{"id":175349,"date":"2026-03-30T16:16:04","date_gmt":"2026-03-30T14:16:04","guid":{"rendered":"https:\/\/brand24.com\/blog\/?p=175349"},"modified":"2026-03-30T16:16:44","modified_gmt":"2026-03-30T14:16:44","slug":"metricas-de-escuta-social","status":"publish","type":"post","link":"https:\/\/brand24.com\/blog\/pt\/social-listening-metrics\/","title":{"rendered":"11 Key Social Listening Metrics: What to Track and Why [2026]"},"content":{"rendered":"<p><strong>A maioria das marcas monitora o n\u00famero de seguidores e as curtidas nas postagens. Mas esses n\u00fameros n\u00e3o informam se as pessoas confiam em voc\u00ea, em que voc\u00ea \u00e9 melhor do que seus concorrentes ou por que o lan\u00e7amento de um produto fracassou. As m\u00e9tricas de listening social fornecem esse quadro, extraindo-o das conversas em toda a Web, n\u00e3o apenas dos seus pr\u00f3prios canais.<\/strong><\/p>\n\n\n<style>.acf-key-takeaways__heading{padding:22px 30px 20px;margin:0;font-weight:600;display:inline-flex;align-items:center;gap:1.1875rem;border:1px solid #c3e1d2;border-bottom:none;border-top-left-radius:1.25rem;border-top-right-radius:1.25rem}@media(min-width: 768px){.acf-key-takeaways__heading{padding:22px 40px 20px;gap:1.4375rem}}.acf-key-takeaways__icon{width:1.625rem;height:1.625rem;background-color:#9cbfaf;border-radius:50%;display:flex;align-items:center;justify-content:center}.acf-key-takeaways__list{border:1px solid #c3e1d2;border-top-right-radius:1.25rem;border-bottom-right-radius:1.25rem;border-bottom-left-radius:1.25rem;margin:0;padding:0;list-style:none;overflow:hidden}.acf-key-takeaways__item{padding:28px 34px 28px 61px;background-color:#e8f4ee;margin:0;border-bottom:1px solid #c3e1d2;position:relative}@media(min-width: 768px){.acf-key-takeaways__item{padding:28px 54px 28px 81px}}.acf-key-takeaways__item::before{content:\"\";position:absolute;top:35px;left:28px;width:.75rem;height:.75rem;background-color:#9cbfaf;border-radius:50%}@media(min-width: 768px){.acf-key-takeaways__item::before{top:39px;left:40px}}.acf-key-takeaways__item:nth-child(even){background-color:#dfefe7}.acf-key-takeaways__item:last-child{border-bottom:none}.acf-key-takeaways__title{font-weight:600;margin-bottom:.625rem}.acf-key-takeaways__text{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px;margin:0}@media(min-width: 768px){.acf-key-takeaways__text{font-size:18px;line-height:30px}}.single-post-content__content h3.acf-key-takeaways__heading{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px}@media(min-width: 768px){.single-post-content__content h3.acf-key-takeaways__heading{font-size:18px;line-height:30px}}.single-post-content__content h4.acf-key-takeaways__title{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px}@media(min-width: 768px){.single-post-content__content h4.acf-key-takeaways__title{font-size:18px;line-height:30px}}.single-post-content__content p.acf-key-takeaways__text{line-height:1.875rem}@media(max-width: 768px){.single-post-content__content p.acf-key-takeaways__text{font-size:1rem !important}}<\/style><div class=\"acf-key-takeaways\">\n    <h3 class=\"acf-key-takeaways__heading\">\n        <span class=\"acf-key-takeaways__icon\">\n            <svg width=\"10\" height=\"12\" viewbox=\"0 0 10 12\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                <path d=\"M8.41177 0C8.8341 0 9.17647 0.34237 9.17647 0.764706V11.0882C9.17647 11.3821 9.00815 11.6501                8.74334 11.7775C8.47839 11.9049 8.16337 11.8693 7.93382 11.6857L4.58824 9.00919L1.24265 11.6857C1.01311                11.8693 0.698079 11.9049 0.433134 11.7775C0.168324 11.6501 0 11.3821 0 11.0882V0.764706C0 0.561893                0.0806248 0.367445 0.224035 0.224035C0.367445 0.0806248 0.561893 0 0.764706 0H8.41177ZM1.52941                9.49609L4.11029 7.43199C4.38958 7.20856 4.78689 7.20856 5.06618 7.43199L7.64706                9.49609V1.52941H1.52941V9.49609Z\" fill=\"black\"\/>\n            <\/svg>\n        <\/span>\n        Principais conclus\u00f5es    <\/h3>\n    <ul class=\"acf-key-takeaways__list\">\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">Os mentions e o volume da marca s\u00e3o sinais de base para o reconhecimento<\/h4>\n                <p class=\"acf-key-takeaways__text\">Acompanhe n\u00e3o apenas a frequ\u00eancia com que voc\u00ea recebe mentioned, mas tamb\u00e9m onde e por quem. Um pico no Reddit \u00e9 lido de forma diferente de um pico em um blog de nicho.<\/p>\n            <\/li>\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">A an\u00e1lise de sentimento mostra se o seu p\u00fablico se sente positiva ou negativamente em rela\u00e7\u00e3o \u00e0 sua marca ao longo do tempo<\/h4>\n                <p class=\"acf-key-takeaways__text\">As marcas de consumo devem ter como meta um sentimento positivo de 65-75% como refer\u00eancia saud\u00e1vel.<\/p>\n            <\/li>\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">O Share of Voice \u00e9 o sinal competitivo mais claro que o listening social oferece<\/h4>\n                <p class=\"acf-key-takeaways__text\">Ele mede sua porcentagem do total de conversas do setor em rela\u00e7\u00e3o aos rivais.<\/p>\n            <\/li>\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">As percep\u00e7\u00f5es demogr\u00e1ficas e do p\u00fablico revelam quem est\u00e1 realmente falando sobre voc\u00ea.<\/h4>\n                <p class=\"acf-key-takeaways__text\">Seu p\u00fablico mais barulhento nem sempre \u00e9 seu p\u00fablico-alvo, e essa lacuna \u00e9 importante.<\/p>\n            <\/li>\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">O desempenho de hashtag e de palavra-chave abrange duas estrat\u00e9gias de rastreamento distintas<\/h4>\n                <p class=\"acf-key-takeaways__text\">As palavras-chave capturam mentions amplos; as hashtags exploram conversas categorizadas e espec\u00edficas da plataforma.