Eva Santana López

New Digital Metrics in Marketing: A Comparative Study on Social Media Use

Analysis metrics of social media are multiplying in order to reflect the performance that companies can get from the Internet activity. It is an essential formula for the information professional as embodying the efforts made in communication. After analyzing different metrics to be used depending on the type of target to be attained with them, the article deals with the analysis of feeling. From the classification of Lovett’s performance, we compared VuelingPeople! and EasyJet. We observe alternate domain in the various parameters.

La introducción de Facebook en el aula universitaria en España: la percepción del estudiante / The Introduction of Facebook in the University Classroom in Spain: Student Perception

La penetracion de Facebook en el tejido estudiantil es una realidad tecnologica educativa con la que la universidad debe convivir. Ante ello, se plantea la disyuntiva de tratar de incorporar la red social como factor de enriquecimiento en la relacion entre alumnado y profesorado, o alejarla de las aulas. De hecho, existe un gap entre el uso de los estudiantes y el de profesorado e instituciones academicas. En esta investigacion se analiza el uso de Facebook por parte de los estudiantes universitarios con relacion al aprendizaje y a la tarea universitaria, y se sondea si el estudiante aceptaria de buen grado la incorporacion del profesorado a esa herramienta en el aula universitaria. A partir de un enfoque metodologico cuantitativo (cuestionario a estudiantes en el curso 2014-15), se observa que Facebook ya es una realidad aplicada al aula en Espana, ya que se reconocen actividades -como grupos creados con objetivo academico, la comparticion de enlaces a contenidos de caracter academico o incluso la respuesta de encuestas de companeros-. En cuanto al uso de Facebook por parte del profesorado, la mayoria de los estudiantes son favorables a ello Abstract Facebook penetration in student framework is an educational technology reality that the university should live. In response, the dilemma of trying to incorporate social networking as enrichment in the relationship between students and teachers, or out of the classroom arises. In fact, there is a gap between the use of students and faculty and academic institutions. In this research the use of Facebook is analyzed by university students in relation to learning and university work, and probed whether the student would welcome the inclusion of teachers to that tool in the university classroom. From a quantitative approach, it appears that Facebook is a reality applied to the classroom in Spain as well as activities such groups created with academic goal, sharing links about content of an academic nature or even the answer surveys peers recognized. On the use of Facebook by teachers, most students are favorable.