Life Cycle of Fireflies and Lightning Bugs

Fireflies, also known as lightning bugs, are part of the beetle family (Lampyridae),  in the order Coleoptera. There are about 2,000 species of fireflies worldwide, with over 150 species in the U.S. and Canada.  Like all beetles, fireflies undergo complete metamorphosis with four stages in their life cycle: egg, larva, pupa, and adult. Egg (Embryonic Stage) The firefly life cycle begins with an egg. In midsummer, mated females will deposit about 100 spherical eggs, singly or in clusters, in the soil or near the soil surface. Fireflies prefer moist soils and will often choose to place their eggs under mulch or leaf litter, where the soil is less likely to dry out. Some fireflies will deposit eggs on vegetation rather than directly in the soil. Firefly eggs usually hatch in three to four weeks. The eggs of some lightning bugs are bioluminescent, and you may see them glowing dimly if youre lucky enough to find them in the soil. Larva (Larval Stage) As with many beetles, lightning bug larvae look somewhat wormlike. The dorsal segments are flattened and extend to the back and sides, like overlapping plates. Firefly larvae produce light and are sometimes called glowworms. Firefly larvae usually live in the soil. At night, they hunt slugs, snails, worms, and other insects. When it captures prey, the larva will inject its unfortunate victim with digestive enzymes to immobilize it and liquefy its remains. Larvae emerge from their eggs in late summer and live through the winter before pupating in the spring. In some species, the larval stage lasts well over a year, with the larvae living through two winters before pupating. As it grows, the larva will repeatedly molt to shed its exoskeleton, replacing it with a larger cuticle each time. Just before pupating, the firefly larva measures about three-quarters of an inch in length. Pupa (Pupal Stage) When the larva is ready to pupate—usually in late spring—it constructs a mud chamber in the soil and settles inside it. In some species, the larva attaches itself to a trees bark, hanging upside down by the hind end, and pupates while suspended (similar to a caterpillar). Regardless of which position the larva assumes for pupation, a remarkable transformation takes place during the pupal stage. In a process called histolysis, the larvas body is broken down, and special groups of transformative cells are activated. These cell groups, called histoblasts, trigger biochemical processes that transform the insect from a larva into its adult form. When the metamorphosis is complete, the adult firefly is ready to emerge, usually about 10 days to several weeks after pupation. Adult (Imaginal Stage) When the adult firefly finally emerges, it has only one real purpose: to reproduce. Fireflies flash to find a mate, using a species-specific pattern to locate compatible individuals of the opposite sex. Typically, the male flies low to the ground, flashing a signal with the light organ on its abdomen, and a female resting on vegetation returns the males communiquà ©. By repeating this exchange, the male homes in on her, after which, they mate. Not all fireflies feed as adults—some simply mate, produce offspring, and die. But when adults do feed, they are usually predacious and hunt other insects. Female fireflies sometimes use a bit of trickery to lure males of other species closer  and then eat them. Not much is known about firefly eating habits, however, and it is thought that some fireflies may feed on pollen or nectar. In some species, the female adult firefly is flightless. She may resemble a firefly larva but have large, compound eyes. Some fireflies dont produce light at all. For example, in the U.S., species found west of Kansas do not glow.

