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Productivity on the Social Web: The Use of Social Media and Expectation of Results

Productivity on the Social Web: The Use of Social Media and Expectation of Results

Neus Soler-Labajos, Ana Isabel Jiménez-Zarco
Copyright: © 2017 |Pages: 24
ISBN13: 9781522508465|ISBN10: 1522508465|EISBN13: 9781522508472
DOI: 10.4018/978-1-5225-0846-5.ch003
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MLA

Soler-Labajos, Neus, and Ana Isabel Jiménez-Zarco. "Productivity on the Social Web: The Use of Social Media and Expectation of Results." Social Media Listening and Monitoring for Business Applications, edited by N. Raghavendra Rao, IGI Global, 2017, pp. 45-68. https://doi.org/10.4018/978-1-5225-0846-5.ch003

APA

Soler-Labajos, N. & Jiménez-Zarco, A. I. (2017). Productivity on the Social Web: The Use of Social Media and Expectation of Results. In N. Rao (Ed.), Social Media Listening and Monitoring for Business Applications (pp. 45-68). IGI Global. https://doi.org/10.4018/978-1-5225-0846-5.ch003

Chicago

Soler-Labajos, Neus, and Ana Isabel Jiménez-Zarco. "Productivity on the Social Web: The Use of Social Media and Expectation of Results." In Social Media Listening and Monitoring for Business Applications, edited by N. Raghavendra Rao, 45-68. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-0846-5.ch003

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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.

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