The Catholic Church views artificial intelligence as a significant technological development that must be governed by strict ethical principles rooted in human dignity and the common good. In January 2025, the Church issued the doctrinal note Antiqua et nova co-issued by the Dicastery for the Doctrine of the Faith and the Dicastery for Culture and Education. It addresses the "relationship between artificial intelligence and human intelligence" and offers reflections on the "anthropological and ethical challenges raised by AI". In August 2025, Time magazine included Pope Leo XIV in its 2025 list of the World’s Most Influential People in Artificial Intelligence. In May 2026, Pope Leo XIV approved the creation of a new Vatican commission on artificial intelligence. He released his first papal encyclical, titled Magnifica humanitas, on the topic later in the month.
Audio mining
Audio mining is a technique by which the content of an audio signal can be automatically analyzed and searched. It is most commonly used in the field of automatic speech recognition, where the analysis tries to identify any speech within the audio. The term audio mining is sometimes used interchangeably with audio indexing, phonetic searching, phonetic indexing, speech indexing, audio analytics, speech analytics, word spotting, and information retrieval. Audio indexing, however, is mostly used to describe the pre-process of audio mining, in which the audio file is broken down into a searchable index of words. == History == Academic research on audio mining began in the late 1970s in schools like Carnegie Mellon University, Columbia University, the Georgia Institute of Technology, and the University of Texas. Audio data indexing and retrieval began to receive attention and demand in the early 1990s, when multimedia content started to develop and the volume of audio content significantly increased. Before audio mining became the mainstream method, written transcripts of audio content were created and manually analyzed. == Process == Audio mining is typically split into four components: audio indexing, speech processing and recognition systems, feature extraction and audio classification. The audio will typically be processed by a speech recognition system in order to identify word or phoneme units that are likely to occur in the spoken content. This information may either be used immediately in pre-defined searches for keywords or phrases (a real-time "word spotting" system), or the output of the speech recognizer may be stored in an index file. One or more audio mining index files can then be loaded at a later date in order to run searches for keywords or phrases. The results of a search will normally be in terms of hits, which are regions within files that are good matches for the chosen keywords. The user may then be able to listen to the audio corresponding to these hits in order to verify if a correct match was found. === Audio Indexing === In audio, there is the main problem of information retrieval - there is a need to locate the text documents that contain the search key. Unlike humans, a computer is not able to distinguish between the different types of audios such as speed, mood, noise, music or human speech - an effective searching method is needed. Hence, audio indexing allows efficient search for information by analyzing an entire file using speech recognition. An index of content is then produced, bearing words and their locations done through content-based audio retrieval, focusing on extracted audio features. It is done through mainly two methods: Large Vocabulary Continuous Speech Recognition (LVCSR) and Phonetic-based Indexing. ==== Large Vocabulary Continuous Speech Recognizers (LVCSR) ==== In text-based indexing or large vocabulary continuous speech recognition (LVCSR), the audio file is first broken down into recognizable phonemes. It is then run through a dictionary that can contain several hundred thousand entries and matched with words and phrases to produce a full text transcript. A user can then simply search a desired word term and the relevant portion of the audio content will be returned. If the text or word could not be found in the dictionary, the system will choose the next most similar entry it can find. The system uses a language understanding model to create a confidence level for its matches. If the confidence level be below 100 percent, the system will provide options of all the found matches. ===== Advantages and disadvantages ===== The main draw of LVCSR is its high accuracy and high searching speed. In LVCSR, statistical methods are used to predict the likelihood of different word sequences, hence the accuracy is much higher than the single word lookup of a phonetic search. If the word can be found, the probability of the word spoken is very high. Meanwhile, while initial processing of audio takes a fair bit of time, searching is quick as just a simple test to text matching is needed. On the other hand, LVCSR is susceptible to common issues of speech recognition. The inherent random nature of audio and problems of external noise all affect the accuracies of text-based indexing. Another problem with LVCSR is its over reliance on its dictionary database. LVCSR only recognizes words that are found in their dictionary databases, and these dictionaries and databases are unable to keep up with the constant evolving of new terminology, names