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A catalog server provides a single point of access that allows users to centrally search for information across a distributed network. In other words, it indexes databases, files and information across large network and allows keywords, Boolean and other searches. If you need to provide a comprehensive searching service for your intranet, extranet or even the Internet, a catalog server is a standard solution.
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A software token (a.k.a. soft token) is a piece of a two-factor authentication security device that may be used to authorize the use of computer services. Software tokens are stored on a general-purpose electronic device such as a desktop computer, laptop, PDA, or mobile phone and can be duplicated. (Contrast hardware tokens, where the credentials are stored on a dedicated hardware device and therefore cannot be duplicated — absent physical invasion of the device) Because software tokens are something one does not physically possess, they are exposed to unique threats based on duplication of the underlying cryptographic material - for example, computer viruses and software attacks. Both hardware and software tokens are vulnerable to bot-based man-in-the-middle attacks, or to simple phishing attacks in which the one-time password provided by the token is solicited, and then supplied to the genuine website in a timely manner. Software tokens do have benefits: there is no physical token to carry, they do not contain batteries that will run out, and they are cheaper than hardware tokens. == Security architecture == There are two primary architectures for software tokens: shared secret and public-key cryptography. For a shared secret, an administrator will typically generate a configuration file for each end-user. The file will contain a username, a personal identification number, and the secret. This configuration file is given to the user. The shared secret architecture is potentially vulnerable in a number of areas. The configuration file can be compromised if it is stolen and the token is copied. With time-based software tokens, it is possible to borrow an individual's PDA or laptop, set the clock forward, and generate codes that will be valid in the future. Any software token that uses shared secrets and stores the PIN alongside the shared secret in a software client can be stolen and subjected to offline attacks. Shared secret tokens can be difficult to distribute, since each token is essentially a different piece of software. Each user must receive a copy of the secret, which can create time constraints. Some newer software tokens rely on public-key cryptography, or asymmetric cryptography. This architecture eliminates some of the traditional weaknesses of software tokens, but does not affect their primary weakness (ability to duplicate). A PIN can be stored on a remote authentication server instead of with the token client, making a stolen software token no good unless the PIN is known as well. However, in the case of a virus infection, the cryptographic material can be duplicated and then the PIN can be captured (via keylogging or similar) the next time the user authenticates. If there are attempts made to guess the PIN, it can be detected and logged on the authentication server, which can disable the token. Using asymmetric cryptography also simplifies implementation, since the token client can generate its own key pair and exchange public keys with the server.
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The media engagement framework is a planning framework used by marketing professionals to understand the behavior of social media marketing-based audiences. The construct was introduced in the book, ROI of Social Media. Powell’s background in marketing ROI and Groves' experience and understanding of the applications of social media in business led to a collaboration. Dimos joined as a brand strategist for Litmus Group, a global management consulting firm. The media engagement framework consists of the definitions of personas (Individuals, Consumers and Influencers), referenced by the competitive set or constraint that applies to that persona and the measurement framework that might be applied to those personas. It is referenced at the center of the marketing process diagram, surrounded by the marketing functions of strategy, tactics, metrics and ROI. The marketing process diagram describes how the media engagement framework can apply to any strategic marketing activity but was developed to establish a completely integrated framework describing how both traditional and social media marketing activities can be planned, executed, measured and improved. == Application == The media engagement framework provides a strategic planning construct in which measurements and metrics play a crucial role. Applying the media engagement framework aids in the development and management of an effective online marketing presence leveraging social media to engage a market or audience. By first personifying the audience, the marketer is able to identify the limiting aspect of the engagements possible with that audience segment and then, understand the type of engagement metrics to apply. Each persona makes decisions differently about how he/she acts in the social media universe. A framework metric can be applied for each of these personas: Endorsement funnel for influencers Community engagement funnel for individuals Purchase funnel for consumers Individuals, influencers and consumers make decisions based on alternatives available to them and constraints put on them. To engage with an individual brands must realize they are competing against the time an individual spends on line. If they find something else more engaging, they will engage with that activity. Brands compete against other brands for the purchases of consumers acting in the category. Lastly, influencers have only so many endorsements they can make and therefore brands compete with other endorsers for the endorsement of an influencer. Creating engaging content by keeping target audience in mind like create content that audience find it funny, interesting, and relatable will encourage audience to share it on social networks. Which will be beneficial for you brand, getting more people to know about your business and brand. Contact Digilord to create engaging content for your brand. Use of listening tools (Google Alerts, Twitter Search, SocialMention.com, Veooz.com, Alterian SM2, Radian6, Sysomos, Buzzient etc.) can be employed within the model to help identify the members of the audience segment and to support the formation of other social engagement planning and management tools.
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Social recruiting (social hiring or social media recruitment) is recruiting candidates by using social platforms as talent databases or for advertising. Social recruiting uses social media profiles, blogs, and other Internet sites to find information on candidates. It also uses social media to advertise jobs either through HR vendors or through crowdsourcing where job seekers and others share job openings within their online social networks. Social recruiting's effectiveness and return on investment have been difficult to determine, since applicants do not usually apply through the social channels which first attracted them. In May 2013, Maximum Employment Marketing Group released the Social Recruitment Monitor, which ranks the reach, engagement, and interactivity of employers' social recruiting efforts around the world. == Social recruitment software == The social recruitment software market (a form of e-recruitment) is often included in the wider talent management software sector. Bersin & Associates valued the wider talent management market at over $2bn in 2007. Social recruitment increasingly sits at an intersection of a number of fast-moving areas including social networking, recruitment and now cloud computing. Additionally, mobile recruiting has become another hot topic, especially with the rise in tablet and smartphone usage. In 2012, there was a rise of tech companies using social recruiting applications to find and screen applicants. As more companies saw value in filling jobs by putting them on the social platforms where millions of people spend at least 37 minutes daily, there developed a much larger focus on social recruiting among the talent acquisition community. By mid-2013, many major enterprise companies such as Pepsi, Gap, AIG, and Oracle had begun effectively utilizing social recruiting software, making it clear that large corporations were open to automating or streamlining (and ultimately investing in) their social recruiting processes.