Video Games Should Not Be Classified - 989 Words

Video games should not be classified as â€Å"bad† and if someone classifies them that way then hopefully they have some kind of different outlook after reading this. Where video games get this negative outlook is from the inglorious bastard genre of the â€Å"action† or first person shooter, when in reality, that’s one genre of 10’s if not 100’s of others that are established. Video games do in fact have beneficial attributes even though people think of them as addictive brainwashing mechanisms, and there are means to make video games a learning technique. Six experts on video games collaborated, and this is what they had to say. Daphne Bavelier and Shawn Green stated how video games have beneficial factors to them. They focused their attention on the action genre by saying that, Indeed, playing this type of game results in a wide range of behavioral benefits, including enhancements in low-level vision, visual attention, speed of processing and statistical inference, among others (Bavelier, Green, 2011). Action games deliver high intensity, faced paced decision making and processing; and with this exposure, players begin to harness their skills to judge situations quickly and act upon them. Each game differs from one another even in the same genre, and the ability for a gamer to not only hone in on fast processing and decision skills to support a pleasurable outcome, but it also affects their motor skills. Which is what brought Doug Han to say that, Depending on the type ofShow MoreRelatedDo Violent Video Games Cause People?926 Words   |  4 PagesDo violent video games cause people to act out violently? Some people argue that video games have nothing to do with real life actions of people. 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Theory of Data Communication Free Essays

Btec National Unit 8 – Communications Technologies |Hand-in date |Return date | |Assessment No: 8. | | | |Assessment Title: The theory of data communications | | | |This assessment has been internally verified by: Edexcel | | | |Hand out date: 21/10/10 Hand in date: 21/11/10 | | | |On going assignment used as a delivery tool | | | This assessment provides the opportunity to meet the grading criteria for the unit as indicated in the grid below. Student Name: Learner Authentication Statement If you copy from someone else or allow another candidate to copy from you, or if you cheat in any way you may be disqualified from at least the assignment concerned. We will write a custom essay sample on Theory of Data Communication or any similar topic only for you Order Now Any help or information you have received from people other than your subject teacher must be clearly identified in the work itselfAny books, information leaflets or other material (eg videos, software packages or information from the internet) which you have used to help you complete this work must be clearly acknowledged in the work itself. To present material copied from books or other sources without acknowledgement will be regarded as deliberate deception. Declaration by learner I have read and understood the above statements. I have produced the work without help except for help from my subject lecturer and the help which I have declared in the work itself. I have acknowledged all source material in the work itself.Write suitable materials for Chapter 1, section 1 which explains the purpose and workings of basic communication devices and the principles of signal theory. Task 1b M1 Explain techniques that can be used to reduce errors in transmissions Add a section 2 to your gui de (entitled ‘Error detection and correction’) which explains the techniques that can be used to reduce data transmission errors. Task 2 and grading criteria covered TASK 2 P3Describe communication protocols used and explain why they are important D1Critically compare the OSI seven layer model and the TCP/IP model Write section 3 (entitled ‘Communication protocols’), which should include a description of the communication protocols in common use and explain why protocols are important.Write a detailed comparison of the OSI seven layer model and the TCP/IP model, commenting on the approach taken and the suitability of each of the models. Guidance notes THIS ASSIGNMENT IS VERY MUCH ABOUT EXPLAINING THE BASIC THEORY THAT LIES BEHIND COMMUNICATION TECHNOLOGY. THERE ARE LOTS OF SOURCES FOR THIS INFORMATION IN BOOKS AND ON THE INTERNET, BUT REMEMBER WHAT YOU WRITE MUST BE IN YOUR OWN WORDS; YOU CANNOT COPY MATERIAL DIRECTLY FROM THESE SOURCES.For Task 1a you will need to list the various types of communication devices and explain how they are used. Note that the unit content makes a distinction between ‘general’ communication devices, network components (servers, workstations, NICs, etc. and interconnection devices (hubs, routers, switches, etc. ). For this task (covering P1) you should be describing general communication devices, not specific components which are covered in Assignment 3. In practice, it might be quite difficult to make this distinction, but don’t spend too much time describing network components in this assignment. In terms of communication devices, the unit content mentions wired devices, such as DTE devices (e. g. , a computer) and DCE devices (such as a modem), and wireless devices (such as mobile phones, PDAs and laptops, etc. ). You need to explain in outline the way these devices can be connected to a network.To cover P2 an explanation of digital signal theory is required. Refer again to the unit content to see the issues you must cover. For Task 1b you need to write an explanation of the techniques used for error reduction. The only technique mentioned in the unit content is checksums, but other simple techniques such as parity might also be covered. For Task 2 an explanation of what protocols are, why they are