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The event of the Internet and its web-related services in particular has enabled business-related online communities (also referred to as communities of commerce) that are centered around companies and their web sites. Creating and nurturing such online communities is expected to be a key element in gaining and sustaining customer loyalty in the age of 'empowered fruit flies'. However, apart from explicitly business-friendly communities, the Internet has also enabled a variety of business- independent online communities which may disseminate at the speed of light information about companies, their products, their bright sides, and their dark spots. The effectiveness of information sharing observed in a particular online community indicates that the Internet has enabled a variety of novel ways to affect companies, their reputations, and their businesses. A look at the relevant literature suggests that traditional security management is not yet prepared to cope with these new challenges.

Information Dissemination in Virtual Communities as Challenge to Real World Companies