Social media is already very well known and widely used in the professional world. It is considered a strategic knowledge source for decision and performance for firms, knowledge from customers, products and market. Researchers and scientists are focusing more and more deeply in this area (Ros-Diego and Castello-Martmez, 2012; Proulx et al., 2012). But there is still a great deal of misunderstanding as to how it can be used effectively. There are many claims that social media is essential to business, but understanding the hard science behind how this relatively new technology can create solid return on investment (ROI) or generate efficient Customer relationship management (CRM) can be confusing.
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