In computing, a data definition specification (DDS) is a guideline to ensure comprehensive and consistent data definition. It represents the attributes required to quantify data definition. A comprehensive data definition specification encompasses enterprise data, the hierarchy of data management, prescribed guidance enforcement and criteria to determine compliance. == Overview == A data definition specification may be developed for any organization or specialized field, improving the quality of its products through consistency and transparency. It eliminates redundancy (since all contributing areas are referencing the same specification) and provides standardization and degrees of compliance, making it easier and more efficient to create, modify, verify, analyze and share information across the enterprise. To understand how a data definition specification works in an enterprise, we must look at the elements of a DDS. Writing data definitions, defining business terms (or rules) in the context of a particular environment, provides structure for an organization's data architecture. In developing these definitions, the words used must be traceable to clearly defined data. A data definition specification may be used in the following activities: Business intelligence Business process modeling Business rules management Data analysis and modeling Information architecture Metadata modeling Data mastering Report generation == Criteria == A data definition specification requires data definitions to be: Atomic – singular, describing only one concept. Commonly used and ambiguous terms should be defined. While a term refers to one concept, several words may be used in a term: File – A concept identifiable with one word File extension – A concept identifiable with more than one word Traceable – Mapped to a specific data element. In business, a term may be traced to an entity (for example, a customer) or an attribute (such as a customer's name). A term may be a value in a data set (such as gender), or designate the data set itself. Traceability indicates relationships in the data hierarchy. Consistent - Used in a standard syntax; if used in a specific context, the context is noted Accurate - Precise, correct and unambiguous, stating what the term is and is not Clear - Readily understood by the reader Complete - With the term, its description and contextual references Concise - To avoid circular references == Applications == === Enterprise data === A data definition specification was produced by the Open Mobile Alliance to document charging data. The document, the centralized catalog of data elements defined for interfaces, specifies the mapping of these data elements to protocol fields in the interfaces. Created for the exchange of financial data, Market Data Definition Language (MDDL) is an XML specification designed to enable the interchange of information necessary to account, to analyze, and to trade financial instruments of the world's markets. It defines an XML-based interchange format and common data dictionary on the fields needed to describe: (1) financial instruments, (2) corporate events affecting value and tradability, and (3) market-related, economic and industrial indicators. The principal function of MDDL is to allow entities to exchange market data by standardizing formats and definitions. MDDL provides a common format for market data so that it can be efficiently passed from one processing system to another and provides a common understanding of market data content by standardizing terminology and by normalizing the relationships of various data elements to one another ... From the user perspective, the goal of MDDL is to enable users to integrate data from multiple sources by standardizing both the input feeds used for data warehousing (i.e., define what's being provided by vendors) and the output methods by which client applications request the data (i.e., ensure compatibility on how to get data in and out of applications)." === Clinical submissions === The Clinical Data Interchange Standards Consortium, a global, multidisciplinary, non-profit organization, has established standards to support the acquisition, exchange, submission and archiving of clinical research data and metadata. CDISC standards are vendor-neutral, platform-independent and freely available from the CDISC website. The Case Report Tabulation Data Definition Specification (define.xml) draft version 2.0, the oldest data definition specification, is part of the evolution from the 1999 FDA electronic submission (eSub) guidance and electronic Common Technical Document (eCTD) documents specifying that a document describing the content and structure of included data be included in a submission. Define.xml was developed to automate the review process by generating a machine-readable data-definition document. Define.xml has standardized submissions to the Food and Drug Administration, reducing review times from over two years to several months. === Archival data === A data definition specification is the foundation of metadata for scientific data archiving. The Metadata Encoding and Transmission Standard (METS) uses one principle of a DDS: consistent use of key terms to catalog digital objects for global use. The METS schema is a flexible mechanism for encoding descriptive, administrative and structural metadata for a digital library object and expressing complex links between metadata, and can provide a useful standard for the exchange of digital-library objects between repositories. A similar effort is underway to preserve complex data associated with video-game archiving. Preserving Virtual Worlds attempted to address archival-format deficiencies, citing the lack of suitable documentation for interactive fiction and games at the bit level: specifically, the absence of "representation information" needed to map raw bits into higher-level data constructs. Preserving Virtual Worlds 2 is a research project expanding on initial efforts in this field.
