Affiliation:
1. Open University of Catalonia, Spain
Abstract
Companies gain competitive advantage when they are in a better position than its competitors to keep customers, so for providing the greatest value, become a captivating option, generate satisfaction and achieve the loyalty of consumers, it is necessary that they know the market and enter into a profitable relationship with the customer. In order to get closer to the public, the social media presence stands as a very attractive option for the companies, but these wonder if the effort will offset the result obtained. In this chapter, we will define the concept of enterprise 2.0, and will explain the main benefits that a company can get with the adoption of social media, in relation to its brand image and reputation, communication with the public and the increase of traffic that it can get to the corporate website. Then, and after pointing out the most popular social software tools, we will focus on social media metrics, defining the different types of metrics, designing a framework of social analysis and highlighting those that prove to be of greater business value.
Reference47 articles.
1. Position Auctions with Consumer Search
2. Bakshi, K. (2004). Tools for end-user creation and customization of interfaces for information management tasks. (Doctoral dissertation). Massachusetts Institute of Technology.
3. Social network(ing) sites…revisiting the story so far: A response to danah boyd & Nicole Ellison
4. The ‘digital natives’ debate: A critical review of the evidence
5. Bhargava, R. (2006). 5 Rules of Social Media Optimization (SMO). Retrieved from http://www.rohitbhargava.com/2006/08/5_rules_of_soci.html