Abstract

This article begins by establishing the differences between information management (focus on access to content and, therefore, technology) and knowledge management (focus on adding value to content and, therefore, corporate culture) and then addresses the problems in the practical implementation of the latter in organizations, even though its use is able to provide knowledge to organizations that enables them to make decisions under the best conditions.

Abstract

Mobilised opinion and social media have become a valuable source of information for organisations and individuals in operational and strategic decision making processes, such as marketing campaigns, product monitoring and development, search for new markets or the improvement of customer relations. The emergence of social media monitoring companies has brought a new job market for information professionals, to the extent that this information has to be collected and processed, and new automated monitoring systems have to be developed. This article outlines a process of recovery and treatment of mobilised opinion on the internet as a source for social climate analysis by organisations. The specific characteristics and problems of this type of opinion are highlighted, which points to the need for the participation of human agents in the development of the process.