QF-Test
QF-Test from Quality First Software is a cross-platform software tool for automated testing of programs via the graphical user interface (GUI) test automation). The program is specialized on (Java/Swing, Standard Widget Toolkit (SWT), Eclipse plug-ins and rich client platform (RCP) applications, ULC and JavaFX) cross-web browser test automation of static and dynamic web applications (HTML and web frameworks like Angular, Ext JS, Fluent UI React, Google Web Toolkit (GWT), jQuery UI, jQueryEasyUI Remote Application Platform (RAP), Qooxdoo, RichFaces, Vaadin, React, Smart GWT, Vue.js, ICEfaces and ZK). Version 4.1 added support for macOS and the Apple Safari and Microsoft Edge browsers via the Selenium WebDriver. Representational State Transfer (RESTful) web service testing. From version 5.0, Windows applications can also be tested (classic Win32 applications, .NET framework applications (often developed in C#) based on Windows Presentation Foundation (WPF) or Windows Forms, Windows apps and Universal Windows Platform (UWP) applications using Extensible Application Markup Language (XAML) controls) and modern C++ applications (such as Qt applications). Version 5.3 added support for the Chrome DevTools protocol, which allows browsers to be controlled using CDP drivers. Since then, mobile testing for iOS and Android, accessibility testing of web applications and SmartID, a new approach for more flexible and robust component recognition, have been introduced. Powerful enhancements such as WebAPI testing and AI-assisted validation complement the test automation tool. == Overview == QF-Test (the successor of qftestJUI, available since 2001) enables regression and load testing and runs on Windows, Unix and macOS. It is mainly used commercially by testers, developers or business analysts (modelling, low code approaches) with or without programming knowledge as part of software Quality Assurance. Since December 2008, a webtest add-on is available which allows test automation of browser-based GUIs (such as Internet Explorer, Mozilla Firefox, Google Chrome, Apple Safari, and Microsoft Edge) along with extant Java GUI test functions, which was extended to include JavaFX in July 2014. From 2018, QF-Test version 4.2 can test PDF documents, from 2020 native desktop applications (QF-Test version 5) and in 2022, mobile application testing will be added. The basis for efficient use in test automation is stable component recognition (IDs, logical screen elements, labels, CustomWebResolver, SmartID, ...) with low maintenance effort. == Features == General – QF-Test's capture/replay function enables recording of tests for beginners, while modular programming (modularizing) allows creating large test suites in a concise arrangement. For the advanced user who requires even more control over his application, the tool offers access to internal program structures through the standard scripting languages Jython, the Java implementation of the popular Python language, JavaScript, and Groovy. The tool also offers a batch processing mode, allowing to run tests unattended and then generate XML, HTML and JUnit reports. Thus the tool can be integrated into existing build/test frameworks like Jenkins, Ant or Maven. Another mode is the so-called Daemon mode for distributed test execution. A specific integration with many test management tools exists. There is a test debugger (enabling arbitrary stepping and editing variables at runtime) and a fully automated dependency management that takes care of pre- and postconditions and helps isolating test cases. Data-driven testing with no need for scripting is possible. Web testing: cross-browser on Internet Explorer, Chrome, Firefox, Edge (including Chromium-based), Opera and Safari for static and dynamic websites (HTML5, Ajax, DOM). A headless browser can also be used for testing. QF-Test fully supports frameworks like Angular, React and Vue.js, but also many specific UI toolkits like Smart (GWT), GXT/ExtGWT, ExtJS, ICEfaces, jQuery UI, Kendo UI, PrimeFaces, Qooxdoo, RAP, RichFaces, Vaadin and ZK. Easy integration with Selenium makes it easy to balance development and functional testing. Electron applications can also be tested. Other (e.g., SAP UI5, Siebel Open UI, Salesforce) and future web toolkits can be integrated with little effort. Short-term and individual customisations (CustomWebResolver) are possible via an optimised interface JavaFX, Java Swing, SWT, Eclipse plug-ins and RCP applications and ULC. Support for testing when migrating from JavaSwing or JavaFX to web applications (e.g. via Webswing). Hybrid applications based on multiple technologies are also supported, e.g. applications that integrate HTML content into Java applications using JxBrowser. Windows-based applications (Win32, .NET, Windows Forms, WPF, Windows apps, Qt). Android applications can be tested on real devices and with the Android Studio emulator. iOS applications can also be tested on real devices and with the Xcode Simulator. Testing of PDF documents (document comparisons, checking content, texts, images/graphic objects, layouts, "invisible" or partially hidden objects). QF-Test 9 introduces web accessibility testing to automatically check compliance with WCAG and other standards. QF-Test 10 introduces powerful enhancements for WebAPI testing and AI-assisted validation.