important and examples of ones in common use are required. To achieve D1 you will need to write a detailed comparison of the OSI and the TCP/IP models. This will need to point out the similarities and differences between the two models. LEARNER INSTRUCTIO The theory of data communications | |By Olateju Famuyiwa | | This book gives details of the basics of communication devices and methods of communication used within networking and the | |internet environment. | Table of Content Data Circuit-terminating Equipment (DCE)4 Wireless Devices4 The principles of signal theory5 Data5 Denary to Binary5 Data Packets5 Asynchronous and Synchronous Transmissions6 Bandwidth (Analogue)6 Bandwidth (Digital)6 Section2 Error detection and correction6 Parity (Odd and Even)6 Cyclic Redundancy Check (CRC)7 Chapter 27Section3 Communications Protocols7 Hyper Text Transfer Protocol (HTTP)7 Transmission Control Protocol/Internet Protocol (TCP/IP)7 File Transfer Protocol (FTP)8 Open Systems Interconnection (OSI)8 OSI Seven Layer Model9 TCP/IP Four Layer Model10 Critical Comparison10 The Session Layer (OSI)10 The Presentation Layer (OSI)10 The Application La yer (OSI)10 How OSI builds up applications10 How TCP/IP builds up applications11 Transport Layer (OSI)11 Transport Layer (TCP/IP)11 Comparing Transport for both Models11 Network Vs. Internet. 11 Data Link/Physical Vs. Subnet11 Assignment 8. : The theory of data communications I recently just got a job as a junior technician at NetCo; NetCo is a company that manufactures networking hardware such as switches, routers, etc. .. They’re planning to start up a networking academy (rather like the Cisco Network Academy) and create related qualifications. The project manager has approached me so as to prepare some learning materials for ‘Chapter 1’ of the online course. Chapter 1 is entitled ‘The Theory of Data Communications’. The chapter will be subdivided into a number of sections. And I’ve decided that the materials shall be produced in the form of a Word document. Chapter 1 Section1Identify and explain types of communication devices There are different types of communication devices; Communication devices are electronic hardware that interacts (communicates) with each other to perform specific tasks. The technologies that are used to communicate are data terminal equipment (DTE) and data circuit-terminating equipment (DCE). Another type of communication devices would be Wireless devices. I plan to explain all the above in detail. Data Terminal Equipment (DTE) DTE is a form of expression for a device that is at the end of the line. Examples of this could be a modem, network interface card (NIC), mobile phone or Bluetooth.DTEs differ depending on its purpose, for example, with Bluetooth, size and range are an important feature and with mobile phones, the quality and bandwidth are more important. Network cards and modems exist in a range of formats that are designed for a wide range of speeds i. e. bandwidth depending on the type of network being used. Data Circuit-terminating Equipment (DCE) DCE and DTE work together by the DTE connecting to the Internet or network service offered by the DCE. This is network equipment which controls the communication. Some examples of these are: †¢ A Bluetooth dongle in a PC, which is used to synchronise a mobile phone or PDA. †¢ A switch in a communications/server room at school, college or work, which will connect all the computers to the Local Area Network (LAN) and the InternetWireless Devices Wireless devices are devices which transmit their data over the air. Types of mobile communication devices would be third (3G) and (2G) group of mobile phones, wireless laptops and wireless PDAs. Wireless networks use the 802. 11x standard. This is the IEEE standard (Institute of Electrical and Electronics Engineers) which defines the speed of the network and its range. The mobile phone network is a large connection of stations throughout the nation and internationally which allows subscribers to the service to communicate through low bandwidth voice system. The principles of signal theory Data The smallest portion of data is a bit.The word bit comes from Binary Digit which is either a 0 or 1. 0 or 1 means Off or On. This controls hardware within communication devices to perform operations. When bits are grouped together the can become more useful. For example, 8 bits of data will form 1 Byte. Denary to Binary Denary means 10 numbers. In our standard number system we have 10 numbers. These are: 0,1,2,3,4,5,6,7,8,9. Now to convert Denary to Binary, you must know the base 2 rules. These are similar to units, tens, hundreds that primary school children are taught. So for example say†¦ I want to convert the denary number 37 into binary. I would do this by taking the number and dividing it by 2 each time: Divide by 2 |37 |Remainder | |Divide by 2 |18 |1 | |Divide by 2 |9 |0 | |Divide by 2 |4 |1 | |Divide by 2 |2 |0 | |Divide by 2 |1 |0 | | |0 |1 | Now what I do is take the remainders from the bottom of the table going up: 100101. With this I will now do 2 to the power of X, X being 0,1,2,3,4,5,6 etc. 25 24 23 22 21 20 – This is the 2x 1 0 0 1 0 1 – This is the binary for 37 32 16 8 4 2 1 – This is the base 2 ruleNow to check that the binary is correct I will take the base 2 numbers where the binary is a 1 and add them together. I should get the denary number: 32+4+1=37 This is how denary is converted to binary. Data Packets In networking, data must be formed in a package to be able to be transported over a network. Package formats vary for different types of networks. However the term data packet is always used to describe a package. A packet will contain a minimum of the foundation address, the destination address, data and error control. The foundation address is sent so the destination knows who sent the data. The destination address is used to