Social marketing firm Buddy Media is being bought out by Salesforce.com in a $689 million stock and cash deal. The transaction will close Oct. 31 (the end of the third fiscal quarter).

Among its 1,000 customer, Buddy Media includes the companies ofFord, Hewlett-Packard and Mattel. Thanks to its capabilities of sending targeted marketing content through YouTube, LinkedIn and Facebook, Salesforce.com will build on the monitoring technology in social media through its recent Radian6 purchase.

According to Salesforce.com CEO Marc Benioff, the Marketing Cloud leadership will enable the company to take advantage of the massive opportunity within the next five years.

The purchase is arriving on the heels of rival Oracle’s buyout of Virtue, who is the competitor to Buddy Media.

I suspect that many of you are familiar with the term "hard coding a value" whereby the age of an individual or their location is written into the condition (or action) of a business rule (in this case) as shown below:

if customer.age > 21 and customer.city == 'denver'

then ...

Such coding practices are perfectly expectable provided that the conditional values, age and city, never change. They become entirely unacceptable if a need for different values could be anticipated. A classic example of where this practice occurred that caused considerable heartache in the IT industry was the Y2K issue where dates were updated using only the last 2 digits of a four digit number because the first 2 digits were hard-coded to 19 i.e. 1998, 1999. All was well provided that the date did not advance to a time beyond the 1900’s since no one could be certain of what would happen when the millennia arrived (2000). A considerably amount of work (albeit boring) and money, approximately $200 billion, went into revising systems by way of software rewrites and computer chip replacements in order to thwart any detrimental outcomes. It is obvious how a simple change or an assumption can have sweeping consequences.

You may wonder what Y2K has to do with Business Rule Management Systems (BRMS). Well, what if we considered rules themselves to be hard-coded. If we were to write 100s of rules in Java, .NET or whatever language that only worked for a given scenario or assumption, would that not constitute hard-coded logic? By hard-coded, we obviously mean compiled. For example, if a credit card company has a variety of bonus campaigns, each with their own unique list of rules that may change within a week’s time, what would be the most effective way of writing software to deal with these responsibilities?

Viruses, trojans, and other malicious programs are everywhere. There's always a new threat to your computer's security, and many of these threats invade your computer without you even knowing. Most viruses aren't going to loudly announce themselves, so it's important to know the hidden ways in which your computer can become infected.


Infected Files from Other Computers

Whether you're borrowing someone's flash drive or grabbing a file from their computer, your computer can become infected if the file or device you're using already contains a virus, trojan, or other form of malware.

This is a very common issue, and you won't even know there's a problem most of the time. For example, if your computer is connected to other devices on a network, and you decide to pull an important file off of another computer on the network, your computer will become infected if the file you took has a virus attached to it.

Also, if you forgot your flash drive, and you need to use your friend or coworker's device for the day, then even plugging the device into your computer can cause the infection in the flash drive to be transmitted.


Downloading Legitimate Programs

Another way your computer can be secretly infected is when you download a legitimate program and run it. There are numerous legitimate programs on the internet that can help you in many ways. The programs themselves could be infected, though.

Also, one of the most common ways your computer can become infected is when you don't read the fine print before you download a program. Some of them may insist that you install another small program in addition to the one you initially chose. The boxes that you are supposed to click to give your consent may already be clicked.

This small extra program is the one that may carry an infection that will spread to your computer when you run the main program. You may get a lot of good use out of the legitimate program, but the virus attached to the extra hidden program can cause you a lot of trouble.


Using Vulnerable Applications

Security is a serious matter. If even one of the applications you use on your computer is vulnerable to becoming hacked or infected, then your entire computer is at risk and could become secretly infected. Anything from PDF viewing applications to your operating system can become infected if you don't download the latest security patches and keep everything up-to-date.


Not Using Antivirus Software

Antivirus software can protect your computer from a number of viruses, trojans, and other problems. Your computer can become infected in a number of ways, so you need to have good antivirus software to provide strong protection from hidden attacks.


Viruses, trojans, and other malware can infect your computer in a variety of hidden ways. To prevent infection and problems, you need to be careful about what you download, and you should keep your applications secure. Also, find reliable antivirus software to help.

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