{"id":5992,"date":"2018-06-18T10:05:00","date_gmt":"2018-06-18T10:05:00","guid":{"rendered":"https:\/\/honeypot.wpengine.com\/?p=5992"},"modified":"2024-09-23T11:47:34","modified_gmt":"2024-09-23T15:47:34","slug":"analyse-des-medias-sociaux-hootsuite","status":"publish","type":"post","link":"https:\/\/honeypotmarketing.com\/fr\/social-media\/hootsuite-social-media-analytics\/","title":{"rendered":"Promotion de l&#039;engagement avec les analyses des m\u00e9dias sociaux de Hootsuite"},"content":{"rendered":"<p><img decoding=\"async\" class=\"aligncenter wp-image-6013\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Hootsuite-at-a-Glance.jpg\" alt=\"\u00c9cran Hootsuite pour l&#039;analyse des m\u00e9dias sociaux\" width=\"560\" height=\"374\" \/><\/p>\n<p>Il y a une raison pour laquelle personne n&#039;interagit avec votre page, m\u00eame apr\u00e8s avoir publi\u00e9 tout et n&#039;importe quoi : vous n&#039;explorez pas les analyses des m\u00e9dias sociaux fournies par Hootsuite.<\/p>\n<p>Il va sans dire que vous devez comprendre ce qui fonctionne et ce qui ne fonctionne pas. Nous allons vous montrer comment acc\u00e9der au tableau de bord d&#039;analyse de Hootsuite et comment exploiter ce que vous y trouverez.<\/p>\n<p>C&#039;est parti !<\/p>\n<h2>Trouver le tableau de bord d&#039;analyse des m\u00e9dias sociaux dans Hootsuite<\/h2>\n<p>Passez votre souris sur le menu de gauche de Hootsuite pour afficher la liste des pages principales. Vous remarquerez une ic\u00f4ne de graphique, quatri\u00e8me en bas de la liste \u00e0 partir du haut (sans compter le logo Hootsuite lui-m\u00eame). Cliquez dessus.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6006\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Hootsuite-Analytics-Menu.jpg\" alt=\"Tableau de bord d&#039;analyse des m\u00e9dias sociaux de Hootsuite depuis le menu principal\" width=\"560\" height=\"366\" \/><\/p>\n<p>\u00c0 partir de l\u00e0, vous arriverez sur une nouvelle page contenant un ensemble de mesures du tableau de bord. Avant de vous plonger dans les chiffres, assurez-vous d&#039;avoir d\u00e9fini le bon r\u00e9seau social et la bonne page pour l&#039;analyse.<\/p>\n<p>Hootsuite peut prendre un peu de temps pour charger les analyses \u00e0 votre place, alors ne vous inqui\u00e9tez pas si cela prend quelques minutes ou plus.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6007\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Hootsuite-Analytics-Dashboard.jpg\" alt=\"S\u00e9lection des plateformes et canaux sociaux dans le tableau de bord d&#039;analyse des m\u00e9dias sociaux de Hootsuite\" width=\"560\" height=\"258\" \/><\/p>\n<p>Vous devrez s\u00e9lectionner le bon compte s\u00e9par\u00e9ment pour Facebook, Twitter et Instagram, je vous recommande donc de vous attaquer \u00e0 une seule plateforme \u00e0 la fois.<\/p>\n<h2>Ce que les analyses des m\u00e9dias sociaux de Hootsuite peuvent vous r\u00e9v\u00e9ler<\/h2>\n<p>Hootsuite vous placera dans le tableau de bord de pr\u00e9sentation lorsque vous parcourrez la section d&#039;analyse. Ces indicateurs vous offrent une vue d&#039;ensemble de votre cha\u00eene pour voir\u00a0:<\/p>\n<ul>\n<li>Combien de messages avez-vous publi\u00e9s<\/li>\n<li>Combien d&#039;abonn\u00e9s avez-vous gagn\u00e9 (ou perdu)<\/li>\n<li>Le niveau d&#039;engagement que vous avez g\u00e9n\u00e9r\u00e9 gr\u00e2ce aux publications et aux partages<\/li>\n<li>Combien de trafic avez-vous g\u00e9n\u00e9r\u00e9 gr\u00e2ce aux liens courts d&#039;Ow.ly<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6008\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Hootsuite-Overview-Key-Metrics-1024x277.jpg\" alt=\"\u00c9cran d&#039;aper\u00e7u de Hootsuite pour l&#039;analyse des m\u00e9dias sociaux\" width=\"560\" height=\"151\" \/><\/p>\n<p>Ces chiffres vous aident \u00e0 faire des rapports aux clients ou \u00e0 votre superviseur. Si vous v\u00e9rifiez ces chiffres assez souvent, vous pouvez \u00e9galement rep\u00e9rer les pics d&#039;activit\u00e9 pour capitaliser sur les publications r\u00e9ussies avant que le moment ne soit pass\u00e9.