{"id":2535,"date":"2023-06-02T00:00:00","date_gmt":"2023-06-01T21:00:00","guid":{"rendered":"https:\/\/1845.com.tr\/dijital-itibar-raporu-dir-100-nedir\/"},"modified":"2026-02-20T12:52:27","modified_gmt":"2026-02-20T09:52:27","slug":"dijital-itibar-raporu-dir-100-nedir","status":"publish","type":"post","link":"https:\/\/1845.com.tr\/en\/dijital-itibar-raporu-dir-100-nedir\/","title":{"rendered":"D\u0130J\u0130TAL \u0130T\u0130BAR RAPORU (D\u0130R 100) NED\u0130R?"},"content":{"rendered":"

INBUSINESS Dergisi ve 18.45 \u0130leti\u015fim Ajans\u0131 i\u015fbirli\u011fi ile haz\u0131rlanan Dijital \u0130tibar Raporu (D\u0130R 100), T\u00fcrkiye\u2019de farkl\u0131 sekt\u00f6rlerden 100 markan\u0131n 1 y\u0131l boyunca dijital mecralarda haklar\u0131nda yap\u0131lan konu\u015fulmalar\u0131n de\u011ferlendirilmesini i\u00e7ermektedir. T\u00fcrkiye\u2019de bug\u00fcne kadar bu formatta bir ara\u015ft\u0131rma olmamakla birlikte, markalar\u0131n online itibar\u0131n\u0131n kar\u015f\u0131la\u015ft\u0131r\u0131lmas\u0131 amac\u0131n\u0131 ta\u015f\u0131maktad\u0131r.<\/p>\n

RAPOR HANG\u0130 AMA\u00c7LA HAZIRLANMI\u015eTIR?<\/strong><\/p>\n

Farkl\u0131 a\u00e7\u0131lardan de\u011ferlendirilerek 100 \u00fczerinden puanlama verilen markalar, skorlar\u0131na ve sekt\u00f6rlerine g\u00f6re s\u0131ralanm\u0131\u015ft\u0131r. Bu sayede markalar\u0131n rakiplerine oranla dijitalde ne kadar etkili oldu\u011fu ortaya koyulmu\u015ftur.<\/p>\n

RAPOR HANG\u0130 TAR\u0130HLER ARASINI KAPSAMAKTADIR?<\/strong><\/p>\n

Dijital \u0130tibar Raporu (D\u0130R100), 01 Ocak-31 Aral\u0131k 2022 tarihleri aras\u0131nda dijital medya platformlar\u0131nda yer alan verileri kapsamaktad\u0131r.<\/p>\n

 <\/p>\n

VER\u0130LER NASIL ve NEREDEN ELDE ED\u0130LM\u0130\u015eT\u0130R?<\/strong><\/p>\n

Veriler, 121 \u00fclkede binlerce marka, ajans ve kurum taraf\u0131ndan tercih edilen ve online medya takip program\u0131 olan Meltwater arac\u0131l\u0131\u011f\u0131yla, \u015firketler hakk\u0131nda sosyal medya mecralar\u0131 (Twitter, Facebook, Instagram, YouTube) ve web platformlar\u0131nda (haber siteleri, forumlar, bloglar, s\u00f6zl\u00fckler vb.) 2022 y\u0131l\u0131 boyunca yap\u0131lan konu\u015fmalar\u0131n analiz edilmesiyle elde edilmi\u015ftir.<\/p>\n

 <\/p>\n

SIRALAMA NEYE G\u00d6RE YAPILMI\u015eTIR?<\/strong><\/p>\n

Skor hesaplamak i\u00e7in uygulanan sisteme g\u00f6re elde edilen verilerle, markalar kendi sekt\u00f6rlerindeki rakipleri aras\u0131nda k\u0131yaslanarak s\u0131ralanm\u0131\u015ft\u0131r.<\/p>\n

 <\/p>\n

SKORLAR NASIL HESAPLANMI\u015eTIR?<\/strong><\/p>\n

Markalar\u0131n skorlar\u0131 \u201cToplam Sonu\u00e7 Say\u0131s\u0131\u201d, \u201cSosyal Medya Sonu\u00e7 Say\u0131s\u0131\u201d, \u201cWeb Platformlar\u0131 Sonu\u00e7 Say\u0131s\u0131\u201d, \u201cTekil Sonu\u00e7 Say\u0131s\u0131\u201d, \u201cTekil Kullan\u0131c\u0131 Say\u0131s\u0131\u201d, \u201cPozitif Sonu\u00e7 Say\u0131s\u0131\u201d, \u201cNegatif Sonu\u00e7 Say\u0131s\u0131\u201d, \u201cN\u00f6tr Sonu\u00e7 Say\u0131s\u0131\u201d ve \u201cTahmini Eri\u015fim\u201d olarak belirlenmi\u015f toplam 9 ba\u015fl\u0131k alt\u0131ndaki verilerin incelenmesi sonucu 100 \u00fczerinden belirlenmi\u015ftir.<\/p>\n

Skor belirlenirken olu\u015fturulan sisteme g\u00f6re, herhangi bir \u015firketin en y\u00fcksek skoru elde edebilmesi i\u00e7in, kendi sekt\u00f6r\u00fcndeki di\u011fer \u015firketlerden daha fazla toplam sonuca sahip olmas\u0131 yetmemektedir. Markalar\u0131n sosyal medya ve web kanallar\u0131na da\u011f\u0131l\u0131m\u0131nda da sekt\u00f6r\u00fcnde lider olmas\u0131, i\u00e7eriklerinin tamam\u0131n\u0131n pozitif ve n\u00f6tr i\u00e7eriklerden olu\u015fmas\u0131 gerekmektedir. Ayr\u0131ca markan\u0131n lider olarak kalabilmesi i\u00e7in dengeli bir da\u011f\u0131l\u0131ma sahip olmas\u0131 gerekmektedir.<\/p>\n

