Businesses have always looked at new information and digital technology in terms of what it can do for them, for example: greater profitability, and expanded customer reach through online shopping. Now, customers also have a range of new choices, many of which are beyond the purview of business. Decisions about what to focus on or buy are increasingly informed through social networks, where personal and business contacts, product selections, home video clips, favorite news items, even real-time location coordinates, are shared instantly and widely.