<\/p>\n            <\/li>\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">A identifica\u00e7\u00e3o do influenciador surge organicamente a partir da escuta<\/h4>\n                <p class=\"acf-key-takeaways__text\">As pessoas que j\u00e1 est\u00e3o conduzindo conversas de alto impacto sobre sua marca s\u00e3o seus leads de parceria mais valiosos.<\/p>\n            <\/li>\n            <\/ul>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"whataresociallisteningmetrics\"><strong>O que s\u00e3o m\u00e9tricas de listening social?<\/strong><\/h2>\n\n\n\n<p>As m\u00e9tricas de listening social s\u00e3o <strong>quantitativo<\/strong>\u00a0e <strong>sinais qualitativos<\/strong>\u00a0extra\u00eddo <strong>de conversas on-line<\/strong>\u00a0sobre sua marca, concorrentes e setor.<\/p>\n\n\n\n<p>Eles v\u00e3o al\u00e9m da an\u00e1lise de plataforma nativa, que mostra apenas o desempenho do seu pr\u00f3prio conte\u00fado, para capturar o que as pessoas dizem em toda a Web: m\u00eddia social, sites de not\u00edcias, f\u00f3runs, plataformas de avalia\u00e7\u00e3o, podcasts e blogs.<\/p>\n\n\n\n<p>A distin\u00e7\u00e3o \u00e9 pr\u00e1tica. A an\u00e1lise de postagens mostra quantas pessoas viram sua postagem no Instagram. <\/p>\n\n\n\n<p><strong>O listening social informa o que 40.000 desconhecidos disseram sobre sua categoria de produto esta semana.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"id11mostimportantsociallisteningmetricstofollow\">11 M\u00e9tricas de listening social mais importantes a serem seguidas:<\/h2>\n\n\n\n<p>O acompanhamento adequado dessas m\u00e9tricas requer um <a href=\"https:\/\/brand24.com\/blog\/pt\/ferramentas-de-escuta-social\/\" target=\"_blank\" rel=\"noopener\" title=\"ferramenta de escuta social\">ferramenta de escuta social<\/a> que agrega dados de v\u00e1rias fontes, aplica an\u00e1lise de sentimentos em escala e apresenta padr\u00f5es em vez de apenas contagens brutas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id01brandmentionsandvolumetracking\">01 Marca mentions e rastreamento de volume<\/h3>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><b>Volume de mentions<\/b>\u00a0\u00e9 o ponto de partida para todas as outras an\u00e1lises de monitoramento social. Ele conta a frequ\u00eancia com que o nome da sua marca, os nomes dos produtos, as hashtags da campanha ou as palavras-chave relacionadas aparecem em fontes on-line durante um determinado per\u00edodo. <\/p>\n\n\n\n<p>Mas o volume bruto por si s\u00f3 pode induzi-lo ao erro.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6c0f942fa9&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6c0f942fa9\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"575\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart.webp\" alt=\"mentions_reach_chart\" class=\"wp-image-182743\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart.webp 1200w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart-1140x546.webp 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart-18x9.webp 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart-300x144.webp 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart-170x80.webp 170w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart-248x119.webp 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart-90x43.webp 90w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Um aumento de 500 mentions parece bom at\u00e9 que voc\u00ea descubra que 400 deles s\u00e3o reclama\u00e7\u00f5es sobre uma remessa atrasada. <\/p>\n\n\n\n<p>\u00c9 por isso que v<strong>O volume deve sempre ser lido junto com os dados de sentimento.<\/strong><\/p>\n\n\n\n<p><strong>O que observar:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Picos repentinos (geralmente sinalizam a decolagem de uma campanha, a forma\u00e7\u00e3o de uma crise ou a cobertura da m\u00eddia)<\/li>\n\n\n\n<li>Decl\u00ednio gradual ao longo das semanas (isso geralmente reflete a perda de relev\u00e2ncia da marca em sua categoria)<\/li>\n\n\n\n<li>Volume comparado aos concorrentes (abordado em Share of Voice abaixo)<\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6c0f9432e4&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6c0f9432e4\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"568\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_trend_chart.webp\" alt=\"mentions_trend_chart\" class=\"wp-image-182744\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_trend_chart.webp 1200w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_trend_chart-1140x540.webp 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_trend_chart-18x9.webp 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_trend_chart-300x142.webp 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_trend_chart-170x80.webp 170w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_trend_chart-248x117.webp 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_trend_chart-90x43.webp 90w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id02sentimentanalysis\">02 An\u00e1lise de sentimento<\/h3>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><b>Sentimento<\/b> categoriza os mentions on-line como positivos, neutros ou negativos. Se bem feito, ele vai al\u00e9m da simples correspond\u00eancia de palavras-chave para capturar o tom, o contexto e a for\u00e7a do sentimento por tr\u00e1s do que as pessoas dizem.