An analysis of the suggested translation of chapter 2 from the book the new community rules marketing on social web by tamar weinberg, oreilly media, 2009

MINISTRY OF EDUCATION AND TRAINING
DUY TAN UNIVERSITY
DEPARTMENT OF FOREIGN LANGUAGES

GRADUATION PAPER
HUYNH THI THUY TRAM
An Analysis of the Suggested Translation of Chapter 2 from the Book "
The New Community Rules: Marketing on Social Web" by Tamar
Weinberg, O'Reilly Media, 2009
AN ANALYSIS OF THE SUGGESTED TRANSLATION OF PART 2 , 3,
4 OF CHAPTER 2 IN “THE NEW COMMUNITY RULES:
MARKETING ON THE SOCIAL WEB” BY TAMAR WEINBERG,
O’REILLY MEDIA, 2009

Code: 2020315891
Course: 2014 - 2018

DA NANG – APRIL 2018


MINISTRY OF EDUCATION AND TRAINING
DUY TAN UNIVERSITY
DEPARTMENT OF FOREIGN LANGUAGES

GRADUATION PAPER
HUYNH THI THUY TRAM
An Analysis of the Suggested Translation of Chapter 2 from the Book "
The New Community Rules: Marketing on Social Web" by Tamar
Weinberg, O'Reilly Media, 2009
AN ANALYSIS OF THE SUGGESTED TRANSLATION OF PART 2 , 3,
4 OF CHAPTER 2 IN “THE NEW COMMUNITY RULES:

MARKETING ON THE SOCIAL WEB” BY TAMAR WEINBERG,
O’REILLY MEDIA, 2009
Code: 2020317164
Course: 2014 – 2018

SUPERVISOR: NGUYEN THI BICH GIANG, M.A.

DA NANG – APRIL 2018


Student: HUYNH THI THUY TRAM
GIANG, M.A.

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ACKNOWLEDGEMENT
First of all, I would like to thank Duy Tan University for creating the
best learning conditions for me and all teachers of the Foreign Languages
Department who have taught me so much knowledge and essential skills
during my studying time at the university.
Particularly I would like to express my sincere gratitude to my
supervisor, Mrs. Nguyen Thi Bich Giang for her valuable and detailed
guidance, comments and suggestions, as well as her enthusiasm and wholeheartedness throughout this graduation paper.
I also want to take this opportunity to express my acknowledgement to
my family and my friends who always stand side by side and provide me with
encouragement, support and inspiration when I got into trouble and tiresome.
Moreover, the shortcomings in this graduation paper are unavoidable.
Therefore, I hope to receive the sympathy from teachers and friends.

At last, I do wish you all good health, happiness and success.
Thank you so much!
Danang, April 2018
Huynh Thi Thuy Tram

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ABSTRACT
This graduation paper is about Marketing on the social web, which is a
new community rules. I translated Part 2, 3, 4 (from English into Vietnamese)
of chapter 2 “Goal setting in the social environment” in the new community
rules: Marketing on the social web by Tamar Weinberg, O’reilly Media, 2009.
Besides, I also analyzed some necessary issues such as vocabulary and
structure in this Parts. In addition, through this graduation paper, I myself
found out some difficulties that students got confused in translating process
and put forward some effective solutions.

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STATEMENT OF AUTHORSHIP
Except where reference is made in the text, this graduation paper
contains no material presented elsewhere or extracted in whole or in part from
a graduation paper presented by me for or been awarded another degree of
diploma.
No other person’s work has been used without due acknowledgement in
the text of this graduation paper.
This graduation paper has not been summited for the award of any
degree and diploma in any other tertiary institution.
Danang, November 2018
Huynh Thi Thuy Tram

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Student: HUYNH THI THUY TRAM
GIANG, M.A.

