Augmented Analytics is an approach of data analytics that employs the use of machine learning and natural language processing to automate analysis processes normally done by a specialist or data scientist. The term was introduced in 2017 by Rita Sallam, Cindi Howson, and Carlie Idoine in a Gartner research paper. Augmented analytics is based on business intelligence and analytics. In the graph extraction step, data from different sources are investigated. == Defining Augmented Analytics == Machine Learning – a systematic computing method that uses algorithms to sift through data to identify relationships, trends, and patterns. It is a process that allows algorithms to dynamically learn from data instead of having a set base of programmed rules. Natural language generation (NLG) – a software capability that takes unstructured data and translates it into plain-English, readable, language. Automating Insights – using machine learning algorithms to automate data analysis processes. Natural Language Query – enabling users to query data using business terms that are either typed onto a search box or spoken. == Data Democratization == Data Democratization is the democratizing data access in order to relieve data congestion and get rid of any sense of data "gatekeepers". This process must be implemented alongside a method for users to make sense of the data. This process is used in hopes of speeding up company decision making and uncovering opportunities hidden in data. There are three aspects to democratising data: Data Parameterisation and Characterisation. Data Decentralisation using an OS of blockchain and DLT technologies, as well as an independently governed secure data exchange to enable trust. Consent Market-driven Data Monetisation. When it comes to connecting assets, there are two features that will accelerate the adoption and usage of data democratisation: decentralized identity management and business data object monetization of data ownership. It enables multiple individuals and organizations to identify, authenticate, and authorize participants and organizations, enabling them to access services, data or systems across multiple networks, organizations, environments, and use cases. It empowers users and enables a personalized, self-service digital onboarding system so that users can self-authenticate without relying on a central administration function to process their information. Simultaneously, decentralized identity management ensures the user is authorized to perform actions subject to the system’s policies based on their attributes (role, department, organization, etc.) and/ or physical location. == Use cases == Agriculture – Farmers collect data on water use, soil temperature, moisture content and crop growth, augmented analytics can be used to make sense of this data and possibly identify insights that the user can then use to make business decisions. Smart Cities – Many cities across the United States, known as Smart Cities collect large amounts of data on a daily basis. Augmented analytics can be used to simplify this data in order to increase effectiveness in city management (transportation, natural disasters, etc.). Analytic Dashboards – Augmented analytics has the ability to take large data sets and create highly interactive and informative analytical dashboards that assist in many organizational decisions. Augmented Data Discovery – Using an augmented analytics process can assist organizations in automatically finding, visualizing and narrating potentially important data correlations and trends. Data Preparation – Augmented analytics platforms have the ability to take large amounts of data and organize and "clean" the data in order for it to be usable for future analyses. Business – Businesses collect large amounts of data, daily. Some examples of types of data collected in business operations include; sales data, consumer behavior data, distribution data. An augmented analytics platform provides access to analysis of this data, which could be used in making business decisions.
AI Mode
AI Mode is a search feature used within Google Search. In March 2025, Google introduced an experimental "AI Mode" within its search platform, enabling users to input complex, multi-part queries and receive comprehensive, AI-generated responses. This feature uses Google's Gemini model, which enhances the system's reasoning capabilities and supports multimodal inputs, including text, images, and voice. Users need to be signed in to be able to use the image generation features. Initially, AI Mode was available to Google One AI Premium subscribers in the United States, who could access it through the Search Labs platform. This phased rollout allowed Google to gather user feedback and refine the feature before a broader release.