find the right destination.Data is the actual information being sent. Error control is sent to help identify problems with the data once it has arrived at its destination (see chapter 1b for error detection techniques). Asynchronous and Synchronous Transmissions Asynchronous transmission means that the receiving device must accept the receipt of data before the source device will send more data. In synchronous transmission, both devices will synchronise with each other before any data is sent. Bandwidth (Analogue) Analogue signals are sine waves which look like the waveform in image 1. Sine waves are known as analogue signals is because they are an analogy of sound waves which travel in the same way.Analogue bandwidth is the number is cycles that occurs with the sine wave over a period of time, for example in image 1, the wave is 1Hz and occurred within 20ms so the bandwidth is 1Hzpms (1 Hertz per millisecond). So, finally, the bandwidth of an analogue signal is the difference in frequency between the highest and lowest frequencies contained in the si gnal. Bandwidth (Digital) Digital bandwidth is different to analogue bandwidth because digital signals are either 0 (off) or 1 (on) and look like squares (see image 1. 2). Digital bandwidth is the quantity of data that can be sent through a transmission over a specified period of time. These are generally measured in Bits per second (bps), Kilobits per second (kbps), Megabits per second (mbps) and Giga bits per second (gbps).Section2 Error detection and correction Parity (Odd and Even) Even  Ã¢â‚¬â€œ Parity checking is usually used for Bytes of data. A parity bit is added to every Byte of data transmitted, whether the ninth bit is ‘0’ or ‘1’ depends on the combination of the other eight bits. If there is an uneven number of ‘1’s then the parity bit will be a ‘1’, if there is an even number of ‘1’s the parity bit will be a ‘0’. There should always be an even number of ‘1’s in the data. For example: 1011001 Parity bit = 0 Odd  Ã¢â‚¬â€œ This works the same way as even parity checking, however, instead of the ‘1’s equalling an even number, they should equal an odd number.For example: 1011001 Parity bit = 1 Parity checking is easy to apply and can detect errors, however, it cannot correct errors, therefore, if an error is detected the data would need to be transmitted again. This method does not always work, this is because only an odd number of bits in error can be detected, if there is an even number of bits but there is still an error, this will not be detected. For example: 1011001 could be transmitted as 1100011. This is not the way that the data should have been transmitted but the error would not be detected because the data has an even number of bits in error. Cyclic Redundancy Check (CRC) Cyclic Redundancy Check is an error-detecting system. It performs a long division equation where the answer is thrown away and the remainder becomes the result.The data is then transferred and the same equation is done at the other end, if the remainder of the equation isn’t the same as the receipt, the data is corrupt and therefore rejected. Chapter 2 Section3 Communications Protocols Hyper Text Transfer Protocol (HTTP) Hyper Text Transfer Protocol is a set of rules that order the distribution of information over the internet. Its use to retrieve hypertext documents, which are interlinked text documents, led to the development of the World Wide Web. HTTP is a request and response made by the client and server, the client being the end user and the server being the web site. A client that makes a HTTP request using a web browser is known as a User Agent.The server, which stores resources such as HTML files or images, is called the Origin Server. Between the User Agent and the Origin Server may be intermediaries i. e. a negotiator who acts as a link between parties and examples are proxies, tunnels and gateways. HTTP is not controlled by the TCP/IP model and is the most popular application on the internet. Transmission Control Protocol/Internet Protocol (TCP/IP) The Internet Protocol Suite (or TCP/IP) is a set of protocols for communication used for the internet and similar networks. Its name derives from the two most important protocols in it, Transmission Control Protocol (TCP) and Internet Protocol (IP), which are the first protocols in the Internet Protocol Suite standard.The Internet Protocol Suite may be viewed as a set of layers that work together in the transportation of data from one place to another. The TCP/IP model consists of four layers, from lowest to highest they are the: †¢ Link Layer †¢ Internet Layer †¢ Transport Layer †¢ Application Layer File Transfer Protocol (FTP) File Transfer Protocol is a protocol that is used to transfer data from one computer to another computer or device. FTP is a protocol for file transfer which allows the transfer and change of files over a TCP network. A FTP client connects to an FTP server and the client can then make changes, add or delete files on the FTP server. An example of an FTP client would be the webpage upload feature on Microsoft FrontPage.FTP has been designed so files can be transferred to any FTP server regardless of operating system type or version. Open Systems Interconnection (OSI) The Open Systems Interconnections Basic Reference Model (OSI Reference Model or OSI Model) is a description for layered communications and network protocol design. This was developed as part of the Open Systems Interconnectio n intelligence. Basically, network architecture has been divided into seven layers. From top to bottom, these layers are: †¢ Application †¢ Presentation †¢ Session †¢ Transport †¢ Network †¢ Data Link †¢ Physical This is known as the OSI Seven Layer Model. Each layer is characterized by their formation. These provide services to the layer above and receive services from the layer below it.An