Keywords: social network, social media, Facebook, Social Network Analysis, Pmi, newsgroups.
User-Generated Content characterizes the interactions between company
and customers. Comments and contributions provided by customers
in social media platforms represent a relevant input for companies'
marketing decisions. A firm cannot avoid this interaction with its customers
within social media. Any firm is already part of spontaneous online
conversations that cannot be managed by the company. Social media
represent an opportunity for Small-Medium Enterprises, which can
reach a wide audience of prospects with a small communication budget.
This opportunity can be caught if the company is able to measure its
communication strategy in a social media platform. The article presents
a model to measure and analyze the interactions between a company
and social media users. The model classifies the interaction according
to some parameters, such as an index of intensity and quality of the
discussion. Starting from these parameters, the management can draw
some hints about the effectiveness of communication in a social media
platform. To verify the mentioned model, it has been applied to the interactions
of an entrepreneur in newsgroups and Facebook. The indexes
allow to identify some critical points in the communication process and
to have suggestions on how to improve it.