Social media age verification laws in the United States
In the United States, age verification laws for social media are ostensibly designed to limit young people's access to content deemed problematic such as pornography and to reduce the negative impact of social media on the mental health and well-being of children and adolescents. The purpose and effects of such laws are highly contested. Critics say that these laws suppress free speech by removing online anonymity. They have also stated the laws undermine safety, even for children, by increasing the exposure of user data to breaches, many sites require government IDs and biometric data (such as photographs), often transmitted or secured insecurely and without encryption. They also note that the measures are easily circumvented with VPNs, prompting some states such as Michigan and Wisconsin to propose legislation banning VPNs. == Laws == Many state legislatures have considered or enacted legislation pertaining to young people and social media. In 2022, California passed the California Age-Appropriate Design Code Act (AB 2273) requiring websites that are likely to be used by minors to estimate visitors' ages. On March 23, 2023, Utah Governor Spencer Cox signed SB 152 and HB 311, collectively known as the Utah Social Media Regulation Act, which requires age verification; if a user is under 18, they have to get parental consent before making an account on any social media platform. Few laws have gone into effect partially due to court challenges. === Arkansas === On April 11, 2023, Arkansas enacted SB 396, the Social Media Safety Act. The law requires certain social media companies that make over $100 million per year to verify the age of new users using a third party, and to obtain parental consent for users under 18. It excludes social media companies that allow a user to generate short video clips as well as games. The law was set to go in effect in September 2023. On June 29, 2023, NetChoice sued the Attorney General of Arkansas Tim Griffin in The Western District Court of Arkansas to block enforcement of the law, supported by the American Civil Liberties Union and the Electronic Frontier Foundation (EFF). On July 7, 2023, NetChoice filed a motion for a preliminary injunction to block enforcement of the law. On July 27, Griffin and Tony Allen filed briefs in opposition to the preliminary injunction. The preliminary injunction was granted by Judge Timothy L. Brooks on August 31, reasoning that the law was too vague, that NetChoice's members will suffer irreparable harm if the act goes into effect, and that age restrictions were ineffective. === California === ==== Digital Age Assurance Act (AB 1043) ==== On October 13, 2025, Gavin Newsom signed the Digital Age Assurance Act into law, which requires operating system providers to estimate the age of a user and into 4 age categories: Under 13 13 - 15 16 - 17 18 and over It comes into force on January 1, 2027. ==== California Age-Appropriate Design Code (AB 2273) ==== On September 15, 2022, California enacted AB 2273, the California Age-Appropriate Design Code Act. Its most controversial provisions required online services that are likely to be used by those under 18 to estimate the age of child users with a "reasonable level of certainty". It also required these services to file Data Protection Impact Assessments (DPIAs) certifying whether an online product, service, or feature could harm children, including by exposing them to (potentially) harmful content. The law does not define harmful content. Before the law took effect, EFF sent a veto request to Newsom. On December 14, 2022, NetChoice sued. On September 18, 2023, Federal Judge Beth Labson Freeman granted a preliminary injunction. The 9th Circuit on August 16, 2024, affirmed the injunction against the DPIA section of the law and sent the rest back, because the argument in the 9th circuit was mainly focused on the DPIA. ==== Protecting Our Kids from Social Media Addiction Act (SB 976) ==== On September 20, 2024, California enacted SB 976, Protecting Our Kids from Social Media Addiction. The law requires online platforms to exclude those under 18 from "addictive" feeds unless parental consent is given. It requires online platforms to not send notifications to someone under 18 between 12:00 AM and 6:00 AM without parental consent or between 8:00 am – 3:00 pm without parental consent from September through May (the law does not define what a "notification" is). The law took effect on January 1, 2025, with age verification required as of December 31, 2026. On November 12, NetChoice sued in the Northern District and before Judge Edward John Davila. On December 31, the judge blocked the sections of SB 976 that required time-of-day restrictions. He also enjoined requirements to report on the number of minor users as well as the number of parental assents to access an addictive feed. He did not block the age assurance requirement or blocking minors from seeing addictive feeds without parental consent. His reasoning was that age assurance that runs in the background does not restrict adult access to speech and that regulating feeds does not violate the first amendment because it was content neutral and did not remove any content. On January 1, 2025, NetChoice filed a motion to fully block the law as part of its appeal to the Ninth Circuit. NetChoice claimed that the court erred in its reading of Supreme Court case Moody v. NetChoice by mainly focusing on the concurring opinions and not the deciding opinion. The same day Davila decreed that California's response to NetChoice was due by 11:59 pm. California responded the same day to NetChoice's motion, claiming that the court should not block the full law, claiming that NetChoice had misread Moody v. NetChoice and that NetChoice's members would not likely face any harm from the act because members such as X (formerly Twitter) already offer their members feeds that were not personalized. On January 2, Davila granted NetChoice's motion to block the full law during the appeals