example of this would be a layer that can provide error free communications across a network provides the path needed by applications above it. It then calls the next layer below it to send and receive packets that make up the contents. Comparison between the OSI seven layer model and TCP/IP model OSI Seven Layer Model The OSI Seven Layer Model is a model for data transfer through layered communications allowing data from one PC to be able to be read by another PC anywhere in the world. This model packets the data into many layers, an example would be the layers of an onion, so it then transfers itself to another computer where it goes through the same seven layers but in the opposite direction to unwrap those layers.See image 6 for the structure of an OSI Seven Layer Model. These layers don’t communicate across to their ‘doppelganger’ layer on the other computer. If they wish to communicate, they have to go through all the other layers that stand between them and their ‘doppelganger’ layer. This table to the right is basically explaining what each layer’s job is. (Table obtained from www. humanreffence. com under the download section) TCP/IP Four Layer Model The TCP/IP model captures data to provide idea of protocols and services. Data is captured in the same way as data is within the OSI Seven Layer Model, so data has to be captured on each level in the same way.The OSI Seven Layer model and the TCP/IP model are both similar in that they both use layers to perform tasks. They also have 2 layers that are very similar, the Transport and Network layers. The TCP/IP internet protocol suite has a wide range of protocols working at each layer of the OSI and TCP/IP models. Critical Comparison OSI and TCP/IP are both similar in a few ways, these being that they both work with layers to communicate, they are both a set of rules and they were also developed alongside. The Session Layer (OSI) In the OSI model, the Session layer allows two devices to hold on going communications called a session across a network. This is not found in TCP/IP.In TCP/IP, these characteristics are found in the Transport layer. The Presentation Layer (OSI) In the OSI model, the Presentation layer handles data format information for communications across a network. This is done by converting the information into a common format that both sides can understand. This is provided by the Application layer in the TCP/IP model. The Application Layer (OSI) In the OSI model, the Application layer is the top most layer of the model. It provides a set of interfaces for applications to gain access to services within a network as well as access to network services that support applications directly e. g: OSI – FTAM, VT, MHS, DS, CMIP TCP/IP – FTP, SMTP, DNS, SNMPAlthough the idea of an application process is common within both, their approach to the task of constructing application entities is very different. How OSI builds up applications OSI demands that distributed applications operate over a strict hierarchy of layers and are constructed from a tool kit of standardised application service elements, making them compatible. How TCP/IP builds up applications In TCP/IP, each application is created on whatever set of functions it needs beyond end to end transport to support a distributed communications service. Most of these processes build upon what it needs and assumes that only an underlying transport method (such as a datagram or connection) will be provided. Transport Layer (OSI)In OSI, the Transport layer takes the data that is going to be sent and breaks it down into individual packets that are sent and then reassembled by the Transport layer at the destinatio n. It also provides a signalling service which tells the sender that the destination had received the data has been successfully received. Transport Layer (TCP/IP) In TCP/IP, the Transport layer introduces two transport protocols, TCP and UDP. TCP implements reliable transportation of data whereas UDP doesn’t. The reason this is, is because TCP required acknowledgement to ensure that data is sent correctly and successfully. If an error is detected, the packet can be resent. UDP just broadcasts the data without any need for a reply from the destination therefore data transportation will be faster but will be less reliable as errors can occur.Comparing Transport for both Models Transport for both models is very similar as they both contain transfer protocols that required acknowledgement that data has been received by the destination. While this would be slower, this is more effective as data will always end up being sent correctly. Network Vs. Internet. Both OSI and TCP/IP support a connectionless network service. OSI’s CLNP is practically identical to the Internet’s IP. Both are best-effort-delivery protocols. They are virtually identical but the one major difference that sets them apart is that CLNP supports variable length addresses whereas IP supports fixed, 32-bit addresses. How to cite Theory of Data Communication, Papers

Social Media Networking Refers To the Use of Social Media Channel