and words. Should the dictionary not contain a word, there is no way for the system to identify or predict it. This reduces the accuracy and reliability of the system. This is named the Out-of-vocabulary (OOV) problem. Audio mining systems try to cope with OOV by continuously updating the dictionary and language model used, but the problem still remains significant and has probed a search for alternatives. Additionally, due to the need to constantly update and maintain task-based knowledge and large training databases to cope with the OOV problem, high computational costs are incurred. This makes LVCSR an expensive approach to audio mining. ==== Phonetic-based Indexing ==== Phonetic-based indexing also breaks the audio file into recognizable phonemes, but instead of converting them to a text index, they are kept as they are and analyzed to create a phonetic-based index. The process of phonetic-based indexing can be split into two phases. The first phase is indexing. It begins by converting the input media into a standard audio representation format (PCM). Then, an acoustic model is applied to the speech. This acoustic model represents characteristics of both an acoustic channel (an environment in which the speech was uttered and a transducer through which it was recorded) and a natural language (in which human beings expressed the input speech). This produces a corresponding phonetic search track, or phonetic audio track (PAT), a highly compressed representation of the phonetic content of the input media. The second phase is searching. The user's search query term is parsed into a possible phoneme string using a phonetic dictionary. Then, multiple PAT files can be scanned at high speed during a single search for likely phonetic sequences that closely match corresponding strings of phonemes in the query term. ===== Advantages and disadvantages ===== Phonetic indexing is most attractive as it is largely unaffected by linguistic issues such as unrecognized words and spelling errors. Phonetic preprocessing maintains an open vocabulary that does not require updating. That makes it particularly useful for searching specialized terminology or words in foreign languages that do not commonly appear in dictionaries. It is also more effective for searching audio files with disruptive background noise and/or unclear utterances as it can compile results based on the sounds it can discern, and should the user wish to, they can search through the options until they find the desired item. Furthermore, in contrast to LVCSR, it can process audio files very quickly as there are very few unique phonemes between languages. However, phonemes cannot be effectively indexed like an entire word, thus searching on a phonetic-based system is slow. An issue with phonetic indexing is its low accuracy. Phoneme-based searches result in more false matches than text-based indexing. This is especially prevalent for short search terms, which have a stronger likelihood of sounding similar to other words or being part of bigger words. It could also return irrelevant results from other languages. Unless the system recognizes exactly the entire word, or understands phonetic sequences of languages, it is difficult for phonetic-based indexing to return accurate findings. === Speech processing and recognition system === Deemed as the most critical and complex component of audio mining, speech recognition requires the knowledge of human speech production system and its modeling. To correspond the Human speech production system, the electrical speech production system is developed to consist of: Speech generation Speech perception Voiced & unvoiced speech Model of human speech The electrical speech production system converts acoustic signal into corresponding representation of the spoken through the acoustic models in their software where all phonemes are represented. A statistical language model aids in the process by identifying how likely words are to follow each other in certain languages. Put together with a complex probability analysis, the speech recognition system is capable of taking an unknown speech signal and transcribing it into words based on the program's dictionary. ASR (automatic speech recognition) system includes: Acoustic analysis: input sound waveform is transformed into a feature Acoustic model: establishes relationship between speech signal and phonemes, pronunciation model and lang
Format-transforming encryption
In cryptography, format-transforming encryption (FTE) refers to encryption where the format of the input plaintext and output ciphertext are configurable. Descriptions of formats can vary, but are typically compact set descriptors, such as a regular expression. Format-transforming encryption is closely related to, and a generalization of, format-preserving encryption. == Applications of FTE == === Restricted fields or formats === Similar to format-preserving encryption, FTE can be used to control the format of ciphertexts. The canonical example is a credit card number, such as 1234567812345670 (16 bytes long, digits only). However, FTE does not enforce that the input format must be the same as the output format. === Censorship circumvention === FTE is used by the Tor Project to circumvent deep packet inspection by pretending to be some other protocols. The implementation is fteproxy; it was written by the authors who came up with the FTE concept.