process by delaying the effective date of the law from January 1, 2025, to February 1, 2025. That day NetChoice appealed the case to the Ninth Circuit Court of Appeals. === Florida === On January 5, 2024, Tyler Sirois introduced HB 1, which would ban anyone under 16 from using any social media platform and would require platforms to verify the age of users. After the bill passed, the American Civil Liberties Union (ACLU) published a blog post opposing the bill for violating the rights of minors and adults. The bill was vetoed by Governor Ron DeSantis on March 1, 2024, claiming that the State Legislature was going to enact a better alternative. HB 3 then decreased the minimum age from 16 to 14, allowing minors aged 14 and 15 to make social media accounts with parental consent. Florida enacted it on March 25, 2024, and took effect on January 1, 2025. A surge of 1,150% in VPN demand in Florida was detected after the law took effect. VPN services provide the ability to circumvent the law. On October 28, 2024, NetChoice and Computer and Communications Industry Association sued. The Judge is Chief Judge Mark E. Walker. On February 28, 2025, arguments were heard on the motion for a preliminary injunction. Walker seemed skeptical of Florida's argument that the law did not violate the first amendment and said the State would have a hard time to justify a complete ban of youth under 14 from social media. On March 13, Walker denied the motion for a preliminary injunction because the plaintiffs had not proven that at least one of their members had at least 10 percent of their users under 16 use their platform for at least 2 hours per day. Plaintiffs filed an amended complaint and a renewed motion for a preliminary injunction which was granted on June 3, for failing First Amendment Intermediate scrutiny. The injunction left in force the provision that allowed parents to request termination of their child's social media account. === Georgia === On April 23, 2024, Georgia enacted SB 351, which became Act 463. Act 463 requires platforms to verify the age of users of social media platforms and require users under 16 years of age to have parental consent before creating an account. It also requires schools to ban all social media platforms, including YouTube. Before the law was signed NetChoice sent a veto request to Kemp claiming the law was unconstitutional and was bad policy. After the bill was enacted, ACLU and NetChoice criticized the bill. NetChoice sued two months before the law's effective date. The Judge is Amy Totenberg. the suit claims that the law violates the First Amendment and Fourteenth Amendments. === Louisiana === ==== Secure Online Child Interaction and Age Limitation Act (SB 162) ==== On June 28, 2023, Louisiana enacted SB 162, the Secure Online Child Interaction and Age Limitation Act. It requires social media platforms to verify user age and get parental consent for users under 16, prohibits account holders under 1
Data plan
A data plan is a subscription plan from a cellular or other mobile service provider to provide internet data and connectivity. == Formatting == Data plans are usually created by a contract between the telecommunications carrier and the user of their service. This contract outlines a maximum amount of usable data, usually highlighted in either megabytes or gigabytes, allotted per month for the user. In most cases companies will allow a user to surpass the amount of data allowed in the contract, however, will have to pay a per-gigabyte fee, ranging anywhere from five to fifteen U.S. dollars. === Popularization of unlimited plans === Unlimited data plans have seen a large increase in usage by consumers since their initial introduction by U.S. network T-Mobile. These plans, instead of setting an overall maximum for the user, have an amount set-up that, when surpassed, will slow the speed of the network for that user. Unlimited plans typically cost significantly more than the traditional shared data plans, which is a major reason that carriers have set large boundaries and fees. The limits imposed on unlimited plans are designed to fight against attempts to misuse the network, such as a DDoS attack, but are more commonly reasoned as a method to increase the number of people that can use one tower simultaneously. === Data speed changes === When a network is near reaching peak capacity data speeds may be slowed down by carriers as part of most major telecom contracts. This, as stated previously, allows for more people to be utilizing one tower, reducing needed capital for the company. Since speed changes are allowed at the company's will, the user has no official guarantee of speed on most major networks. === Costs brought upon by additional data === In many cases both the user and carrier have to incur additional costs when a user utilizes more of a given data package, which has helped in the proliferation of data caps and other forms of shared data plans. Most of the charges that the carrier has to incur for additional data usage is partially or fully given to the user of the network. ==== Users ==== Users are required to pay flat-rate additional fees that occur when they go above the amount of data given to them in their contract, utility, or prepaid plan. The cost per gigabyte of this fee is usually higher than what the contract itself offers, which discourages users from over-utilizing data and incurring a charge for the carrier. Certain contracts, which do not offer paying additional fees for an increase in data, may result in a shutdown of service, or in extremely rare cases, termination of the service as a whole. ==== Carriers ==== Carriers incur costs for additional data usage, as it limits the number of customers, and associated contracts, that they can handle on one network. Creating more cell phone towers in a given area would be costly, and largely useless until particular spikes in traffic. When the peak usable amount of one tower is reached, it may cause negative public relations towards the reliability of the corporation as a whole.