ABBREVIATIONS
TL: Target Language
SL: Source Language

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TABLE OF CONTENTS

ACKNOWLEDGEMENT..............................................................................I
ABSTRACT....................................................................................................II
STATEMENT OF AUTHORSHIP..............................................................III
ABBREVIATIONS.......................................................................................IV
TABLE OF CONTENTS...............................................................................V
PART A: INTRODUCTION...........................................................................1
1. RATIONALE..........................................................................................1
2. AIMS AND OBJECTIVES......................................................................1
2.1. Aims.....................................................................................................1
2.2. Objectives............................................................................................2
3. THE SCOPE OF THE STUDY............................................................2
4. THE TEXT FEATURES.......................................................................2
5. THE TEXT LENGTH...........................................................................4
6. THE TEXT ORGANIZATION............................................................4
7. ORGANIZATION OF THE STUDY...................................................5
PART B: DEVELOPMENT...........................................................................6
CHAPTER1: THEORETICAL BACKGROUND.......................................6

1.1 DEFINITION..........................................................................................6
1.2 TYPES OF CATEGORIES........................................................................6
1.2.1 Full vs. Partial Translation..............................................................7
1.2.2 Total vs. Restricted Translation........................................................8
1.2.3 Phonological Translation.................................................................8
1.3 METHODS OF TRANSLATION ..................................................................9
1.3.1 Word-for-word Translation...............................................................9
1.3.2 Literal Translation............................................................................9
1.3.3 Faithfull Translation......................................................................10
1.3.4 Semantic Translation......................................................................10
1.3.5 Adaptation.......................................................................................11
1.3.6 Free Translation..............................................................................11
1.3.7 Idiomatic Translation.....................................................................12
1.3.8 Communicative Translation...........................................................12
1.4 PRINCIPLES OF TRANSLATION ..............................................................12
1.4.1 Meaning..........................................................................................12
1.4.2 Form................................................................................................13
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1.4.3 Register............................................................................................13
1.4.4 Source language influence.............................................................13
1.4.5 Idiom...............................................................................................14

1.4.6 Style and Clarity..............................................................................14
CHAPTER 2: ORIGINAL AND SUGGESTED TRANSLATION...........15
PART 2 “ASKING THE RIGHT QUESTIONS: SETTING GOALS FOR YOUR
CAMPAIGN”.................................................................................................15
PHẦN 2 “ĐẶT ĐÚNG CÂU HỎI: THIẾT LẬP CÁC MỤC TIÊU CHO CHIẾN
DỊCH CỦA BẠN”............................................................................................15
PART 3: “MAKING YOUR GOALS SMART”............................................40
PHẦN 3: THIẾT LẬP CÁC MỤC TIÊU CỦA BẠN MỘT CÁCH THÔNG
MINH..........................................................................................................40
PART 4 :” RESEARCHING YOUR SOCIAL MEDIA COMMUNITY”.............44
PHẦN 4: “NGHIÊN CỨU CỘNG ĐỒNG TRUYỀN THÔNG XÃ HỘI CỦA
BẠN”............................................................................................................44
CHAPTER 3: ANALYSIS............................................................................50
3.1 DIFFICULT WORDS AND PHRASES.........................................................50
3.1.1 Words with multi-meaning.............................................................51
3.1.2 Untranslatable words and phrases.................................................54
3.1.3 Specific terms..................................................................................54
3.2. CHALLENGING COMPLEX STRUCTURES ..............................................56
4.1 DIFFICULTIES.........................................................................................66
4.2 SOLUTIONS.............................................................................................67
PART C: CONCLUSION AND SUGGESTIONS......................................69
1. SUMMARY OF THE FINDINGS................................................................69
2. SUGGESTIONS........................................................................................69
REFERENCES..............................................................................................71
COMMENTS OF SUPERVISOR..................................................................1
COMMENTS OF REVIEWER........................................................................2

