Towards Online Engagement Via the Social Web
The blossom of Web 2.0 has created new opportunities for the enterprises. Web users are disseminating more information than ever before about their interests, their experiences with products and services, their thoughts and whatever interacts with them in a daily basis. The challenge for the enterprise is to exploit and transform this social media explosion into added value on the business plan. The enterprises in the new Web 3.0 era should have the utilities to disseminate messages in a multi-channel attitude and to listen to the discussions around their products and services. Furthermore, they should be able to take action and interact with these discussions in a productive way for the internal improvement of the organization but also for establishing strong bonds with the users.