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PagedAttention is an attention algorithm for efficient serving of large language models (LLMs). It was introduced in 2023 by Woosuk Kwon and colleagues in the paper Efficient Memory Management for Large Language Model Serving with PagedAttention, alongside the vLLM serving engine. The method stores the key–value cache used during autoregressive decoding in fixed-size blocks that can be mapped to non-contiguous physical memory, borrowing ideas from virtual memory, paging, and operating system design. == Background == In transformer inference, the key–value cache grows with sequence length and the number of concurrent requests. Kwon et al. argued that earlier serving systems typically reserved contiguous cache regions in advance, which caused reserved space, internal fragmentation, and external fragmentation. In their experiments, the paper reported that the effective memory utilization of previous systems could fall as low as 20.4%. == Description == PagedAttention partitions the cache of each sequence into fixed-size KV blocks. A request's cache is represented as a sequence of logical blocks, while a block table maps those logical blocks to physical GPU-memory blocks. As a result, neighboring logical blocks do not need to be contiguous in physical memory, and new blocks can be allocated on demand as generation proceeds. The design also makes it easier to share cache state across related decoding paths. In vLLM, physical blocks can be reference-counted and shared among requests or branches, with block-granularity copy-on-write used when a shared block must be modified. The original paper applied this design to parallel sampling, beam search, and prompts with shared prefixes. == Mathematical formulation == For a query token i {\displaystyle i} in causal self-attention, the standard attention output can be written as a i j = exp ( q i ⊤ k j / d ) ∑ t = 1 i exp ( q i ⊤ k t / d ) , o i = ∑ j = 1 i a i j v j {\displaystyle a_{ij}={\frac {\exp(\mathbf {q} _{i}^{\top }\mathbf {k} _{j}/{\sqrt {d}})}{\sum _{t=1}^{i}\exp(\mathbf {q} _{i}^{\top }\mathbf {k} _{t}/{\sqrt {d}})}},\;\mathbf {o} _{i}=\sum _{j=1}^{i}a_{ij}\mathbf {v} _{j}} where q i {\displaystyle \mathbf {q} _{i}} , k j {\displaystyle \mathbf {k} _{j}} , and v j {\displaystyle \mathbf {v} _{j}} are the query, key, and value vectors, and d {\displaystyle d} is the attention dimension. If the cache is partitioned into blocks of size B {\displaystyle B} , the key and value blocks may be written as K j = ( k ( j − 1 ) B + 1 , … , k j B ) , V j = ( v ( j − 1 ) B + 1 , … , v j B ) {\displaystyle \mathbf {K} _{j}=(\mathbf {k} _{(j-1)B+1},\ldots ,\mathbf {k} _{jB}),\;\mathbf {V} _{j}=(\mathbf {v} _{(j-1)B+1},\ldots ,\mathbf {v} _{jB})} PagedAttention then performs the computation blockwise: A i j = exp ( q i ⊤ K j / d ) ∑ t = 1 ⌈ i / B ⌉ exp ( q i ⊤ K t / d ) , o i = ∑ j = 1 ⌈ i / B ⌉ V j A i j ⊤ {\displaystyle \mathbf {A} _{ij}={\frac {\exp(\mathbf {q} _{i}^{\top }\mathbf {K} _{j}/{\sqrt {d}})}{\sum _{t=1}^{\lceil i/B\rceil }\exp(\mathbf {q} _{i}^{\top }\mathbf {K} _{t}/{\sqrt {d}})}},\;\mathbf {o} _{i}=\sum _{j=1}^{\lceil i/B\rceil }\mathbf {V} _{j}\mathbf {A} _{ij}^{\top }} where A i j {\displaystyle \mathbf {A} _{ij}} is the vector of attention scores for the j {\displaystyle j} -th KV block. In the formulation given by Kwon et al., this preserves the causal attention calculation while allowing the key and value blocks to reside in non-contiguous physical memory. == Performance and use == The vLLM paper reported that, on its evaluated workloads, the use of PagedAttention and the associated memory-management design improved serving throughput by 2–4× over the compared baselines, including FasterTransformer and Orca, while preserving model outputs. In experiments on OPT-13B with the Alpaca trace, the paper also reported memory savings of 6.1–9.8% for parallel sampling and 37.6–55.2% for beam search through KV-block sharing. A 2024 survey of LLM serving systems described PagedAttention as having become an industry norm in LLM serving frameworks, citing support in TGI, vLLM, and TensorRT-LLM. == Limitations and alternatives == Subsequent work has described trade-offs in the approach. The 2025 vAttention paper argued that PagedAttention requires attention kernels to be rewritten to support paging and increases software complexity, portability issues, redundancy, and execution overhead, proposing instead a memory manager that keeps the cache contiguous in virtual memory while relying on demand paging for physical allocation. === vAttention === Unlike PagedAttention, vAttention does not introduce a different attention rule; it retains the standard attention computation Attention ( q i , K , V ) = softmax ( q i K ⊤ s c a l e ) V . {\displaystyle \operatorname {Attention} (q_{i},K,V)=\operatorname {softmax} \left({\frac {q_{i}K^{\top }}{\mathrm {scale} }}\right)V.} In the notation of Prabhu et al., the key and value tensors for a request seen so far are K , V ∈ R L ′ × ( H × D ) {\displaystyle K,V\in \mathbb {R} ^{L'\times (H\times D)}} , where L ′ {\displaystyle L'} is the context length seen so far, H {\displaystyle H} is the number of KV heads on a worker, and D {\displaystyle D} is the dimension of each KV head. In systems prior to PagedAttention, the K cache (or V cache) at each layer of a worker is typically allocated as a 4D tensor of shape [ B , L , H , D ] , {\displaystyle [B,L,H,D],} where B {\displaystyle B} is batch size and L {\displaystyle L} is the maximum context length supported by the model. vAttention preserves this contiguous virtual-memory view while deferring physical-memory allocation to runtime. A serving framework maintains separate K and V tensors for each layer, so vAttention reserves 2 N {\displaystyle 2N} virtual-memory buffers on a worker, where N {\displaystyle N} is the number of layers managed by that worker. The maximum size of one virtual-memory buffer is B S = B × S , {\displaystyle BS=B\times S,} where S {\displaystyle S} is the maximum size of a single request's per-layer K cache (or V cache) on a worker. The paper defines S = L × H × D × P , {\displaystyle S=L\times H\times D\times P,} where P {\displaystyle P} is the number of bytes needed to store one element. In this formulation, vAttention keeps the KV cache contiguous in virtual memory and relies on demand paging for physical allocation, rather than modifying the attention kernel to operate over non-contiguous KV-cache blocks.
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Media evaluation is a discipline of the external and logical social sciences and centres on the analysis of media content, rating the exposure using a number of pre-designated criteria commonly including tonal value and presence of key messages. It is said to be one of the fastest-growing areas of mass communications research. The International Association for Measurement and Evaluation of Communication (AMEC) is the industry-appointed trade body for companies and individuals involved in research, measurement, and evaluation in editorial media coverage and related communications issues. To be a full member of AMEC, companies must be able to: a) offer comprehensive media evaluation, research, and interpretation services, b) have been in business for at least two years, and c) have a media evaluation turnover of more than £150,000 when applying. In addition, all companies abide by a strict code of ethics and must implement tight quality control procedures. These requirements guarantee that all media evaluation services provided are of the highest caliber. The Commission on Public Relations Measurement & Evaluation is a different organization that was established in 1998 under the direction of the Institute for Public Relations. The Commission's main functions are to set standards and procedures for research and measurement in public relations and to publish authoritative white papers on best practices.