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6c0f943576&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6c0f943576\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"563\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_sentiment_chart.webp\" alt=\"gr\u00e1fico de sentimentos\" class=\"wp-image-182745\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_sentiment_chart.webp 1200w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_sentiment_chart-1140x535.webp 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_sentiment_chart-18x8.webp 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_sentiment_chart-640x300.webp 640w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_sentiment_chart-300x141.webp 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_sentiment_chart-170x80.webp 170w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_sentiment_chart-248x116.webp 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_sentiment_chart-90x42.webp 90w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>O valor pr\u00e1tico de <a href=\"https:\/\/brand24.com\/blog\/pt\/analise-de-sentimentos\/\" target=\"_blank\" rel=\"noopener\" title=\"an\u00e1lise de sentimentos\">an\u00e1lise de sentimentos<\/a> n\u00e3o \u00e9 apenas saber se as pessoas gostam de voc\u00ea. <\/p>\n\n\n\n<p>\u00c9 detectar os primeiros sinais de alerta de um problema de reputa\u00e7\u00e3o antes que ele se agrave, e entender <em>por que<\/em>\u00a0o sentimento mudou ap\u00f3s um evento espec\u00edfico.<\/p>\n\n\n\n<p><strong>Benchmarks de sentimento saud\u00e1vel por segmento:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Marcas de consumidores: 65-75% positivo mentions<\/li>\n\n\n\n<li>B2B SaaS: 55-65% positivo (os p\u00fablicos B2B expressam opini\u00f5es neutras em taxas mais altas)<\/li>\n\n\n\n<li>Meta de recupera\u00e7\u00e3o p\u00f3s-crise: retornar \u00e0 linha de base em 7 a 14 dias<\/li>\n<\/ul>\n\n\n\n<p>Acompanhe o sentimento antes e depois de lan\u00e7amentos de produtos, an\u00fancios de RP e campanhas. A compara\u00e7\u00e3o antes\/depois mostra o impacto real de forma muito mais confi\u00e1vel do que a contagem de impress\u00f5es.<\/p>\n\n\n<style>.acf-simple-cta{border-radius:20px;background-color:#fff;max-width:640px;margin:auto;margin-bottom:30px;padding:30px 15px}@media(min-width: 768px){.acf-simple-cta{padding:48px 62px 46px 62px}}.acf-simple-cta__title{font-size:22px !important;font-weight:600;line-height:23px !important;color:#000;text-align:center;margin-top:10px}@media(min-width: 576px){.acf-simple-cta__title{max-width:280px;text-align:left;margin-top:0}}.acf-simple-cta__title span{color:#00ef88}.acf-simple-cta__row{text-align:center}@media(min-width: 768px){.acf-simple-cta__row{display:flex;align-items:center;justify-content:space-between;gap:10px;text-align:left}}.acf-simple-cta__content{margin-bottom:20px;text-align:center}@media(min-width: 576px){.acf-simple-cta__content{display:flex;justify-content:center;align-items:center;gap:10px;width:100%;max-width:100%}}@media(min-width: 768px){.acf-simple-cta__content{align-items:center;justify-content:space-between;margin-bottom:0;max-width:66%}}.acf-simple-cta__btn{flex-shrink:0;border-radius:30px;padding:11px 21px;font-size:14px;line-height:18px;font-weight:500 !important;color:#000 !important;letter-spacing:-0.14px;background-color:#00ef88;border:none;transition:background-color .3s ease,opacity .3s ease;display:inline-block}.acf-simple-cta__btn:hover{background-color:#4bffae;text-decoration:none;opacity:.9}.acf-simple-cta__btn:focus-visible{outline:2px solid #00ef88}.acf-simple-cta--primary{background-color:#00ef88}.acf-simple-cta--primary .acf-simple-cta__title{color:#fff}.acf-simple-cta--primary .acf-simple-cta__title span{color:#000}.acf-simple-cta--primary .acf-simple-cta__btn{background-color:#000;color:#fff !important;transition:background-color .3s ease-in-out}.acf-simple-cta--primary .acf-simple-cta__btn:hover{background-color:#171717}.acf-simple-cta--violet{background-color:#000}.acf-simple-cta--violet .acf-simple-cta__title{color:#fff}.acf-simple-cta--violet .acf-simple-cta__title span{color:#bf00ff}.acf-simple-cta--violet .acf-simple-cta__btn{background-color:#bf00ff;color:#000 !important;transition:background-color .3s ease-in-out}.acf-simple-cta--violet .acf-simple-cta__btn:hover{background-color:#bf00ff}.acf-simple-cta--small{padding:20px 15px}@media(min-width: 768px){.acf-simple-cta--small{padding:33px 45px 31px 56px}}.acf-simple-cta--no-icon .acf-simple-cta__content{max-width:100%;width:auto}.acf-simple-cta--no-icon .acf-simple-cta__title{max-width:100%}@media(min-width: 768px){.acf-simple-cta--no-icon.acf-simple-cta--small .acf-simple-cta__content{max-width:55%}}<\/style>\n<div class=\"acf-simple-cta acf-simple-cta--primary acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Monitore as m\u00e9tricas de listening social!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=387\" class=\"acf-simple-cta__btn\" target=\"\">Inicie o teste!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id03reachofmentions\">03 Alcance de mentions<\/h3>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><b>Alcance<\/b> estima quantas pessoas \u00fanicas foram expostas ao conte\u00fado mentioning de sua marca, ponderado pelo tamanho do p\u00fablico de cada fonte.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6c0f943ad3&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6c0f943ad3\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"561\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart-1.webp\" alt=\"mentions_reach_chart\" class=\"wp-image-182746\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart-1.webp 1200w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart-1-1140x533.webp 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart-1-18x8.webp 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart-1-640x300.webp 640w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart-1-300x140.webp 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart-1-170x80.webp 170w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart-1-248x116.webp 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_mentions_reach_chart-1-90x42.webp 90w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Um mention de um jornalista com 200.000 seguidores tem mais alcance do que uma publica\u00e7\u00e3o em um f\u00f3rum com 12 leitores.