Objectives of knowledge management

 Pay- per- click (PPC) 
search marketing
A company pays for text 
adverts to be displayed 
on the search engine 
results pages when a 
specific key phrase is 
entered. The marketer 
pays for each time the link 
in the ad is clicked on.
Accessibility 
legislation
Legislation intended to 
protect users of websites 
with disabilities, including 
visual disability.
Figure 4.9
Comparison of number of blog postings for three consumer brands
Source:
Blogpulse (www.blogpulse.com), reprinted by permission of Nielsen Buzzmetrics. 
No longer available.
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Part 1
Introduction
alternative information for users who cannot access frames or scripts; tables that are dif-
ficult to decypher when linearized; or sites with poor color contrast.
A tool provided to assess the WWW standards is BOBBY (
www.cast.org/learningtools/
Bobby/index.html
).
In 2000, Bruce Maguire, a blind Internet user who uses a refreshable Braille display, 
brought a case against the Sydney Organising Committee for the Olympic Games. Maguire 
successfully demonstrated deficiencies in the site which prevented him using it adequately, 
which were not successfully remedied. He was protected under the 1992 Australian Disability 
Discrimination Act and the defendant was ordered to pay AU$20,000. This was the first case 
brought in the world, and it showed organisations in all countries that they could be guilty of 
discrimination if they did not audit their sites against accessibility guidelines. Discrimination 
Acts are now being amended in many countries to specifically refer to online discrimination.