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Social search is a behavior of retrieving and searching on a social searching engine that mainly searches user-generated content such as news, videos and images related search queries on social media like Facebook, LinkedIn, Twitter, Instagram and Flickr. It is an enhanced version of web search that combines traditional algorithms. The idea behind social search is that instead of ranking search results purely based on semantic relevance between a query and the results, a social search system also takes into account social relationships between the results and the searcher. The social relationships could be in various forms. For example, in LinkedIn people search engine, the social relationships include social connections between searcher and each result, whether or not they are in the same industries, work for the same companies, belong the same social groups, and go the same schools, etc. Social search may not be demonstrably better than algorithm-driven search. In the algorithmic ranking model that search engines used in the past, relevance of a site is determined after analyzing the text and content on the page and link structure of the document. In contrast, search results with social search highlight content that was created or touched by other users who are in the Social Graph of the person conducting a search. It is a personalized search technology with online community filtering to produce highly personalized results. Social search takes many forms, ranging from simple shared bookmarks or tagging of content with descriptive labels to more sophisticated approaches that combine human intelligence with computer algorithms. Depending on the feature-set of a particular search engine, these results may then be saved and added to community search results, further improving the relevance of results for future searches of that keyword. The principle behind social search is that human network oriented results would be more meaningful and relevant for the user, instead of computer algorithms deciding the results for specific queries. == Research and implementations == Over the years, there have been different studies, researches and some implementations of Social Search. In 2008, there were a few startup companies that focused on ranking search results according to one's social graph on social networks. Companies in the social search space include Sproose, Mahalo, Jumper 2.0, Scour, Wink, Eurekster, and Delver. Former efforts include Wikia Search. In 2008, a story on TechCrunch showed Google potentially adding in a voting mechanism to search results similar to Digg's methodology. This suggests growing interest in how social groups can influence and potentially enhance the ability of algorithms to find meaningful data for end users. There are also other services like Sentiment that turn search personal by searching within the users' social circles. In 2009, a startup project called HeyStaks (www.heystaks.com) developed a web browser plugin "HayStaks". HeyStaks applies social search through collaboration in web search as a way that leads to better search results. The main motivation for HeyStaks to work on this idea is to provide the user with features that search engines didn't provide at that time. For instance, different searches have indicated that about 70% of the time when user search for something, a friend or a coworker have found it already. Also, studies have shown that approximately, 30% of people who use online search, search for something that they have found before. The startup believe that they help avoid these kind of issues by providing a shared and rich search experience through a list of recommendations that get generated based on search results. In October 2009, Google rolled out its "Social Search"; after a time in beta, the feature was expanded to multiple languages in May 2011. Before the expansion however in 2010 Bing and Google were already taking into account re-tweets and Likes when providing search results. However, after a search deal with Twitter ended without renewal, Google began to retool its Social Search. In January 2012, Google released "Search plus Your World", a further development of Social Search. The feature, which is integrated into Google's regular search as an opt-out feature, pulls references to results from Google+ profiles. The goal was to deliver better, more relevant and personalized search results with this integration. This integration however had some problems in which Google+ still is not wildly adopted or has much usage among many users. Later on, Google was criticized by Twitter for the perceived potential impact of "Search plus Your World" upon web publishers, describing the feature's release to the public as a "bad day for the web", while Google replied that Twitter refused to allow deep search crawling by Google of Twitter's content. By Google integrating Google+, the company was encouraging users to switch to Google's social networking site in order to improve search results. One famous example occurred when Google showed a link to Mark Zuckerberg's dormant Google+ account rather than the active Facebook profile. In November 2014 these accusations started to die down because Google's Knowledge Graph started to finally show links to Facebook, Twitter, and other social media sites. In December 2008, Twitter had re-introduced their people search feature. While the interface had since changed significantly, it allows you to search either full names or usernames in a straight-forward search engine. In January 2013, Facebook announced a new search engine called Graph Search still in the beta stages. The goal was to allow users to prioritize results that were popular with their social circle over the general internet. Facebook's Graph search utilized Facebook's user generated content to target users. Although there have been different researches and studies in social search, social media networks have not vested enough interest in working with search engines. LinkedIn for example has taken steps to improve its own individual search functions in order to stray users from external search engines. Even Microsoft started working with Twitter in order to integrate some tweets into Bing's search results in November 2013. Yet Twitter has its own search engine which points out how much value their data has and why they would like to keep it in house. In the end though social search will never be truly comprehensive of the subjects that matter to people unless users opt to be completely public with their information. == Social discovery == Social discovery is the use of social preferences and personal information to predict what content will be desirable to the user. Technology is used to discover new people and sometimes new experiences shopping, meeting friends or even traveling. The discovery of new people is often in real-time, enabled by mobile apps. However, social discovery is not limited to meeting people in real-time, it also leads to sales and revenue for companies via social media. An example of retail would be the addition of social sharing with music, through the iTunes music store. There is a social component to discovering new music Social discovery is at the basis of Facebook's profitability, generating ad revenue by targeting the ads to users using the social connections to enhance the commercial appeal. == Social search engines == A social search engine in an aspect can be thought of as a search engine that provides an answer for a question from another answer by identifying a person in the answer. That can happen by retrieving a user submitted query and determining that the query is related to the question; and provides an answer, including the link to the resource, as part of search results that are responsive to the query. Few social search engines depend only on online communities. Depending on the feature-set of a particular search engine, these results may then be saved and added to community search results, further improving the relevance of results for future searches of that keyword. Social search engines are considered a part of Web 2.0 because they use the collective filtering of online communities to elevate particularly interesting or relevant content using tagging. These descriptive tags add to the meta data embedded in Web pages, theoretically improving the results for particular keywords over time. A user will generally see suggested tags for a particular search term, indicating tags that have previously been added. An implementation of a social search engine is Aardvark. Aardvark is a social search engine that is based on the "village paradigm" which is about connecting the user who has a question with friends or friends of friends whom can answer his or her question. In Aadvark, a user ask a question in different ways that mostly involves online ways such as instant messaging, email, web input or other non-online ways such as text message or voice. The Aar
