Internet Marketing Textbook II

Internet Marketing Textbook II

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Contents
Articles
Search engine business models

Email
12
SEO
14
Social Media
17
References
Article Sources and Contributors
23
Image Sources, Licenses and Contributors
24
Article Licenses
License
25

Search engines are programs that search the world-wide-web for specified keywords, and return a list of potential
results. A search engine is really a general class of programs; however, the term is often used to specifically describe
systems like Google, Bing and Yahoo. Search engines hunt for information by mining data from the World Wide
Web, File Transfer Protocol servers, and databases. Internet search engines originated to help people find
information from other websites. Prior to search engines this could be very time consuming, and tedious There are
different ways in which various search engines work but they all carry out the same tasks. They search the internet,
or parts thereof, based on key words. They then keep an index of the information they find and where it was found,
and finally allow users to look for words or groups of words found in said index.[1] The results from the search are
commonly displayed as a list of results, which are often referred to as search engine results pages. The information
presented in the results page may contain web pages, videos, images, information and other various types of files,
and the page rank of sources vary according to the relevance as determined by the search engine algorithm.
Search engines are mostly supported by advertising revenue. For instance, In 2011 Google, who controls the
majority of market share in search in the United States, earned 97% of its revenue from advertisements.[2]
In the beginning stages of the Internet, when the typical household used dial-up modem to navigate the World Wide
Web, Yahoo emerged as one of the leading search engines. It was prevalent for its ease of use and free email service.
As the Internet grew and changed, Google arose as the front-runner for search engines. Competition among different
search engines is still fierce; however, Google remains the top competitor in the industry. Although international
competition often yields different results, for example Google controls 65.6% of all searches online in the United
States as of November 2011. In China Google only controls only 16.7% of the markets share in China, trailing
behind Baidu, a Chinese search engine that controls 78.3% of total searches in China. [3][4]
Revenue
Search engines do not charge a fee for searches. Search engines typically make their revenue by carrying
advertisements. Companies will pay search engines for displaying advertisements on a search results page. The first
incarnation of this system was the Pay-per-click model. In this model advertisers would pay search engines for every
click their advertisement received. Google, for example, still uses a version of this method. Google's AdWords
charges an activation fee and a per-click fee. For these fees, companies choosing to advertise this way will see their
results in the "Sponsored Links" area in the side column of the page and occasionally the advertisement will appear
above free results.[5] When you choose to advertise this way you simply enter a "bid" of how much you would like to
spend per click. Once your bid is set, you set a budget. Bing, a competitor of Google launched by Microsoft, allows
users to set a monthly or daily budget depending on how often they wish to change your budget. By setting this bid
and budget, they can account for the maximum amount you will spend on this advertising tool each month (or day)
depending on consumer preferences and budget.[6]
Google
Google Inc. (NASDAQ|GOOG) is a multinational company based in the United States. Google specializes in
internet search, smart phone operating systems, cloud computing, and advertising technologies. While Google finds
itself in many different businesses today including Youtube, Gmail, Android, and being a search engine. They still
get 97% of total revenue from advertising whether it is on their own site, one of their properties or being run on an
outside website.
Google has made several acquisitions in the past decade to enhance their presence in online advertising. These
purchases include DoubleClick, Urchin Software Corp., and AdMob.[7]
Google has averaged a purchase of a company every week since 2010. As a public company Google has a right and
responsibility to it's shareholders to do their best to increase revenue and do their best to advance their sales price.
Google purchases companies when they feel their revenues are threatened or they have an opportunity to meet their
obligations to their shareholders. Googles approach to online advertising is multifaceted.
Google AdWords
Adwords is Googles top source of revenue grossing an average of $28 billion annually over from 2000-2010.
Adwords was launched in 2000. With Google controlling 2/3 of all internet searches worldwide their Adwords
program is the largest advertising platform in the world.
When a customer uses Googles search bar, the keywords in the search will instantly trigger the Adwords platform.
Adwords allows for great customization for advertisers. Advertisers are able to select what demographic and
geographic locations that they wish for their ads to be shown to. The advertisements can consist of one headline
consisting of 25 characters or less and two additional text lines consisting of 35 characters each.
There are certain words which are not allowed to be advertised through Google Ad Words system these words are
blocked by Google because it would lead to many companies involved in illegal activities to attempt to advertise on
Google. Many of these words and drug, sex, and violence oriented. Once clients have selected which words they
want to target in their Adwords campaign they have two choices which will determine how much the campaign will
cost.
Yahoo! and adCenter

Advertising on Yahoo! has undergone a lot of changes to keep up with the competition. Yahoo used to be the market
leader until Google took that crown. In 2006, Yahoo! implemented the Panama [8] ad system. The system advanced
Yahoo!'s algorithm by adding a Quality Index variable so that advertisements weren't only picked based off of the
highest bid. In addition, a multitude of features were added to make the process more user-friendly. These additions
include a control panel, fast activation times, geo-targeting, advertisement testing tools, and forecasting and
scheduling tools. [9] More recently, Yahoo! has collaborated with Microsoft to utilize Microsofts adCenter. One
account on adCenter now allows advertisers to have their advertisements appear on both Yahoo!, and Bing. This
allows advertisers to reach around 166 million people who go to either Yahoo! and Bing to conduct internet searches
(which is around 30% of the search market).[10] This appeals to advertisers because studies have shown that users are
more likely to purchase something after clicking on an advertisement on Yahoo! or Bing rather than on Google. A
dashboard that monitors the budget of an advertiser's campaign has also been added to the homepage of adCenter.
Another addition is the increase of the character limit for advertisement descriptions. This increase from 70 to 71
characters allows advertisers to now import their advertisements from AdWords to adCenter without having to make
changes to it. [11] Yahoo! and Bing are attempting to gain some of Googles market share but implementing these
changes.

Pay-Per-Click (PPC)
PPC is a method of advertising used by AdWords and AdSense where the advertiser only has to make payment to
Google each time the advertisement is clicked. The cost for this model varies greatly depending on the words that
you choose. Google Adwords is a freely functioning economic system based upon supply and demand for how it
determines the rates for various words. The more advertisers are trying to advertise certain words based upon
demand the higher price Google will charge without any maximum. The cost can range from $.50 all the way up to
$55. As of this writing in 2012 the 5 most expensive Adwords are:[12]
1. Insurance (example keyword: auto insurance price quotes) Costs $55 Per Click!
2. Loans (example keyword: consolidate graduate student loans)
3. Mortgage (example keyword: refinanced second mortgages)
4. Attorney (example keyword: personal injury attorney)
5. Credit (example keyword: home equity line of credit)
Advertisers enter all words that they would like to include in their Adwords account and Google will pre-determine
the amount that the advertiser will be paying in the Pay-Per-Click Model. Advertisers can then further customize
their spending if they wish to stay within a budget and let Google know not to let their bill rise above a certain
amount in a day, week, or month.
Cost-Per-Thousand (CPM)
CPM is another method of payment into the Adwords advertising platform. This is paid upon the number of
impressions. The rate is much cheaper than that of the pay-per-click but each impression is looked at as not as
effective as an actual click. This is when Google will set the amount that the advertiser will pay based on 1000
people that the advertisement is shown to, whether they click on it or not. The rates for specific words trend with the
Pay-Per-Click model with the top 20 being the same as the list above.
Google AdSense
Google AdSense is a program run and owned by Google Inc. Google AdSense accounted for 28% of Googles total
revenue in Q1 2011. Adsense allows any content rich website to run advertisements through Google based on the
content of the page.
With AdSense, Google matches specific words typed into the search engine and displays advertisements on the right
hand side of the screen, or on top of the screen. The advertisements allow a title, a couple of lines of info, and a link
to the website. The purpose of using Google AdSense is to allow companies to display their advertisements
according to their target user's demographic. Getting users to click on the link and purchase from the website is the
goal. Since a company can expect to convert ten percent of clicks to sales, having targeted advertisements increases
the chance of the user clicking on the advertisements. Google AdSense also has a payout system. The earnings have
to reach a certain threshold in order for a payout to be given, assuming there are no holds on the account.
Customers who have their own websites can enable the Google Adsense technology on their webpage. It functions
much like the above Google Adwords and implements much of the same technology. It will use keywords
throughout the page and the keywords that the user typed to get to the webpage. When a user clicks an
advertisement, the website owner will receive a portion of the fee that Google charges the advertiser for the click or
the impression.
Millions of websites have implemented the Adsense technology on their own webpages. Adsense enables smaller
businesses and websites revenue generation that would otherwise be unable to build an advertising network. An
example of this type of business are the numerous blogs found on the web. Google's AdSense technology has
enabled many famous bloggers to make a living from their blogs and their followers.

