{"id":2152,"date":"2024-01-17T12:27:35","date_gmt":"2024-01-17T12:27:35","guid":{"rendered":"https:\/\/gaiatr.com\/?p=2152"},"modified":"2024-02-20T11:55:00","modified_gmt":"2024-02-20T11:55:00","slug":"arkadaslar-acilen-paylasimlarimizi-durduralim","status":"publish","type":"post","link":"https:\/\/gaiatr.com\/tr\/blog\/arkadaslar-acilen-paylasimlarimizi-durduralim\/","title":{"rendered":"Arkada\u015flar Acilen Payla\u015f\u0131mlar\u0131m\u0131z\u0131 Durdural\u0131m!"},"content":{"rendered":"

Son 3-4 y\u0131ld\u0131r sosyal medya i\u015fleriyle ilgilenen herkes bu c\u00fcmleyi defalarca duymu\u015ftur: Arkada\u015flar acilen payla\u015f\u0131mlar\u0131m\u0131z\u0131 durdural\u0131m! Maalesef co\u011frafyam\u0131z bizlere bu c\u00fcmleleri kurduracak nice haberlere gebe. Belki de sizler bu yaz\u0131y\u0131 okurken, benim bu yaz\u0131y\u0131 yazmama neden olan olaylar\u0131n \u00fcst\u00fcne daha neler g\u00f6rm\u00fc\u015f olaca\u011f\u0131z.<\/span><\/h4>\n\t
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Bir yandan da k\u0131ymetli markalar\u0131n g\u00f6r\u00fcnen y\u00fcz\u00fc olan sekt\u00f6r\u00fcm\u00fcz, konjonkt\u00fcrden en h\u0131zl\u0131 etkilenen sekt\u00f6rlerden biri. \u00c7o\u011fu kez Norve\u00e7\u2019te ya\u015fayan bir reklamc\u0131n\u0131n hi\u00e7bir cumartesi sabah\u0131na \u201cAcil\u201d koduyla uyan\u0131p uyanmad\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnm\u00fc\u015f\u00fcmd\u00fcr. Fakat bu, co\u011frafyam\u0131zda hem markalar\u0131n hem de ajanslar\u0131n yads\u0131namayacak bir ger\u00e7e\u011fi. Sorun olan \u015fey – t\u00fcm meslekta\u015flar\u0131m bana kat\u0131lacakt\u0131r – bu acil durumlar\u0131n her seferinde bir kaosa d\u00f6n\u00fc\u015fmesi.<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>

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\"red-rose-darkness<\/div>\n\t\t<\/figure>\n\t<\/div>\n<\/div><\/div><\/div><\/div>
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Bu minvalde sizlere iki ayr\u0131 konudan bahsetmek isterim. \u0130lki acil durumlarda halihaz\u0131rda var olan payla\u015f\u0131mlar\u0131m\u0131z\u0131n ak\u0131beti, ikincisi ise acil koduyla almam\u0131z gereken aksiyonlar. Yaz\u0131ma devam ederken de, kimseleri g\u00fccendirmemek i\u00e7in marka ad\u0131m\u0131z\u0131 en sevdi\u011fim \u00e7i\u00e7ek olan \u201cK\u0131rm\u0131z\u0131 G\u00fcl\u201d olarak belirliyorum.<\/span><\/p>\n

P\u0131r\u0131l p\u0131r\u0131l bir g\u00fcne uyand\u0131k ve her \u015fey yolunda gidiyor san\u0131rken toplumsal olarak etkilendi\u011fimiz bir olay ya\u015fand\u0131\u011f\u0131n\u0131 \u00f6\u011frendik. Hen\u00fcz kendi i\u00e7imizde ac\u0131m\u0131z\u0131 ya\u015fayamadan, markalar\u0131n kurumsal ileti\u015fiminden sorumlu ekiplerinin ve onlara hizmet veren ajanslar\u0131n ilk tepkisi ileti\u015fimde nas\u0131l aksiyon olacaklar\u0131n\u0131 d\u00fc\u015f\u00fcnmek olacakt\u0131r. Bunun insani duygular\u0131 da olan bizler i\u00e7in ilk d\u00fc\u015f\u00fcnmemiz gereken \u015fey olmas\u0131n\u0131n ne kadar ac\u0131 dolu oldu\u011fu bir yana, t\u00fcm \u00e7er\u00e7eveyi analiz ederek aksiyon al\u0131nacak bir dikkat ve kontroll\u00fc bir koordinasyonun h\u0131zla sa\u011flanmas\u0131 ihtiyac\u0131n\u0131 kar\u015f\u0131lamam\u0131z\u0131 gerektiriyor. B\u00f6yle durumlarda ise ilk duydu\u011fumuz c\u00fcmle \u201cPayla\u015f\u0131mlar\u0131 durdural\u0131m!\u201d oluyor.<\/span><\/p>\n