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In computing, data transformation is the process of converting data from one format or structure into another format or structure. It is a fundamental aspect of most data integration and data management tasks such as data wrangling, data warehousing, data integration and application integration. Data transformation can be simple or complex based on the required changes to the data between the source (initial) data and the target (final) data. Data transformation is typically performed via a mixture of manual and automated steps. Tools and technologies used for data transformation can vary widely based on the format, structure, complexity, and volume of the data being transformed. A master data recast is another form of data transformation where the entire database of data values is transformed or recast without extracting the data from the database. All data in a well-designed database is directly or indirectly related to a limited set of master database tables by a network of foreign key constraints. Each foreign key constraint is dependent upon a unique database index from the parent database table. Therefore, when the proper master database table is recast with a different unique index, the directly and indirectly related data are also recast or restated. The directly and indirectly related data may also still be viewed in the original form since the original unique index still exists with the master data. Also, the database recast must be done in such a way as to not impact the applications architecture software. When the data mapping is indirect via a mediating data model, the process is also called data mediation. == Data transformation process == Data transformation can be divided into the following steps, each applicable as needed based on the complexity of the transformation required. Data discovery Data mapping Code generation Code execution Data review These steps are often the focus of developers or technical data analysts who may use multiple specialized tools to perform their tasks. The steps can be described as follows: Data discovery is the first step in the data transformation process. Typically the data is profiled using profiling tools or sometimes using manually written profiling scripts to better understand the structure and characteristics of the data and decide how it needs to be transformed. Data mapping is the process of defining how individual fields are mapped, modified, joined, filtered, aggregated etc. to produce the final desired output. Developers or technical data analysts traditionally perform data mapping since they work in the specific technologies to define the transformation rules (e.g. visual ETL tools, transformation languages). Code generation is the process of generating executable code (e.g. SQL, Python, R, or other executable instructions) that will transform the data based on the desired and defined data mapping rules. Typically, the data transformation technologies generate this code based on the definitions or metadata defined by the developers. Code execution is the step whereby the generated code is executed against the data to create the desired output. The executed code may be tightly integrated into the transformation tool, or it may require separate steps by the developer to manually execute the generated code. Data review is the final step in the process, which focuses on ensuring the output data meets the transformation requirements. It is typically the business user or final end-user of the data that performs this step. Any anomalies or errors in the data that are found and communicated back to the developer or data analyst as new requirements to be implemented in the transformation process. == Types of data transformation == === Batch data transformation === Traditionally, data transformation has been a bulk or batch process, whereby developers write code or implement transformation rules in a data integration tool, and then execute that code or those rules on large volumes of data. This process can follow the linear set of steps as described in the data transformation process above. Batch data transformation is the cornerstone of virtually all data integration technologies such as data warehousing, data migration and application integration. When data must be transformed and delivered with low latency, the term "microbatch" is often used. This refers to small batches of data (e.g. a small number of rows or a small set of data objects) that can be processed very quickly and delivered to the target system when needed. === Benefits of batch data transformation === Traditional data transformation processes have served companies well for decades. The various tools and technologies (data profiling, data visualization, data cleansing, data integration etc.) have matured and most (if not all) enterprises transform enormous volumes of data that feed internal and external applications, data warehouses and other data stores. === Limitations of traditional data transformation === This traditional process also has limitations that hamper its overall efficiency and effectiveness. The people who need to use the data (e.g. business users) do not play a direct role in the data transformation process. Typically, users hand over the data transformation task to developers who have the necessary coding or technical skills to define the transformations and execute them on the data. This process leaves the bulk of the work of defining the required transformations to the developer, which often in turn do not have the same domain knowledge as the business user. The developer interprets the business user requirements and implements the related code/logic. This has the potential of introducing errors into the process (through misinterpreted requirements), and also increases the time to arrive at a solution. This problem has given rise to the need for agility and self-service in data integration (i.e. empowering the user of the data and enabling them to transform the data themselves interactively). There are companies that provide self-service data transformation tools. They are aiming to efficiently analyze, map and transform large volumes of data without the technical knowledge and process complexity that currently exists. While these companies use traditional batch transformation, their tools enable more interactivity for users through visual platforms and easily repeated scripts. Still, there might be some compatibility issues (e.g. new data sources like IoT may not work correctly with older tools) and compliance limitations due to the difference in data governance, preparation and audit practices. === Interactive data transformation === Interactive data transformation (IDT) is an emerging capability that allows business analysts and business users the ability to directly interact with large datasets through a visual interface, understand the characteristics of the data (via automated data profiling or visualization), and change or correct the data through simple interactions such as clicking or selecting certain elements of the data. Although interactive data transformation follows the same data integration process steps as batch data integration, the key difference is that the steps are not necessarily followed in a linear fashion and typically don't require significant technical skills for completion. There are a number of companies that provide interactive data transformation tools, including Trifacta, Alteryx and Paxata. They are aiming to efficiently analyze, map and transform large volumes of data while at the same time abstracting away some of the technical complexity and processes which take place under the hood. Interactive data transformation solutions provide an integrated visual interface that combines the previously disparate steps of data analysis, data mapping and code generation/execution and data inspection. That is, if changes are made at one step (like for example renaming), the software automatically updates the preceding or following steps accordingly. Interfaces for interactive data transformation incorporate visualizations to show the user patterns and anomalies in the data so they can identify erroneous or outlying values. Once they've finished transforming the data, the system can generate executable code/logic, which can be executed or applied to subsequent similar data sets. By removing the developer from the process, interactive data transformation systems shorten the time needed to prepare and transform the data, eliminate costly errors in the interpretation of user requirements and empower business users and analysts to control their data and interact with it as needed. == Transformational languages == There are numerous languages available for performing data transformation. Many transformation languages require a grammar to be provided. In many cases, the grammar is structured using something closely resembling Backus–Naur form (BNF). There are numerous languages
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In machine learning, a neural scaling law is an empirical scaling law that describes how neural network performance changes as key factors are scaled up or down. These factors typically include the number of parameters, training dataset size, and training cost. Some models also exhibit performance gains by scaling inference through increased test-time compute (TTC), extending neural scaling laws beyond training to the deployment phase. == Introduction == In general, a deep learning model can be characterized by four parameters: model size, training dataset size, training cost, and the post-training error rate (e.g., the test set error rate). Each of these variables can be defined as a real number, usually written as N , D , C , L {\displaystyle N,D,C,L} (respectively: parameter count, dataset size, computing cost, and loss). A neural scaling law is a theoretical or empirical statistical law between these parameters. There are also other parameters with other scaling laws. === Size of the model === In most cases, the model's size is simply the number of parameters. However, one complication arises with the use of sparse models, such as mixture-of-expert models. With sparse models, during inference, only a fraction of their parameters are used. In comparison, most other kinds of neural networks, such as transformer models, always use all their parameters during inference. === Size of the training dataset === The size of the training dataset is usually quantified by the number of data points within it. Larger training datasets are typically preferred, as they provide a richer and more diverse source of information from which the model can learn. This can lead to improved generalization performance when the model is applied to new, unseen data. However, increasing the size of the training dataset also increases the computational resources and time required for model training. With the "pretrain, then finetune" method used for most large language models, there are two kinds of training dataset: the pretraining dataset and the finetuning dataset. Their sizes have different effects on model performance. Generally, the finetuning dataset is less than 1% the size of pretraining dataset. In some cases, a small amount of high quality data suffices for finetuning, and more data does not necessarily improve performance. Many scaling laws, due to their inherent diminishing returns nature, value data based on a