<\/p>\n\n\n\n<p>Essa m\u00e9trica \u00e9 mais importante ao avaliar os esfor\u00e7os de RP e as campanhas de influenciadores, em que as contagens brutas de mention contam uma hist\u00f3ria incompleta. <\/p>\n\n\n\n<p><strong>Dez mentions de autores de alto alcance podem superar o desempenho de 1.000 mentions<\/strong> de contas de baixa visibilidade.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id04engagementmetricsandinteractiondepth\">04 M\u00e9tricas de engajamento e profundidade de intera\u00e7\u00e3o<\/h3>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><b>Compromisso<\/b> mede como as pessoas interagem com o conte\u00fado relacionado \u00e0 marca: curtidas, coment\u00e1rios, compartilhamentos, salvamentos e cliques. Mas nem todo engajamento \u00e9 igual.<\/p>\n\n\n\n<p>Coment\u00e1rios e compartilhamentos indicam um investimento mais profundo no p\u00fablico. Um like leva um segundo. Escrever um coment\u00e1rio ou compartilhar conte\u00fado com seu pr\u00f3prio p\u00fablico requer uma inten\u00e7\u00e3o genu\u00edna. <\/p>\n\n\n\n<p>O rastreamento de ambos e a observa\u00e7\u00e3o da propor\u00e7\u00e3o ao longo do tempo mostram se sua marca est\u00e1 gerando aten\u00e7\u00e3o superficial ou conversas reais.<\/p>\n\n\n\n<p><strong>Refer\u00eancias de engajamento por tipo de setor:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Marcas de consumidores: A taxa de engajamento de 1-3% \u00e9 considerada saud\u00e1vel<\/li>\n\n\n\n<li>Empresas B2B: 0,5-1% \u00e9 t\u00edpico<\/li>\n\n\n\n<li>Taxas abaixo de 0,3% sugerem consistentemente que o conte\u00fado ou a mensagem n\u00e3o est\u00e1 se conectando<\/li>\n<\/ul>\n\n\n\n<p>Uma abordagem que funciona: analisar os padr\u00f5es de engajamento separadamente por tipo de conte\u00fado e campanha.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6c0f943e51&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6c0f943e51\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"731\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_facebook_analytics_dashboard.webp\" alt=\"painel de controle de an\u00e1lises do facebook\" class=\"wp-image-182747\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_facebook_analytics_dashboard.webp 1200w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_facebook_analytics_dashboard-1140x694.webp 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_facebook_analytics_dashboard-18x12.webp 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_facebook_analytics_dashboard-300x183.webp 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_facebook_analytics_dashboard-248x151.webp 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_facebook_analytics_dashboard-90x55.webp 90w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Se o conte\u00fado de v\u00eddeo sobre os recursos do produto superar consistentemente as postagens em estilo de blog, esse padr\u00e3o informar\u00e1 as futuras decis\u00f5es de conte\u00fado.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id05shareofvoiceandcompetitivepositioning\">05 Participa\u00e7\u00e3o de voz e posicionamento competitivo<\/h3>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><b>Compartilhamento de voz (SOV)<\/b>\u00a0mede a porcentagem da sua marca no total de conversas on-line dentro da sua categoria competitiva.<\/p>\n\n\n\n<p>Por exemplo, se sua marca gera 3.000 mentions e seus quatro principais concorrentes juntos geram 9.000, seu SOV \u00e9 de aproximadamente 25%.<\/p>\n\n\n\n<p><strong>Essa \u00e9 a refer\u00eancia competitiva mais clara que o listening social oferece.<\/strong><\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6c0f94411f&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6c0f94411f\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"460\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_share_of_voice.webp\" alt=\"share_of_voice\" class=\"wp-image-182748\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_share_of_voice.webp 1200w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_share_of_voice-1140x437.webp 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_share_of_voice-18x7.webp 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_share_of_voice-300x115.webp 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_share_of_voice-248x95.webp 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_share_of_voice-90x35.webp 90w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p><strong>Refer\u00eancias de SOV para calibrar:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Principais marcas de varejo e telecomunica\u00e7\u00f5es: 25%+ SOV \u00e9 comum<\/li>\n\n\n\n<li>Marcas de n\u00edvel m\u00e9dio: 10-15% SOV \u00e9 uma linha de base realista<\/li>\n\n\n\n<li>Novos participantes do mercado: 5% em 12 meses ap\u00f3s o lan\u00e7amento sinaliza uma s\u00f3lida tra\u00e7\u00e3o<\/li>\n<\/ul>\n\n\n\n<p><strong>Faixa <\/strong><a href=\"https:\/\/brand24.com\/blog\/pt\/como-medir-o-compartilhamento-de-voz\/\" target=\"_blank\" rel=\"noopener\" title=\"Compartilhamento de voz\">Compartilhamento de voz<\/a><strong> ao longo do tempo, especialmente em eventos. <\/strong><\/p>\n\n\n\n<p>Se um concorrente lan\u00e7ar uma grande campanha e seu SOV cair de 18% para 11% em duas semanas, voc\u00ea ter\u00e1 um sinal concreto para responder.<\/p>\n\n\n\n<p>O SOV tamb\u00e9m funciona em canais separados. <\/p>\n\n\n\n<p>Sua marca pode dominar as discuss\u00f5es no X (Twitter), mas ficar muito atr\u00e1s no LinkedIn, o que \u00e9 importante se o seu p\u00fablico-alvo for profissional.