Data hub
A data hub is a center of data exchange that is supported by data science, data engineering, and data warehouse technologies to interact with endpoints such as applications and algorithms. == Features == A data hub differs from a data warehouse in that it is generally unintegrated and often at different grains. It differs from an operational data store because a data hub does not need to be limited to operational data. A data hub differs from a data lake by homogenizing data and possibly serving data in multiple desired formats, rather than simply storing it in one place, and by adding other value to the data such as de-duplication, quality, security, and a standardized set of query services. A data lake tends to store data in one place for availability, and allow/require the consumer to process or add value to the data. Data hubs are ideally the "go-to" place for data within an enterprise, so that many point-to-point connections between callers and data suppliers do not need to be made, and so that the data hub organization can negotiate deliverables and schedules with various data enclave teams, rather than being an organizational free-for-all as different teams try to get new services and features from many other teams.
Trace zero cryptography
First proposed by Gerhard Frey in 1998, trace zero cryptography refers to the use of trace zero varieties (TZV) for cryptographic purpose. Trace zero varieties are subgroups of the divisor class group on a low genus hyperelliptic curve defined over a finite field. These groups can be used to establish asymmetric cryptography using the discrete logarithm problem as cryptographic primitive. Trace zero varieties feature a better scalar multiplication performance than elliptic curves. This allows fast arithmetic in these groups, which can speed up the calculations with a factor 3 compared with elliptic curves and hence speed up the cryptosystem. Another advantage is that for groups of cryptographically relevant size, the order of the group can simply be calculated using the characteristic polynomial of the Frobenius endomorphism. This is not the case, for example, in elliptic curve cryptography when the group of points of an elliptic curve over a prime field is used for cryptographic purpose. However, to represent an element of the trace zero variety more bits are needed compared with elements of elliptic or hyperelliptic curves. Another disadvantage is the fact that it is possible to reduce the security of the TZV of 1/6th of the bit length using cover attack. == Mathematical background == A hyperelliptic curve C of genus g over a prime field F q {\displaystyle \mathbb {F} _{q}} where q = pn (p prime) of odd characteristic is defined as C : y 2 + h ( x ) y = f ( x ) , {\displaystyle C:~y^{2}+h(x)y=f(x),} where f monic, deg(f) = 2g + 1 and deg(h) ≤ g. The curve has at least one F q {\displaystyle \mathbb {F} _{q}} -rational Weierstraßpoint. The Jacobian variety J C ( F q n ) {\displaystyle J_{C}(\mathbb {F} _{q^{n}})} of C is for all finite extension F q n {\displaystyle \mathbb {F} _{q^{n}}} isomorphic to the ideal class group Cl ( C / F q n ) {\displaystyle \operatorname {Cl} (C/\mathbb {F} _{q^{n}})} . With the Mumford's representation it is possible to represent the elements of J C ( F q n ) {\displaystyle J_{C}(\mathbb {F} _{q^{n}})} with a pair of polynomials [u, v], where u, v ∈ F q n [ x ] {\displaystyle \mathbb {F} _{q^{n}}[x]} . The Frobenius endomorphism σ is used on an element [u, v] of J C ( F q n ) {\displaystyle J_{C}(\mathbb {F} _{q^{n}})} to raise the power of each coefficient of that element to q: σ([u, v]) = [uq(x), vq(x)]. The characteristic polynomial of this endomorphism