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PART A: INTRODUCTION
1. RATIONALE
Marketing is the study and management of exchange relationships.
Marketing is used to create, keep and satisfy customers. With the customer as
the focus of its activities, it can be concluded that Marketing is one of the
premier components of Business Management - the others are being
innovated
Marketing on the Internet is a marketing and advertising form which uses
the Internet to deliver promotional marketing messages to consumers.
Consumers view online advertising as an unwanted distraction with few
benefits and have increasingly turned to ad blocking for a variety of reasons.
Nowadays, Marketing on the Internet is focusing on concerns of people
who want to sell their products faster. Brand awareness, viral marketing,
reputation management, art of conversation marketing, increased sales are hot
topics that businesses want to look forward to.
To take a closer look at these topics and find ways to achieve these target,
we need to research together to have new looks for our questions.
Through the book “The New Community Rules: Marketing on Social
Web” of Tamar Weinberg, we will be clear about these topics.
I hope that through the suggested version, I can provide some knowledge
of marketing and media, give more information for someone who wants to
know more about social marketing media, as well as analyze the ways for
proper translating and dealing with challenges phrases and structures.
2. AIMS AND OBJECTIVES
2.1. Aims
 To understand thoroughly theoretical translation and practice
flexibly, creatively and exactly on specific English.
 To show my ability in translating a document.

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 To give the general view on translating from source language to
target language.
2.2. Objectives
 To apply knowledge and skill about translation to transfer smoothly
and naturally a source text into a target text.
 To analyze complicated words, phrases, sentences, structures, etc.
 To give implications and solutions for teaching and learning
English, especially translation.
 To get conclusion and experience after finishing process of
translation.
3. THE SCOPE OF THE STUDY
In general, Social marketing media are the most issue that have
attracted the attention of businesses. This issue includes of many fields and
types relates to marketing, adverting, …. However, all this terms cannot be
presented here because of limited time and knowledge, so the graduation
paper just focuses on Part 2, 3, 4 with title “Asking the right questions:
Setting goals for your campaign”, “Making Your Goals SMART”, and
“Researching Your Social Media Community” in the chapter 2 “Goal setting
in the social environment”.

The paper will also show and analyze the difficulties which I met when
translating, for example specialized terms, the way to use English grammar
and syntactic structures as well as words’semantic features in research fields.
4. THE TEXT FEATURES
Blogs, networking sites, and other examples of the social web provide
businesses with a largely untapped marketing channel for products and
services. But how do you take advantage of them? With The New Community
Rules, you'll understand how social web technologies work, and learn the
most practical and effective ways to reach people who frequent these sites.
Written by an expert in social media and viral marketing, this book cuts

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through the hype and jargon to give you intelligent advice and strategies for
positioning your business on the social web, with case studies that show how
other companies have used this approach.
The book is broken down into sections that are really easy to follow
from an Introduction to Social Media all the way to Sealing the Deal: Putting
it all Together. Throughout every chapter, there are great visuals, helpful case
study examples and the material presented in short concise snippets of
information that is never overwhelming.

This book gives you the right

information to get started, and what you need to know as you go along. You
never

feel

lost

in

this

book.

The New Community Rules will help you:
 Explore blogging and microblogging, and find out how to use
applications such as Twitter to create brand awareness
 Learn the art of conversation marketing, and how social media
thrives on honesty and transparency
 Manage and enhance your online reputation through the social
web
 Tap into the increasingly influential video and podcasting market
 Discover which tactics work -- and which don't -- by learning
about what other marketers have tried
Many consumers today use the Web as a voice. The New Community
Rules demonstrates how you can join the conversation, contribute to the
community, and bring people to your product or service.
If you are trying to get your arms around social media and how you or
your business can participate, this book is a superb overview. By reading this

book you will learn how to use social media in business — whether you are
employed in a large business, manage a small business, or are a solo
entrepreneur.
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The chapter that I choose to translate is part 2, 3, 4 in the chapter 2
“Goal Setting in the Social Environment”. This chapter discusses the
challenges, hurdles faced in social media marketing and also explains the
various ways to leverage social media marketing to achieve specific goals;
outlines tools for monitoring online chatter and what you can do to appeal
your audience; explains how participation online is critical to success in social
media marketing and presents case studies highlighting small and large
businesses achieving success with this tactic.
5. THE TEXT LENGTH
This book includes 12 chapters with 370 pages, but the time is limited
so I have translated part 2, 3, 4 in the chapter 2 with 4530 words in length.
The name of chapter 2 is “Goal setting in the social environment” and part 2
is “Asking the right questions: Setting goals for your campaign”, part 3 is
“Making Your Goals SMART”, part 4 is “Researching Your Social Media
Community”.
6. THE TEXT ORGANIZATION
“The new community rules: Marketing on social web” is a book that

