They were adding social structures and context to the data. Basically adding social software design principles to a large volume of data.
After letting professionals in a company have access to their internal BI data, they made it re-usable for themselves by -adding social structures (iirc indicating past and present people, depts etc., curating it for specific colleagues, forming subgroups around parts of the data) -adding context (iirc linking it to ongoing work, and external developments, adding info on data origin) Thus they started socially filtering the data, with the employee network as social network [[Social netwerk als filter 20060930194648]].