Toplumsal krizlerde bizlerin de ajans olarak olay\u0131n do\u011frulu\u011funun teyiti, durumun vehameti gibi detaylar\u0131 sa\u011fl\u0131kl\u0131 bir \u015fekilde edinene kadar \u00f6nerimiz payla\u015f\u0131mlar\u0131n durdurulmas\u0131ndan yanad\u0131r. Fakat Bir Kucak Dolusu K\u0131rm\u0131z\u0131 G\u00fcl\u2019den bahsetti\u011fimiz o mutlu ve g\u00fczel payla\u015f\u0131m\u0131m\u0131z\u0131n \u00fczerinden hen\u00fcz saatler ge\u00e7memi\u015fken bu haberi ald\u0131\u011f\u0131m\u0131zda ne yapaca\u011f\u0131z? Kald\u0131rabiliriz, ar\u015fivleyebiliriz, oldu\u011fu gibi b\u0131rakabiliriz\u2026<\/span><\/p>\n

Bu elbette ki olaylar\u0131n vehametine g\u00f6re ve payla\u015f\u0131m saatinin yak\u0131nl\u0131\u011f\u0131na g\u00f6re \u00fczerinde yeniden d\u00fc\u015f\u00fcn\u00fclebilecek bir konudur. Fakat teknik olarak son payla\u015f\u0131m\u0131n kald\u0131r\u0131lmas\u0131 algoritman\u0131n daha \u00f6nceki postlar\u0131n\u0131zla ilgili ald\u0131\u011f\u0131 aksiyonu b\u00fcy\u00fck \u00f6l\u00e7\u00fcde etkilemez. E\u011fer K\u0131rm\u0131z\u0131 G\u00fcl, Reel\u2019lar ba\u015fta olmak \u00fczere t\u00fcm payla\u015f\u0131mlar\u0131n\u0131 kald\u0131rm\u0131yorsa veya hesab\u0131n\u0131 dondurmuyorsa, algoritma s\u0131kl\u0131kla eri\u015fim verdi\u011fi takip\u00e7i hesaplara \u00f6nceki postlar\u0131 yaymaya devam edecektir.<\/span><\/p>\n

Bunun en \u00f6nemli \u00f6rne\u011fini, 6 \u015eubat depreminden sonra neredeyse iki ay t\u00fcm payla\u015f\u0131mlar\u0131m\u0131z\u0131 durdurdu\u011fumuzda g\u00f6rm\u00fc\u015ft\u00fck. O d\u00f6nemde, hi\u00e7bir \u015fey payla\u015f\u0131lmad\u0131\u011f\u0131 i\u00e7in algoritman\u0131n bir \u00f6nceki Ekim-Kas\u0131m aylar\u0131nda payla\u015f\u0131lan Reel\u2019lara kadar geriye d\u00f6n\u00fck yay\u0131l\u0131m yapt\u0131\u011f\u0131n\u0131 fark etmeyen yoktur san\u0131yorum. Bu durumda son payla\u015f\u0131m\u0131n\u0131z\u0131 kald\u0131rman\u0131z, \u00f6ncekilerin de g\u00f6sterilmeyece\u011fi anlam\u0131na gelmez. Dolay\u0131s\u0131yla infial yaratma ihtimali olan bir g\u00f6ndermeye m\u00fcsade edecek bir s\u00f6ylem olmad\u0131\u011f\u0131 takdirde, var olan postlara m\u00fcdahale etmek teknik olarak herhangi bir anlam ifade etmeyecektir. Yaln\u0131zca K\u0131rm\u0131z\u0131 G\u00fcl\u2019\u00fcn olaylara kar\u015f\u0131 g\u00f6sterdi\u011fi sayg\u0131yla ili\u015fkilidir, bu da her zaman benimsedi\u011fimiz gibi, markam\u0131z\u0131n tart\u0131\u015fmaya a\u00e7\u0131k olmayan tercihidir. Fakat ayn\u0131 K\u0131rm\u0131z\u0131 G\u00fcl\u2019\u00fcn bu aksiyonu y\u00fczbinlerce lira harcayarak medya sat\u0131nal\u0131m\u0131 yapt\u0131\u011f\u0131 TVC\u2019de ya da outdoorda da al\u0131p alamad\u0131\u011f\u0131 tart\u0131\u015f\u0131labilir.<\/span><\/p>\n