covers as many aspects on marketing on the social web as possible. It
addresses emerging topics such as social media mastery, informational social
network, new media tactics,… The whole part 2, 3, 4 in the chapter 2
describes about the essential steps required to develop your social media
marketing campaign and offer solutions for a variety of scenarios that such a
campaign can address.
Chapter 2: Goal setting in the social environment
1. The Hurdle: Overcoming Fear About an Uncontrolled Message
2. Asking the Right Questions: Setting Goals for Your Campaign
3. Making Your Goals SMART 32 Researching Your Social Media
Community
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4. Formulating Your Strategy
5. When Should I Pursue Social Media Marketing?
6. Summary
7. ORGANIZATION OF THE STUDY
Aside from the statement of authorship, acknowledgement, abstract,
abbreviations and table of contents, my graduation paper is designed in 3
parts:
Part A: Introduction
Part B: Development

Chapter 1: Theoretical background
Chapter 2: Suggested translation
Chapter 3: Analysis
Chapter 4: Difficulties and solutions
Part C: Conclution and suggestions

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PART B: DEVELOPMENT
CHAPTER1: THEORETICAL BACKGROUND
1.1 Definition
There are many ways to definite a notion. Based on the personal view of
each person, we will have a different definition. Thus, the definition of
translation is not unique. As we know, there are many linguists in the world,
so they defined translation in many different ways. These are some definitions
of translation as following:
1. “Translation is the replacement of textual material in one language
(source language) by equivalent textual material in another language
(target language)”.
(J.C.
Catford)
2. “Translation is a process of conveying messages across linguistic and

cultural barriers”.
(Ian Tudor)
3. “Translation is a process of rendering the meaning of a text into
another language in the way that the author intended the text”.
(Peter Newmark)
The definitions above are quite good but I personally like the definition
number 3 of Peter Newmark because it is easy to understand. Moreover, this
definition also describes fully the work of translation. Translation is the
comprehension of the meaning of a text and the subsequent production of an
equivalent text, likewise called a “translation”, which communicates the same
message in another language. We also think simply translation is an activity
that translator will express sentences or ideas from Source Language (SL) to
Target Language (TL) with maintaining semantic and stylistic equivalences.
1.2 Types of categories
There are many types of translation. These types of categories can help us
deeply understand and easily distinguish the ways of translation. Once

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understanding types of translation thoroughly, we can avoid making mistakes
when translating.
1.2.1 Full vs. Partial Translation

This distinction relates to the extent (in a syntagmatic sense) of source
language text which is submitted to the translation process. The text may be a
book, a simple volume, a chapter, a paragraph, a sentence, a clause, etc. it
may also be a figment, not co-existing with any formal literacy or linguistic
unit.
In a “full” translation, the entire text is submitted to the translation
process; that is, every part of SL text is replaced with TL text material.
Example:
 "Trẻ em cần được bảo vệ chống lại mọi hình thức
bạo lực, gây tổn thương hay xúc phạm, bỏ mặc hoặc sao
nhãng trong việc chăm sóc". [P.21]
 “Children must be protected from all forms of violence
causing harm or offense, and from abandonment and
negligence in their case." [P.21]
(Bùi Tiến Bảo-Đặng Xuân Thu, “Interpreting
& Translation Course book”)
In a “partial” translation, some part or parts of the SL text are left nontranslation: they are simply transferred to and incorporated in the target
language text.
Example:
 "Much can be done even without being physically present
in the meeting..." [P.21]
 "Nhiều việc có thể làm ngay cả khi khơng có mặt tại cuộc
họp..." [P.21]
(Bùi Tiến Bảo-Đặng Xuân Thu, “Interpreting
& Translation Course book”)