BitClout
BitClout was an open source blockchain-based social media platform. On the platform, users could post short-form writings and photos, award money to posts they particularly like by clicking a diamond icon, as well as buy and sell "creator coins" (personalized tokens whose value depends on people's reputations). BitClout ran on a custom proof of work blockchain, and was a prototype of what can be built on DeSo (short for "Decentralized Social"). BitClout's founder and primary leader is Nader al-Naji, known pseudonymously as "Diamondhands". Under development since 2019, BitClout's blockchain created its first block in January 2021, and BitClout itself launched publicly in March 2021. The platform launched with 15,000 "reserved" accounts — a move intended to prevent impersonation, but which backfired as some people with reserved accounts tried to actively distance themselves. Later, in September 2021, BitClout was revealed to be the flagship product of the DeSo blockchain. == History == === Origins (2019 - March 2021) === In early 2019, Nader al-Naji became interested in "mixing investing and social media". He started creating a custom blockchain in May 2019, but didn't tell anyone else until November 2020. However, in the fall of 2020, al-Naji pitched BitClout's own investors under his real name and began posting job listings for a "new operation". Although BitClout was not originally intended to launch until mid-2021, its development was sped up due to "zeitgeist about decentralized social media" in January 2021. BitClout's first block was mined on 18 January 2021. Its next block was mined on 1 March 2021. === As BitClout (March - September 2021) === In early March 2021, about fifty investors received links to a password-protected website with the BitClout white paper. They were encouraged to explore the site and send the same link to "two or three other 'trusted contacts'". Within weeks users were spending millions of dollars per day on the platform. The platform's founders said they were "completely unprepared", having planned to have a "soft-launch". The leader went by the name "diamondhands" on the platform. On 24 March 2021, BitClout launched out of private beta. Investors include Sequoia Capital, Andreessen Horowitz, the venture capital firm Social Capital, Coinbase Ventures, Winklevoss Capital Management, Alexis Ohanian, Polychain, Pantera, and Digital Currency Group (CoinDesk's parent company). During its initial launch, BitClout's currency could be bought with bitcoin, but not sold except on Discord servers or Twitter threads. A single bitcoin wallet related to BitClout received more than $165M worth of deposits. In March 2021, law firm Anderson Kill P.C. sent Nader al-Naji, the presumed leader of the BitClout platform, a cease-and-desist letter, demanding the removal of Brandon Curtis's account and alleging that BitClout violated sections 1798 and 3344 of the California Civil Code by using Curtis's name and likeness without his consent. Curtis also tweeted, "Adopting Bitcoin's aesthetic to raise VC funding to carry out unethical and blatantly illegal schemes like BitClout: not cool". (However, Curtis's coin, despite not being listed on the official website, can still be bought by users searching for the original username.) Additionally, in April 2021, Lee Hsien Loong asked for his name and photograph to be removed from the site, stating that he has "nothing to do with the platform" and that "it is misleading and done without [his] permission". On 18 May 2021, diamondhands announced that 100% of the BitClout code went public. On 12 June 2021, the supply of BitClout was capped at around 11 million coins. On 18 July 2021, BitClout added the ability for users to mint and purchase NFTs within the platform. === As part of DeSo (September 2021 - July 2024) === On 21 September 2021, it was revealed that BitClout was a prototype built on DeSo, short for "Decentralized Social". As a part of this revelation, diamondhands confirmed his identity as Nader al-Naji. (As early as April 2021, it had been believed that diamondhands indeed was that person.)The Bitclout project raised $200M in funding, which went to setting up the DeSo Foundation. === End and aftermath (July 2024 - present) === In July 2024, al-Naji was arrested by the FBI and charged with wire fraud involving BitClout. He also faced civil charges of