Strong secrecy
Strong secrecy is a term used in formal proof-based cryptography for making propositions about the security of cryptographic protocols. It is a stronger notion of security than syntactic (or weak) secrecy. Strong secrecy is related with the concept of semantic security or indistinguishability used in the computational proof-based approach. Bruno Blanchet provides the following definition for strong secrecy: Strong secrecy means that an adversary cannot see any difference when the value of the secret changes For example, if a process encrypts a message m an attacker can differentiate between different messages, since their ciphertexts will be different. Thus m is not a strong secret. If however, probabilistic encryption were used, m would be a strong secret. The randomness incorporated into the encryption algorithm will yield different ciphertexts for the same value of m.
Kaeli McEwen
Kaeli Mae McEwen (born May 10, 2000), known professionally as Kaeli Mae, is an American content creator and social media influencer from Seattle, Washington, known for her TikTok videos about cleaning and organizing and contributing to the "Clean Girl" Internet aesthetic. She has Type 1 diabetes. Her fame was attributed to an increase in use of the name Kaeli for newborn girls in the United States in 2023.
Tokenization (data security)
Tokenization, when applied to data security, is the process of substituting a sensitive data element with a non-sensitive equivalent, referred to as a token, that has no intrinsic or exploitable meaning or value. The token is a reference (i.e. identifier) that maps back to the sensitive data through a tokenization system. The mapping from original data to a token uses methods that render tokens infeasible to reverse in the absence of the tokenization system, for example using tokens created from random numbers. A one-way cryptographic function is used to convert the original data into tokens, making it difficult to recreate the original data without obtaining entry to the tokenization system's resources. To deliver such services, the system maintains a vault database of tokens that are connected to the corresponding sensitive data. Protecting the system vault is vital to the system, and improved processes must be put in place to offer database integrity and physical security. The tokenization system must be secured and validated using security best practices applicable to sensitive data protection, secure storage, audit, authentication and authorization. The tokenization system provides data processing applications with the authority and interfaces to request tokens, or detokenize back to sensitive data. The security and risk reduction benefits of tokenization require that the tokenization system is logically isolated and segmented from data processing systems and applications that previously processed or stored sensitive data replaced by tokens. Only the tokenization system can tokenize data to create tokens, or detokenize back to redeem sensitive data under strict security controls. The token generation method must be proven to have the property that there is no feasible means through direct attack, cryptanalysis, side channel analysis, token mapping table exposure or brute force techniques to reverse tokens back to live data. Replacing live data with tokens in systems is intended to minimize exposure of sensitive data to those applications, stores, people and processes, reducing risk of compromise or accidental exposure and unauthorized access to sensitive data. Applications can operate using tokens instead of live data, with the exception of a small number of trusted applications explicitly permitted to detokenize when strictly necessary for an approved business purpose. Tokenization systems may be operated in-house within a secure isolated segment of the data center, or as a service from a secure service provider. Tokenization may be used to safeguard sensitive data involving, for example, bank accounts, financial statements, medical records, criminal records, driver's licenses, loan applications, stock trades, voter registrations, and other types of personally identifiable information (PII). Tokenization is often used in credit card processing. The PCI Council defines tokenization as "a process by which the primary account number (PAN) is replaced with a surrogate value called a token. A PAN may be linked to a reference number through the tokenization process. In this case, the merchant simply has to retain the token and a reliable third party controls the relationship and holds the PAN. The token may be created independently of the PAN, or the PAN can be used as part of the data input to the tokenization technique. The communication between the merchant and the third-party supplier must be secure to prevent an attacker from intercepting to gain the PAN and the token. De-tokenization is the reverse process of redeeming a token for its associated PAN value. The security of an individual token relies predominantly on the infeasibility of determining the original PAN knowing only the surrogate value". The choice of tokenization as an alternative to other techniques such as encryption will depend on varying regulatory requirements, interpretation, and acceptance by respective auditing or assessment entities. This is in addition to any technical, architectural or operational constraint that tokenization imposes in practical use. == Concepts and origins == The concept of tokenization, as adopted by the industry today, has existed since the first currency systems emerged centuries ago as a means to reduce risk in handling high value financial instruments