Answer to Question 1
Sentiment analysis is the capability of specialized software to scan text input surveys, blogs, or other user-generated content and classify the opinions as pro, con, or neutral towards a company or product. For example, an online ticketing company called StubHub used sentiment analysis software from Scout Labs to spot a surge in complaints from baseball fans on social media. The stadium mistakenly announced to some ticket holders that a Yankees-Red Sox game was rained out, so the ticket holders requested refunds. The game was only delayed, however, and StubHub initially denied fans' requests. The company quickly reversed that policy when sentiment analysis caught the growing tide of negative posts about StubHub on sports blogs.
Answer to Question 2
The organization should protect sensitive data by storing it in encrypted form. Such encryption uses one or more keys in ways similar to that described for data communication encryption.
Another data safeguard is to periodically create backup copies of database contents. The organization should store at least some of these backups off premises, possibly in a remote location. Physical security is another data safeguard. The computers that run the DBMS and all devices that store database data should reside in locked, controlled-access facilities.
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