With the emergence of social media, there are even more new real time information based environments to be concerned with. I read this comment the other day by Zach Hofer-Shall, a social intelligence analyst at Forrester Research, "Deriving predictive marketing decisions from social analytics is not the same as social media monitoring. Most companies remain stuck reactively monitoring what happened yesterday." My first thought was he sounds like a social media snob, but then I understood what he was saying (I never claimed to be fast). He is saying there are ways of utilizing information that can predict events in the future, and this predictive capability is not just reviewing old information. It is a different way of using data that can potentially provide another information advantage. Wow!