7. An instant messaging data processing system comprising: a processor; a messenger configured to support a messaging session; and, business object integration logic running on the processor and comprising program code configured to apply an action to a business object embedded within message text of the chat session from within the messaging session, identify a pronoun in the message text referencing the business object, and visually distinguish the identified pronoun in the message text to draw a correlation between the business object and the pronoun.
10. The system of claim 7 , wherein the messenger is a discussion forum environment, the message text is discussion forum text and the messaging session is a threaded discussion forum.