Influence: Iberia can track people that were reached through a social media campaign and "sell" or "talk" about your brand to others as a result of your campaign.
Engagement: By using metrics that track the interactions of your brand (assets) with the people reached by your social media campaign. For example, number of video views or people subscribed to your social group
Impact: Traffic driven back to the site as consequence of actions.
Resonance on the social web: Bookmarks, comments, mentions and submissions
Engagement and Participation: Friendship and user contribution to groups such as pictures, comments, videos, blogs, events…
Research tool: It can help us to dialog and have feedback from users
Users can share ideas that you can use to improve Iberia business
Messages go to everyone who follows you: Very well-defined audience
Iberia can know what people are saying about them.
Users respond frequently and sincerely
Twitter Summize :You can search under key words, search for Tweets from a user, search for Tweets to a user, search for Tweets referencing a user and even translate the Tweets into a number of languages
Tweetscan : A real time search engine for Tweets
Quotably : Where you can follow the conversation online on one page –
Twitter on Alltop - the news aggregation site, has the Tweets of some of the most prolific users of Twitters listed
Twitter makes possible a conversation, companies can ask to Twitter users about different things using it as a research tool. Using this tool you can even track the conversation( http://tweet2tweet.com/ )