<\/p>\n\n\n\n<div class=\"acf-simple-cta acf-simple-cta--default acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Descubra seu compartilhamento de voz com o Brand24!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=387\" class=\"acf-simple-cta__btn\" target=\"\">Inicie o teste!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id06demographicandaudienceinsights\">06 Informa\u00e7\u00f5es demogr\u00e1ficas e sobre o p\u00fablico<\/h3>\n\n\n\n<p>Essa \u00e9 uma das m\u00e9tricas de listening social mais subutilizadas! <\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><b>Dados demogr\u00e1ficos<\/b>\u00a0revela quem est\u00e1 falando sobre sua marca: faixas et\u00e1rias, distribui\u00e7\u00e3o por g\u00eanero, localiza\u00e7\u00e3o geogr\u00e1fica e padr\u00f5es de comportamento.<\/p>\n\n\n\n<p>Por que isso \u00e9 importante? <\/p>\n\n\n\n<p>Porque <strong>quem est\u00e1 falando<\/strong> e <strong>quem voc\u00ea deseja alcan\u00e7ar<\/strong> n\u00e3o s\u00e3o sempre o mesmo p\u00fablico.<\/p>\n\n\n\n<p>Uma marca que tem como alvo profissionais de 25 a 35 anos pode descobrir que a maior parte de sua conversa on-line \u00e9 conduzida por estudantes de 18 a 22 anos. <\/p>\n\n\n\n<p>Essa lacuna tem implica\u00e7\u00f5es em tudo, desde a aloca\u00e7\u00e3o de gastos com publicidade at\u00e9 o tom do conte\u00fado.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6c0f9445d0&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6c0f9445d0\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"708\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_audience_analytics_dashboard.webp\" alt=\"painel de controle de an\u00e1lise de p\u00fablico-alvo\" class=\"wp-image-182749\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_audience_analytics_dashboard.webp 1200w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_audience_analytics_dashboard-1140x673.webp 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_audience_analytics_dashboard-18x12.webp 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_audience_analytics_dashboard-300x177.webp 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_audience_analytics_dashboard-248x146.webp 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_audience_analytics_dashboard-90x53.webp 90w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p><strong>Quatro maneiras pelas quais os insights demogr\u00e1ficos orientam as decis\u00f5es:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Verifica\u00e7\u00e3o do p\u00fablico.<\/strong>&nbsp;<br>Confirme se o seu p\u00fablico on-line real corresponde ao seu p\u00fablico-alvo. Se eles n\u00e3o se alinharem, algo em sua mensagem ou distribui\u00e7\u00e3o est\u00e1 errado.<\/li><li><strong>Padr\u00f5es de sentimento regional.<\/strong>&nbsp;<br>Os detalhamentos geogr\u00e1ficos podem revelar problemas de servi\u00e7o, problemas de entrega ou incompatibilidades culturais espec\u00edficas de determinados mercados. O sentimento negativo concentrado em uma regi\u00e3o geralmente aponta para um problema operacional e n\u00e3o para um problema de toda a marca.<\/li><li><strong>Direcionamento de campanhas.<\/strong>&nbsp;<br>Os dados demogr\u00e1ficos do listening social informam a segmenta\u00e7\u00e3o social paga. Se seus dados de listening mostrarem um alto engajamento org\u00e2nico de mulheres entre 30 e 45 anos em mercados urbanos, vale a pena testar esses par\u00e2metros em campanhas pagas.<\/li><li><strong>Personaliza\u00e7\u00e3o de conte\u00fado.<\/strong>&nbsp;<br>Diferentes segmentos demogr\u00e1ficos geralmente preferem diferentes formatos, tons e mensagens. Uma pessoa de 22 anos e outra de 45 anos, ambas interessadas em seu produto, podem responder a abordagens completamente diferentes.<\/li>\n<\/ol>\n\n\n\n<p>O recurso Demographics (Dados demogr\u00e1ficos) do Brand24 mostra a composi\u00e7\u00e3o do p\u00fablico por idade, g\u00eanero, local, interesses, etc., proporcionando uma vis\u00e3o mais clara de quem seus dados de listening social realmente representam.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6c0f94487e&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6c0f94487e\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"704\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_audience_analytics_dashboard-1.webp\" alt=\"painel de controle de an\u00e1lise de p\u00fablico-alvo\" class=\"wp-image-182750\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_audience_analytics_dashboard-1.webp 1200w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_audience_analytics_dashboard-1-1140x669.webp 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_audience_analytics_dashboard-1-18x12.webp 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_audience_analytics_dashboard-1-300x176.webp 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_audience_analytics_dashboard-1-248x145.webp 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_audience_analytics_dashboard-1-90x53.webp 90w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<div class=\"acf-simple-cta acf-simple-cta--default acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Descubra seu p\u00fablico-alvo com o Brand24!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=387\" class=\"acf-simple-cta__btn\" target=\"\">Inicie o teste!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id07hashtagandkeywordperformance\"><strong>07 Desempenho de hashtag e palavra-chave<\/strong><\/h3>\n\n\n\n<p><strong>Hashtags e palavras-chave <\/strong>est\u00e3o relacionados, mas t\u00eam finalidades diferentes em uma estrat\u00e9gia de listening social. Confundi-los resulta em lacunas em seus dados.