Googles Adsense is also customizable to website owners much like the Adwords program is customizable to
subscribers. Website owners can request to avoid certain types of advertisements on their website. Such as
advertisements for their competitor or advertisements that are against the website owners morals or values. Google
has also issued an application programing interface (API) issued for all subscribers. This allows them to fully
customize the advertisements shown on their site whether it is by worth of the click, content they feel is more
suitable for their website viewers, size or advertisement type (text, video, flash).
Ad Auctions
An important feature that Google AdSense utilizes is called an advertisement auction. The purpose of this auction is
to determine which advertisements appear on a website that utilizes Google's AdSense. These advertisements run
through a Vickrey Auction System. A Vickrey Auction is one in which the bidders submit concealed bids. The
highest bidder wins as with any other auction. However, the difference is that the winner pays the amount that the
second highest bidder bid.[13] The bid is not the only determining factor in Googles AdSense's auctions to decide the
winner. Google will then place a quality score per page based on each individual advertisement, based upon how
much the advertisement suits what the keywords actually were. The amount an advertiser bids varies and, therefore,
its combination with a Quality Score becomes important. The Quality Score is determined by looking at an
advertisement's past performance on a site or relevant sites, relevance factors such as keywords, and the quality of
the advertiser's landing page [14]. The Quality Score for an advertisement is then multiplied by the amount of money
the advertiser is willing to bid to determine an Ad Rank.
The advertisment with the highest "Ad Rank" is then selected to be displayed on a given site that uses AdSense. The
amount of money that the advertiser has to pay, however, is determined by taking into account the "Ad Rank" of the
next highest advertisement. The second highest ranking advertisement's "Ad Rank" is taken and is divided by the
Quality Score of the highest ranking advertisement. This value is taken, and is then rounded up by the given
country's lowest currency rate (ie. $0.01 for the United States). Ultimately, the result gives the dollar amount that the
advertiser would pay if its advertisement is clicked on by a user.
Vickrey Auction System
A Vickrey Auction system is used by Google to determine the prices for key words in its system.. A single good is
bid upon; in this case it is a word or phrase. The winner's advertisement would then be placed in Google's searches.
Each individual's bid is sealed and is not revealed to his/her competitors. This type of auction provides incentive for
one to bid their true value. The winner is the contender who bids the highest value, they will then pay the value of
the second highest bid. This also provides incentive for bidders to reveal their true value in the auction since they
know that if they win, they will likely pay less than their bid. This encourages everyone to bid the maximum value
they would be willing to pay, thus revealing a user's preferences for these words and preventing preference
misrepresentation. .
Infinite Auction
The Infinite Auction is an unique auction system that is famously used by Project Wonderful[15]. The premiss for the
auction is to allow an advertiser and a publisher a continuous auction for advertising space on a site. For an
advertiser, it is a very simple process. The advertiser selects which sites they want to have their advertisements
appear on, and then inputs how much money they would be willing to pay for the available advertisement space on
the site. In addition, the advertiser has the option to select at what times they would be willing to bid for that
advertising space. From that point on, the advertiser will have its advertisement appear on that site whenever its bid
is the highest (only during the times at which they had selected to bid). The advertiser, however, will not need to pay
their maximum bid. Instead, the advertiser only needs to pay the smallest price possible that wins the auction for that
advertiser.[16] Additionally, the advertiser is able to change all aspects of their bids (i.e. maximum amount and times
to bid), and can cancel their bids at any time. For a publisher, there are a lot more options. The publisher is able to

select where advertisements appear, what size the advertisements will be, and what types of advertisements can be
placed on their site. To give even more control, the publisher is able to select manually which advertisements they
want on their site, select to trust all advertisements from a specific advertiser, and is able to remove any
advertisements that they do not want on their site, even if it had the highest bid.. All of these tools make for a very
streamlined and functional auction system for advertisements on Project Wonderful.
Economic Impact
A study recently published by The Harvard Business School says that the internet has directly employed over 1.2
million people. E-Commerce and online retail sales are projected to be over $204 billion in 2008. The study also
stated that the internet is an economic powerhouse that drives U.S. competitiveness and productivity. Companies
such as Google and Apple have been a solid rock in the recent U.S. recession. Google Adsense has been a huge
success and is a vital part of e-commerce; producing a large impact on the US economy. Googles Vickrey Auction
system has been a part of this success for the company, helping it earn make billions in revenue. Google earns 97
percent of its revenue from its advertising programs. Googles 2006 income from advertising was $10.492 billion
and only 112 milion of it was from licensing and other revenues. However, with all of its success, Google AdSense
has had its downsides and pitfalls.
Competition
The search of business has gone through two pretty distinct phases. These phases went from the early 1990s to the
year 2000. Where there were a lot of options in search engines sharing their market shares to a much greater extent
than it is being shared today. By the year 2000 Google had established itself as the market leader and since then the
market has continued to tip towards Google, with Google now controlling over 65% of total market share. [17]
History
In the early days of the web there was many search options. One could choose to search Lycos, Alta Vista, Web
Crawler, Yahoo, Google and many more[18]. As an early entrant, Yahoo dominated the search market. Yahoo used a
system similar to that of a phonebook to index web sites. Yahoo allowed developers to link and describe their sites in
the index. This was a good system; however it was vulnerable to exploitation. Site developers could describe their
sites in any way they wished and could deceive potential visitors. Google started at Stanford University using a
different approach. Instead of allowing developers to index their sites, Google developed a procedure for visiting
sites and scanning them for relevance. After reviewing the relevance of these sites, Google would then rank them so
as to display the most relevant first. PageRank, the ranking system, also catalogues "back links". A back link is a link
from one site to another that does not have a reciprocal link. In other words, it treats back links somewhat like
references as if the site displaying the link to your site without a reciprocal is "citing" the site. Also, sites back linked
by high PageRank sites are also given greater value. On top of their more relevant results, Google took a less-is-more
approach. Today, Google revisits its search engine algorithm on a regular basis. Googles exact algorithm that it uses
to rank pages is kept secret. This helps hedge against Search Engine Optimization "gaming" by webmasters, and
keeps their search engine competitive. Google features an uncluttered home page that differentiated it from other
search engines from its inception. To this day, when you go to the search engine's home page you see simply the
word "Google", a place to type your query, and a top row of additional features, such as Gmail, or Google Images.
Google's main competitor in the beginning, Yahoo, on the other hand, presents a slew of links and advertisements. In
this case, a lack of noise was seen of as preferable for Google. Second, and perhaps more importantly, Google
realized early on that the time it took for search results to materialize was an important factor for potential users. [19]
The State of the Market in the United States in 2012