Bir di\u011fer konu ise, bundan sonra al\u0131nacak aksiyonlar\u0131n neler olaca\u011f\u0131. Bu konuyla alakal\u0131 birka\u00e7 acil profesyonel \u00f6nerim olabilir, ama neden olsun ki?<\/span><\/p>\n

Her yeni g\u00fcne yeni bir g\u00fcndemle uyanma ihtimalimizin oldu\u011funu bildi\u011fimiz bir co\u011frafyada, markam\u0131z\u0131n Assistant Brand Manager\u2019lar\u0131n\u0131n bir cumartesi sabah\u0131 uyan\u0131p ne yap\u0131lmas\u0131 gerekti\u011fini bir Sosyal Medya Manager ve bir Account Manager ile tart\u0131\u015f\u0131yor olmas\u0131 size de garip gelmiyor mu?<\/span><\/p>\n

Her markan\u0131n bir acil durum stratejisi olmal\u0131d\u0131r. Bu strateji marka konumland\u0131r\u0131lmas\u0131 yap\u0131lan ekiplerle belirlenip sosyal medya da dahil olmak \u00fczere her t\u00fcrl\u00fc ileti\u015fim bunun \u00fczerine kurgulanmal\u0131 ve \u00f6nceden belirlenmelidir.<\/span><\/p>\n

    \n
  • K\u0131rm\u0131z\u0131 G\u00fcl, hedef kitlesiyle ne denli samimi ya da mesafeli bir markad\u0131r?<\/span><\/li>\n
  • K\u0131rm\u0131z\u0131 G\u00fcl\u2019\u00fcn toplumsal olaylara mesafesi nedir? Marka s\u00fctunlar\u0131n\u0131n aras\u0131nda bu denli bir kapsay\u0131c\u0131l\u0131k mevcut mudur?<\/span><\/li>\n
  • K\u0131rm\u0131z\u0131 G\u00fcl, hangi tarzda olaylara tepki verir? Global mi d\u00fc\u015f\u00fcn\u00fcr lokal mi d\u00fc\u015f\u00fcn\u00fcr? Her olayla ilgili mi bir s\u00f6yleyece\u011fi vard\u0131r veya sadece milli yas ilan edildi\u011finde mi tepkisini beyan eder?<\/span><\/li>\n
  • K\u0131rm\u0131z\u0131 G\u00fcl olaylara ne denli tepki verir? Logosunu karart\u0131r m\u0131? Post mu payla\u015f\u0131r, story mi payla\u015f\u0131r? Veya sadece suskunlu\u011funu mu korur?<\/span><\/li>\n
  • K\u0131rm\u0131z\u0131 G\u00fcl, s\u00f6zel olarak tepki vermek d\u0131\u015f\u0131nda bir aksiyon al\u0131r m\u0131? Yard\u0131mda bulunur mu? K\u0131nar m\u0131? Sadece \u00fcz\u00fcnt\u00fcs\u00fcn\u00fc m\u00fc belli eder? Bu konuda ne kadar samimidir?<\/span><\/li>\n
  • K\u0131rm\u0131z\u0131 G\u00fcl t\u00fcm geleneksel ve dijital mecralar\u0131nda ayn\u0131 aksiyonu al\u0131r m\u0131? \u0130leti\u015fiminde tutarl\u0131 m\u0131d\u0131r?<\/span><\/li>\n
  • K\u0131rm\u0131z\u0131 G\u00fcl neye g\u00f6re hareket eder? Kendi benimsedi\u011fi de\u011fer yarg\u0131lar\u0131na g\u00f6re mi aksiyon al\u0131r, rakipleri Pembe G\u00fcl ve Beyaz G\u00fcl\u2019\u00fcn ne zaman ve nas\u0131l tepki verdi\u011fine g\u00f6re mi?<\/span>
    \nVe bunun gibi bir s\u00fcr\u00fc soruya benimsedi\u011fi ileti\u015fim stratejisine g\u00f6re cevap vermeli, haz\u0131rl\u0131k yapmal\u0131d\u0131r K\u0131rm\u0131z\u0131 G\u00fcl, b\u00f6ylece bir cumartesi sabah\u0131, bir marka y\u00f6neticisi ve k\u00fc\u00e7\u00fck bir ajans ekibiyle bunlar\u0131n karar\u0131n\u0131 almak zorunda kalmaz, yanl\u0131\u015f aksiyona alan b\u0131rakmaz.<\/span><\/li>\n<\/ul>\n