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1.2.2 Total vs. Restricted Translation
Total translation is defined that all levels of the SL text are replaced by
the TL material. However, actually, there is a misunderstanding here because
of the term “total translation”. We can’t re place all the levels of the SL to the
TL, though total replacement is involved.
Example:
 It was the pleading cry of a strong man in dicstress.
(London "Love of life")
 Đó là tiếng kêu van vỉ của một người đàn ơng khoẻ mạnh
trong lúc tuyệt vọng.
(Tình u cuộc sống - Đắc Lê dịch)
For J.C Catford, restricted translation means the replacement of SL
textual material by equivalent TL one, but only in one level. Maybe it is
performed only at the phonological or at the graphological level, or at only
one of the two levels of grammar and lexis.
Examples:
 Let bygones be bygones (p. 350)
 Hãy để quá khứ chìm vào quên lãng. (p. 350)
(Roger, T.Bell, 1991, Translation, Cambridge University Press)
1.2.3 Phonological Translation
In the translation process, the translators also meet up with many
problems that make them difficult to solve, for example phonological
translation.
Phonological translation belongs to restricted translation, but in the

phonological translation, the SL phonology of text is replaced by equivalent
TL phonology. In this kind of translation, the grammar and lexis of the SL text
are often remained in the TL text, except some special grammatical or lexical
deviations entailed in the process.
In phonological translation, sometimes changes in the grammar or lexis
may result accidentally. For example, it’s difficult to determine that it means

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“singular dog” or plural dog” for English plural word “dogs” when translating
into the target language having no morpheme for plural meaning.
Example:
 Guitar  Ghi-ta
 Piano  Pi-a-nô
(American Literature internal course book)
1.3 Methods of Translation
1.3.1 Word-for-word Translation
In Word-for-Word Translation, the SL word order is unchanged, and
words are translated by their most common meanings in dictionary. The
meanings of words do not depend on the context or cultural factors, so
cultural words are translated literally. The main use of word-for-word
translation is either to understand the mechanics of the SL or to construct a

difficult text as a pre-translation process.
Example:
 The only way a baby can show fear, discomfort, pain,
hunger, or boredom is by crying.
(Dr. Sarah Brewer, 1001 facts about the human body)
 Một cách một trẻ em có thể cho thấy sự sợ hãi, khó chịu,
làm đau, đói hay buồn tẻ là bằng việc khóc.
1.3.2 Literal Translation
The SL grammatical constructions are converted to their nearest TL
equivalents, but the lexical words are again translated singly out of context.
As a pre-translation process, this indicates the problem to be solved.

Example:
 They were as much alike as two balls of cotton.
(Mitchell, “Gone with the wind”)
 Hai anh em giống nhau như hai bành bông vải.
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(Cuốn theo chiều gió – Dương Tường dịch)
1.3.3 Faithfull Translation
A faithful translation attempts to reproduce the precise contextual
meaning of the original meaning within the constraints of the TL grammatical

structures. It “transfers” cultural words and preserves the degree of
grammatical and lexical “abnormality” in the translation. It attempts to be
completely faithful to the intensions and the text realization of the SL writer.
Example:
 As quick as lightning.
 Nhanh như chớp.
1.3.4 Semantic Translation
Semantic translation pay more attention to the aesthetic value (that is,
the beautiful and natural sound) of the SL text. It means in the translation
process, the translator must be refine the completed version to avoid
assonance, word-play or repetition jars. In this cases, it may translate less
important cultural words by culturally neural third of functional terms but not
by cultural equivalents, and it may make other small concessions to the
readership.
Example:
 Today in every part of the world, men, women, and children of all
faiths and tongues, of every colour and creed, will gather to embrace
our common human rights.
(Kofi Annan: “Universal declaration of human
rightsilluminates global pluralism and diversity”)
 Hôm nay trên khắp mọi miền trái đất, tất cả người lớn, trẻ em thuộc
mọi niềm tin và tiếng nói, thuộc mọi màu da và sắc tộc, sẽ tập hợp
lại để nối vòng tay lớn lấy các quyền con người của chúng ta.
(“Tun ngơn tồn thế giới về nhân quyền soi sáng tính đa
ngun và đa dạng tồn cầu” Lê Hùng Tiến dịch)