In recent years it appears, at least in the U.S., that the search engine market has become somewhat of a "tippy"
market. With the market's high supply side economies of scale and relatively low taste for variety, it seems evident
that one provider may eventually garner a majority of the market share and maintain a stable equilibrium. This idea
is further reinforced by market share research that, as of March 12th, 2010, shows Google at #1 (with 65.5%), Yahoo
at #2 (with 16.8%), Bing at #3 (with 11.5%), Ask.com at #4 (with 3.7%) and AOL Search at #5 (2.5%). [20]
Although the market appears to be tipping in the direction of Google, Microsoft has been making a comeback since
the revamp of its Live Search, now known as Bing. Google remains on top of the market, but Microsoft has partnered
with Yahoo in an attempt to grab hold of a larger market share. As of the end of summer 2010, Yahoo search results
are being powered by Bing. This means that you will receive the exact same search results from Yahoo as you would
from Bing. In addition to sharing search results, pay-per-click advertisements from both engines will be shown on
both sites. All advertising is now done through Microsoft's Adcenter.[21] The effects of this merger can be thought of
in terms of Network Externalities. By expanding it's share of the market, Microsoft has made it's advertising services
more valuable to potential advertisers. Microsoft has essentially grabbed a third of the market through its merger and
can now offer advertisers a much larger audience to cater to. As a result of Microsoft allying with a previous
competitor, it has increased the size of it's network and is now better positioned to compete against Google.
International State of the Market

Although Google was recognized as the most dominant search engine in the world in 2007, Google has since been
defeated by several local search engine companies in the international market, according to a market survey in 2009.
For example, Baidu, a Chinese search engine company which provides over 50 various services, possesses 75.7% of
the entire Chinese search engine market. To compete with different websites in different areas, Baidu locks-in its
current users and expands its market share by creating over 50 various services of importance to consumers. For
instance, Baidu provides its users with "Baidu Knows" and "Baidu Encyclopedia," which are similar to the services
that Wikipedia provides. These two services allow Baidu's users to share knowledge and experiences in a
query-based community which is supported by Baidu's search engine. To further entice consumer retention, Baidu
also created a product called "Baidu Space," which is similar to the social networking website "MySpace". Since
Baidu is a local Chinese company, it has a better advantage in collecting accurate and abundant local information
than overseas search engine companies. In 2009, Baidu claimed it became the largest digital rural encyclopedia in
China. [22] Google China, a branch of Google, Inc, captures a 29% market share in Mainland China.[23] One
challenge to Google China is the self-imposed censorship in China. A project launched by the Chinese government
called "Golden Shield Project" can automatically block prohibited Chinese keywords that appear on a blocked
list.[24] The consequences of this action served to dramatically decrease Chinese customers' satisfaction from using
Google as a search engine. Due to the internet censorship laws in the People's Republic of China, about 10% of the
contents on Google China are unavailable.. In contrast, Baidu voluntarily censors all materials which could possibly
break the regulations of the Chinese government. In the Chinese search engine industry, Baidu is famous for
monitoring and censoring its search results in a proactive and restrictive way.[25]
In Japan, Yahoo! Japan ranks as the No.1 search engine website holding a 57% market share. Compared to Yahoo!
Japan, Google holds around 30% of the market in Japan. At the same time, the market share of Microsofts product,
Bing, is only about 3%. Yahoo! however, only owns a 35% minority stake in Yahoo! Japan. One of Yahoo! Japans
biggest shareholders is Softbank, which has a 40% majority stake. In July 2010, BBC reported that Yahoo! Japan
plans to use Googles engine technology rather than utilizing the technologies of its strategic partner, Microsoft. As
Yahoo! Japan mentioned in its announcement, they will adopt the advertising and distribution systems which have
been created by Google.[26]
Search Engine Optimization

Search engine optimization, commonly referred to as SEO, is the process of increasing the visibility of a website by
obtaining a search result from a search engine, particularly with the intention of garnering higher ranked pages. The
more regularly a web page is placed on a search result list, the more search engine users will notice its appearance
through the search engine. In simple terms, search engine optimization is the process of trying to get a website as
high up on a list of search results. SEO has increasingly become a huge part of a companys growth strategy as more
businesses are attempting to find ways to increase their sites visibility to internet users and searchers. The higher up
a companys website is on a list of search results, the more visible the website becomes, and ideally, the more traffic
the website gets. [27]
SEO Techniques
Search Engine Optimization can encompass complicated and complex website restructuring. While many companies
hire outside consultants who specialize in optimizing search engine results, there are some techniques that can be
done fairly easily to accelerate search engine rankings.
First, you need to know where you rank in search engine result pages. If you dont know your current SEO, you
wont know if your efforts are working unless you continuously monitor your ranking and have a baseline to measure
from.
Then, it is important to understand how website visitors are being driven to the website, which help you determine
which efforts are being best spent. This means tracking which links visitors are clicking on to get to your site, and
knowing which search terms they used to find your website. Once one is able to discern which search terms visitors
are using to find a website, a common practice is to place those search terms, or keywords, throughout your website.
Keywords should be included in your title pages, page content, URLs, and even image names. The title page and
page header however, are the two most important places to include keywords. If you are unsure of which keywords
your visitors are using to get to your website, or if you dont have very many visitors, think about which words
someone looking for information on your website topic would use to search for it. For example, a Phoenix car dealer
that sells only Toyotas would want to incorporate the words: Phoenix, Car, Car Dealership, Toyota, Phoenix Toyota,
Tacoma, Corolla, into their website. [28]
Be aware of keyword-stuffing. Search engine spiders are specifically programmed to disregard sites have an
unreasonable amounts of keywords. Keyword-stuffing will not help to optimize your search engine ranking; you
must be tactical in the use and placement of keywords. Google's sophisticated algorithm will not only recognize this,
but in many instances will punish websites engaging in this behavior by lowering the PageRank of sites and
decreasing their rankings.
Google Analytics[29]
Google Analytics enables you to measure sales and conversions, and at the same time, gives you additional insights
into how visitors use your website, how they reached your site, and how you can continue to keep them coming back
to your site.
Google Analytics lets you view your reports in real-time. This allows you to see the number of people who are
currently on your site, how they got to your site, what page/content they are viewing, and how long they spend on
your site. You can also make custom reports that define the information you want to analyze in any given date range.
You can also create custom variables that help your unique business understand your unique customer segments
better and collect only the information that is most important to you. The analytic tools that Google Analystics offers
include:
Content Analytics: Content reports make it easy to recognize which sections of your website are performing well.
Content analytics show you which pages have the most traffic so that you can see which content visitors are driven
towards this will help one produce an improved online experience for your customers.