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><b>Palavras-chave<\/b>\u00a0incluem o nome de sua empresa, nomes de produtos, terminologia do setor, nomes de marcas de concorrentes e frases relevantes. Elas s\u00e3o rastreadas em todos os tipos de conte\u00fado em todas as plataformas, independentemente do uso de uma hashtag. Elas capturam a conversa geral.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><b>Hashtags<\/b>\u00a0s\u00e3o tags espec\u00edficas da plataforma que categorizam o conte\u00fado dentro do ecossistema de uma plataforma. Elas s\u00e3o particularmente importantes no Instagram, X (Twitter), LinkedIn e TikTok. Elas exploram as conversas sobre tend\u00eancias e ajudam a medir o alcance espec\u00edfico da campanha.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6c0f944c92&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6c0f944c92\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"586\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_hashtag_analytics_dashboard.webp\" alt=\"hashtag_analytics_dashboard\" class=\"wp-image-182751\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_hashtag_analytics_dashboard.webp 1200w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_hashtag_analytics_dashboard-1140x557.webp 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_hashtag_analytics_dashboard-18x9.webp 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_hashtag_analytics_dashboard-300x147.webp 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_hashtag_analytics_dashboard-248x121.webp 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_hashtag_analytics_dashboard-90x44.webp 90w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p><strong>Conven\u00e7\u00f5es de hashtag espec\u00edficas da plataforma:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>X (Twitter): 1-2 hashtags por publica\u00e7\u00e3o \u00e9 o padr\u00e3o; um n\u00famero maior reduz o engajamento<\/li>\n\n\n\n<li>Instagram: as hashtags n\u00e3o est\u00e3o mais em uso<\/li>\n\n\n\n<li>LinkedIn: 3-5 hashtags profissionais funcionam melhor; tags gen\u00e9ricas como #marketing agregam pouco valor<\/li>\n\n\n\n<li>TikTok: 3-5 hashtags direcionadas, priorizando tags de tend\u00eancia e de nicho em vez de tags amplas<\/li>\n<\/ul>\n\n\n\n<p>As marcas que tiram o m\u00e1ximo proveito do rastreamento de hashtag analisam os dados de desempenho mensalmente e ajustam sua estrat\u00e9gia de acordo. <\/p>\n\n\n\n<p>Identifique quais hashtags geram consistentemente o maior engajamento, elimine as que est\u00e3o com baixo desempenho e teste as que est\u00e3o surgindo antes de atingirem o pico.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id08influenceridentificationandimpactmeasurement\">08 Identifica\u00e7\u00e3o do influenciador e medi\u00e7\u00e3o do impacto<\/h3>\n\n\n\n<p>O listening social \u00e9 um dos m\u00e9todos mais eficazes de descoberta de influenciadores dispon\u00edveis. <\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\">Quando voc\u00ea rastreia quem gera os mentions de maior alcance e de maior engajamento de sua marca, voc\u00ea est\u00e1 naturalmente revelando as pessoas que seu p\u00fablico j\u00e1 ouve.<\/p>\n\n\n\n<p><strong>As melhores parcerias com influenciadores v\u00eam de criadores j\u00e1 engajados com sua marca ou setor.<\/strong><\/p>\n\n\n\n<p>O contato frio com contas classificadas por n\u00famero de seguidores \u00e9 um ponto de partida muito menos confi\u00e1vel.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6c0f944fcd&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6c0f944fcd\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"686\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_influencer_metrics_table.webp\" alt=\"influencer_metrics_table\" class=\"wp-image-182752\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_influencer_metrics_table.webp 1200w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_influencer_metrics_table-1140x652.webp 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_influencer_metrics_table-18x10.webp 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_influencer_metrics_table-300x172.webp 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_influencer_metrics_table-248x142.webp 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_influencer_metrics_table-90x51.webp 90w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p><strong>O que procurar ao avaliar poss\u00edveis influenciadores:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Taxa de engajamento em rela\u00e7\u00e3o ao tamanho do p\u00fablico<\/strong>. Os microinfluenciadores (10.000-100.000 seguidores) frequentemente geram taxas de engajamento muito mais altas do que os macroinfluenciadores e as celebridades<\/li>\n\n\n\n<li><strong>Alinhamento entre conte\u00fado e marca<\/strong> em pelo menos 60-90 dias de postagens<\/li>\n\n\n\n<li><strong>Sobreposi\u00e7\u00e3o demogr\u00e1fica do p\u00fablico<\/strong> com seu cliente-alvo<\/li>\n\n\n\n<li><strong>Padr\u00f5es de crescimento de seguidores <\/strong>(picos repentinos sugerem seguidores comprados)<\/li>\n<\/ul>\n\n\n\n<p><strong>Medi\u00e7\u00e3o do impacto da campanha do influenciador:<\/strong><\/p>\n\n\n\n<p>Rastreie o sentimento e o volume de mention antes, durante e depois de qualquer campanha de influenciador. Use URLs de rastreamento exclusivos ou c\u00f3digos promocionais para conectar a atividade do influenciador a convers\u00f5es posteriores. <\/p>\n\n\n\n<p><strong>Sem essa camada de atribui\u00e7\u00e3o, voc\u00ea est\u00e1 medindo o alcance sem medir os resultados.<\/strong><\/p>\n\n\n\n<p>E v\u00e1 al\u00e9m das campanhas pontuais. Os influenciadores que mention sua marca repetidamente, sem remunera\u00e7\u00e3o, s\u00e3o seus verdadeiros defensores da marca. <\/p>\n\n\n\n<p>A constru\u00e7\u00e3o desses relacionamentos quase sempre supera as parcerias transacionais com contas com muitos seguidores.