securities fraud and unregistered offers and sales of securities from the Securities and Exchange Commission. In response, the official "deso" account posted that al-Naji was "safe and at home" and "that this experience has only reinforced [his] commitment to DeSo". In February 2025, the Justice Department dropped its case against al-Naji. In March 2026, the SEC voluntarily dismissed the enforcement case with prejudice. == Design == BitClout is a social media platform. Its users can post short-form writings and photos (similarly to Twitter). They can award money to posts they particularly like by clicking a diamond icon (similarly to Twitch Bits). The prices of each account's "creator coin" goes up and down with the popularity of the celebrity behind it. For example, if someone says something negative, the value of their corresponding account may go down. This price is computed automatically according to the formula p r i c e _ i n _ b i t c l o u t = .003 ∗ c r e a t o r _ c o i n s _ i n _ c i r c u l a t i o n 2 {\displaystyle price\_in\_bitclout=.003creator\_coins\_in\_circulation^{2}} . At launch time, BitClout scraped 15,000 profiles of celebrities from Twitter to create "reserved" accounts in their names. To claim a reserved account, the account holder would need to tweet about it (which also serves as a marketing strategy). At least 80 such reserved profiles have been claimed. Proof of stake was introduced in March 2024.
Tango (platform)
Tango (named Project Tango while in testing) was an augmented reality computing platform, developed and authored by the Advanced Technology and Projects (ATAP), a skunkworks division of Google. It used computer vision to enable mobile devices, such as smartphones and tablets, to detect their position relative to the world around them without using GPS or other external signals. This allowed application developers to create user experiences that include indoor navigation, 3D mapping, physical space measurement, environmental recognition, augmented reality, and windows into a virtual world. The first product to emerge from ATAP, Tango was developed by a team led by computer scientist Johnny Lee, a core contributor to Microsoft's Kinect. In an interview in June 2015, Lee said, "We're developing the hardware and software technologies to help everything and everyone understand precisely where they are, anywhere." Google produced two devices to demonstrate the Tango technology: the Peanut phone and the Yellowstone 7-inch tablet. More than 3,000 of these devices had been sold as of June 2015, chiefly to researchers and software developers interested in building applications for the platform. In the summer of 2015, Qualcomm and Intel both announced that they were developing Tango reference devices as models for device manufacturers who use their mobile chipsets. At CES, in January 2016, Google announced a partnership with Lenovo to release a consumer smartphone during the summer of 2016 to feature Tango technology marketed at consumers, noting a less than $500 price-point and a small form factor below 6.5 inches. At the same time, both companies also announced an application incubator to get applications developed to be on the device on launch. On 15 December 2017, Google announced that they would be ending support for Tango on March 1, 2018, in favor of ARCore. == Overview == Tango was different from other contemporary 3D-sensing computer vision products, in that it was designed to run on a standalone mobile phone or tablet and was chiefly concerned with determining the device's position and orientation within the environment. The software worked by integrating three types of functionality: Motion-tracking: using visual features of the environment, in combination with accelerometer and gyroscope data, to closely track the device's movements in space Area learning: storing environment data in a map that can be re-used later, shared with other Tango devices, and enhanced with metadata such as notes, instructions, or points of interest Depth perception: detecting distances, sizes, and surfaces in the environment Together, these generate data about the device in "six degrees of freedom" (3 axes of orientation plus 3 axes of position) and detailed three-dimensional information about the environment. Project Tango was also the first project to graduate from Google X in 2012 Applications on