Social Analytics: Google Analytics tracks the success of your social media platforms, like Facebook, twitter,
Google+, and YouTube. You can evaluate how visitors interact with linking features on your site (like the Google +1
button, the Facebook like button, and the Twitter retweet button), and additionally measures how well organizations
are engaging with your visitors across social platforms through updated content.
Mobile Analytics: Google Analytics measures the influence that mobile apps may have on a business, similarly to
how they measure the impact of social media sites.
Conversion Analytics: Google Analytics helps determine how many customers are being driven to a website
through SEO, through advertising campaigns, or tracking clicks.
Advertising Analytics: Based on how well one's performance is with social, mobile, content, and conversion
analytics, Google Analytics helps you make the most of your advertising by suggesting where to display your
advertisements. By linking your website activity to various marketing campaigns, Google Analytics helps you
increase advertising performance.
Flow Visualization and In-Page Analytics: This tool lets one learn the path visitors take through the site. This
allows one asses how visitors interact with different pages on a website, allowing for an analysis of which pages lead
to the most conversions.
Google Places for Businesses
Google Places for Business allows you to claim a business listing/address on google. About 97% of consumers
search for local businesses online. Google Places for Businesses is a free platform offered by Google that allows
companies to be present online when searchers are looking for a specific business or a general type of business.
Business owners have the ability to add photos, videos, websites, and special offers to showcase themselves to
potential customers. The tool also lets companies post updates about their business, and respond to positive and
negative online reviews. [30] Businesses are able to make improved businesses decisions by learning more about their
customers using insights provided by Google Places for Businesses like:
Total Impressions: The number of times users saw your business listing in a search result - This gives you an idea
about how well you are doing with SEO for local search engine results.
Total Actions: The number of times users showed interest in your business listing - This gives you more information
about how many users clicked your link to get driving directions, to get to your website, etc.
Top Search Queries: The most used keywords by searchers that lead to your website - This helps you determine
which key words you should use on your website to attract more traffic
Where Driving Directions Were Requested From: This gives you an idea of how local your market is and which
areas of town (by zip code) are requesting directions to your business [31]
Use Image Descriptions
Search engine spiders, search engines' algorithms or manual monitors, are only able to observe the text associated
with an image to determine how optimal your site is. This is because search engines sift through only code to discern
relevancy. Spiders cannot identify text in images. This means that is important to make the words that are associated
with pictures or images as expressive as possible (using keywords). If a site contains a lot of images and no text, it is
necessary to add ALT tags (or image names) to each of your images to increase the amount of descriptive text on
your site. .
Continuously Update Your Sites Content
Search Engine spiders look for websites that are updated regularly with new and accurate information/content. An
easy way to assure that your website is receiving new content on a regular basis is to incorporate a company blog. A
company blog is an great way to reach out to your visitors, generate more opportunities for linking, while also
boosting your search engine ranking. It is also important to dispense links about updated content from your site to
appropriate social media platforms. Whether the content is exposed on your website, shared or liked on facebook,

or re-tweeted on twitter, this approach exponentially increases the number of locations where visitors can view
links to your site.
Obtain Indexed
A web crawler is an automated program which usually released by search engine. A crawler tracks web pages for
search engine indexing. A web crawler is also known as ants, automatic indexers, bots, or Web spiders, Web robots.
Search engine giants such as Yahoo and Google, they sent out crawlers in their system of search results. A paid
submission service provides customers with a guaranteed crawling service. Example: Yahoo Directory and Google
Webmaster Tools. [32]
Avoiding crawling
In order to make the materials relevant in search indexes, web administrators should not use spiders to crawls files or
directories through the certain domain. Pages usually are not allowed to be crawled, such as sign in specific pages.
Example: login pages of shopping carts. [33]
Increasing Exposure by Linking Back to Your Own Website
Cross-linking can boost a web pages visibility by offering more links in different pages of the same website. This
technique involves the integration of internal links into your website. Using the content which comprises of regularly
searched keywords can make the variety of search query wider. An example would include adding most searched
keywords to web's meta data such as title tag and meta description. [34] Another way to do this is to add a site map. A
site map is a web page that lists all major pages on a website and links back to those pages.
Combat of Search Engines
There is a negative effect for "black hat" SEO, utilizing techniques to rank high in a search result list by unfairly
"gaming" the system to their advantage. Search engines punish these sites who apply the technique (like key-word
stuffing) without permission from them by lowering their position in the ranking list or erasing their items
completely from their databases.[35] The search engines' algorithms or a sites manual monitor (spiders) can enforce
the penalty to any companies that involve deception and use techniques which disapproved by the search engine
companies. For a instance, BMW Germany involved in a deception case in 2006. As a response, Google removed
BMW's web page from its database. BMW soon corrected its mistake, it publicly announced its apology to Google
and deleted its suspected web pages.
Legal Issues
With the increasing amount of information becoming easily accessible on the web through search engines, many
lawsuits have been filed in an attempt to protect private and copyrighted information, to safeguard crippling markets
(like news papers), and to defend the search engine marketing efforts of corporate companies. [36]
Privacy
Privacy is important when it comes to search engine data. In 2007 the European Union forcefully investigated many
search engine companies in an effort to limit data withholding and preserve searcher privacy rights. This action came
about when, in 2006, AOL Research released three months worth of private search data from over 650,000 AOL
users, in which some searchers were identified by name. The European Union made a call to action for the privacy of
personal search data.
Publishing & Copyright Lawsuits
As more content is being created, popularization for individual content is becoming seemingly difficult and scarce.
Search engines, and many other forms of online media, permit for improved targeting of potential consumers and
less wasteful and more effective business models. Due to the growing irrelevancy of printed material and a fear of a
diminishing market, traditional publishing companies have fought back against search engines.
Newspapers

With the emergence of Google and other popular search engines, the newspaper business has increasingly been
threatened. When Google began news coverage, some publishing groups sued Google in an effort to try to get them
to drop their news coverage. In September of 2006 a few Belgian newspaper companies won a copyright lawsuit
against Google News for posting their news content. Google now pays a licensing fee to some publishers in order to
post news.
Books
Google Print saw a lot of hostility. Google was sued in September 2005 by the Authors Guild and one month later, in
October 2005, by a collective group of major book publishing houses.
Photos
Google was sued by Perfect 10, a pornography company for including hidden copies of stolen content in their image
index, and for letting publishers to attain a profit on pirated copyright content via Google AdSense.
Pay Per Click & Ad Targeting Lawsuits
Google has the ability to program certain words as keyword triggers for specific advertisements. In 2004, Geico sued
Google for a trademark violation when they found out that Google allowed the word Geico to be a keyword trigger
to solicit competing advertisements. A similar case was later filed by Louis Vuitton. Lane's Gifts sued Google for
click fraud. Google settled the case out of court and aimed to free themselves of click fraud related liabilities back
through 2002, when they launched their pay per click model.
Reviews/Comparisons
Flight Tickets Search
The trend of searching flight ticket online made many search engines provide airfares services. Bing Travel, an
airfare service supported by Microsoft bypasses Google and Yahoos airfare services became the best and cheapest
flights service. Farecast charts show the recent months and predict the tickets prices changes in the future. Yahoo
created alike tools for its customers to choose the flight tickets by comparing prices and changing the flight path to
save their money. Google doesn't offer its customers a cheap flight tickets searching service.[37]
Online Shopping Search
Bing Shopping service emphasizes user reviews from a multitude of sites. Also, Microsoft created a Bing Cashback
program which provides discounts to the customers who purchased products on its Live Search engine. Google
highlights the price of the products which is listed in its Google Shopping website. Similar to Bing's shopping
service, it provides plentiful information to make its users understand the condition of the product before paying..
Local Restaurants Search
Bing offers a list of local restaurants with overview information such as customer reviews, quality scores and special
suggestions. Google has restaurants maps, ratings, images and comments shared by Google users. Although Yahoo
did provide the general information about the local restaurants, Yahoo gives less information about the local
restaurants than Google and Yahoo did..
10
Network Effects and Tippyness