by replacing them with surrogate equivalents. In the physical world, coin tokens have a long history of use replacing the financial instrument of minted coins and banknotes. In more recent history, subway tokens and casino chips found adoption for their respective systems to replace physical currency and cash handling risks such as theft. Exonumia and scrip are terms synonymous with such tokens. In the digital world, similar substitution techniques have been used since the 1970s as a means to isolate real data elements from exposure to other data systems. In databases for example, surrogate key values have been used since 1976 to isolate data associated with the internal mechanisms of databases and their external equivalents for a variety of uses in data processing. More recently, these concepts have been extended to consider this isolation tactic to provide a security mechanism for the purposes of data protection. In the payment card industry, tokenization is one means of protecting sensitive cardholder data in order to comply with industry standards and government regulations. Tokenization was applied to payment card data by Shift4 Corporation and released to the public during an industry Security Summit in Las Vegas, Nevada in 2005. The technology is meant to prevent the theft of the credit card information in storage. Shift4 defines tokenization as: "The concept of using a non-decryptable piece of data to represent, by reference, sensitive or secret data. In payment card industry (PCI) context, tokens are used to reference cardholder data that is managed in a tokenization system, application or off-site secure facility." To protect data over its full lifecycle, tokenization is often combined with end-to-end encryption to secure data in transit to the tokenization system or service, with a token replacing the original data on return. For example, to avoid the risks of malware stealing data from low-trust systems such as point of sale (POS) systems, as in the Target breach of 2013, cardholder data encryption must take place prior to card data entering the POS and not after. Encryption takes place within the confines of a security hardened and validated card reading device and data remains encrypted until received by the processing host, an approach pioneered by Heartland Payment Systems as a means to secure payment data from advanced threats, now widely adopted by industry payment processing companies and technology companies. The PCI Council has also specified end-to-end encryption (certified point-to-point encryption—P2PE) for various service implementations in various PCI Council Point-to-point Encryption documents. == The tokenization process == The process of tokenization consists of the following steps: The application sends the tokenization data and authentication information to the tokenization system. It is stopped if authentication fails and the data is delivered to an event management system. As a result, administrators can discover problems and effectively manage the system. The system moves on to the next phase if authentication is successful. Using one-way cryptographic or random generation techniques, a token is generated and kept in a highly secure data vault. The new token is provided to the application for further use, replacing the sensitive data for processing and storage. Tokenization systems share several components according to established standards. Token generation is the process of producing a token using any means, such as one-way nonreversible cryptographic functions (e.g., a hash function with a strong, secret salt) or assignment via a randomly generated number. Random number generator (RNG) techniques are often the best choice for generating token values. Token mapping – this is the process of assigning the created token value to its original value. To enable permitted look-ups of the original value using the token as the index, a secure cross-reference database must be constructed. Token data store – this is a central repository for the token mapping process that holds the original sensitive values and their related token values. Sensitive data and token values must be securely kept in an encrypted format. Management of cryptographic keys. Strong key management procedures are required for sensitive data encryption on token data stores. == Difference from encryption == Tokenization and "classic" encryption effectively protect data if implemented properly, and a computer security system may use both. While similar in certain regards, tokenization and classic encryption differ in a few key aspects. Both are cryptographic data security methods and the
Enterprise resource planning
Enterprise resource planning (ERP) is the integrated management of main business processes, often in real time and mediated by software and technology. ERP is usually referred to as a category of business management software—typically a suite of integrated applications—that an organization can use to collect, store, manage and interpret data from many business activities. The finance module in particular is essential to a suite of applications meeting the definition of an ERP system. The finance module provides the system of record for the organisation; recording the commercial impact of the business operations in the General Ledger. ERP systems can be local-based or cloud-based. Cloud-based applications have grown rapidly since the early 2010s due to the increased efficiencies arising from information being readily available from any location with Internet access. However, ERP differs from integrated business management systems by including planning all resources that