@unpublished{upm49227,
           month = {September},
           title = {El {\'e}xito empresarial seg{\'u}n la estrategia en redes sociales},
         address = {Madrid},
          author = {Emilio Jos{\'e} Fern{\'a}ndez Men{\'e}ndez},
            year = {2017},
             url = {https://oa.upm.es/49227/},
        abstract = {Si hablamos del {\'e}xito de una empresa, la mayor{\'i}a de veces solo nos referimos a que la diferencia entre ingresos y gastos de la misma sea positiva. Sin embargo, muchas veces, esta diferencia positiva viene ligada a la estrategia que la empresa ha seguido para publicitarse.
Hace 20 a{\~n}os, aproximadamente, que Andrew Winreich y Randy Conrads crearon SixDegrees y Classmates, respectivamente. Bajo estos dos alias se escond{\'i}an las primeras redes sociales. SixDegrees se basaba en un perfil editable por cada usuario, en base al cual se realizaban las distintas relaciones y que se apoyaba en la teor{\'i}a de que todas las personas estamos separados por un total de seis saltos entre amistades. Por el contrario, Classmates era un portal para reencontrarse con antiguos compa{\~n}eros de clase. Actualmente la primera de ellas ha desaparecido, mientras que Classmates sigue siendo referente en EE.UU.
No obstante, la idea no es centrarse en redes sociales personales, sino en el papel que las empresas desarrollan en estas redes y c{\'o}mo es su uso. As{\'i}, el objetivo de este proyecto es analizar la estrategia de Social Media y el impacto que {\'e}ste puede tener en el {\'e}xito que una empresa pueda o no conseguir.
Partiendo de la importancia que las redes sociales tienen en nuestro d{\'i}a, este PFC intenta explicar de qu{\'e} factores depende el {\'e}xito de una empresa analizando su estrategia de lo que se ha venido a llamar Social Media. Este an{\'a}lisis se va a llevar a cabo diferenciando varios tipos de empresas (Gran Empresa, PYME y asociaciones sin {\'a}nimo de lucro), as{\'i} como analizando la tecnolog{\'i}a usada para ello y las aplicaciones y t{\'e}cnicas que existen actualmente para desarrollar esta actividad.
Igualmente, otro de los puntos donde centraremos la atenci{\'o}n de este PFC es si la figura del Community Manager, nacida unos pocos a{\~n}os despu{\'e}s, es una figura tecnol{\'o}gica o no. Es decir, ?es necesario tener un conocimiento de tecnolog{\'i}a para ser un buen Community Manager y, por tanto, alcanzar el {\'e}xito de la empresa? ?O al contrario, y como est{\'a} ocurriendo, la figura del CM se centra en profesiones con formaci{\'o}n de comunicaci{\'o}n? En base a todo este an{\'a}lisis, intentaremos crear un manual de buenas t{\'e}cnicas que se deben llevar a cabo si se quiere conseguir el {\'e}xito en la empresa.
ABSTRACT.
Many times when we talk about the success of a company, we only refer to the difference between income and expenses are positive. However, many times, this positive difference is related to the strategy that the company has followed to advertise.
About 20 years ago, Andrew Winreich and Randy Conrads created SixDegrees and Classmates, respectively. The first social networks were hiding under these two alias. SixDegrees was based on an editable profile for each user, based on which the different relationships were made and that was based on the theory that all people are separated by six jumps between friends. In contrast, Classmates was a portal to re-encounter with former classmates. The first of them has disappeared actually, while Classmates is still a reference in the USA.
However, the idea is not to focus on personal social networks, but on the role that companies develop in these networks and how they are used. Therefore, the objective of this project is to analyse the Social Media strategy and the impact that it can have on the success that a company can or cannot achieve.
Starting from the importance that social networks have in our day, this PFC tries to explain of what factors the success of a company depends on analysing its strategy of what has come to be called Social Media. This analysis will be carried out by differentiating several types of companies (Big Business, PYME and non-profit associations), as well as analysing the technology used for this and the applications and techniques that currently exist to develop this activity.
Alike, another point where we will focus the attention of this PFC is if the figure of the Community Manager, born a few years later, is a technological figure or not. That is, is it necessary to have a knowledge of technology to be a good Community Manager and, therefore, to achieve the success of the company? On the other hand, and as is happening, does the CM figure focus on professions with communication skills? Based on all this analysis, we will try to create a manual of good techniques that must be carried out if you want to achieve success in the company.}
}