One important thing to recognize is how Google AdSense and AdWord operate as a two-sided platform. One side
consists of the website owners who want to earn revenue via their website, and the other side consists of all the
advertisers. This network also has some strong network externalities present. Specifically, as more website owners
participate on Google AdSense, the more valuable Google AdWords becomes.
The combination of network externalities with the very low marginal cost that both AdSense and AdWord have
makes this particular market very tippy. There is, however, demand for more variety of advertisements outside of
Googles current offerings (i.e. TV and print advertisements). This increase in taste for variety decreases the markets
tippyness. However, this low marginal cost has a lot of companies wondering if they are starting to become more
effective than traditional print and television advertisements. For example in 2009 for the first time in 23 years Pepsi
Co. spent no money advertising on the Superbowl and instead decided to put all of their Superbowl advertising
budget towards social media through Facebook and Google.
References
[1] How Stuff Works
[2] http:/ / www. scientificamerican. com/ article. cfm?id=how-do-internet-search-en
[3] http:/ / www. marketwatch. com/ story/ googles-china-market-share-falls-to-167-2012-01-20
[4] http:/ / www. bloomberg. com/ news/ 2011-11-09/ google-gains-u-s-search-market-share-in-october-comscore-says. html
[5] Google AdWords
[6] Microsoft AdCenter
[7] http:/ / www. theatlantic. com/ technology/ archive/ 2011/ 08/ infographic-googles-102-acquisitions-over-the-last-11-years/ 244217/
[8] http:/ / en. wikipedia. org/ wiki/ Panama_%28ad_system%29
[9] Search Engine Watch http:/ / searchenginewatch. com/ article/ 2058925/ Yahoo-Unveils-Public-Details-Of-Panama-Ad-System-Upgrade
[10] Search Advertising http:/ / advertising. yahoo. com/ article/ search-advertising. html
[11] adCenter Matches AdWords http:/ / advertising. yahoo. com/ blogs/ advertising/
adcenter-matches-adwords-character-limit-launches-integrated-budget-192517012. html%20
[12] http:/ / techcrunch. com/ 2011/ 07/ 18/ most-expensive-google-adwords-keywords/
[13] http:/ / www. jstor. org/ stable/ 10. 2307/ 25592436
[14] About the Ad Auction http:/ / support. google. com/ adsense/ bin/ answer. py?hl=en& answer=160525
[15] Project Wonderful changes all that.
[16] Project Wonderful: How Does the Infinite Auction Work? https:/ / www. projectwonderful. com/ abouttheinfiniteauction. php
[17] http:/ / www. bloomberg. com/ news/ 2011-11-09/ google-gains-u-s-search-market-share-in-october-comscore-says. html
[18] http:/ / searchenginewatch. com/ article/ 2064954/ Where-Are-They-Now-Search-Engines-Weve-Known-Loved
[19] Why Google Won in the Search Market
[20] Recent Search Engine Market Share
[21] Yahoo/Bing Alliance What You Need To Know!
[22] CNET News
[23] News.xinhuanet.com
[24] BBC News
[25] China Digital Times
[26] BBC News
[27] Business Insider
[28] Google Webmaster Tools
[29] Google Analytics
[30] Google Places for Businesses
[31] http:/ / www. google. com/ local/ add/ analytics?storeid=8552459& hl=en-US& gl=US
[32] Search Engine Watch(SEW)
[33] Search Engine Land
[34] http:/ / support. google. com/ webmasters/ bin/ answer. py?hl=en& answer=66356
[35] Search Engine Watch(SEW)
[36] Search Engine History
[37] PC World
11

Google AdSense (https:/ / support. google. com/ adsense/ bin/ answer. py?hl=en& answer=9712& topic=1391535&
parent=1319753&rd=1)
Google AdWords (https:/ / accounts. google. com/ ServiceLogin?service=adwords& hl=ww& ltmpl=regionala&
passive=false& ifr=false& alwf=true& continue=https:/ / adwords. google. com/ um/ gaiaauth?apt=None&
ltmpl=regionala&
ltmpl=regionala&
error=newacct&
sacu=1&
sarp=1&
sourceid=awo&
subid=ww-et-jr1-ashc-art76231)
Email
There are millions of emails sent everyday worldwide. Over the last decade emails have exploded in popularity and
have become one of the primary methods of communication. It has become so increasingly popular because it is
instant and cheap. Originally emails were all via programs and the content was stored to the hard drive of each
individuals personal computer, the web was only accessed to send and receive.
Different Types of Email

Major companies like Yahoo, MSN, Microsoft, AOL are very common email domains. There are also private
domain names that belong to organizations or groups that can be designated to individuals.
There are two types of email:
those which are programmed to the hard drive of a personal computer
ones that store the information on the web mail
This restricted the access to emails, only one computer could be used to view the emails sent to an individaul. In web
mail the information is stored on the web and accessible from any internet station.
Spam
There are a number of a precautions that can be taken to ensure reducing spam & in protecting the privacy of your
personal information on the internet. One of the first & best things you can do is safeguard your email address.
Another good technique is be very cautious of revealing your personal information to anyone. This includes reading
web site private policy & avoid putting to much information about yourself out there on the web. Then, the last thing
you can do is have filters on your email account that is dedicated to spam & opt out of emails that you know wont
use.
Some people take a different approach to blocking spam: create two e-mail accounts. One e-mail account is for
family, friends & trusted sources. The other e-mail account is for shopping, promotional offers, blogs, etc. The
second e-mail account is often referred to as a disposable or throw-away e-mail account. Some internet service
providers even offer disposable e-mail addresses to customers.
If having two e-mail addresses doesn't sound appealing, you can always unsubscribe to e-mails from companies.
Most marketing e-mails will include a link to unsubscribe, which will remove your email address from the
distribution list that is sending the e-mail. [1]
[1] Understanding Computers Today and Tomorrow, 13th Edition- pages 611 and 612
12
Email
13
Business Advantages
Today many companies in the business world are using Email as there number one form of communication. No long
are faxes, phones, and Snail mail being used as a number one form of communication. It can be received almost
everywhere, with the use of communication devices such as the Blackberry and where internet access is found. On
Outlook such things as keeping documentary confirmation, scheduling and reminder are some of the features that
can be utilized. There are functions that allow you to know if your client has opened your sent email.
I am not surprised that email is the number 1 form of communication. It has its advantages, such as the sender has
the ability to send a quick note containing a question or comment to a co-worker, the respondent can then send back
their answer instead of having a phone conversation that could potentially take a lot of time and sometimes break
your concentration. This can be extremely beneficial when you are very busy and have time constraints. In addition
when co-workers in different parts of a building or country are working together on the same document, being able
to attach what you are working on and send it off to a co-worker for proofing or editing instead of actually walking it
over to them, faxing it to them or even mailing it to them is a great option. But on a downside, I think that sometimes
the text in the email can be misread or taken the wrong way which could possibly result in multiple emails, which in
the end could have been faster in a quick phone conversation. That being said I think that the good definitely
outweighs the bad when it comes to email correspondence in the workplace.
Personal Advantages
An individual can send a message as well as attach documents like music, video, and images to another individual or
to a group of people. Individuals have a number of options when deciding which domain should host their email
address from. Most of these popular web-based email accounts offer huge amounts of storage (up to 250 GB) that is
free with the account. This allows the user to send messages and media files with great ease.
Tips for Use

-It's a good idea to have multiple e-mail accounts. One for personal communications, one for business/work related
communications, and one for signing up for services that might solicit your account or sell it off resulting in it being
filled with spam/junk mail. This keeps your messages prioritized and clutter free, and will also make sure you don't
accidentally send something inappropriate, that might be okay for friends to read, to a business associate.
-Keep passwords for different accounts separate because if one password is compromised, you lose exponential
access and information.
-Don't open suspicious looking e-mails and be wary of any messages trying to solicit a response or action on your
behalf. Virus's and trojans can spread through e-mail and the security and stability of a computer can be seriously
compromised through e-mail.
"@" before a website

address signifies an e-mail
account registered at that
website
SEO
14
SEO
Synopsis
The acronym [1] SEO stands for Search Engine Optimization. SEO is all about being found, i. e. about the contents
of ones published web site, idea, or work being available and accessible to a prospective person or party by means
of modern search engines [2]. Myriads of content providers establish platforms throughout the Web, and want to be
found by prospective customers. Instead of solely relying on eventually being found by their clients, many service
providers also direct their efforts towards acting proactively by attracting visitors to their respective honey pots.
Once this goal has been achieved, they try to make the best out of the situation by keeping the visitor attracted,
refining their marketing strategies as they go.
Customers: The Human Factor