mobile devices use Tango's C and Java APIs to access this data in real time. In addition, an API was also provided for integrating Tango with the Unity game engine; this enabled the conversion or creation of games that allow the user to interact and navigate in the game space by moving and rotating a Tango device in real space. These APIs were documented on the Google developer website. == Applications == Tango enabled apps to track a device's position and orientation within a detailed 3D environment, and to recognize known environments. This allowed the creations of applications such as in-store navigation, visual measurement and mapping utilities, presentation and design tools, and a variety of immersive games. At Augmented World Expo 2015, Johnny Lee demonstrated a construction game that builds a virtual structure in real space, an AR showroom app that allows users to view a full-size virtual automobile and customize its features, a hybrid Nerf gun with mounted Tango screen for dodging and shooting AR monsters superimposed on reality, and a multiplayer VR app that lets multiple players converse in a virtual space where their avatar movements match their real-life movements. Tango apps are distributed through Play. Google has encouraged the development of more apps with hackathons, an app contest, and promotional discounts on the development tablet. == Devices == As a platform for software developers and a model for device manufacturers, Google created two Tango devices. === The Peanut phone === "Peanut" was the first production Tango device, released in the first quarter of 2014. It was a small Android phone with a Qualcomm MSM8974 quad-core processor and additional special hardware including a fisheye motion camera, "RGB-IR" camera for color image and infrared depth detection, and Movidius Vision processing units. A high-performance accelerometer and gyroscope were added after testing several competing models in the MARS lab at the University of Minnesota. Several hundred Peanut devices were distributed to early-access partners including university researchers in computer vision and robotics, as well as application developers and technology startups. Google stopped supporting the Peanut device in September 2015, as by then the Tango software stack had evolved beyond the versions of Android that run on the device. === The Yellowstone tablet === "Yellowstone" was a 7-inch tablet with full Tango functionality, released in June 2014, and sold as the Project Tango Tablet Development Kit. It featured a 2.3 GHz quad-core Nvidia Tegra K1 processor, 128GB flash memory, 1920x1200-pixel touchscreen, 4MP color camera, fisheye-lens (motion-tracking) camera, an IR projector with RGB-IR camera for integrated depth sensing, and 4G LTE connectivity. As of May 27, 2017, the Tango tablet is considered officially unsupported by Google. ==== Testing by NASA ==== In May 2014, two Peanut phones were delivered to the International Space Station to be part of a NASA project to develop autonomous robots that navigate in a variety of environments, including outer space. The soccer-ball-sized, 18-sided polyhedral SPHERES robots were developed at the NASA Ames Research Center, adjacent to the Google campus in Mountain View, California. Andres Martinez, SPHERES manager at NASA, said "We are researching how effective [Tango's] vision-based navigation abilities are for performing localization and navigation of a mobile free flyer on ISS. === Intel RealSense smartphone === Announced at Intel's Developer Forum in August 2015, and offered to public through a Developer Kit since January 2016. It incorporated a RealSense ZR300 camera which had optical features required for Tango, such as the fisheye camera. === Lenovo Phab 2 Pro === Lenovo Phab 2 Pro was the first commercial smartphone with the Tango Technology, the device was announced at the beginning of 2016, launched in August, and available for purchase in the US in November. The Phab 2 Pro had a 6.4 inch screen, a Snapdragon 652 processor, and 64 GB of internal storage, with a rear facing 16 Megapixels camera and 8 MP front camera. === Asus Zenfone AR === Asus Zenfone AR, announced at CES 2017, was the second commercial smartphone with the Tango Technology. It ran Tango AR & Daydream VR on Snapdragon 821, with 6GB or 8GB of RAM and 128 or 256GB of internal memory depending on the configuration.
