Paper details

Practical Aspects of Using Electronic Resources in Companies Knowledge Management

Session coordinator: Dagmar Vránová, European Projects & Management Agency (EPMA), Czech Republic

Where: 28. 5. 2009, 8.45 - 12.25, Auditorium D

Using Social Media for Competitive Intelligence

Autor: Marydee Ojala, ONLINE: Exploring Technology & Resources for Information Professionals, USA



Information is escaping from the printed page into the wilds of internet's social media. Conversations on Twitter and Facebook, videos on YouTube, camera phone photos on Flickr, blog posts, comments on blog posts, podcasts, news reports uploaded from "citizen journalists," discussions in FriendFeed rooms, and profiles at LinkedIn, if properly accessed and analyzed, can provide valuable information on competitors and market trends. Social media can also give insights into how customers regard your enterprise and your products, including what university students think about their library. We are living in a vastly more transparent world. The challenges, however, are equally vast. Determining the best approach to finding, evaluating, analyzing, and using information from social media, when the tools frequently lack stability and when "gaming the system" is rampant, can discourage people from attempting to include social media in their CI toolbox. To ignore social media, however, is dangerous. This session will explore practical methodologies for using social media for CI and for reputation monitoring.

About author:

Marydee Ojala edits ONLINE: Exploring Technology & Resources for Information Professionals and writes its business research column (“The Dollar Sign”). She contributes feature articles and news stories to Information Today, Searcher, EContent, Computers in Libraries, Intranets, Cyber Skeptic's Guide to the Internet, Business Information Review, and Information Today's NewsBreaks. Her blog is A long-time observer of the information industry, she speaks frequently at conferences, such as Web Search University, Internet Librarian, Online Information (London, UK), Internet Librarian International, and national library meetings outside the U.S. She has adjunct faculty status at the School of Library and Information Science at IUPUI (Indiana University Purdue University Indianapolis) teaching business information resources. Her professional career began at BankAmerica Corporation, San Francisco, directing a worldwide program of research and information services. She established her independent information research business in 1987. She serves as president-elect for the Indiana chapter of SLA, secretary/treasurer of IFLA's LTR section and is treasurer of IOLUG (Indiana Online User Group). Her undergraduate degree is from Brown University and her MLS was earned at the University of Pittsburgh.

Other papers in this session:

Knowledge Technology - Theory vs. Practice

Author: Vilém Sklenák, University of Economics, Czech Republic

The Concept of Knowledge Centered Company

Author: Martin Mrazek, Semanta, Czech Republic


Peter Hora, Semanta, Czech Republic

Company Information Disclosure and Access in the Member States of European Union

Author: József Áts, Eötvös Loránd University, Hungary

ABI/INFORM and ProQuest Entrepreneurship: Aligning Product Features to User Needs

Author: Karen McKeown, ProQuest, United Kingdom

How Information Sources Can Help in Times of Crisis?

Author: Petr Dudek, Unipetrol Services Ltd., Czech Republic

Data Box and its Integration with the SAFE System

Author: Jan Mottl, AiP Safe s.r.o., Czech Republic

Marketing System Implementation

Author: Tomáš Oupický, ComAp s.r.o., Czech Republic