At #hsse2012 @prof_lyons Kelly Lyons injecting online social features into offline businesses. Distinguish socially-oriented information systems, ability to identify selves and connect with others, create content. Features: (1) personal profiles, (2)articulated networks, (3) communities or groups, (4) user-generated content, (5)contributing to UGC, e.g. like button. Extends Flor and Maglio 2004 with business as cognitive system, modeled via Media Constellation Diagrams. Leads to Distributed Cognition-Based Method, with Social Feature Extension. Applied to Current Contents subscription photocopied distribution of table of contents. Not everyone wants to be on distribution list, show profiles. http://individual.utoronto.ca/klyons/