has the following form: χ ( T ) = T 2 g + a 1 T 2 g − 1 + ⋯ + a g T g + ⋯ + a 1 q g − 1 T + q g , {\displaystyle \chi (T)=T^{2g}+a_{1}T^{2g-1}+\cdots +a_{g}T^{g}+\cdots +a_{1}q^{g-1}T+q^{g},} where ai in Z {\displaystyle \mathbb {Z} } With the Hasse–Weil theorem it is possible to receive the group order of any extension field F q n {\displaystyle \mathbb {F} _{q^{n}}} by using the complex roots τi of χ(T): | J C ( F q n ) | = ∏ i = 1 2 g ( 1 − τ i n ) {\displaystyle |J_{C}(\mathbb {F} _{q^{n}})|=\prod _{i=1}^{2g}(1-\tau _{i}^{n})} Let D be an element of the J C ( F q n ) {\displaystyle J_{C}(\mathbb {F} _{q^{n}})} of C, then it is possible to define an endomorphism of J C ( F q n ) {\displaystyle J_{C}(\mathbb {F} _{q^{n}})} , the so-called trace of D: Tr ( D ) = ∑ i = 0 n − 1 σ i ( D ) = D + σ ( D ) + ⋯ + σ n − 1 ( D ) {\displaystyle \operatorname {Tr} (D)=\sum _{i=0}^{n-1}\sigma ^{i}(D)=D+\sigma (D)+\cdots +\sigma ^{n-1}(D)} Based on this endomorphism one can reduce the Jacobian variety to a subgroup G with the property, that every element is of trace zero: G = { D ∈ J C ( F q n ) | Tr ( D ) = 0 } , ( 0 neutral element in J C ( F q n ) {\displaystyle G=\{D\in J_{C}(\mathbb {F} _{q^{n}})~|~{\text{Tr}}(D)={\textbf {0}}\},~~~({\textbf {0}}{\text{ neutral element in }}J_{C}(\mathbb {F} _{q^{n}})} G is the kernel of the trace endomorphism and thus G is a group, the so-called trace zero (sub)variety (TZV) of J C ( F q n ) {\displaystyle J_{C}(\mathbb {F} _{q^{n}})} . The intersection of G and J C ( F q ) {\displaystyle J_{C}(\mathbb {F} _{q})} is produced by the n-torsion elements of J C ( F q ) {\displaystyle J_{C}(\mathbb {F} _{q})} . If the greatest common divisor gcd ( n , | J C ( F q ) | ) = 1 {\displaystyle \gcd(n,|J_{C}(\mathbb {F} _{q})|)=1} the intersection is empty and one can compute the group order of G: | G | = | J C ( F q n ) | | J C ( F q ) | = ∏ i = 1 2 g ( 1 − τ i n ) ∏ i = 1 2 g ( 1 − τ i ) {\displaystyle |G|={\dfrac {|J_{C}(\mathbb {F} _{q^{n}})|}{|J_{C}(\mathbb {F} _{q})|}}={\dfrac {\prod _{i=1}^{2g}(1-\tau _{i}^{n})}{\prod _{i=1}^{2g}(1-\tau _{i})}}} The actual group used in cryptographic applications is a subgroup G0 of G of a large prime order l. This group may be G itself. There exist three different cases of cryptographical relevance for TZV: g = 1, n = 3 g = 1, n = 5 g = 2, n = 3 == Arithmetic == The arithmetic used in the TZV group G0 based on the arithmetic for the whole group J C ( F q n ) {\displaystyle J_{C}(\mathbb {F} _{q^{n}})} , But it is possible to use the Frobenius endomorphism σ to speed up the scalar multiplication. This can be archived if G0 is generated by D of order l then σ(D) = sD, for some integers s. For the given cases of TZV s can be computed as follows, where ai come from the characteristic polynomial of the Frobenius endomorphism : For g = 1, n = 3: s = q − 1 1 − a 1 mod ℓ {\displaystyle s={\dfrac {q-1}{1-a_{1}}}{\bmod {\ell }}} For g = 1, n = 5: s = q 2 − q − a 1 2 q + a 1 q + 1 q − 2 a 1 q + a 1 3 − a 1 2 + a 1 − 1 mod ℓ {\displaystyle s={\dfrac {q^{2}-q-a_{1}^{2}q+a_{1}q+1}{q-2a_{1}q+a_{1}^{3}-a_{1}^{2}+a_{1}-1}}{\bmod {\ell }}} For g = 2, n = 3: s = − q 2 − a 2 + a 1 a 1 q − a 2 + 1 mod ℓ {\displaystyle s=-{\dfrac {q^{2}-a_{2}+a_{1}}{a_{1}q-a_{2}+1}}{\bmod {\ell }}} Knowing this, it is possible to replace any scalar multiplication mD (|m| ≤ l/2) with: m 0 D + m 1 σ ( D ) + ⋯ + m n − 1 σ n − 1 ( D ) , where m i = O ( ℓ 1 / ( n − 1 ) ) = O ( q g ) {\displaystyle m_{0}D+m_{1}\sigma (D)+\cdots +m_{n-1}\sigma ^{n-1}(D),~~~~{\text{where }}m_{i}=O(\ell ^{1/(n-1)})=O(q^{g})} With this trick the multiple scalar product can be reduced to about 1/(n − 1)th of doublings necessary for calculating