are required in the future to meet business objectives. This includes plans for getting suitable staff and manufacturing capabilities for future needs. ERP provides an integrated and continuously updated view of core business processes, typically using a shared database managed by a database management system. ERP systems track business resources—cash, raw materials, production capacity—and the status of business commitments: orders, purchase orders, and payroll. The applications that make up the system share data across various departments (manufacturing, purchasing, sales, accounting, etc.) that provide the data. ERP facilitates information flow between all business functions and manages connections to outside stakeholders. Estimates of the size of the global ERP market range between USD $78 and $81 billion in 2026 . Though early ERP systems focused on large enterprises, smaller enterprises increasingly use ERP systems. The ERP system integrates varied organizational systems and facilitates error-free transactions and production, thereby enhancing the organization's efficiency. However, developing an ERP system differs from traditional system development. ERP systems run on a variety of computer hardware and network configurations, typically using a database as an information repository. == Origin == Business and technology research and advisory firm Gartner is credited for first using the acronym ERP in the 1990s. The term captured a functional extension of two manufacturing-based concepts, material requirements planning (MRP) and manufacturing resource planning (MRP II). Without replacing these terms, ERP came to represent a larger whole that reflected the evolution of application integration beyond manufacturing. Not all ERP packages are developed from a manufacturing core; ERP vendors variously began assembling their packages with finance-and-accounting, maintenance, and human-resource components. By the mid-1990s ERP systems addressed all core enterprise functions. Governments and non–profit organizations also began to use ERP systems. An "ERP system selection methodology" is a formal process for selecting an enterprise resource planning (ERP) system. Existing methodologies include: Kuiper's funnel method, Dobrin's three-dimensional (3D) web-based decision support tool, and the Clarkston Potomac methodology. == Expansion == ERP systems experienced rapid growth in the 1990s. Because of the year 2000 problem many companies took the opportunity to replace their old systems with ERP. ERP systems initially focused on automating back office functions that did not directly affect customers and the public. Front office functions, such as customer relationship management (CRM), dealt directly with customers, or e-business systems such as e-commerce and e-government—or supplier relationship management (SRM) became integrated later, when the internet simplified communicating with external parties. "ERP II" was coined in 2000 in an article by Gartner Publications entitled ERP Is Dead—Long Live ERP II. It describes web–based software that provides real–time access to ERP systems to employees and partners (such as suppliers and customers). The ERP II role expands traditional ERP resource optimization and transaction processing. Rather than just manage buying, selling, etc.—ERP II leverages information in the resources under its management to help the enterprise collaborate with other enterprises. ERP II is more flexible than the first generation ERP. Rather than confine ERP system capabilities within the organization, it goes beyond the corporate walls to interact with other systems. Enterprise application suite is an alternate name for such systems. ERP II systems are typically used to enable collaborative initiatives such as supply chain management (SCM), customer relationship management (CRM) and business intelligence (BI) among business partner organizations through the use of various electronic business technologies. The large proportion of companies are pursuing a strong managerial targets in ERP system instead of acquire an ERP company. Developers now make more effort to integrate mobile devices with the ERP system. ERP vendors are extending ERP to these devices, along with other business applications, so that businesses don't have to rely on third-party applications. As an example, the e-commerce platform Shopify was able to make ERP tools from Microsoft and Oracle available on its app in October 2021. Technical stakes of modern ERP concern integration—hardware, applications, networking, supply chains. ERP now covers more functions and roles—including decision making, stakeholders' relationships, standardization, transparency, globalization, etc. == Functional areas == An ERP system covers the following common functional areas. In many ERP systems, these are called and grouped together as ERP modules: Financial accounting: general ledger, fixed assets, payables including vouchering, matching and payment, receivables and collections, cash management, financial consolidation Management accounting: budgeting, costing, cost management, activity based costing, billing, invoicing (optional) Human resources: recruiting, training, rostering, payroll, benefits, retirement and pension plans, diversity management, retirement, separation Manufacturing: engineering, bill of materials, work orders, scheduling, capacity, workflow management, quality control, manufacturing process, manufacturing projects, manufacturing flow, product life cycle management Order processing: order to cash, order entry, credit checking, pricing, available to promise, inventory, shipping, sales analysis and