<\/p>\n\n\n\n<div class=\"acf-simple-cta acf-simple-cta--default acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Encontre seus principais influenciadores agora!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=387\" class=\"acf-simple-cta__btn\" target=\"\">Inicie o teste!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id09trendingtopics\">09 T\u00f3picos de tend\u00eancia<\/h3>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><b>T\u00f3picos de tend\u00eancia<\/b>\u00a0identifique os temas, as palavras-chave e as conversas que est\u00e3o ganhando for\u00e7a em seu setor ou em torno de sua marca. O valor n\u00e3o est\u00e1 apenas em saber quais s\u00e3o as tend\u00eancias atuais. \u00c9 saber o que est\u00e1 prestes a virar tend\u00eancia.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6c0f945432&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6c0f945432\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"687\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_topic_analytics_table.webp\" alt=\"tabela de an\u00e1lise de t\u00f3picos\" class=\"wp-image-182753\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_topic_analytics_table.webp 1200w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_topic_analytics_table-1140x653.webp 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_topic_analytics_table-18x10.webp 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_topic_analytics_table-300x172.webp 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_topic_analytics_table-248x142.webp 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_topic_analytics_table-90x52.webp 90w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>As marcas que identificam uma conversa relevante logo no in\u00edcio e se envolvem de forma aut\u00eantica tendem a ganhar mais boa vontade do que aquelas que se juntam tr\u00eas dias depois, quando o momento j\u00e1 est\u00e1 saturado. <\/p>\n\n\n\n<p>Os dados de tend\u00eancias do listening social tamb\u00e9m alimentam diretamente o planejamento de conte\u00fado, o cronograma de RP e as discuss\u00f5es sobre desenvolvimento de produtos.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id10presencescore\">10 Pontua\u00e7\u00e3o de presen\u00e7a<\/h3>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><b>Pontua\u00e7\u00e3o de presen\u00e7a<\/b> \u00e9 uma m\u00e9trica composta que combina dados de volume, alcance e desempenho hist\u00f3rico do mention em um \u00fanico n\u00famero que representa a visibilidade on-line geral de sua marca. O Brand24 o calcula automaticamente em uma escala de 0 a 100.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6c0f94570e&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6c0f94570e\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"639\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_presence_score_dashboard.webp\" alt=\"presence_score_dashboard\" class=\"wp-image-182754\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_presence_score_dashboard.webp 1200w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_presence_score_dashboard-750x400.webp 750w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_presence_score_dashboard-1140x607.webp 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_presence_score_dashboard-18x10.webp 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_presence_score_dashboard-300x160.webp 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_presence_score_dashboard-248x132.webp 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_presence_score_dashboard-90x48.webp 90w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Seu principal uso \u00e9 rastrear a trajet\u00f3ria. <\/p>\n\n\n\n<p>Um Presence Score que aumenta de 42 para 61 em um trimestre fornece um sinal \u00fanico e claro de que a presen\u00e7a on-line da sua marca est\u00e1 crescendo, sem a necessidade de conciliar cinco gr\u00e1ficos separados.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id11advertisingvalueequivalencyave\">11 Equival\u00eancia de valor publicit\u00e1rio (AVE)<\/h3>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><b>Equival\u00eancia do valor do an\u00fancio (AVE)<\/b>\u00a0converte seus mentions org\u00e2nicos em seu custo de m\u00eddia paga equivalente.<\/p>\n\n\n\n<p>Se um jornalista cobrir o lan\u00e7amento de seu produto e esse artigo gerar o mesmo alcance de uma compra de an\u00fancio gr\u00e1fico de $12.000, seu AVE para esse mention ser\u00e1 de $12.000.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6c0f9459ca&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6c0f9459ca\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"550\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_ave_metric_card.webp\" alt=\"ave_metric_card\" class=\"wp-image-182755\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_ave_metric_card.webp 1200w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_ave_metric_card-1140x523.webp 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_ave_metric_card-18x8.webp 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_ave_metric_card-300x138.webp 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_ave_metric_card-248x114.webp 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/03\/social_listening_metrics_ave_metric_card-90x41.webp 90w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>\u00c9 \u00fatil para informar o valor de RP aos acionistas que pensam em termos de gastos com m\u00eddia. Use-o como uma refer\u00eancia direcional em vez de um valor preciso de ROI. <\/p>\n\n\n\n<p>O AVE n\u00e3o capta o pr\u00eamio de credibilidade da m\u00eddia obtida em rela\u00e7\u00e3o \u00e0s coloca\u00e7\u00f5es pagas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"conclusion\"><strong>Conclus\u00e3o<\/strong><\/h2>\n\n\n\n<p>As m\u00e9tricas de listening social funcionam como um sistema. <\/p>\n\n\n\n<p>O volume sem sentimento engana voc\u00ea. Sentimento sem contexto de alcance exagera as reclama\u00e7\u00f5es de pequenos p\u00fablicos. Dados demogr\u00e1ficos sem profundidade de engajamento informam quem est\u00e1 falando, mas n\u00e3o o quanto eles se importam.