submodular set function which was shown in a paper on this topic. === Cost of training === Training cost is typically measured in terms of time (how long it takes to train the model) and computational resources (how much processing power and memory are required). It is important to note that the cost of training can be significantly reduced with efficient training algorithms, optimized software libraries, and parallel computing on specialized hardware such as GPUs or TPUs. The cost of training a neural network model is a function of several factors, including model size, training dataset size, the training algorithm complexity, and the computational resources available. In particular, doubling the training dataset size does not necessarily double the cost of training, because one may train the model for several times over the same dataset (each being an "epoch"). === Performance === The performance of a neural network model is evaluated based on its ability to accurately predict the output given some input data. Common metrics for evaluating model performance include: Negative log-likelihood per token (logarithm of perplexity) for language modeling; Accuracy, precision, recall, and F1 score for classification tasks; Mean squared error (MSE) or mean absolute error (MAE) for regression tasks; Elo rating in a competition against other models, such as gameplay or preference by a human judge. Performance can be improved by using more data, larger models, different training algorithms, regularizing the model to prevent overfitting, and early stopping using a validation set. When the performance is a number bounded within the range of [ 0 , 1 ] {\displaystyle [0,1]} , such as accuracy, precision, etc., it often scales as a sigmoid function of cost, as seen in the figures. == Examples == === (Hestness, Narang, et al, 2017) === The 2017 paper is a common reference point for neural scaling laws fitted by statistical analysis on experimental data. Previous works before the 2000s, as cited in the paper, were either theoretical or orders of magnitude smaller in scale. Whereas previous works generally found the scaling exponent to scale like L ∝ D − α {\displaystyle L\propto D^{-\alpha }} , with α ∈ { 0.5 , 1 , 2 } {\displaystyle \alpha \in \{0.5,1,2\}} , the paper found that α ∈ [ 0.07 , 0.35 ] {\displaystyle \alpha \in [0.07,0.35]} . Of the factors they varied, only task can change the exponent α {\displaystyle \alpha } . Changing the architecture optimizers, regularizers, and loss functions, would only change the proportionality factor, not the exponent. For example, for the same task, one architecture might have L = 1000 D − 0.3 {\displaystyle L=1000D^{-0.3}} while another might have L = 500 D − 0.3 {\displaystyle L=500D^{-0.3}} . They also found that for a given architecture, the number of parameters necessary to reach lowest levels of loss, given a fixed dataset size, grows like N ∝ D β {\displaystyle N\propto D^{\beta }} for another exponent β {\displaystyle \beta } . They studied machine translation with LSTM ( α ∼ 0.13 {\displaystyle \alpha \sim 0.13} ), generative language modelling with LSTM ( α ∈ [ 0.06 , 0.09 ] , β ≈ 0.7 {\displaystyle \alpha \in [0.06,0.09],\beta \approx 0.7} ), ImageNet classification with ResNet ( α ∈ [ 0.3 , 0.5 ] , β ≈ 0.6 {\displaystyle \alpha \in [0.3,0.5],\beta \approx 0.6} ), and speech recognition with two hybrid (LSTMs complemented by either CNNs or an attention decoder) architectures ( α ≈ 0.3 {\displaystyle \alpha \approx 0.3} ). === (Henighan, Kaplan, et al, 2020) === A 2020 analysis studied statistical relations between C , N , D , L {\displaystyle C,N,D,L} over a wide range of values and found similar scaling laws, over the range of N ∈ [ 10 3 , 10 9 ] {\displaystyle N\in [10^{3},10^{9}]} , C ∈ [ 10 12 , 10 21 ] {\displaystyle C\in [10^{12},10^{21}]} , and over multiple modalities (text, video, image, text to image, etc.). In particular, the scaling laws it found are (Table 1 of ): For each modality, they fixed one of the two C , N {\displaystyle C,N} , and varying the other one ( D {\displaystyle D} is varied along using D = C / 6 N {\displaystyle D=C/6N} ), the achievable test loss satisfies L = L 0 + ( x 0 x ) α {\displaystyle L=L_{0}+\left({\frac {x_{0}}{x}}\right)^{\alpha }} where x {\displaystyle x} is the varied variable, and L 0 , x 0 , α {\displaystyle L_{0},x_{0},\alpha } are parameters to be found by statistical fitting. The parameter α {\displaystyle \alpha } is the most important one. When N {\displaystyle N} is the varied variable, α {\displaystyle \alpha } ranges from 0.037 {\displaystyle 0.037} to 0.24 {\displaystyle 0.24} depending on the model modality. This corresponds to the α = 0.34 {\displaystyle \alpha =0.34} from the Chinchilla scaling paper. When C {\displaystyle C} is the varied variable, α {\displaystyle \alpha } ranges from 0.048 {\displaystyle 0.048} to 0.19 {\displaystyle 0.19} depending on the model modality. This corresponds to the β = 0.28 {\displaystyle \beta =0.28} from the Chinchilla scaling paper. Given fixed computing budget, optimal model parameter count is consistently around N o p t ( C ) = ( C 5 × 10 − 12 petaFLOP-day ) 0.7 = 9.0 × 10 − 7 C 0.7 {\displaystyle N_{opt}(C)=\left({\frac {C}{5\times 10^{-12}{\text{petaFLOP-day}}}}\right)^{0.7}=9.0\times 10^{-7}C^{0.7}} The parameter 9.0 × 10 − 7 {\displaystyle 9.0\times 10^{-7}} varies by a factor of up to 10 for different modalities. The exponent parameter 0.7 {\displaystyle 0.7} varies from 0.64 {\displaystyle 0.64} to 0.75 {\displaystyle 0.75} for different modalities. This exponent corresponds to the ≈ 0.5 {\displaystyle \approx 0.5} from the Chinchilla scaling paper. It's "strongly suggested" (but not statistically checked) that D o p t ( C ) ∝ N o p t ( C ) 0.4 ∝ C 0.28 {\displaystyle D_{opt}(C)\propto N_{opt}(C)^{0.4}\propto C^{0.28}} . This exponent corresponds to the ≈ 0.5 {\displaystyle \approx 0.5} from the Chinchilla scaling paper. The scaling law of L = L 0 + ( C 0 / C ) 0.048 {\displaystyle L=L_{0}+(C_{0}/C)^{0.048}} was confirmed during the training of GPT-3 (Figure 3.1 ). === Chinchilla scaling (Hoffmann, et al, 2022) === One particular scaling law ("Chinchilla scaling") states that, for a large language model (LLM) autoregressively trained for one epoch, with a cosine learning rate schedule, we have: { C = C 0 N D L = A N α + B D β + L 0 {\displaystyle {\begin{cases}C=C_{0}ND\\L={\frac {A}{N^{\alpha }}}+{\frac {B}{D^{\beta }}}+L_{0}\end{cases}}} where the variables are C {\displaystyle C} is the cost o
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Stegomalware is a form of malicious software that leverages steganography techniques to conceal its code, configuration data, or command-and-control (C&C) communications within seemingly benign digital media such as images, audio files, videos, documents, or network traffic. It typically embeds encrypted or obfuscated payloads into digital media and only extracts and executes them at runtime, which makes traditional signature-based and sandbox-based detection significantly more difficult. Stegomalware has been observed in attacks ranging from advanced persistent threats (APTs) to financially motivated cybercrime, and is now the subject of dedicated academic surveys, research projects, and international law-enforcement initiatives. The key distinction between stegomalware and traditional obfuscated malware lies in the encoding location. After obfuscation, malicious code remains present within the executable and can theoretically be discovered through static analysis. In contrast, stegomalware hides the payload entirely within a cover medium (image, audio, etc.), remaining invisible until the malware dynamically extracts and executes it at runtime. == History == The term stegomalware was formally introduced by researchers Águila, Laskov, and others in the context of mobile malware and presented at the Inscrypt (Information Security and Cryptology) conference in 2014. This marked the first academic formalization of the concept, though earlier work had already identified that botnets and mobile malware could use steganography and covert channels for command-and-control communication over probabilistically unobservable channels. Since its introduction, stegomalware has evolved from a theoretical concern to a documented threat. In 2011, the APT operation known as "Operation Shady RAT" became one of the first documented cases of stegomalware in the wild, using digital images to hide Internet Protocol addresses and command-and-control server addresses. The same year, the Duqu malware (targeting industrial manufacturers) embedded victim data into JPEG image files before exfiltration, making the data transfer virtually undetectable to network-level security tools. From 2014 onwards, stegomalware became more prevalent in organized cybercrime and advanced persistent threat campaigns. Notable examples include Zeus/Zbot, which masked configuration data in images; Gatak/Stegoloader, which hid shellcode in PNG files; TeslaCrypt, which embedded C&C commands in JPEGs; and Cerber, which concealed ransomware payloads within images. By the 2010s, stegomalware had become established as a preferred evasion technique for espionage, financial theft, and ransomware distribution campaigns. Recent surveys (2020–2025) document that stegomalware has increasingly been exploited by adversaries targeting banks, enterprises, government agencies, educational institutions, and internet users via malvertising campaigns. The technique is now considered a sophisticated method of attack worthy of dedicated international law-enforcement attention. == Technical Characteristics and Definitions == Stegomalware operates through a three-component architecture: Stegotext (R): An innocent-looking digital asset (image, audio file, etc.) into which the malicious payload is embedded. Secret key (sk): A key used by the embedding and extraction algorithms, typically hardcoded into the malware. Payload (p): The actual malicious code, configuration data, or C&C commands hidden within the stegotext. The malware extracts the payload at runtime using the secret key and either executes it directly or uses it to download additional stages of the attack. Stegomalware can be classified