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1.3.5 Adaptation
This is the “freest” form of translation, used mainly for plays
(comedies) or poetry. The theme, characters, plots are usually preserved, the
SL culture is converted to the TL one, and the text is rewritten.
Example:
 Thornbird
(Fiction of Colleen Mc Cuolough)
 Tiếng chim hót trong bụi mận gai
(Phạm Mạnh Hùng dịch)
1.3.6 Free Translation
This method produces the matter without the manner, or the content
without the form of the original. Usually, it is a paraphrase much longer than
the original, a so-called “intra-lingual translation”, often prolix, pretentious,
and seemingly non-translated at all.
Example:
 It was the pleading cry of a strong man in dicstress.
(London "Love of Life")
 Đó là tiếng kêu vang của một người hùng lúc sa cơ.
(“Khát sống”, Lê Bá Công dịch)
1.3.7 Idiomatic Translation
This produces the “message” of the original again but tends to distort
the nuances of meaning by preferring colloquialisms and idioms where these
do not exist in the original.
Example:

 Catch a thief to set a thief.
 Vỏ quýt dày có móng tay nhọn.
1.3.8 Communicative Translation
This method attempts to render the exact contextual meaning of the
original in such as way that both content and language are readily acceptable
and comprehensible to the readership. This translation is rather news on radio

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orin newspapers. Sometimes, communicative and semantic translation may
coincide with each other.
Example:
 Heartsease (pansy) is used again for healing the heart. It
is for disappointment in love, and in separation.
 Hoa păng-xê cũng được dùng để chữa lành các vết thương
lịng. Nó xoa dịu sự thất vọng trong tình yêu, nỗi đau phải
sống trong cảnh ly hôn.
(Lê Hùng Tiến, On the methods English-Vietnamese Translation)
1.4 Principles of Translation
1.4.1 Meaning
The translation should reflect accurately the meaning of original text.
Nothing should be arbitrarily added or moved, though occasionally part of the

meaning can be “transpose”.
Example:
 Suddenly Jordan, with deep tenderness, ran his hand very
slowly over her head.
(The feather Pillow, Horacio Quiroga)
 Đột nhiên, rất nhẹ nhàng Jordan từ từ vịng tay qua đầu
cơ.
1.4.2 Form
The order of words and ideas in the translation should match that in the
original as closely as possible. This is particularly in the form and other of
words. When in doubt, underline in the original text the words on which the
main stress falls. In English, emphasis or main stress can be obtained through
inversion of word order and using different structures such as No sooner…
than…, It is/was…, Only by…, etc.
Example:
 No sooner have he left the office than the phone rang.
 Ngay khi anh ta vừa rời khỏi cơ quan thì điện thoại reo.
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1.4.3 Register
Languages often differ greatly in, their levels of formality in a given
context (say, in a business letter). To resolve these differences, the translator

