Over the past year, the popular social networking site has hired a bevy of Internet veterans--including former Google vice president Sheryl Sandberg--to help it define a long-term business plan around advertising and grow revenues.

FORBES: Magazine Article

Over the past year, the popular social networking site has hired a bevy of Internet veterans--including former Google (nasdaq: GOOG - news - people ) vice president Sheryl Sandberg--to help it define a long-term business plan around advertising and grow revenues.

FORBES: Facebook Grows Up

Actually, some women may be both but there are currently no UK guidelines to help midwives and women define how much is too much when it comes to weight gain during pregnancy.

BBC: Fat, pregnant or both?

Rather, it exists to help to define the risk and benefits of a drug.

FORBES: Importance of a Drug's "Risk-Benefit" Profile Eludes Former FDA Commissioner

It also has added to the company's clout because as a browser maker it can help define the kinds of new graphical features that can be used by sites across the Web as well as helping Google funnel Web surfers to its dominant Internet-search engine, the top driver of Google's revenue.

WSJ: Google's Chrome Surpasses Firefox as No. 2 Browser to Internet Explorer

However, the downside of a strategy based entirely on fear is that even if it succeeds now, it won't help to define the proper terms for a genuine solution in the future.

FORBES: Uncommon Sense

There are numerous articles, books, conferences and training program to help you define your social architecture, and I do not have the ambition to explain you the right way to do it (at least not in this article), but if you are looking for more explanations and advices, you should read the original post here: Social Media Landscape 2012.

FORBES: An overview of the social media ecosystem