into several types based on deployment method: Type 0 (Autonomous): Both the stegotext and extraction algorithm are embedded within the malware application itself. The malicious payload is extracted and executed locally without external communication. Type I (Update): The stegotext and secret key are downloaded from a remote server at runtime; only the extraction algorithm is included in the malware. This variant is more flexible, allowing attackers to push updated payloads. Type II (External Algorithm): Neither the stegotext nor the extraction algorithm are distributed with the malware; both are fetched from an attacker-controlled infrastructure, providing maximum flexibility and evasion. == Steganography techniques == === Spatial domain methods === Stegomalware predominantly uses steganographic methods designed for images, as images are the most common cover medium in the wild. The most basic spatial domain technique is Least Significant Bit (LSB) substitution, which replaces the least significant bits of pixel color values with payload bits. While simple and easy to implement, LSB is also relatively easy to detect through statistical analysis. More sophisticated spatial domain techniques include: HUGO (High Undetectable steGO) (2010): Minimizes detectable distortion by distributing the payload across multiple pixels, achieving embedding capacity with reduced statistical footprint. WOW (Wavelet Obtained Weights) (2012): Embeds data preferentially in textured regions of images where modifications are less perceptually noticeable. UNIWARD (Universal Wavelet Relative Distortion) (2014): Uses a universal distortion function applicable to multiple image formats, balancing payload capacity with undetectability. HILL (2014): Applies high-pass and low-pass filters to identify robust embedding regions. MiPOD (Minimizing the Power of Optimal Detector) (2016): Designed to minimize the power of theoretical optimal steganalysis detectors. === Transform domain methods === Transform domain techniques convert images into the frequency domain (e.g., using DCT or DWT) before embedding, allowing for more robust hiding in JPEG and other compressed formats: Embedding in DCT coefficients (used in JPEG compression) Embedding in DWT coefficients (used in lossless formats) Spread spectrum techniques, which distribute the payload across many frequency components Transform domain methods are generally more resistant to noise, compression, and image transformations than spatial methods. === Generative adversarial network (GAN) methods === Recent advances in machine learning have introduced GAN-based steganography, where a generative model produces stego images that minimize detectable artifacts: SGAN (Steganographic GAN) (2017): First GAN applied to steganography, using a generator, discriminator, and steganalysis network. ASDL-GAN (2017): Performs automatic steganographic distortion learning at the pixel level. SteganoGAN (2019): Improves upon earlier GAN models, achieving higher embedding capacity and robustness. HiGAN (Hiding Images GAN) (2020): Enables hiding one image within another while maintaining visual plausibility. GAN-based approaches are more resilient to standard steganalysis attacks but remain an emerging threat requiring further research. == Notable malware campaigns == Stegomalware has been documented in numerous high-profile cyber attacks and campaigns. Notable examples include: Operation Shady RAT (2011): Used digital images to hide command-and-control server addresses in targeted espionage. Duqu (2011): Embedded victim data into JPEG files to exfiltrate industrial control system information. Zeus/Zbot (2014): Masked banking configuration data inside JPEG files exploited via malvertising. Gatak/Stegoloader (2015): Hid shellcode in PNG files for software licensing attacks and bot command execution. TeslaCrypt (2015): Embedded C&C commands and ransomware keys in JPEG images. Cerber (2016): Concealed executable ransomware code in JPEG files distributed via phishing. DNSChanger (2016): Embedded malicious code in PNG files for DNS hijacking campaigns. Sundown Exploit Kit (2017): Distributed exploit code in PNG files via malvertising. AdGholas (2017): Used JPEG steganography to distribute ransomware via malvertising. Synccrypt (2017): Hidden ransomware components in JPEG-steganographic encrypted archives. ZeroT/PlugX (2017): Hid Remote Access Trojan payloads in BMP files for espionage. Loki Bot (2018): Concealed malware installers in JPEG and video files. Waterbug (APT28) (2019): Injected malicious DLLs into WAV audio files. Shlayer (macOS adware) (2019): Hid malicious URLs in JPEG files via malvertising. === Attack vectors === The most common attack vectors for stegomalware include: Phishing emails with malicious attachments or links Malvertising campaigns using malicious banner advertisements Exploit kits through compromised or malicious websites Legitimate application vulnerabilities (e.g., watering-hole attacks) Fake software distribution (cracked software, keygen tools) === Exploitation stages === Stegomalware typically serves one or more roles in attack lifecycles: Payload delivery: Stego images contain full executable code or shellcode. C&C communication: Hidden data contains server addresses or command instructio
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A thirst trap is a type of social media post intended to entice viewers sexually. It refers to a viewer's "thirst", a colloquialism likening sexual frustration to dehydration, implying desperation, with the afflicted individual being described as "thirsty". The phrase entered into the lexicon in the late 1990s, but is most related to Internet slang that developed in the early 2010s. Its meaning has changed over time, previously referring to a graceless need for approval, affection or attention. == History == The term thirst trap originated within selfie culture, though its precise origins remain unclear. An early use of the phrase with reference to dehydration appears in the 1999 book Running for Dummies by Florence Griffith Joyner and John Hanc, where it referred to the deceptive sensation of thirst being quenched after initial fluid intake, advising continued hydration to avoid the so-called "thirst trap." The modern usage of thirst trap resurfaced around 2011 on platforms such as Twitter and Urban Dictionary, coinciding with the growing popularity of Snapchat, Instagram, and dating apps like Tinder and Grindr. In 2011, Urban Dictionary defined it as "any statement used to intentionally create attention or 'thirst'." By 2018, the term had entered mainstream discourse, appearing in outlets such as The New York Times and GQ without the need for explanation. == Usage of the term == Often, the term thirst trap describes an attractive picture of an individual that they post online. Thirst trap can also describe a digital heartthrob. For instance, former Canadian prime minister Justin Trudeau has been described as a political thirst trap. It has also been described as a modern form of "fishing for compliments". == Motivation == Thirst trapping may be driven by a variety of motives. Individuals often seek attention through "likes" and comments on social media, which can offer a temporary sense of validation and improved self-esteem. It can also serve as an outlet for expressing one's sexuality or enhancing a personal brand. In some cases, sharing such content may provide financial gain. Others might post thirst traps to cope with emotional distress, such as after breakup, or to spite a former lover. Sharing a thirst trap has also been used as a way to connect in times of social isolation (e.g. COVID-19 pandemic). From a physiological standpoint, endorphins and neurotransmitters like oxytocin and dopamine are released during sexual contact. It has been speculated outside of the academic setting that sharing and engaging with thirst traps may elicit similar pleasure responses. == Methodology == Methodologies have developed to take an optimal thirst trap photo. Reporting for Vice magazine, Graham Isador found several of his social network contacts spent a lot of time considering how to take the best photo and what text they should use. They considered angles and lighting. Sometimes they made use of the self-timer feature available on some cameras. Often, body parts are put on display without being too explicit (e.g. bulges of male genitalia, breast cleavage, abdominal muscles, pectoral muscles, backs, buttocks). Often, the thirst trap is accompanied by a caption. For instance, in October 2019, actress Tracee Ellis Ross posted bikini pictures on Instagram with a caption that included the message: "I've worked so hard to feel good in my skin and to build a life that truly matches me and I'm in it and it feels good. ... No filter, no retouch 47 year old thirst trap! Boom!" On Instagram, #ThirstTrapThursdays is a popular tag. Followers reply in turn after a posting. == Variations == "Gatsbying" is a variation of the thirst trap, where one puts posts on social media to attract the attention of a particular individual. The term alludes to the novel The Great Gatsby where the character Jay Gatsby would throw extravagant parties to attract the attention of his love interest, Daisy. "Instagrandstanding" is an alternative name for this. "Wholesome trapping" has developed, where one posts pictures of more meaningful aspects of life, such as spending time with friends or doing outdoor activities. == Criticism == Psychotherapist Lisa Brateman has criticized thirst traps as an unhealthy method of receiving external validation. This desire for external validation can be addictive. Thirst traps can cause pressure to maintain a good physical appearance, and therefore cause self-esteem issues. Additionally, thirst traps are often highly choreographed and thus present a distorted perception of reality. The manufacturing of thirst traps can be limited when one enters a relationship or with time as the body ages. In some cases, thirst traps can lead to harassment and online bullying. In April 2020, model Chrissy Teigen posted a video of herself wearing a black one-piece swimsuit, and she received a multitude of negative comments that constituted bullying and body shaming.