Once upon a time, the Web, or rather the Net, was all about academic and military contents, routed and served by
public infrastructure. However, that was a long time ago. Todays global networks are dominated by commercial
contents, and the underlying infrastructure is owned and maintained by companies and firms, the so-called global
players. Not surprisingly, most contents that circulate the Net can be boiled down to dollars, euros, renminbi, and
rupees.
As everyone man, woman, and child alike is busy and short in time, attention has become as scarce commodity.
Companies that try to attract a netizens attention and that try to keep it for some time, are therefore hard-pressed,
and find themselves in permanent competition with one another.
Types of Marketing: Courting the Customer

Viral Marketing
Viral- and guerilla marketing are very much alike. Viral marketing is based on the idea of spreading the knowledge
of a product or brand in a very subtle, subliminal way. Ideally, the recipient of a message delivered thus does not
notice (or mind) its immediate commercial background. Being stirred, entertained, or even amused, the recipient
finds the message interesting enough to pass it on to further prospective parties, who, in turn, act likewise.
Consequently, a message can be created and injected into the Web with only minimum financial expense, while
being distributed quickly and efficiently to the sort of audience that is actually interested in its idea. Viral marketing,
being a loan word borrowed from immunology, emphasizes the aspect of exponential expansion of a message, while
guerilla marketing is mostly about the subtle display of the message injected into the network.
Newsletters
Newsletters, on the other hand, deal with a means well suited for reaching large amounts of people that are interested
in a particular topic or product. Being a proactive means, a newsletter functions as some sort of ping performed by a
company, informing its customers, clients and interested parties about news and changes of a certain matter without
the recipients having to perform any research themselves. As such, a newsletter is a powerful means to jolly loyal
customers. However, newsletters, much like e-mails, often reach people who are not in the least interested in the
advertised product, having found their way into the list of recipients by questionable means. Receiving an unwanted
message mediates a negative emotion not only about the inconvenience of the matter, but also about the brand or
product that is to be promoted. Thus, newsletter senders are well advised to pick the right audience in the first place.
SEO
15
News Feeds
Once the prospective reader is subscribed, blogs and RSS feeds are very much akin to newsletters these days. Unlike
traditional newsletters, it usually takes the reader an additional step, the actual subscription, to receive newsfeed
messages, which is not necessarily a bad thing.
Affiliate Marketing
Affiliate marketing makes use of third party advertisement and distribution service providers. For a certain fee,
affiliates offer their platforms to redirect traffic to their clients, claiming that the redirected parties be interested in a
specific commodity or product range. Various pricing models allow for various ways of charging the client, such as
per redirected visitor or per actual conclusion of a contract with the customer. A prerequisite for a smooth course of
actions is a proper selection of procurance criteria. In case of the affiliate being a search engine service provider,
such criteria are specified as keywords, whereas providers of specific news platforms who set up links and banners to
redirect to the client, would be chosen according to their theme, sphere of influence, or reputation.
Search Engines: On Being Found

Everyone is using them. Daily, often hourly: search engines. Although the term search engines is given in plural
form, this text is mostly about Google Inc. [3], the most important and best known service provider for search engine
technology. However, Google [3] does not only provide a well-fed search engine, but also various complementary
services, such as news and mail portals, all of which contribute to the ultimate goal of attracting and reaching people.
Being a reseller, Google [3] offers most of the information gathered about its users to third parties for a price.
Optimization
On the one hand, content providers must keep in mind how texts on websites should be written to satisfy the
expectations of prospective readers. Writing as well as well-rounded web design are the key components of keeping
a visitor attracted to a site, and are being dealt with in form the aspects accessibility and usability. Apart from formal
aspects of composition, the central message of invoking interest in an audience is about trying to think the same way
as the audience does. More often than not, website providers stick to their personal preferences and points of view
instead of applying an open-minded, customer-orientated way of thinking. As a result, customers dont stay on such
websites for long, and associate the tedious appearance of the product presentation with the attributes of the actual
products.
On the other hand, the general high aim of a website is to end up with a high page rank in Google [3], and must
therefore follow certain rules with regard to its format and structure and this is where the term search engine
optimization comes into play. Search engine optimization, the technique to optimize a sites page rank, does not
come easily, however.
Wording, Meta-Data and Backlinks

First comes the wording. As a start, only terms that appear on the respective website are treated as candidates for
keywords that can eventually be searched for. Next comes meta data, such as the meta tags of the page and the
domain name of the site. Their contents provide additional information that can be treated as keywords. A domain
name like apple.com is likely to host information about Apple products, after all. Last but certainly not least comes
external references. The more third party sites link to the respective site, the more people are effectively interested in
the sites contents, and thus yield a higher page rank than comparable insular competitors.
SEO
16
Words of Warning
As with almost any merit, there are exceptions and special rules regarding optimization that should be abided by, lest
Google [3] get the impression of the site resorting to unfair means of pushing its page rank. Moreover, certain kinds
of technology often prove to be a hindrance for disabled people and search engines alike: HTML frames, Flash and
JavaScript, disregarding their bells and whistles, act as obstacles rather than accelerators as far as site indexing is
concerned, and should be avoided, or at least taken into account with mediocre scores.
Conversion Rate
The central measurement of success of marketing strategies, such as (but not limited to) the successful sale of a
product, comes in form of the term conversion rate. In the end, it is the conversion rate that determines whether a
marketing strategy and a certain mix of applied factors paid off and resulted in the desired action on part of the
customer. Analyzing and keeping track of the conversion rate allows a service provider to verify and refine the
current strategy, feeding the results of the present back into future decisions.
References
Fischer, Mario: Website Boosting 2.0 [4], ISBN 978-3-8266-1703-4
Wikipedia article [5]
References
[1]
[2]
[3]
[4]
[5]
http:/ / en. wikipedia. org/ wiki/ Acronym

http:/ / en. wikipedia. org/ wiki/ Search_engine
http:/ / www. google. com/
http:/ / www. it-fachportal. de/ 1703
http:/ / en. wikipedia. org/ wiki/ SEO
Social Media
Social Media
Along with the 1990s onset of the Internet rose several tall tales of what was going to become of those individuals
exposed to the newly introduced social media. Those tales included the death of Sunday newspaper and the idea that
the new media is capable of turning Americas youth into a generation of socially inept zombies, plugged in but
tuned out, incapable of any conversation longer than an instant message.[1] The worldwide adoption to the
Internet led to the development of social mediathe foundation of web-based applications that allow the interaction
of individuals or groups of people socially via websites, such as Facebook, Instagram, Twitter, YouTube etc.
User-generated contentinformation voluntary shared by regular users of the World Wide Web[2] is created on
social media, then distributed and shared by many different web users. The content is created and then shared on
several different technologies, such as blogs and networking sites just to name a few. Over the last ten years, social
media has become one of the most powerful and important sources for news, networking, marketing, and online
communication.
Evolution of Social Media