Question: What Is the Social Media Networking Refers To the Use of Social Media Channels? Answer: Introduction Social media networking refers to the use of social media channels for communicating advertisement message to the target customers. The social media communication has several disadvantages and advantages and the business organizations struggle to find the best manner to use them. The presence of the internet-based social media has made it possible for a single person to communicate with the thousands of people all across the people. The social media provides immense opportunity for an organization to present itself and its products in a dynamic manner so that the communities and individuals remains interested. In social media networks, the companies can use a number of methods such as post, tags and blogs to post and attract potential customers. The content developed by the social media can be defined as a newly generated resource of online information, which the users create, spread and use to educate each other about the attributes and qualities of different consumer products. Due to its use of use, speed and reach, social media has become an essential part of the marketing strategy of the organizations. Moreover, social media promotions, marketing intelligence, sentiment research, public relations and customer management are the sub-disciplines of marketing (Christou, 2016). In this regard, the present literature review examines the role of benefits and the drawbacks of social media for the hotel service industry. Benefits of Social Media Marketing Hensel and Deis (2010) has discussed the benefits of using social media marketing methods for driving the profit ration and sales of an organization. The social media has become the driving force in the information age wherein the general public has attained the capability to create and consumer information and immediately distribute it on the internet. Different social media such as Facebook, MySpace and Youtube provides the business organizations with the opportunity to instantly connect with their customers and create a buzz regarding the new product. The literature has cited that after Faacebook, blogging is the most common tool for networking and social media tools. Online communities are also beneficial for the business organization as they provide cross-selling opportunities to different user groups who share same user platform. The business organizations cannot ignore social media marketing due to its immense benefits. It is commonly used by the consumers to take opinions of millions of other consumers. A large number of business organizations device strategies to influence the public opinion to drive its sales. The consumers can share ideas, photos, and video with social media. The business organizations have also realized that with the increased interaction with the social media websites, the companies can effectively meet the demand of their consumers. In the views of Mangold and Faulds (2009) has stated that with the emergence of the social media the traditional promotional techniques have changed. The social media can also be referred as consumer-generated media which refers to the variety of sources of online information which is created, initiated, generated and circulated online. Social media entails variety of online platforms such as blogs, company-sponsored discussions, chat rooms, consumer product or service ratings and internet discussion boards. The authors have similar views to Hensel and Deis (2010) regarding the use of social media and its benefits for the business organizations. However, the authors discuss the manner in which social media marketing is different from the traditional mediums of marketing communication. The literature cites that in contrast to the traditional marketing mediums, wherein the marketers possessed all the control over the marketing communication, the marketer possesses little control over s ocial media channels. In the views of Kaske, Kugler Smolnik (2012), with the increased popularity of the social media the companies are extensively using it for increasing their customer base. The business executives are challenged by trade-offs between different marketing initiatives. The decision of the marketing executives is based on the profit maximization of the organization. If the long term benefits of the social media are more than the cost, it will certainly be implemented by the organizations. Similar to the above discussions, it can be cited that the social media marketing methods can be used to increase the customer outreach, improved business generation, increased customer loyalty, improved customer satisfaction and avoidance of customer dissatisfaction. The most important benefit of the social media is that it has a relatively greater outreach with low costs. Pollock Rindova (2003) has discussed that social media platforms assist the business organizations to achieve greater sales as they assist the organization for direct call for action and access to the target market. Several companies have used social media for crowdsourcing and showcasing available discounts. The social media interaction also assists the companies in enhanced customer retention and increased customer loyalty. The companies can actively participate and steer communication with a large number of customers. Other than that, the companies can create a specific sphere of influence which can be created by the social media. Before the digital age, the customers opinion has minimum impact on the market dynamics. Social media is also critical in monitoring customer-to-customer communication and intervene when necessary. The word of mouth is considered as one of most persuasive form of promotion. The social media is also essential in increasing the transparency, enhancing the customers experience, analysing the feelings of the customers towards the product. Social media is also essential to reduce the market inefficiencies and increase the positively increase the competitiveness of the market. Vries, Gensler Leeflang, (2012) the investment the companies need to obtain new customers is much higher than investment in retaining the older ones. Therefore, retaining customers is beneficial for the companies. The companies can achieve high retention by linking brand to the social networks. The companies can also focus on resolving the customer issues as soon as they appear online to increase the customer loyalty. Improved customer communication is a qualitative advantage which can increase the social media visibility, permanence and reach to the customers. Drawbacks and Challenges in Social Media Marketing