    Her iki konu da zaman\u0131n ve durumun getiri ve g\u00f6t\u00fcr\u00fc potansiyellerine g\u00f6re anl\u0131k ileti\u015fim eklemelerinin yap\u0131labilece\u011fi, t\u00fcm ajans ekiplerinin markalar\u0131na b\u00fct\u00fcn birikimleriyle yard\u0131mc\u0131 olmaktan geri durmayaca\u011f\u0131na inand\u0131\u011f\u0131m konulard\u0131r. Fakat bunlar \u00f6nceden belirlenmi\u015f kurallar\u0131n o zamana g\u00f6re d\u00fc\u015f\u00fcn\u00fclm\u00fc\u015f k\u00fc\u00e7\u00fck dokunu\u015flar\u0131 olarak kalmal\u0131d\u0131r. Binlerce insan\u0131n markaj\u0131nda olan bu tarz yap\u0131lar\u0131n b\u00f6yle \u00f6nemli kararlar\u0131 birka\u00e7 dakikaya s\u0131\u011fd\u0131rmaya \u00e7al\u0131\u015fmamas\u0131 bir ileti\u015fimci olarak na\u00e7izane verebilece\u011fim en \u00f6nemli tavsiyelerden biri olacakt\u0131r.<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>

    <\/span><\/span><\/span><\/span>\n<\/div><\/div><\/div><\/div><\/div>
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    Gizem \u0130tak<\/span><\/strong><\/span><\/div>\n
    Social Media & Influencer Marketing Director<\/span><\/div>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"Son 3-4 y\u0131ld\u0131r sosyal medya i\u015fleriyle ilgilenen herkes bu c\u00fcmleyi defalarca duymu\u015ftur: Arkada\u015flar acilen payla\u015f\u0131mlar\u0131m\u0131z\u0131 durdural\u0131m! Maalesef co\u011frafyam\u0131z bizlere bu c\u00fcmleleri kurduracak nice haberlere gebe. Belki de sizler bu yaz\u0131y\u0131 okurken, benim bu yaz\u0131y\u0131 yazmama neden olan olaylar\u0131n \u00fcst\u00fcne daha neler g\u00f6rm\u00fc\u015f olaca\u011f\u0131z. Bir yandan da k\u0131ymetli markalar\u0131n g\u00f6r\u00fcnen y\u00fcz\u00fc olan sekt\u00f6r\u00fcm\u00fcz, konjonkt\u00fcrden en h\u0131zl\u0131 [...]","protected":false},"author":1,"featured_media":2155,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[34],"tags":[46,47,51,38,50,41,37,48,40,36,49],"class_list":["post-2152","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-acil","tag-acil-kod","tag-afet","tag-begeni","tag-deprem","tag-instagram","tag-like","tag-marketing","tag-reels","tag-sosyal-medya","tag-strateji"],"acf":[],"yoast_head":"\nArkada\u015flar Acilen Payla\u015f\u0131mlar\u0131m\u0131z\u0131 Durdural\u0131m! - gaia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gaiatr.com\/tr\/blog\/arkadaslar-acilen-paylasimlarimizi-durduralim\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Arkada\u015flar Acilen Payla\u015f\u0131mlar\u0131m\u0131z\u0131 Durdural\u0131m! 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