It started in the late 20th century. At that time, there were a lot of technological developments that laid the
foundation for the social media platform. By 1979, UseNetan electronic bulletin board that allowed Duke
University and University of North Carolina to transmit posts and messages as a form of electronic communication
was being used. UseNet then led to the operation of bulletin board systems (BBS). BBS as they were often referred
to were the first electronic messaging centers and the first known form of social media. The BBS online meetings
produced chunks of code; however, it was code that allowed users to communicate using one central
communications system. With the inclusion of message generation and transmission, users of BBS were allowed to
download files and as well as games. The BBS used a dial up system via telephone [3] that posed a costly issue for
visitors because long distance rates would apply; therefore, many users of the BBS were local. Also developed in the
late 70s, CompuServe was the first Internet Service Provider (ISP) in the United States. Its basis was a form of
technology called the dial-up and it was known to dominate the computer world through the late 90s. [4] While
using this dial-up technology and a computer networkARPANET, Ray Tomlinson was capable of transmitting the
first generated email in 1971.[5] Just like BBS, CompuServe allowed users to share files and access the latest news
and events within the community and the country as well as send messages to friends and join in open forums with
thousands of other users across the world. The open forums became very popular and paved the way for many of the
modern electronic forms of communication that we know today.
The Rise of Social Media

For many years between 1969-1990, there were several developments that allowed the communication of people
electronically, but nothing too special to call it social media; however, in 1985 things started to change with the
onset of America Online (AOL)the first popular internet service provider in America. No one is exactly sure, who
was the first person/company to coin the term social media; however, by 1989, [6] America was in fact, online and
the world was plagued by Welcome! Youve got mail. AOL changed the social game a bit. For the first time users
were able to create member profilesa listing of details that tell other AOL users about a particular individual.
AOL acquired CompuServe and ICQthe first internet message servicing application by the late 90s. At that time,
people of all ages were intrigued by emoticonsimages used in online chat communications to convey emotions
and the short term A/S/Lan abbreviation used in online communication mediums such as emails and chat rooms
to ask a persons age, sex and location. It was after the discovery of internet messaging that the world began to
witness the evolution of social communities. AOL Instant messengera web based application that allows users to
chat, was one of the first popular forms of social media. Instant messenger allowed the interaction of people or
17
Social Media
groups of people socially via the World Wide Web. Its predecessorinternet relay chat (IRC), a chat system
developed by Jarkko Oikarinen[7] in the 80s. One by one people were allowed the opportunity to communicate via
chat rooms. These rooms allowed people to have simultaneous conversations with users all around the world on
specific yet not so specific topics. Social media began to change the world. It changed the way that people
communicated and the way information was passed across societies and the world. Individuals no longer needed to
make long-distance phone calls and time zones were no longer a concern. In 1995, Classmates.com was created. On
this site, users were able to create profiles and locate grade school friends/classmates who they've managed to lose
connections with over the years. Classmates.com was on to something bigbigger than the world could ever
imagine. This new media changed the traditional transmission of information and the foundation of building social
relationships, forever.
The Emergence of Social Media

In 1999, Web 2.0the term used to identify the second generation of the World Wide Web and to describe the tools
used to develop web based applications helped to put millions of people online by 2000. [8] Prior to the
development of Web 2.0, there was Web 1.0 where only the website owners could manage content and the
information shared to the internet audience. By this time the World Wide Web had infiltrated the minds of many
parents, teachers, doctors, children and especially teens. It was during the new millennium that the world started to
witness the rise of social media. This was the time when the world watched as the roles of traditional media started
to change, and this new media provided access to the tools that would allow human collaboration in way that one
could have never predicted before. In 2002, there was the launch of Friendster [9] the first social network to
acquire more than one million users. Just like Classmates.com, Friendster was created to get people connected.
Whether it be to build friendships or take a leap out on faith and try to find someone new to date, Friendster became
a hit. Just about one year after its inception, the network reported over three million active and registered users in the
world. Today, not commonly used in the United States, Friendster still manages to be popular amongst Asian culture.
Soon to follow were LinkedIn and MySpace on the list of social networking sites in 2003. Unlike others, LinkedIn
was created on the basis of professional relationships. [10] Instead of adding friends or building circles users of
LinkedIn are tasked with making connections. As for MySpace, users created profiles, add friends and post to each
others bulletin boards. The networking site was most popular amongst teens between 2004 and early 2005, but the
site quietly lost users and the company was challenged to change the site's main reason for existence.[11] Now
currently owned by Specific Media LLC and world renowned artist Justin Timberlake, MySpace is now a social
networking service that focuses on music. Users are now allowed to create mixes or playlists and can stream music
from other web-based applications such as Pandora Radio. In 2006, Mark Zuckerbergthe mastermind behind the
creation of the worlds famous online networking site, changed the world with the development of Facebook. The
mastermind created a way to connect students with each other. The site mainly targeted high school and college
students. Its 2004 launch was only for Harvard University students as a campus oriented site for currently enrolled
students.[12] Two years later in 2006, FaceBook was released to the public of only college and university enrolled
students. Later that year, FaceBook was opened to any individual in the world that was at least 13 years of age and
had a valid email address. FaceBook can be considered the epitome of social media. The networking site allows
users to create profiles, instant message and video chat, as well as share pictures, join groups, create pages, like
pictures and statuses, comment on pictures and share videos and news stories. Facebook was the first of its kind to
allow third party developers to create apps such as Candy Crush and Pet Saga. Recent public files have revealed that
the network has grown to 845 million active users worldwide.[13] Amongst many other social media websites,
Facebook stands firm at first place. In a 2006 Fox News article, Survey: College Kids like IPods Better than Beer, a
managing partner at Student Monitor mentions, For those who believe theres an excessive amount of drinking on
campus, now theres something else thats common on campuses. Amongst the most popular things amongst
undergraduate students, drinking beer and Facebook.comwere tied for second most popular, with 71 percent of
18
Social Media
the students identifying them as [in]. [14]
Social Media in the "New Age"

What is the connection of teenagers and social media? To stay connected! There are other forms of social media
that allow teens to like pictures and statuses, upload videos and text and create and post statuses such as Instagram
and Twitter. Amongst all the good things of social media and its convenience there are issues surrounding spam and
identity theft; however, social media continues to rise not just in the United States, but around the world due to idea
of building social relationships and communicating electronically. The "coming out" of social media has broken
several social barriers. In the "average" world, there are the poor, the middle class and the rich; however, when
dealing with social mediayou dont have to be anything. We all become one on social media. Everyone is capable
of becoming a comedian, a singer, a reporter, an entertainer and even photographerssome have even found ways to
be compensated for their socially constructed talents. As teens lived for social media, parents struggled with
understanding why their children constantly need to be connected. Little do parents realize or understand that this
new media is a way to help teens build on social skills to foster new relationships. It was through social media that
teenagers of the 20th century, including myself, started to develop a sense of who they are and where they belong in
the community and for the most part the world. There are several different technologies that individualsnot only
teens, can use to self identify within the social media platform. Some of the most popular forms are discussed within
this chapter.
Categories of Social Media

