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Contents
How Do Social Networks Add Value to Businesses? 337
Using Social Networking to Increase the Number of Relationships 337
• So What? Facebook for Organizations . . . and Machines 338
Using Social Networks to Increase the Strength of Relationships 339
Using Social Networks to Connect to Those with More Resources 340
Q8-4 How Do (Some) Companies Earn Revenue from Social Media? 341

You Are the Product 341
Revenue Models for Social Media 342
Does Mobility Reduce Online Ad Revenue? 343
• Ethics Guide: Synthetic Friends 344
Q8-5 How Do Organizations Develop an Effective SMIS? 346
Step 1: Define Your Goals 347
Step 2: Identify Success Metrics 347
Step 3: Identify the Target Audience 348
Step 4: Define Your Value 348
Step 5: Make Personal Connections 349
Step 6: Gather and Analyze Data 349

Q8-6 What Is an Enterprise Social Network (ESN)? 349
Enterprise 2.0 350
Changing Communication 350
Deploying Successful Enterprise Social Networks 351

Q8-7 How Can Organizations Address SMIS Security Concerns? 352
Managing the Risk of Employee Communication 352
Managing the Risk of Inappropriate Content 353
Q8-8 2026? 355

• Security Guide: Digital Is Forever 358
• Guide: Developing Your Personal Brand 360
Case Study 8: Sedona Social 364

9: bUSIneSS InTellIGenCe SySTeMS 369

Q9-1 How Do Organizations Use Business Intelligence (BI) Systems? 371
How Do Organizations Use BI? 372
What Are Typical BI Applications? 373
Q9-2 What Are the Three Primary Activities in the BI Process? 374
Using Business Intelligence to Find Candidate Parts 375
Q9-3 How Do Organizations Use Data Warehouses and Data Marts to
Acquire Data? 380

Problems with Operational Data 381
Data Warehouses Versus Data Marts 383
• Ethics Guide: Unseen Cyberazzi 384
Q9-4 How Do Organizations Use Reporting Applications? 386

Basic Reporting Operations 386