must distinguish between formal and fix expressions.
Example:
 Please fill in this form.
 Xin vui lòng điền vào mẫu đơn này.
1.4.4 Source language influence
One of the most frequent criticisms of translation is that “it doesn’t
sound natural”. This is because the translator’s thought and choice of word are
too strongly moulded by the original text. A good way of shaking off the SL
influence is to set the text aside and translate a few sentences aloud from
memory. This will suggest natural patterns of thought in the first language
(target language), which may not come in mind when the eyes are fixed on
the SL text.
1.4.5 Idiom
Idiomatic expressions are notoriously untranslatable. These include
similes, metaphors, proverbs, sayings, jargons, slangs, colloquialisms and
phrasal verbs. If the expressions cannot be directly translated, try any of the
following:
- Retain the regional word, in inverted commas:
Example:
 Áo dài là trang phục truyền thống của người Việt Nam.
 “Ao Dai” is the Vietnamese traditional dress.
- Retain the original expression, with a literal explanation in brackets:
Example:
 Xa mặt cách lòng
 Out of sight, out of mind.
- Use a close equivalents:
Example:
 Ai giàu ba họ, ai khó ba đời.
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 The longest day must have an end.
- Use a non-idiomatic or plain prose translation:
Example:
 Con nhà lính tính nhà quan
 Born into a poor family but having expensive taste.
Note: The golden rule is if the idiom does not work in the Target
Language, do not force it into translation.
1.4.6 Style and Clarity
The translator in general should not change the style of the original. But
if the text is sloppily written, or full of tedious repetitions, the translator may,
for the reader’s sake, correct the defects.
Example:
 He ate, and drank, and talked, and asked during the meal.
 Anh ta vừa ăn vừa uống, vừa luôn miệng nói, hỏi suốt bữa
ăn.
(Nguyễn Mạnh Quang, Translation theory)

CHAPTER 2: ORIGINAL AND SUGGESTED TRANSLATION
CHAPTER 2
“Goal

setting

CHƯƠNG 2
in

the

social

environment”
PART

2

“Asking

“Thiết lập mục tiêu trong môi
trường xã hội”

the

Right PHẦN 2 “Đặt đúng câu hỏi: Thiết

Questions: Setting Goals for

lập các mục tiêu cho chiến dịch

Your Campaign”
của bạn”
[1] Asking The Right Questions: [1] Đặt Đúng Câu Hỏi: Thiết Lập
Setting Goals For Your Campaign

Các Mục Tiêu Cho Chiến Dịch Của
Bạn

Before you actually embark on your Trước khi bạn thực sự bắt tay vào
social media marketing campaign, chiến dịch tiếp thị truyền thông xã hội

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you must clearly define your goals by của bạn, bạn phải xác định rõ ràng các
asking yourself what you are trying to mục tiêu của mình bằng cách tự hỏi
achieve.

Some

social

media bản thân đang cố gắng đạt được điều

marketing campaigns arise from the gì. Một số chiến dịch quảng cáo
need to push negative results out of truyền thông xã hội phát sinh từ nhu
the search engine results pages (see cầu phải đẩy kết quả tiêu cực ra khỏi

the Comcast example in Chapter 1). các trang kết quả tìm kiếm (xem ví dụ
In this case, you are aiming for two về công ty Comcast trong Chương 1).
different

goals:

reputation Trong trường hợp này, bạn đang nhắm

management and new links that will đến hai mục tiêu khác nhau: quản trị
emphasize other relevant pages in the danh tiếng và các liên kết mới mà sẽ
search engine results.

làm nổi bật các trang có liên quan
khác trong kết quả của cơng cụ tìm

kiếm.
[2] Let’s discuss the various goals of [2] Hãy thảo luận về các mục tiêu
a potential social media campaign khác nhau của một chiến dịch truyền
and review scenarios where these thông xã hội tiềm năng và xem xét
goals can be applied.

các tình huống mà các mục tiêu này
có thể được áp dụng.

There are several possible widely Có một số mục tiêu tiếp thị truyền
known

social

media

marketing thông xã hội khả thi được biết đến

objectives that a campaign can allow rộng rãi mà một chiến dịch có thể cho
you to achieve. Later in this chapter, phép bạn đạt được. Sau đó trong
we will get more granular in our goal- chương này, chúng ta sẽ có được
setting methods.

nhiều chi tiết hơn trong các phương

[3] Increased Traffic

pháp thiết lập mục tiêu.
[3] Tăng lưu lượng truy cập

One of the primary objectives for Một trong những mục tiêu hàng đầu
many

social

media

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campaigns is to increase traffic, either truyền thông xã hội là tăng lưu lượng
among a relevant audience, or in a truy cập, hoặc là trong số lượt truy
general effort to gain more eyeballs cập có liên quan , hoặc trong một nỗ
with the hopes that a fraction of them lực chung để đạt được nhiều lượt xem
will

be

relevant.