It was through social media that teenagers of the 20th century, including myself, started to develop a sense of who
they are and where they belong in the community and for the most part the world. There are several different
technologies that individualsnot only teens, can use to self identify within the social media platform. Some of the
most popular forms are discussed within this chapter.
Social Networking
Teens were hooked on all types of social media, three of which we will discuss in this chapter. The most popular on
the list are social networksthose sites that allow users to build web pages or personal profiles about
themselves.[15] Examples of popular social networking sites are FaceBook, LinkedIn, and MySpace. On these social
network sites, users are allowed to post information, update statuses, comment on photos and statuses, send private
messages as well as instant message and play games all on one site. Social network sites function like communities,
unlike a neighborhood, these communities are on the World Wide Web; therefore making them online communities.
Based on the site that is being used, the users share common interests whether it comes to politics, careers, lifestyles,
religion or even colleges/universities attended. One benefit of social networking sites is that users become
connected with not only people their immediate locality, but in different parts of the world.
Weblogs/Blogs
In addition to social networks, in a close second place are weblogspersonal journal(s) on the World Wide Web
specifically a website that contains personal information associated with personal opinions about a specific
topic/interest, activity or experience and is accessible by the public. [16] More commonly known as blogsthey have
always been a part of social media since 1998. For some it is known as one of the most popular forms of social
media and has made way into the business professional world as a cost-effective way to reach larger masses of
people. Blogs are often chronological and can be categorized. Bloggersindividuals who maintain a weblog can
also vlogblogging in the form of homemade videos. Popular weblogs are WordPress, Blogger and Tumblr.
19
Social Media
Microblogs
For the not so wordy individuals, there are micro blog sites such as Twitter and Tumblr and social sites that contain
a micro blogging feature such as Google+, MySpace and FaceBook. Micro blogs feature short posts versus the long
journalist style of traditional blogs. Micro blogs such as Twitter allow the user to voice their opinion or express their
feelings in 140 words. [17] Sounds impossible? It really isntyou should try it. Jack Dorsey, Evan Williams, Bix
Stone & Noah Glass are the masterminds behind the Twitter, tweets, twits and the 140 characters of expression.
Content Communities
Then there are content communitiesonline communities that allow users to organize, share and comment on
different types of content including photos and videos. Amongst the most popular content communities are
YouTube, Instagram and Vine. Content communities are similar to social network sites; however, they are content
specific. YouTube is a video sharing website that allows users to share and upload a plethora of video content [18]
and is known as the most popular medium of communication using video clips. The content ranges anywhere from
do it yourself (alos known as DIY) homemade videos, to movies, music videos or short homemade films. Although
most of the content is uploaded by individual users, there are some partnerships with companies through YouTube,
like Vevo for example. Instagram and Vine are similar; however, Instagram allows users to share videos and pictures
while Vine only allows the sharing of 7-second videos. It is safe to deem YouTube the king of videos and Instagram
the queen of photo and video sharing. Instagram allows its users to share videos about anythingdinner, parties,
vacation and even church with people in all parts of the world. Although Vine doesnt have photo sharing
capabilities, its 7-second videos have made Meagan Cignoli rich! In recent news, Cignolian international fashion,
advertising and portrait photographer, rakes in $400 [19] per second for Vine and Instagram video campaigns for the
worlds top brands.
Businesses and Social Media

So not only has social media made its way to the hearts of every average teenage kidit has also managed to grab
the attention of small business and large companies everywhere. In the article, Social Media & Regime Change, the
author mentions Part of the attraction of thesesocial media services and independent blogging is that the average
personcan have good success using them; content can be created and accessed with as little as a smart phone
[20]
Being connected is now part of the everyday lifestyles of millions of people in all parts of the world. Many
organizations are establishing presence on these social media sites for advertising, marketing and public relations
purposes. However, because all of the social media sites discussed basis of existence is user-generated content and
promotes freedom of expression, organizations have to be careful because this new media has the capability to
support as well as destroy a brand or reputation. In the business world, social media will in fact promote
transparency and fair game; however, its a tad bit risky. Although there are some risks, few benefits of
user-generated content is that its free with little to no limitations and businesses can make profit through free
advertisement#winning! Not to be confused with hash tag or number sign winning.
Conclusion
Today, social media plays a very important role in the news. Whilst most sources arent credible, the biggest news
channel networks are using social media to send tweets or RSS (really simple syndication)[21] updates to people all
over the world. The networks and their availability on social media make the news more accessible and the
transmission a lot faster. As for social interaction, social media has impacted communication and the concept of
building social relationships more than one can ever think of. It makes it easier for individuals to keep in touch on a
regular basis and for some more intimately than ever before. Social interaction is no longer limited to an individuals
20
Social Media
immediate circle. People in different cities and countries are able to interact effortlessly; therefore creating
intercultural communication. Tom Smith, the author of The Social Media Revolution states, Social media impact is
being felt across the globe. Wherever peoplethey are actively engaged with a wide variety of social media
platforms, from blogs to social networking to video sharingif there is an internet connection, people are involved
[22]
This is evidence of how social media changed the world. There have been changes in news, social interaction,
politics, and education and as previously mentioned businessmore specifically marketing. Technological
advancements such as Web 2.0 and the minds of Ray Tomlinson, Jarkko Oikarinen, Mark Zuckerburgthe
masterminds of the social networking platforms have now made social media a part of modern civilization that
defines how integrated social relations have become. Networking sites and micro blogs such as Facebook and
Twitter respectively, has made us so much more aware of the world that we live in and has paved the way to a whole
new world of freedom to express our thoughts and opinions. In conclusion, the idea of social media can be compared
to that of a pocket knife. As we know, a pocket knife has one handle with one or more blades/tools that all serve a
specific purpose. With regard to social media, there are several different tools that individuals use to communicate
and express themselves far beyond their immediate circle. The advent of social media has reinvented the way that we
communicate and the way that we build social relationships. The social communication amongst individuals will
either be directusing tools such as instant messaging and emoticons or indirectlyusing media objects, such as
videos, pictures and tweets.
Terms and Definitions

Social Media-the foundation of web based applications that allow the interaction of people or groups of people
socially via websites, such as Facebook, Instagram, Twitter, YouTube etc
Web 2.0-the term used to identify the second generation of the world wide web and to describe the tools used to
web based applications
CompuServe- the first Internet Service Provider (ISP) in the United States
AOL- the first popular ISP in the 90's
Bulletin Board System (BBS)- the first electronic messaging center
UseNet- electronic bulletin board that allowed Duke University and University of North Carolina to send post and
send messages as a form of electronic communication
Internet Relay Chat(IRC)- a chat system developed by Jarkko Oikarinen in the 80's
A/S/L- an abbreviation used in online communication mediums such as emails and chat rooms to ask a person's
age, sex and location
Friendster- the predecessor of social network websites such as Facebook
ICQ- became the first internet message servicing released in 1996; users were able to have multi-user chat and
play online games
Emoticons- images used in online chat communications to convey emotions
MySpace- networking site was most popular amongst teens between 2004 and early 2005
Blogs- a personal journal on the Internet accessible by the public
Mark Zuckerberg- mastermind behind the creation of the world's most famouns online networking site,
Facebook
Jack Dorsey, Evan Williams, Biz Stone & Noah Glass- the creators of the world's most famous microblogging
site, Twitter
Social networksthose sites that allow users to build web pages or personal profiles about themselves
Micro blogs-feature short posts versus the long journalist style of traditional blogs
Content communitiesonline communities that allow users to organize, share and comment on different types
of content including photos and
videos
21
Social Media
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Image Sources, Licenses and Contributors

Search engine business models

Search engine business models

Search engine business models

Yahoo! and adCenter

Search engine business models

Search engine business models

Search engine business models

Search engine business models

The State of the Market in the United States in 2012

International State of the Market

Search engine business models

Search Engine Optimization

Search engine business models

Search engine business models

Search engine business models

Search engine business models

Network Effects and Tippyness

Search engine business models

Different Types of Email

Tips for Use

"@" before a website

Customers: The Human Factor

Types of Marketing: Courting the Customer

Search Engines: On Being Found

Wording, Meta-Data and Backlinks

http:/ / en. wikipedia. org/ wiki/ Acronym

Evolution of Social Media

The Rise of Social Media

The Emergence of Social Media

Social Media in the "New Age"

Categories of Social Media

Businesses and Social Media

Terms and Definitions

Article Sources and Contributors

Article Sources and Contributors

Image Sources, Licenses and Contributors

Image Sources, Licenses and Contributors

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