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Embedded analytics enables organisations to integrate analytics capabilities into their own, often software as a service, applications, portals, or websites. This differs from embedded software and web analytics (also commonly known as product analytics). This integration typically provides contextual insights, quickly, easily and conveniently accessible since these insights should be present on the web page right next to the other, operational, parts of the host application. Insights are provided through interactive data visualisations, such as charts, diagrams, filters, gauges, maps and tables often in combination as dashboards embedded within the system. This setup enables easier, in-depth data analysis without the need to switch and log in between multiple applications. Embedded analytics is also known as customer facing analytics. Embedded analytics is the integration of analytic capabilities into a host, typically browser-based, business-to-business, software as a service, application. These analytic capabilities would typically be relevant and contextual to the use-case of the host application. == History == The term "embedded analytics" was first used by Howard Dresner: consultant, author, former Gartner analyst and inventor of the term "business intelligence" said Howard Dresner while he was working for Hyperion Solutions, a company that Oracle bought in 2007. Oracle started then to use the term "embedded analytics" at their press release for Oracle Rapid Planning on 2009 . == Considerations with embedded analytics == When evaluating embedding analytics, consideration would normally be given to integration at various levels, these would likely include: security integration, data integration, application logic integration, business rules integration, and user experience integration. This is in contrast to traditional BI, which expects users to leave their workflow applications to look at data insights in a separate set of tools. This immediacy makes embedded analytics much more intuitive and likely to be valued by users. A December 2016 report from Nucleus Research found that using BI tools, which require toggling between applications, can take up as much as 1–2 hours of an employee's time each week, whereas embedded analytics eliminate the need to toggle between apps.
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Bitstrips, Inc. was a Canadian media and technology company based in Toronto, founded in 2007 by Jacob Blackstock, David Kennedy, Shahan Panth, Dorian Baldwin, and Jesse Brown. The company created and offered a web application, Bitstrips.com, which allowed users to create comic strips using personalized avatars, and preset templates and poses. Brown and Blackstock explained that the service was meant to enable self-expression without the need to have artistic skills. Bitstrips was first presented in 2008 at South by Southwest in Austin, Texas, and the service later piloted and launched a version designed for use as educational software. The service achieved increasing prominence following the launch of versions for Facebook and mobile platforms. In 2014, Bitstrips launched a spin-off app known as Bitmoji, which allows users to create personalized stickers for use in instant messaging. In July 2016, Snapchat Inc. announced that it had acquired the company; the Bitstrips comic service was shut down, but Bitmoji remains operational, and has subsequently been given greater prominence within Snapchat's overall platform. == History == Bitstrips was co-developed by Toronto-based comic artist Jacob Blackstock and his high school friend, journalist Jesse Brown. The service was originally envisioned as a means to allow anyone to create their own comic strip without needing artistic skills. Brown explained that "it's so difficult and time-consuming to tell a story in comic book form, drawing the same characters again and again in these tiny little panels, and just the amount of craftsmanship required. And even if you can do it well, which I never could, it takes years to make a story." Brown stated that the service would be "groundwork for a whole new way to communicate", and went as far as describing the service as being a "YouTube for comics". Blackstock explained that the concept of Bitstrips was influenced by his own use of comics as a form of socialization; a student, Blackstock and his friends drew comics featuring each other and shared them during classes. He felt that Bitstrips was a "medium for self-expression", stating that "It's not just about you making the comics, but since you and your friends star in these comics, it's like you're the medium. The visual nature of comics just speaks so much louder than text." The service was publicly unveiled at South by Southwest in 2008. In 2009, the service introduced a version oriented towards the educational market, Bitstrips for Schools, which was initially piloted at a number of schools in Ontario. The service was praised by educators for being engaging to students, especially within language classes. Brown noted that students were using the service to create comics outside of class as well, stating that it was "so gratifying and shocking what people do with your tool to make their own stories in ways that you never would have anticipated. Some of them are just brilliant." In December 2012, Bitstrips launched a version for Facebook; by July 2013, Bitstrips had 10 million unique users on Facebook, having created over 50 million comics. In October 2013, Bitstrips launched a mobile app; in two months, Bitstrips became a top-downloaded app in 40 countries, and over 30 million avatars had been created with it. In November 2013, Bitstrips secured a round of funding from Horizons Ventures and Li Ka-shing. In October 2014, Bitstrips launched Bitmoji, a spin-off app that allows users to create stickers featuring Bitstrips characters in various templates. In July 2016, following unconfirmed reports earlier in the year, Snapchat Inc. announced that it had acquired Bitstrips. The company's staff continue to operate out of Toronto, but the original Bitstrips comic service was shut down in favour of focusing exclusively on Bitmoji, leaving many Bitstrips users to call for a reboot of the comic service.
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Social advertising is advertising that relies on social information or networks in generating, targeting, and delivering marketing communications. Many current examples of social advertising use a particular Internet service to collect social information, establish and maintain relationships with consumers, and for delivering communications. For example, the advertising platforms provided by Google, Twitter, and Facebook involve targeting and presenting ads based on relationships articulated on those same services. Social advertising can be part of a broader social media marketing strategy designed to connect with consumers. == Social targeting == Since a pair of consumers connected via a relationship are more likely to be similar than an unconnected pair, information about such relationships can be used to infer characteristics of consumers useful for targeting. For example, predictions of an individual's home location can be improved using geographic information about their peers. Existing advertising platforms can allow advertisers to explicitly target the peers (e.g., Facebook friends, Twitter followers) of consumers who have a known affiliation with their brand. Thus, one way social advertising is expected to be effective is because social networks encode information about unobserved characteristics of consumers, including their susceptibility to adopt a product and to influence their peers to adopt. Social advertisement targets audiences' demographics based on customers browsing histories. This helped companies understand users' interests and target a specific group of users. Whether it is location or personal interest, different categories of companies can make the consumers on social media rely heavily on their advertisements. This is one of the reasons why social advertising has grown over time. Targeting their audience to real life stakeholders generally increase the attention of the advertised deal which brings up more profits for companies. Subsequently, the psychological effects that social media gives off to its users play a huge role in advertisement companies keeping their customers online. One of the main reasons users rely on social media is because it's a source of entertainment that provides them with a feeling of inclusiveness. In making the customers feel the inclusiveness, social advertising targeting a specific group of users is presented as if these advertisements are customized for the users in their perspective making them feel the attention that they do not often feel in the real world. You can use Social signals checker tool to find more information about links. Social signals are metrics that measure how much people interact with your content on social media. From likes, to shares, to comments; each of these signals contributes to an overall number that tells search engines like Google how much people like your content. The more social signals your website gets, the more likely it is to rank higher in Google. The reason for this is two-fold. First, social media is used by millions of people every day, and if your content is being shared and interacted with on these sites, it shows that it’s worthy of being seen. And second, social media sites are highly trusted by Google. So if you can get your content seen and interacted with on these platforms, you’ll be off to a great start. == Social cues in advertisements == Social ads often include information about the affiliation of a peer with an advertised entity. For example, a social ad might indicate a friend has endorsed a product, highly rated a restaurant, or watched a particular film. In fact, some definitions make these personalized social signals a necessary condition for the advertising being social advertising. Inclusion of personalized social signals creates a channel for social influence. Experiments that remove peers' names or images from social advertisements provide evidence that their presence increases proximal outcomes (e.g., clicks on advertisements). This is technically how trends are started on social media. Since social media links a single profile to thousands of other accounts some being real-life friends or even acquaintances, the opinions and the bias a user has for other users who are also a customer of an advertisement on the feed can heavily affect whether to click on the advertisement or not. Once this pattern continues, the brand benefits from increased customers, profit, and attention. Social networking can spread rapidly because 71 percent of the world's population contributes and uses social media which means social advertising gives companies a better marketing technique than a physical poster advertisement. == Word of mouth == Advertisers often attempt to use word of mouth to affect consumers and their decisions to adopt products and services. Ads and other inducements targeted at a seed set of individuals can be designed to produce a larger cascade of adoption through influence. Businesses are also using social media to attempt to identify and persuade influential consumers to spread positive messages about their products or services. Consequently, not only on social platforms but also in physical settings, users start talking to each other. When individuals develop an intimate relationship with each other, it is quite heavily based on shared characteristics, interests, and personalities. If one social media user becomes a regular customer to a well-known company that advertises often, there is a higher chance that all the other people who have intimate relationships with that one customer will be exposed to the online advertisement more than another user who might be completely new to a brand that is being advertised on screen. In reality, this happens to not only one user but to most of the users which mean a single brand advertisement online can have to potential of being talked about between billions and trillions of people all around the globe. == Relationship marketing == To accurately conduct relationship marketing, businesses must develop and manage six marketplaces: internal, customer, referral, supplier, influencer and employee. To maintain relationship marketing, customers often see social media influencers getting free sponsorships or PR boxes just to advertise their products. At times, users who become customers through these social influencers will get a better deal than regular customers which stands as a very commonly used marketing technique. By doing this, users think they are receiving special treatment when in reality it very much benefits social influencers and brands. Especially for brands that are just starting, they use this marketing technique so that their names can be out there, and people will start talking, which is their initial goal.