reporting, sales commissioning Supply chain management: supply chain planning, supplier scheduling, product configurator, order to cash, purchasing, inventory, claim processing, warehousing (receiving, putaway, picking and packing) Project management: project planning, resource planning, project costing, work breakdown structure, billing, time and expense, performance units, activity management Customer relationship management (CRM): sales and marketing, commissions, service, customer contact, call center support – CRM systems are not always considered part of ERP systems but rather business support systems (BSS) Supplier relationship management (SRM): suppliers, orders, payments. Data services: various "self-service" interfaces for customers, suppliers or employees Management of school and educational institutes. Contract management: creating, monitoring, and managing contracts, reducing administrative burdens and minimising legal risks. These modules often feature contract templates, electronic signature capabilities, automated alerts for contract milestones, and advanced search functionality. === GRP – ERP use in government === Government resource planning (GRP) is the equivalent of an ERP for the public sector and an integrated office automation system for government bodies. The software structure, modularization, core algorithms and main interfaces do not differ from other ERPs, and ERP software suppliers manage to adapt their systems to government agencies. Both system implementations, in private and public organizations, are adopted to improve productivity and overall business performance in organizations, but comparisons (private vs. public) of implementations shows that the main factors influencing ERP implementation success in the public sector are cultural. == Best practices == Most ERP systems incorporate best practices. This means the software reflects the vendor's interpretation of the most effective way to perform each business process. Systems vary in how conveniently the customer can modify these practices. Use of best practices eases compliance with requirements such as International Financial Reporting Standards, Sarbanes–Oxley, or Basel II. They can also help comply with de facto industry standards, such as electronic funds transfer. This is because the procedure can be readily
Social media optimization
Social media optimization (SMO) is the use of online platforms to generate income or publicity to increase the awareness of a brand, event, product or service. Types of social media involved include RSS feeds, blogging sites, social bookmarking sites, social news websites, video sharing websites such as YouTube and social networking sites such as Facebook, Instagram, TikTok and X (Twitter). SMO is similar to search engine optimization (SEO) in that the goal is to drive web traffic, and draw attention to a company or creator. SMO's focal point is on gaining organic links to social media content. In contrast, SEO's core is about reaching the top of the search engine hierarchy. In general, social media optimization refers to optimizing a website and its content to encourage more users to use and share links to the website across social media and networking sites. SMO is used to strategically create online content ranging from well-written text to eye-catching digital photos or video clips that encourages and entices people to engage with a website. Users share this content, via its weblink, with social media contacts and friends. Common examples of social media engagement are "liking and commenting on posts, retweeting, embedding, sharing, and promoting content". Social media optimization is also an effective way of implementing online reputation management (ORM), meaning that if someone posts bad reviews of a business, an SMO strategy can ensure that the negative feedback is not the first link to come up in a list of search engine results. In the 2010s, with social media sites overtaking TV as a source for news for young people, news organizations have become increasingly reliant on social media platforms for generating web traffic. Publishers such as The Economist employ large social media teams to optimize their online posts and maximize traffic, while other major publishers now use advanced artificial intelligence (AI) technology to generate higher volumes of web traffic. == Relationship with search engine optimization == Social media optimization is an increasingly important factor in search engine optimization, which is the process of designing a website in a way so that it has as high a ranking as possible on search engines. Search engines are increasingly utilizing the recommendations of users of social networks such as Reddit, Facebook, Tumblr, Twitter, YouTube, LinkedIn, Pinterest and Instagram to rank pages in the search engine result pages. The implication is that when a webpage is shared or "liked" by a user on a social network, it counts as a "vote" for that webpage's quality. Thus, search engines can use such votes accordingly to properly ranked websites in search engine results pages. Furthermore, since it is more difficult to tip the scales or influence the search engines in this way, search engines are putting more stock into social search. This, coupled with increasingly personalized search based on interests and location, has significantly increased the importance of a social media presence in search engine optimization. Due to personalized search results, location-based social media presences on websites such as Yelp, Google Places, Foursquare, and Yahoo! Local have become increasingly important. While social media optimization is related