In all projections for 2011, ROI has become of the great challenges of social media marketing for the business environment. However in the case of non-profit organizations, there is no need for such calculations. It is not as necessary to know how the effort made in these media compare to the benefits that can be obtained. This article compares the parameters governing social media ROI at an enterprise level and at the level of non-profit institutions. Additionally, the use of social media tools in a strategic plan and to save costs in the institution is discussed. Design/methodology/approach: Where ROI is defined as a mere indicator of return on investment, it involves the direct costs and revenues of each transaction. Combining the world of social media marketing, which is full of intangibles, with the current crisis makes knowing "real" return one of the greatest current needs. When demanding returns from institutions that have never been analysed from this standpoint, it is important to understand how a tool like this can be used to justify an entities' visibility, brand improvement and ultimately, an increase in the institutions' quality and use by users. Also, it should be taken into account that while in 2010 branding was the primary goal of communication in social media, this year in view of the increasingly endemic crisis, a ROI analysis can help an institution to evidence how the cost savings inherent in using these as opposed to former marketing tools substantiates their use. However, this interest involves a great risk of simplification. Findings: The analysis we use to measure ROI can follow these lines: 1.The consumption by previous users can be compared with that of current arrivals on the network. 2.Comparisons can be made between the behavior of a user prior to following us on social media and after doing so. 3. The extent to which the success of our new developments, events etc has improved after being communicated in social networks can be measured. 4. The influence of brand perception on users' consumption and thet extent to which the new media have changed this perception can be measured.

PurposeThe purpose of this paper is to present a study case of the digitization of documents kept by the Reino de Valencia Archive and its description and recovery through EXIF metadata from the digital images obtained. The control of digital images, in terms of identification of their number and the batches they belong to, can be achieved by naming the digital file with digits that the user can identify.Design/methodology/approachThe paper's objective is to provide image descriptions far better than by naming the file. For that reason the paper analyses the tools and results obtained with each one of them.FindingsResults about using commercial software for metadata image description.Originality/valueThe paper describes a novel use of metadata for historical archives documents.

Purpose -The so-called customer loyalty clubs or communities are a proven marketing strategy used by companies to create positive commercial and emotional relationships between companies and their actual or potential customers. In the world of libraries the use of social networks has become institutionalized as a communication tool, and alongside the library's website and its profiles on Facebook and Twitter, the library has reduced costs on marketing and advertising to a minimum. However, the use of the so-called loyalty clubs and communities as well as social and collaborative reading is still not widespread in libraries worldwide. This paper aims to address this issue. Design/methodology/approach -The paper examines social or collaborative reading, a practice that has always existed, but it has become particularly relevant given the digitization of texts and the rising popularity of e-readers. In essence, social reading consists of sharing recommendations, dates, notes and comments, and highlighting the important parts of books together with other people. What previously took place in meetings with friends or in public readings, can now be done at any time on the internet, and is extended to include readers that we do not know and perhaps even the author of the work. Not only is this a new reading experience, it is also a tool which can be used by the library to greatly increase loyalty. Findings -Despite the enormous potential of the practice of social reading at present, a serious problem has to be faced: the quagmire of closed and mutually incompatible devices, platforms and formats. Unfortunately, companies such as Amazon, Apple, and many others have decided to partition knowledge and deliberately limit the functions of their equipment to maintain control and attempt to monopolize the book business. Any technician with global management knowledge is aware of the benefits represented by the articulation and maintenance of one of these clubs for the purpose of expanding or diversifying the group of users who choose to make use of such services. Originality/value -This paper highlights that fact that, without doubt, social networks can be an excellent alternative or an effective complement to traditional loyalty clubs, which in the area of libraries could be associated with the so-called reading clubs of yesteryear. Moreover such clubs do not necessarily have to be replaced, because they can support their operation by maximizing their impact and minimizing costs. After all, a traditional loyalty club is no more than a social network that uses traditional communication media. Regardless of whether they are considered as an alternative or exclusively, the initial advantages offered by online social networks may be their lower overall cost, ease of management and high growth potential.

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

this research aims to explore the integration possibilities of forms and techniques taken from Linked data and semantic web initiatives in the context of vertical applications, such as shared catalog systems. A theoretical model based on the combination of data detectors, learning by examples applications (LBE) and thematic knowledge databases is proposed as a valid methodology to explore in order to provide a next generation of shared catalogs.