<\/p>\n<p>L&#039;onglet Aper\u00e7u vous permet \u00e9galement de visualiser ces chiffres sous forme de graphiques plus bas sur la page. Leur v\u00e9ritable int\u00e9r\u00eat r\u00e9side dans le fait qu&#039;ils contiennent des comparaisons int\u00e9gr\u00e9es avec le mois pr\u00e9c\u00e9dent.<\/p>\n<p>Cette analyse mensuelle vous permet d&#039;analyser les performances de votre cha\u00eene sur une p\u00e9riode donn\u00e9e sans avoir \u00e0 passer d&#039;un mois \u00e0 l&#039;autre. Profitez-en pour aborder des sujets d&#039;actualit\u00e9.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6009\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Hootsuite-Analytics-Follow-Graph-1024x255.jpg\" alt=\"Aper\u00e7u du graphique de croissance des abonn\u00e9s Hootsuite dans l&#039;analyse des m\u00e9dias sociaux\" width=\"560\" height=\"140\" \/><\/p>\n<p>L\u2019aspect le plus pr\u00e9cieux de l\u2019onglet Aper\u00e7u sera le tableau des publications, cach\u00e9 tout en bas de l\u2019\u00e9cran.<\/p>\n<p>Il d\u00e9compose vos publications par ordre chronologique pour vous montrer combien de mentions J&#039;aime, de commentaires, de partages et de clics ont \u00e9t\u00e9 g\u00e9n\u00e9r\u00e9s par chacune d&#039;elles. C&#039;est l\u00e0 que nous pouvons vraiment approfondir les analyses des m\u00e9dias sociaux au niveau granulaire pour concevoir un engagement plus \u00e9lev\u00e9.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6010\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Hootsuite-Posts-Table-1024x197.jpg\" alt=\"\" width=\"560\" height=\"108\" \/><\/p>\n<p>\u00c0 partir de l\u00e0, vous pouvez voir exactement quels messages ont g\u00e9n\u00e9r\u00e9 de l&#039;engagement et du trafic. Plus important encore, ce tableau de bord vous permet de d\u00e9terminer\u00a0<em>pourquoi<\/em> certains postes ont eu de meilleurs r\u00e9sultats que d\u2019autres.<\/p>\n<p><strong>Conseil de pro\u00a0:<\/strong> Nous allons tirer des informations sp\u00e9cifiques de ce tableau de bord dans la section suivante, mais vous pouvez obtenir des mesures d&#039;engagement encore plus approfondies, telles que le nombre de vues et la port\u00e9e des vid\u00e9os, \u00e0 partir du tableau de bord des performances des publications.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6011\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Hootsuite-Post-Performance-Dashboard-1024x238.jpg\" alt=\"\u00c9cran b\u00eata de performance des publications de Hootsuite pour des analyses granulaires des m\u00e9dias sociaux\" width=\"560\" height=\"130\" \/><\/p>\n<h3>Comment analyser les donn\u00e9es des m\u00e9dias sociaux de Hootsuite<\/h3>\n<p>Commencez par consulter le tableau des publications en bas de l&#039;onglet Pr\u00e9sentation pour voir en un coup d&#039;\u0153il vos publications les plus performantes. Utilisez ces donn\u00e9es pour identifier les points communs entre vos meilleures et vos pires publications.<\/p>\n<p>Recherchez ces \u00e9l\u00e9ments lorsque vous analysez vos publications\u00a0:<\/p>\n<ul>\n<li>Th\u00e8me<\/li>\n<li>La publication communique-t-elle un sentiment positif ou n\u00e9gatif ?<\/li>\n<li>Voix et ton<\/li>\n<li>Un lead magnet est-il propos\u00e9 ?<\/li>\n<li>Type de contenu (vid\u00e9o, image, citation, fichier .GIF, etc.)<\/li>\n<li>Les partenaires et les influenceurs sont-ils tagu\u00e9s ?<\/li>\n<\/ul>\n<p>Nous allons l&#039;essayer sur notre propre contenu. Voici une image plus claire des donn\u00e9es de nos publications \u00e0 partir de l&#039;image ci-dessus.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6012\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Hootsuite-Posts-Table-Data-Zoomed.jpg\" alt=\"Tableau des publications agrandies pour le tableau de bord d&#039;analyse des m\u00e9dias sociaux de Hootsuite dans l&#039;onglet Aper\u00e7u\" width=\"560\" height=\"392\" \/><\/p>\n<p>Certains de ces messages sont clairement plus performants que d&#039;autres. Voici ce que nous pouvons d\u00e9duire des donn\u00e9es :<\/p>\n<p>La premi\u00e8re ligne avec 17 likes et 5 partages est notre \u00e9pisode Live at the Hive. Il obtient beaucoup d&#039;engagement (et plus de 800 vues, selon l&#039;onglet Post Performance), mais il ne g\u00e9n\u00e8re pas de trafic vers notre site Web.