Brand networking
Brand networking is the engagement of a social networking service around a brand by providing consumers with a platform of relevant content, elements of participation, and a currency, score, or ranking. Brand networking creates communities that serve as interactive destinations to encourage brand participation online and off. This evolved level of user participation with the brand facilitates strong relationships with consumers, leverages sales, and generates fan equity. The concept builds on the marketing literature on brand communities, which describes specialized, non-geographically bound groups of consumers organized around shared interest in a brand, and on subsequent research on social-media-based brand communities that examines how such groups operate when embedded in general-purpose networking platforms. == History == The development and growth of social networking in the early 2000s gave birth to brand networking. Brands saw the immediate potential to reach and interact with consumers through online platforms like Facebook and MySpace. At first, the ability to reach consumers through these platforms was inadequate; brands had the option to join as members or simply advertise on these sites. The potential existed to not only display advertisements to consumers, but to encourage them to interact with the brand. This is when brands made the shift to create their own networking platforms. Less evolved attempts to connect brands with consumers via networking are typically built as online platforms meant only to complement a product/service and are limited in functionality. Typically these sites offer consumers the opportunity to interact through discussion boards and group pages. The Guiding Light Community was built to complement the popular CBS television soap opera. The site offers members reward points for contributing content to discussion boards and blogs (which is all geared toward the show). == Structure == Brand networking is more than the utilization of a social networking platform; it is connecting consumers together and constructing relationships directly with the brand. Three key elements, in unity, create effective brand networking: relevant content, elements of participation, and a competitive currency. Websites in conjunction with other media types (television, radio, print) present content around a vertical industry, sector of interest, or cultural and social issues for a brand. This can be in areas such as health, marketing, or business, or any content relevant to the brand message. Such content is not only provided by the brand but also in the form of consumer-generated media. Research on brand-related user-generated content across major platforms suggests that the form and tone of consumer contributions vary by platform, with promotional content more common on some networks and response-oriented content on others. A brand provides participation with consumers online and offline. This is accomplished through the combination of typical social networking features online, such as personalised pages, friend lists, groups, and messaging, alongside elements of involvement offline. This is not simply connecting an online platform with mobile devices, but providing separate mobile features jointly with a secondary media type to drive online usage and build relationships with the brand on the go. By participating in mobile campaigns, users are interacting with the brand outside of traditional brick and mortar or e-commerce destinations. Empirical work on consumer brand engagement in social media frames such participation along cognitive, affective, and behavioural dimensions. The final element of brand networking involves incentivising participation with the other two elements. The addition of a currency or point system acts as an anchor to the brand and network and creates a competitive dynamic between consumers. These points are distributed for activity carried out outside of the networking site. By incentivising usage offline, the brand image is reinforced for the consumer and strengthens the relationship. Consumers are turned into promoters for both the brand and the users' benefit. The use of points, badges, leaderboards, and similar mechanics is described in the marketing literature as gamification, and has been linked to higher participation rates in mobile and loyalty programmes. == Fan equity == Fan equity is the idea that by locking in consumers to a brand, they are turned into fans of the brand. As fans, they promote, interact, and consume on a daily basis and become assets. Apple Inc. is one example of a company often cited as possessing fan equity. Customers of Apple are extremely brand loyal and are assets to the company. Creating a fan-generated brand is a difficult but effective method of business. Through the use of brand networking, a company is able to build a consumer or fan base that provides a strong relationship between business and consumers. The trust is formed and fans do a lot of work for the brand by word of mouth. Peer-to-peer channels are the strongest means of communication for a brand, but also one in which the brand can only influence and not control. Subsequent research links community engagement with brand trust, identifying community engagement as a mediator between social-media brand community participation and trust. This method of business is argued to be a relationship handled by the brand generally for its own gain. Many fans do not realise the work they are doing for companies by using their product or service. Facebook is a fan-based brand that has become a global phenomenon through customer use, with social media features such as sharing and commenting. With the growth of social media, marketing and advertising through social media has continued to expand. Brands can display and promote their products or services at a fast rate, with consumers sharing and contributing to the brand on a global scale. This can also be seen as online word of mouth exposure that can produce positive or negative feedback for brands. Once consumers become fans they are typically loyal, which can create positive word of mouth for a brand. Fans become a valuable asset, boosting the status and reputation of a brand. Different perceptions of brands can be linked to a person's origin or religion, which creates a difficulty when trying to enter a market or gain market share. Businesses need to be aware of the types of products or services they introduce to a specific market, ensuring they are culturally sensitive. Fan pages are created on social media to maintain the relationship between brands and consumers. By engaging and interacting with consumers, brands obtain fans and produce positive imaging. Some fans become attached to brands and are often encouraged to remain as fans through the use of celebrities endorsing the brand. Research on parasocial interaction in social-media environments suggests that one-sided emotional bonds that consumers form with endorsers and brand personae help convert ordinary followers into engaged fans.