Social

media hơn với hy vọng rằng một phần nhỏ

campaigns of this type may focus on trong số đó sẽ có liên quan. Các chiến
generic social sites or pitch to dịch truyền thông xã hội loại này có
bloggers who cover a wide variety of thể tập trung vào các trang web xã hội
topics. Increased traffic can thus be chung chung hoặc quảng cáo cho các
either highly relevant or not relevant blogger những người viết lại bao quát
at all. However, this may be the exact một loạt nhiều chủ đề. Lưu lượng truy
goal of the social media marketing cập gia tăng có thể có liên quan cao
campaign.

hoặc khơng liên quan chút nào. Tuy
nhiên, đây có thể là mục tiêu chính
xác của chiến dịch tiếp thị truyền

thơng xã hội.
[4] What does increased traffic do [4] Lưu lượng truy cập tăng mang
for you?

lại điều gì cho bạn?

Increased traffic typically translates Lưu lượng truy cập tăng thường được
to higher rankings on sites like Alexa chuyển sang thứ hạng cao hơn trên
or Quantcast, both popular site- các trang web như Alexa hoặc
ranking tools. This can result in Quantcast, đều là hai công cụ xếp
raised prices for advertising costs if hạng trang phổ biến. Điều này có thể
marketers and content creators aim to dẫn đến tăng giá cho chi phí quảng
monetize their own content. A site cáo nếu nhà tiếp thị và người tạo nội
that boasts 5 million monthly unique dung nhằm mục đích kiếm tiền từ nội
page views can easily make the dung của họ. Trang web tự hào có 5
argument that its ads should cost triệu lượt xem trang khác thường hàng
$5,000 versus a site that only tháng có thể dễ dàng đưa ra lập luận
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achieves 50 unique visitors a month.

Supervisor: NGUYEN THI BICH

rằng quảng cáo của mình nên có chi
phí 5.000 đơ la so với trang web chỉ
đạt được 50 khách lạ truy cập mỗi
tháng.

Because

increased

traffic

often Bởi vì lưu lượng truy cập gia tăng

correlates with increased trust, other thường tương quan với sự tin tưởng
opportunities are available as well. gia tăng, nên các cơ hội khác cũng
Increased traffic can aid in the theo đó mà xuất hiện. Tăng lưu lượng
success

of

other

social

media truy cập có thể hỗ trợ cho việc thành

objectives, such as brand awareness, công của các mục tiêu truyền thông xã
reputation

management,

and hội khác, chẳng hạn như nhận thức về

improved search rankings.

thương hiệu, quản trị danh tiếng và

[5] There’s just one catch…

cải thiện xếp hạng tìm kiếm.
[5] Chỉ với một mẻ đánh bắt được …

When the traffic boost to the website Khi lưu lượng truy cập dẫn lên trang
is not relevant, bounce rates are very web không liên quan, tỷ lệ bị thoát ra
high. In many instances, visitors are là rất cao. Trong nhiều trường hợp,
not interacting with the website and khách truy cập không tương tác với
will only be interested in the content trang web và chỉ quan tâm đến nội
being shared directly through social dung được chia sẻ trực tiếp thông qua
channels. Sometimes, this can be các kênh xã hội. Đơi khi, điều này có
attributed to the lack of a call for thể được cho là do thiếu lời kêu gọi
action. Most importantly, the social hành động. Quan trọng nhất, chiến
media marketing campaign should dịch tiếp thị trên mạng xã hội nên
aim to increase traffic that is relevant. hướng đến mục đích tăng lưu lượng
For example, at a recent conference I truy cập có liên quan. Ví dụ, tại một
attended,

a

disability

website hội nghị gần đây tôi đã tham dự, một

marketing director complained that giám đốc tiếp thị trang web cho người
her extremely social media–friendly khuyết tật phàn nàn rằng một bài viết
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