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Social media use by businesses includes a range of applications. Although social media accessed via desktop computers offer an online shopping variety of opportunities for companies in a wide range of business sectors, mobile social media, which users can access when they are "on the go" via tablet computers or smartphones, benefit companies because of the location- and time-sensitive awareness of their users. Mobile social media tools can be used for marketing research, communication, sales promotions/discounts, informal employee learning/organizational development, relationship development/loyalty programs, and e-commerce. Marketing research: Mobile social media applications provide companies data about offline consumer movements at a level of detail that was previously accessible to online companies only. These applications allow any business to know the exact time a customer who uses social media entered one of its locations, as well as know the social media comments made during the visit. Communication: Mobile social media communication takes two forms: company-to-consumer (in which a company may establish a connection to a consumer based on its location and provide reviews about locations nearby) and user-generated content. For example, McDonald's offered $5 and $10 gift-cards to 100 users randomly selected among those checking in at one of its restaurants. This promotion increased check-ins by 33% (from 2,146 to 2,865), resulted in over 50 articles and blog posts, and prompted several hundred thousand news feeds and Twitter messages. Sales promotions and discounts: Although customers have had to use printed coupons in the past, mobile social media allows companies to tailor promotions to specific users at specific times. For example, when launching its California-Cancun service, Virgin America offered users who checked in through Loopt at one of three designated taco trucks in San Francisco or Los Angeles between 11 a.m. and 3 p.m. on 31 August 2010, two tacos for $1 and two flights to Cancun or Cabo for the price of one. This special promotion was only available to people who were at a certain location at a certain time. Relationship development and loyalty programs: In order to increase long-term relationships with customers, companies can develop loyalty programs that allow customers who check-in via social media regularly at a location to earn discounts or perks. For example, American Eagle Outfitters remunerates such customers with a tiered 10%, 15%, or 20% discount on their total purchase. Informal employee learning/organizational development is facilitated by social media. Technologies such as blogs, wiki pages, web forums, social networks and other social media act as technology enhanced learning (TEL) tools, and their users perceive change in organizational structure, culture and knowledge management. The prerequisite for the successful use of social media are motivated employees who want to use the new technologies. It is central for companies to understand the factors that determine the willingness to use social media. Customer service and support: A company can gain cost savings and increase revenue and customer satisfaction by using social media platforms in customer service and support. By using social media tools, company's have easy and widescale contact to its customers and simultaneously increase their brand knowledge. E-commerce: Social media sites are increasingly implementing marketing-friendly strategies, creating platforms that are mutually beneficial for users, businesses, and the networks themselves in the popularity and accessibility of e-commerce, or online purchases. The user who posts their comments about a company's product or service benefits because they are able to share their views with their online friends and acquaintances. The company benefits because it obtains insight (positive or negative) about how their product or service is viewed by consumers. Mobile social media applications such as Amazon.com and Pinterest have started to influence an upward trend in the popularity and accessibility of e-commerce. E-commerce businesses may refer to social media as consumer-generated media (CGM). A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value for the business or organization that is using it. People obtain valuable information, education, news, and other data from electronic and print media. Social media are distinct from industrial and traditional media such as newspapers, magazines, television, and film as they are comparatively inexpensive marketing tools and are highly accessible. They enable anyone, including private individuals, to publish or access information easily. Industrial media generally require significant resources to publish information, and in most cases the articles go through many revisions before being published. This process adds to the cost and the resulting market price. Originally social media was only used by individuals, but now it is used by both businesses and nonprofit organizations and also in government and politics. One characteristic shared by both social and industrial media is the capability to reach small or large audiences; for example, either a blog post or a television show may reach no people or millions of people. Some of the properties that help describe the differences between social and industrial media are: Quality: In industrial (traditional) publishing—mediated by a publisher—the typical range of quality is substantially narrower (skewing to the high quality side) than in niche, unmediated markets like user-generated social media posts. The main challenge posed by the content in social media sites is the fact that the distribution of quality has high variance: from very high-quality items to low-quality, sometimes even abusive or inappropriate content. Reach: Both industrial and social media technologies provide scale and are capable of reaching a global audience. Industrial media, however, typically use a centralized framework for organization, production, and dissemination, whereas social media are by their very nature more decentralized, less hierarchical, and distinguished by multiple points of production and utility. Frequency: The number of times users access a type of media per day. Heavy social media users, such as young people, check their social media account numerous times throughout the day. Accessibility: The means of production for industrial media are typically government or corporate (privately owned); social media tools are generally available to the public at little or no cost, or they are supported by advertising revenue. While social media tools are available to anyone with access to Internet and a computer or mobile device, due to the digital divide, the poorest segment of the population lacks access to the Internet and computer. Low-income people may have more access to traditional media (TV, radio, etc.), as an inexpensive TV and aerial or radio costs much less than an inexpensive computer or mobile device. Moreover, in many regions, TV or radio owners can tune into free over the air programming; computer or mobile device owners need Internet access to go to social media sites. Usability: Industrial media production typically requires specialized skills and training. For example, in the 1970s, to record a pop song, an aspiring singer would have to rent time in an expensive professional recording studio and hire an audio engineer. Conversely, most social media activities, such as posting a video of oneself singing a song require only modest reinterpretation of existing skills (assuming a person understands Web 2.0 technologies); in theory, anyone with access to the Internet can operate the means of social media production, and post digital pictures, videos or text online. Immediacy: The time lag between communications produced by industrial media can be long (days, weeks, or even months, by the time the content has been reviewed by various editors and fact checkers) compared to social media (which can be capable of virtually instantaneous responses). The immediacy of social media can be seen as a strength, in that it enables regular people to instantly communicate their opinions and information. At the same time, the immediacy of social media can also be seen as a weakness, as the lack of fact checking and editorial "gatekeepers" facilitates the circulation of hoaxes and fake news. Permanence: Industrial media, once created, cannot be altered (e.g., once a magazine article or paper book is printed and distributed, changes cannot be made to that same article in that print run) whereas social media posts can be altered almost instantaneously, when the user decides to edit their post or due to comments from other readers. Community media constitute a hybrid of industrial and social media. Though community-owned, some community radio,
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