Objectives of knowledge management

5 
Outline the internal changes a company may need to make when introducing digi‑
tal business.
6 
Summarise the benefits of applying social media marketing approaches to an 
organisation.
7 
Name three risks to a company that introduces buy‑ side e‑commerce.
8 
Name three risks to a company that introduces sell‑ side e‑commerce.
References 
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Part 1
Introduction
Nielsen (2010) The State of Mobile Apps, June 2010:
http://blog.nielsen.com/nielsenwire/
online_mobile/the‑state‑of‑mobile‑apps/
. 
O’Reilly, T. (2005) What Is Web 2? Design Patterns and Business Models for the Next 
Generation of Software. Web article, 30 September. O’Reilly Publishing, Sebastopol, CA. 
Page, M. (2012), How to improve Edge Rank. Blog post, 7 July 2012, Smart Insights: 
www.smartinsights.com/social‑media‑marketing/facebook‑marketing/
how‑to‑improve‑edgerank‑part‑2/
. 
Perrott, B. (2005) Towards a manager’s model of e-business strategy decisions.
Journal of 
General Management
, 30 (4), Summer. 
Rayport, J. and Jaworski, B. (2003)
Introduction to E-Commerce
, 2nd edn. McGraw-Hill, 
New York. 
Shah, D. and Halligan, B. (2009)
Inbound Marketing: Get Found Using Google, Social Media 
and Blogs
. John Wiley & Sons, Hoboken, NJ. 
Smart Insights (2012) Ship Early, Ship Often. By Dave Chaffey, 4 September 2012. Blog post: 
www.smartinsights.com/goal‑setting‑evaluation/web‑analytics‑strategy/
ship‑early‑ship‑often/
. 
Smart Insights (2013) A Digital Campaign Example of a Startup Fashion Brand. Blog post, 
25 April 2013:
www.smartinsights.com/traffic‑building‑strategy/campaign‑planning/
startup‑fashion‑brand‑campaign‑example/
. 
Spivack (2009) How the WebOS Evolves? Nova Spivack blog post, 9 February:
www. 
novaspivack.com/?s=How+the+WebOS+Evolves%3F
.
Waterman, R.H., Peters, T.J. and Phillips, J.R. (1980) Structure is not organization.
McKinsey 
Quarterly
in-house journal, McKinsey & Co., New York. 
Weinberg, T. (2010)
Th e New Community Rules: Marketing on Th e Social Web
. John Wiley & 
Sons, Hoboken, NJ. 
Yammer (2010) Suncorp case study, accessed May 2010, Yammer website: 
https://about.
yammer.com/customers/suncorp/
.
Web links 
Sites giving general information on market characteristics of digital business: 
ClickZ Stats ( 
www.clickz.com/stats/
) The definitive source of news on Internet develop-
ments, and reports on company and consumer adoption of the Internet and characteris-
tics in Europe and worldwide. A searchable digest of most analyst reports.