除了应对品牌名誉危机，社交媒体还可以帮助公司度过危机——比如产品召回，或帮公司观察新发布的产品。
In addition to distributing attacks on brand reputation, companies use social media to keep a finger on the pulse of crises like a product recall, or to monitor the progress of a new product launch.
通过观察人们在网上搜索、点击和发言的内容，公司可以将“行为性”广告瞄准那些最有可能购买的人。
By watching what people search for, click on and say online, companies can aim "behavioural" ads at those most likely to buy.
一些观察人士质疑，如果信息技术具有经济价值，为什么它没有为个别公司提供直接竞争优势。
Some observers questioned why, if IT had conferred economic value, it did not produce direct competitive advantages for individual firms.
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