<\/p>\n<p>Cela en fait une excellente s\u00e9rie de contenu de haut de l&#039;entonnoir que nous pouvons utiliser pour acqu\u00e9rir des abonn\u00e9s au lieu de les convertir, ce qui indique que nous devons la promouvoir sans faire de vente difficile.<\/p>\n<p>Cr\u00e9er une cha\u00eene Facebook Watch serait un bon d\u00e9but pour maximiser l&#039;impact du contenu de Honeypot, dans cet exemple.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-5592\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Live-at-The-Hive2-01-1024x1024.jpg\" alt=\"podcast de d\u00e9marrage en direct sur le marketing de la ruche avec honeypot marketing\" width=\"560\" height=\"560\" \/><\/p>\n<p>Le prochain article sur la liste \u00e9tait une co-promotion pour un atelier marketing et une s\u00e9rie de s\u00e9minaires dirig\u00e9s par <a href=\"https:\/\/unbounce.com\/about\/\" rel=\"noopener\">nos amis chez Unbounce<\/a>. Les gens ont clairement aim\u00e9, mais une seule personne a cliqu\u00e9 sur ce post. L&#039;id\u00e9e ici est que le public de Honeypot aime en apprendre davantage sur le marketing num\u00e9rique, mais ne peut pas n\u00e9cessairement s&#039;engager dans des s\u00e9minaires entiers au milieu d&#039;une journ\u00e9e de travail.<\/p>\n<p>Dans cet esprit, nous pourrions (et devrions) r\u00e9utiliser les points cl\u00e9s du s\u00e9minaire dans des graphiques faciles \u00e0 partager qui apportent de la valeur sans demander d\u2019engagement.<\/p>\n<h3>Maintenant c&#039;est ton tour<\/h3>\n<p>C&#039;est ainsi que nous utilisons le tableau de bord d&#039;analyse des m\u00e9dias sociaux de Hootsuite pour informer nos calendriers sociaux. En proc\u00e9dant ainsi tous les mois, vous pouvez \u00e9liminer progressivement les publications qui suscitent un accueil mitig\u00e9 et int\u00e9grer progressivement davantage de contenu qui a fait ses preuves en mati\u00e8re d&#039;engagement.<\/p>\n<p>Changez la fa\u00e7on dont votre organisation aborde le marketing sur les r\u00e9seaux sociaux et <a href=\"https:\/\/www.facebook.com\/honeypot.marketing\/\" rel=\"noopener\">faites nous savoir comment \u00e7a se passe<\/a>!<\/p>","protected":false},"excerpt":{"rendered":"<p>Il y a une raison pour laquelle personne n&#039;interagit avec votre page, m\u00eame apr\u00e8s que vous ayez publi\u00e9 sur tout et n&#039;importe quoi : vous n&#039;exploitez pas les analyses des m\u00e9dias sociaux fournies par Hootsuite. Il va sans dire que vous devez comprendre ce qui fonctionne et ce qui ne fonctionne pas. Nous allons vous montrer comment acc\u00e9der au tableau de bord d&#039;analyse de Hootsuite et\u2026<\/p>","protected":false},"author":3,"featured_media":6013,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"_uag_custom_page_level_css":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_monsterinsights_skip_tracking":false,"wpai_generated_summary":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","wpai_meta_description":"","footnotes":""},"categories":[172,38],"tags":[233],"class_list":["post-5992","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-social-media","tag-social-media-analytics"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.1.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"There&#039;s a reason why nobody engages with your page even after you&#039;ve posted about everything under the sun: you&#039;re not digging into social media analytics that Hootsuite provides. It should go without saying that you need to understand what&#039;s working and what&#039;s flopping. We&#039;re going to show you how to access Hootsuite&#039;s analytics dashboard and\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"The Bee Team\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/honeypotmarketing.com\/fr\/social-media\/hootsuite-social-media-analytics\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 5.0.1.1\" \/>\n\t\t<meta property=\"og:locale\" content=\"fr_CA\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Digital Marketing for Growing Businesses by Honeypot Marketing - All Marketing is Digital. 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