<\/p>\n\n\n\n<p>As marcas que usam bem essas m\u00e9tricas n\u00e3o se limitam a monitorar. <\/p>\n\n\n\n<p>Eles ajustam as campanhas no meio do voo com base em dados de sentimento, criam relacionamentos com influenciadores a partir de insights de escuta antes de lan\u00e7ar campanhas e detectam tend\u00eancias emergentes com anteced\u00eancia suficiente para responder com subst\u00e2ncia.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"faq\">PERGUNTAS FREQUENTES<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"whatarethekeysociallisteningmetricstotrack\">Quais s\u00e3o as principais m\u00e9tricas de listening social a serem monitoradas?<\/h3>\n\n\n\n<p>As principais m\u00e9tricas s\u00e3o o volume, o sentimento, o alcance, o envolvimento e o compartilhamento de voz da marca mention. <\/p>\n\n\n\n<p>Al\u00e9m disso, as percep\u00e7\u00f5es demogr\u00e1ficas do p\u00fablico e a identifica\u00e7\u00e3o de influenciadores geralmente fornecem os sinais de maior valor para as decis\u00f5es estrat\u00e9gicas. <\/p>\n\n\n\n<p>Comece com o volume e o sentimento e, em seguida, acrescente os outros itens \u00e0 medida que seu programa de audi\u00e7\u00e3o amadurece.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"whichsociallisteningmetricsmattermostforb2bcompanies\">Quais m\u00e9tricas de listening social s\u00e3o mais importantes para as empresas B2B?<\/h3>\n\n\n\n<p>Para B2B, priorize o Share of Voice em plataformas profissionais como o LinkedIn, tend\u00eancias de sentimento em sites de avalia\u00e7\u00e3o (G2, Capterra) e an\u00e1lise de t\u00f3picos para entender o que seus compradores est\u00e3o pesquisando. <\/p>\n\n\n\n<p>O volume bruto de mention \u00e9 menos importante em contextos B2B porque as conversas tendem a ser menos frequentes, mas mais intensas em termos de inten\u00e7\u00e3o de compra.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"howdoimeasurebrandsentimentonsocialmedia\">Como posso medir o sentimento da marca nas m\u00eddias sociais?<\/h3>\n\n\n\n<p>A maioria das ferramentas de escuta social aplica o processamento de linguagem natural para categorizar os mentions como positivos, neutros ou negativos. <\/p>\n\n\n\n<p>A pr\u00e1tica mais \u00fatil \u00e9 rastrear o sentimento <em>mudan\u00e7as<\/em>&nbsp;ao longo do tempo e correlacionando as mudan\u00e7as com eventos espec\u00edficos: lan\u00e7amentos de produtos, cobertura de RP ou incidentes de atendimento ao cliente. <\/p>\n\n\n\n<p>Uma queda no sentimento positivo ap\u00f3s uma campanha espec\u00edfica lhe diz algo acion\u00e1vel que uma pontua\u00e7\u00e3o m\u00e9dia sozinha n\u00e3o pode dizer.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"howdoyoumeasuretheroiofsociallistening\">Como voc\u00ea mede o ROI do listening social?<\/h3>\n\n\n\n<p>As m\u00e9tricas de ROI mais claras s\u00e3o AVE (Advertising Value Equivalency) para valor de RP, tend\u00eancias de Share of Voice em compara\u00e7\u00e3o com a atividade da concorr\u00eancia e mudan\u00e7as de sentimento antes e depois das campanhas. <\/p>\n\n\n\n<p>Para obter um ROI relacionado a vendas, acompanhe se a identifica\u00e7\u00e3o do influenciador a partir de dados de escuta leva a parcerias que geram convers\u00f5es mensur\u00e1veis, usando par\u00e2metros UTM e c\u00f3digos promocionais exclusivos para fechar o ciclo de atribui\u00e7\u00e3o.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"whatsthedifferencebetweensociallisteningandsocialmonitoring\">Qual \u00e9 a diferen\u00e7a entre monitoramento social e escuta social?<\/h3>\n\n\n\n<p>O monitoramento social se concentra em responder a mensagens diretas e mentions da marca em tempo real. \u00c9 reativo. <\/p>\n\n\n\n<p>O listening social analisa os padr\u00f5es e os temas de todas essas conversas para informar a estrat\u00e9gia. \u00c9 anal\u00edtico. <\/p>\n\n\n\n<p>Ambos s\u00e3o importantes, mas a escuta \u00e9 o que orienta as decis\u00f5es sobre posicionamento, mensagens e desenvolvimento de produtos.<\/p>","protected":false},"excerpt":{"rendered":"<p>As m\u00e9tricas de listening social revelam o que realmente importa on-line - acompanhe as tend\u00eancias, o sentimento e o impacto. Descubra as 11 principais m\u00e9tricas que voc\u00ea deve come\u00e7ar a monitorar hoje mesmo!<\/p>","protected":false},"author":83,"featured_media":175355,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[112],"tags":[],"class_list":["post-175349","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-listening"],"acf":[],"aioseo_notices":[],"cf_author_first_name":"Micha\u0142","cf_author_last_name":"Jo\u0144ca","_links":{"self":[{"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/posts\/175349","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/users\/83"}],"replies":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/comments?post=175349"}],"version-history":[{"count":23,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/posts\/175349\/revisions"}],"predecessor-version":[{"id":182760,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/posts\/175349\/revisions\/182760"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/media\/175355"}],"wp:attachment":[{"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/media?parent=175349"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/categories?post=175349"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/tags?post=175349"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}