

????While millennials often have an intuitive understanding of what resonates on social channels (hard to go wrong with cat GIFs), quantifying what works and what doesn't is another matter. Should the success of a Twitter campaign be measured on the basis of re-tweets, mentions, replies, referral traffic, or sales leads? What are the best times of day to post on Facebook, and what is the optimum post frequency? Which analytical tools are best for crunching the numbers? While social media is about authentic human interaction, it's also an arena where data can easily be collected and applied to improve results. Knowing what data to look for, where to find it, and what to do with it separates real experts from mere social natives.

????Mastering the multi-network shuffle

????It's one thing to be a Twitter guru or have a huge LinkedIn following. The real talent lies in orchestrating different platforms to work together and in understanding the niche each fills. Visual networks like Instagram and YouTube, for instance, are increasingly the foundation of campaigns by social-savvy brands like Nike (NKE), Red Bull, and Mercedes. Catchy images and videos are, in turn, seeded onto traditional text-based networks like Twitter and Facebook. From there, links lead viewers back to blogs and company pages, sending customers spiraling deeper into the sales funnel. Meanwhile, uniform hashtags across platforms help unify and track the overall campaign. Even millennials with deep social credentials often fail to understand the profound multiplying effects of integrating different networks.

????Networking professionally on social media

????By the time millennials graduate from college, many have dutifully filled their LinkedIn profiles with part-time positions, internships, extracurriculars and academic accomplishments. But the network's true job-finding power is often overlooked: Hiring managers and CEOs who would normally be out of reach are often just a connection or two away. In fact, you don't need to be connected at all. A paid feature called InMail, for instance, enables users to send emails directly to any one of LinkedIn's 277 million members. Truly enterprising job seekers can hunt down big fish like Richard Branson, Bill Gates, and Deepak Chopra, then send a pitch straight to their inbox. Notoriously footloose millennials -- forever in search of the next job opportunity -- might well take this tip to heart when searching for greener professional pastures.

????Of course, amassing these skills is no short order, and millennials aren't the only offenders. "The real problem is that we expect people to know these skills without providing any training," social media professor Ward says. As the number of social networks expands and platforms are used in more sophisticated ways, it's unreasonable to expect anyone -- even the most plugged-in users -- to just intuitively get it.

????For millennials competing in a tight market, these skills -- unheard of just a decade ago -- can mean the difference in finding and keeping a job. "Students using digital and social media professionally in an integrated and strategic way ... have an advantage," Ward says. "[They're] getting better jobs and better internships ..."

????Ryan Holmes is founder and CEO of HootSuite, a social media management tool for businesses.