mD, if the implied constants are small enough. == Security == The security of cryptographic systems based on trace zero subvarieties according to the results of the papers comparable to the security of hyper-elliptic curves of low genus g' over F p ′ {\displaystyle \mathbb {F} _{p'}} , where p' ~ (n − 1)(g/g' ) for |G| ~128 bits. For the cases where n = 3, g = 2 and n = 5, g = 1 it is possible to reduce the security for at most 6 bits, where |G| ~ 2256, because one can not be sure that G is contained in a Jacobian of a curve of genus 6. The security of curves of genus 4 for similar fields are far less secure. == Cover attack on a trace zero crypto-system == The attack published in shows, that the DLP in trace zero groups of genus 2 over finite fields of characteristic diverse than 2 or 3 and a field extension of degree 3 can be transformed into a DLP in a class group of degree 0 with genus of at most 6 over the base field. In this new class group the DLP can be attacked with the index calculus methods. This leads to a reduction of the bit length 1/6th.
Geofence warrant
A geofence warrant or a reverse location warrant is a search warrant issued by a court to allow law enforcement to search a database to find all active mobile devices within a particular geo-fence area. Courts have granted law enforcement geo-fence warrants to obtain information from databases such as Google's Sensorvault, which collects users' historical geolocation data. Geo-fence warrants are a part of a category of warrants known as reverse search warrants. == History == Geofence warrants were first used in 2016. Google reported that it had received 982 such warrants in 2018, 8,396 in 2019, and 11,554 in 2020. A 2021 transparency report showed that 25% of data requests from law enforcement to Google were geo-fence data requests. Google is the most common recipient of geo-fence warrants and the main provider of such data, although companies including Apple, Snapchat, Lyft, and Uber have also received such warrants. == Legality == === United States === Some lawyers and privacy experts believe reverse search warrants are unconstitutional under the Fourth Amendment to the United States Constitution, which protects people from unreasonable searches and seizures, and requires any search warrants be specific to what and to whom they apply. The Fourth Amendment specifies that warrants may only be issued "upon probable cause, supported by Oath or affirmation, and particularly describing the place to be searched, and the persons or things to be seized." Some lawyers, legal scholars, and privacy experts have likened reverse search warrants to general warrants, which were made illegal by the Fourth Amendment. Groups including the Electronic Frontier Foundation have opposed geo-fence warrants in amicus briefs filed in motions to quash such orders to disclose geo-fence data. In 2024, a panel of the United States Fourth Circuit Court of Appeals considered data acquired from Google’s Sensorvault not to be a search, but non-private business records when users opt-in to Google’s location history. However, upon a rehearing en banc, the Court vacated that decision. In April 2025, the full Court affirmed the judgment solely on the 'good faith' exception, leaving the underlying constitutional question of whether geofence warrants constitute a search unsettled in the Circuit. However, the United States Fifth Circuit Court of Appeals found that geofence warrants are "categorically prohibited by the Fourth Amendment." The split in Circuits prompted the United States Supreme Court to agree to hear Chatrie v. United States in January 2026.
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