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.
Top1. Enterprise 2.0
Traditionally, with the exception of a small group of technology enthusiasts (‘early adopters’) companies have pioneered the adoption of inbound technologies. However, Web 2.0 has disrupted this pattern. Users—eager to be able to express their views, participate in the World Wide Web, and communicate and share experiences with other people—have quickly adopted emerging Web 2.0 tools and left slower-moving businesses behind (McKenna & Bargh, 2000).
The vast numbers of users on Facebook, the largest social network in the world, illustrates this trend. As the popularity of social media tools has grown, companies have noted their social impact and begun to incorporate them into their business practices. They have realized that to be competitive, they must take advantage of opportunities and facilities that provide Web 2.0 tools to develop their transactions and conduct their daily activities.
The adaptation of 2.0 technologies, as well as the incorporation of citizen behavior in the network in the field of business, is known as ‘Enterprise 2.0’ (McAfee, 2009). Enterprise 2.0 uses Web 2.0 technologies to facilitate the sharing of knowledge and collaboration among employees, have close and direct contact with clients, and satisfy the needs and tastes of customers, suppliers, and other companies. It broadens communication, creating an image of transparency and increasing the level of trust in the brand.