Media and Communications

Effective communication to ensure optimal flow of knowledge and information has a decisive influence on the creation of an intellectual capital firm, which in the current era of almost unlimited access to material assets, is one of the most important factors determining success and giving the chance to build sustainable competitive advantage in many sectors of the economy.

In terms of the importance of both internal communication (by members of the organization), as well as external communication (for the company - the other market players) cannot be underestimated. Communication processes within the organization support the creation, development, flow and use of knowledge in the enterprise and have a decisive influence on the success of implementing business projects.
External communication understood as a system of relationships between market participants. Min: contractors, strategic partners, competitors, trade associations, research centres and public institutions have an important impact on the strategic position of the company. From this point of view, it becomes necessary to manage these relationships, as well as monitor networks in a competing market.

Addressing the problem of communication, it is impossible to ignore the so-called development of new media in the Web 2.0 environment, in which the user is involved in the process of media creation. Monitoring of relations in such environments is essential both to persons responsible for management and planning further development of Web 2.0 services, as well as media houses and advertising agencies active in this area.

The most innovative tool enabling measurement and analysis of a multi-dimensional relationship in the area of communication both inside and outside the Internet community is the social network analysis (SNA). It is possible to reconstruct and visualize a dynamic network of relationships between all participants in a particular group (the personnel of the company, market operators, the social network). On the basis of collected and processed data, it may, as one of the benefits, identify the group of entities particularly closely cooperating with each other as well as the dynamics of the network.