Bir \u015firketin en d\u00fc\u015f\u00fck skora sahip olmas\u0131 ise yaln\u0131zca en d\u00fc\u015f\u00fck i\u00e7erik say\u0131s\u0131na sahip olmas\u0131 gibi nedenlere ba\u011fl\u0131 olmayabilir. \u015eirketlerin kendi aralar\u0131nda de\u011ferlendirilmesi i\u00e7in negatif i\u00e7eriklerinin de k\u0131yaslanmas\u0131 gerekmektedir. Bu da skora eksi y\u00f6nde etki ederek s\u0131ralamay\u0131 etkilemektedir.<\/p>\n

 <\/p>\n

RAPOR \u0130\u00c7\u0130N \u0130NCELENEN SEKT\u00d6RLER HANG\u0130LER\u0130D\u0130R?<\/strong><\/p>\n

Dijital itibar raporunda 20 sekt\u00f6re yer verilmi\u015ftir. Sekt\u00f6rlere g\u00f6re incelenen markalar, kendi aralar\u0131nda s\u0131ralanm\u0131\u015ft\u0131r. Bu sekt\u00f6rler:<\/p>\n

    \n
  1. Akaryak\u0131t Sekt\u00f6r\u00fc<\/strong><\/li>\n
  2. Boya Sekt\u00f6r\u00fc<\/strong><\/li>\n
  3. Dayan\u0131kl\u0131 T\u00fcketim \u00dcr\u00fcnleri Sekt\u00f6r\u00fc<\/strong><\/li>\n
  4. E\u011flence Sekt\u00f6r\u00fc (Dijital Yay\u0131n Platformlar\u0131)<\/strong><\/li>\n
  5. Enerji Sekt\u00f6r\u00fc<\/strong><\/li>\n
  6. E-Ticaret Sekt\u00f6r\u00fc<\/strong><\/li>\n
  7. G\u0131da Sekt\u00f6r\u00fc<\/strong><\/li>\n
  8. Giyim Sekt\u00f6r\u00fc<\/strong><\/li>\n
  9. Havayolu Ta\u015f\u0131mac\u0131l\u0131\u011f\u0131 Sekt\u00f6r\u00fc<\/strong><\/li>\n
  10. \u0130\u00e7ecek Sekt\u00f6r\u00fc<\/strong><\/li>\n
  11. Karayolu Ta\u015f\u0131mac\u0131l\u0131\u011f\u0131 Sekt\u00f6r\u00fc<\/strong><\/li>\n
  12. Kozmetik Ve Ki\u015fisel Bak\u0131m Sekt\u00f6r\u00fc<\/strong><\/li>\n
  13. Lastik Sekt\u00f6r\u00fc<\/strong><\/li>\n
  14. Lojistik Ve Ta\u015f\u0131mac\u0131l\u0131k Sekt\u00f6r\u00fc<\/strong><\/li>\n
  15. Mobilya Sekt\u00f6r\u00fc<\/strong><\/li>\n
  16. Otomotiv Sekt\u00f6r\u00fc<\/strong><\/li>\n
  17. Sigortac\u0131l\u0131k Sekt\u00f6r\u00fc<\/strong><\/li>\n
  18. Teknoloji Sekt\u00f6r\u00fc<\/strong><\/li>\n
  19. Telekom\u00fcnikasyon Sekt\u00f6r\u00fc<\/strong><\/li>\n
  20. Zincir Marketler Sekt\u00f6r\u00fc<\/strong><\/li>\n<\/ol>","protected":false},"excerpt":{"rendered":"

    INBUSINESS Dergisi ve 18.45 \u0130leti\u015fim Ajans\u0131 i\u015fbirli\u011fi ile haz\u0131rlanan Dijital \u0130tibar Raporu (D\u0130R 100), T\u00fcrkiye\u2019de farkl\u0131 sekt\u00f6rlerden 100 markan\u0131n 1…<\/p>","protected":false},"author":1,"featured_media":4766,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2535","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-genel"],"acf":[],"_links":{"self":[{"href":"https:\/\/1845.com.tr\/en\/wp-json\/wp\/v2\/posts\/2535","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/1845.com.tr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/1845.com.tr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/1845.com.tr\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/1845.com.tr\/en\/wp-json\/wp\/v2\/comments?post=2535"}],"version-history":[{"count":3,"href":"https:\/\/1845.com.tr\/en\/wp-json\/wp\/v2\/posts\/2535\/revisions"}],"predecessor-version":[{"id":3979,"href":"https:\/\/1845.com.tr\/en\/wp-json\/wp\/v2\/posts\/2535\/revisions\/3979"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/1845.com.tr\/en\/wp-json\/wp\/v2\/media\/4766"}],"wp:attachment":[{"href":"https:\/\/1845.com.tr\/en\/wp-json\/wp\/v2\/media?parent=2535"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/1845.com.tr\/en\/wp-json\/wp\/v2\/categories?post=2535"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/1845.com.tr\/en\/wp-json\/wp\/v2\/tags?post=2535"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}