to search engine marketing, it differs in several ways. Primarily, SMO focuses on driving web traffic from sources other than search engines, though improved search engine ranking is also a benefit of successful social media optimization. Further, SMO is helpful to target particular geographic regions in order to target and reach potential customers. This helps in lead generation (finding new customers) and contributes to high conversion rates (i.e., converting previously uninterested individuals into people who are interested in a brand or organization). == Relationship with viral marketing == Social media optimization is in many ways connected to the technique of viral marketing or "viral seeding" where word of mouth is created through the use of networking in social bookmarking, video and photo sharing websites. An effective SMO campaign can harness the power of viral marketing; for example, 80% of activity on Pinterest is generated through "repinning." Furthermore, by following social trends and utilizing alternative social networks, websites can retain existing followers while also attracting new ones. This allows businesses to build an online following and presence, all linking back to the company's website for increased traffic. For example, with an effective social bookmarking campaign, not only can website traffic be increased, but a site's rankings can also be increased. In a similar way, the engagement with blogs creates a similar result by sharing content through the use of RSS in the blogosphere. Social media optimization is considered an integral part of an online reputation management (ORM) or search engine reputation management (SERM) strategy for organizations or individuals who care about their online presence. SMO is one of six key influencers that affect Social Commerce Construct (SCC). Online activities such as consumers' evaluations and advices on products and services constitute part of what creates a Social Commerce Construct (SCC). Social media optimization is not limited to marketing and brand building. Increasingly, smart businesses are integrating social media participation as part of their knowledge management strategy (i.e., product/service development, recruiting, employee engagement and turnover, brand building, customer satisfaction and relations, business development and more). Additionally, social media optimization can be implemented to foster a community of the associated site, allowing for a healthy business-to-consumer (B2C) relationship. == Origins and implementation == According to technologist Danny Sullivan, the term "social media optimization" was first used and described by marketer Rohit Bhargava on his marketing blog in August 2006. In the same post, Bhargava established the five important rules of social media optimization. Bhargava believed that by following his rules, anyone could influence the levels of traffic and engagement on their site, increase popularity, and ensure that it ranks highly in search engine results. An additional 11 SMO rules have since been added to the list by other marketing contributors. The 16 rules of SMO, according to one source, are as follows: Increase your linkability Make tagging and bookmarking easy Reward inbound links Help your content to "travel" via sharing Encourage the mashup, where users are allowed to remix content Be a user resource, even if it doesn't help you (e.g., provide resources and information for users) Reward helpful and valuable users Participate (join the online conversation) Know how to target your audience Create new, quality content ("web scraping" of existing online content is ignored by good search engines) Be "real" in the tone and style of the posts Don't forget your roots; be humble Don't be afraid to experiment, innovate, try new things and "stay fresh" Develop an SMO strategy Choose your SMO tactics wisely Make SMO a key part of your marketing process and develop company best practices Bhargava's initial five rules were more specifically designed to SMO, while the list is now much broader and addresses everything that can be done across different social media platforms. According to author and CEO of TopRank Online Marketing, Lee Odden, a Social Media Strategy is also necessary to ensure optimization. This is a similar concept to Bhargava's list of rules for SMO. The Social Media Strategy may consider: Objectives e.g. creating brand awareness and using social media for external communications. Listening e.g. monitoring conversations relating to customers and business objectives. Audience e.g. finding out who the customers are, what they do, who they are influenced by, and what they frequently talk about. It is important to work out what customers want in exchange for their online engagement and attention. Participation and content e.g. establishing a presence and community online and engaging with users by sharing useful and interesting information. Measurement e.g. keeping a record of likes and comments on posts, and the number of sales to monitor growth and determine which tactics are most useful in optimizing social media. According to Lon Safko and David K. Brake in The Social Media Bible, it is also important to act like a publisher by maintaining an effective organizational strategy, to have an original concept and unique "edge" that differentiates one's approach from competitors, and to experiment with new ideas if things do not work the first time. If a business is blog-based, an effective method of SMO is using widgets that allow users to share content to their personal social media platforms. This will ultimately reach a wider target audience and drive mor