in Hotel Industry Minazzi (2014) has discussed that the major disadvantage of the social media is may spread outrage, discontent and ridicule among the employees. Therefore, it is important that the organization use social media monitoring to examine he customer satisfaction and avoid customer loss of trust and image. Verma, Stock and McCarthy (2012) have stated that in the hospitality industry, the customers heavily rely on the internet ratings and the feedback of the customers selecting the hotel for stay. The business and the leisure travellers both follow the recommendations of the fellow travellers as well as rely on the search engines to know more about the available hotels. The social media influences the marketing and the distribution on the hospitality industry. In this regard, it can be evaluated that the hospitality operators find it challenging to meet the standards of the international rating system and need to promptly respond to the queries and the comments of the social media experts. The literature has cited that traditionally, the most powerful marketing tool is word-of-mouth between the customers and the social media is an extension of this human network. The major challenge for the business organization with the arrival of the social media marketing is that the company has to r emain familiar with the latest patterns in the social media marketing and establish an attractive website to draw the interest of new customers. The search pattern of the customers initiates with the search of the hotels in the traditional search engines; later, the customers are search for the website of the company. If the website of the company is filled with negative reviews, it can reduce the customers to the company. The customer reviews can impact negatively on the willingness of the customers to book the hotel. According to the literature, the most significant challenge for the organization is fake reviews and feedback from the competing companies. It can be analysed that with the recent advent of the m-commerce and the smartphones, the customer reliance on the social media is increasing constantly. In regard to the business and the leisure travellers, it can be observed that location based innovations such as finding information about the services, directions to the establishment and the ability to make reservations in the organization has a positive impact on attracting the customers to the organization. The companies can use communication-based innovations such as text message, alerts, voice mails and wake up calls to increase the customer satisfaction. Noone, McGuire, Rohlfs (2011) have stated that the companies in the hotel industry are finding is difficult to keep up with the changing consumer demands. Although a large number of companies have adopted social media channels as a marketing strategy, the companies are yet to completely realize the full potential of the social media marketing on the marketing activities. The social media marketing is an effective strategy for customer acquisition and retention; however, there are several key issues which are needed to be considered in the development of social media marketing strategy. The company has to assure that its social media marketing strategy aligns and works in a coordinated manner with the sales and marketing activities of the organization. It is important for their effectiveness. Moreover, the companies should also consider whether they need a separate strategy for brand, owners and the corporate organizations. Another significant challenge is that the field of social media marketing is relatively new field and there are no experts available. The communicators have little knowledge regarding the property, location and the brand which can create discrepancies in the message transmitted to the customers. In the social media marketing, there should be in-house experts who have knowledge of the social media marketing. The companies can outsource the social media marketing activities to reduce the cost of the organization. According to Maha (2015), other issues in the social media marketing is that the web pages of most of the companies is not optimized. The hotel page should redirect the visitors to their official Facebook page, Twitter account and YouTube account. When the companys website is not linked with the social media page of the company, it is reducing the number of potential customers for the organization. Another mistake that the business organization perform is not to stay active at their official social media pages. Although, it is not necessary to always stay active at the social media pages, the companies should daily post attractive posts and videos on the social media. Gordon (2014) posits that hoteliers should maintain a positive attitude for the customers even when they are negative. It is observed that several times, the managers use rude or accusatory tones to the customers who have provided negative reviews and feedback. In this case, the organizations should focus on creating positivity from the negative reviews. They should be able to satisfy the negative customers and understand their needs and requirements by positively communicating with the customers. The companies also need to conduct research regarding the websites and the social media pages of the competing organizations. In the hotel industry, most of the companies create websites which are attractive and incomplete. Gonzalo (2012) has discussed that most of the business organizations have failed to integrate the social media marketing strategy in the business processes of the organization. It is important for the companies to understand that social media cannot be used singularly for marketing purpose. When the company is declaring something about the shareholders or community relations, it related to the public affairs. When the conversation is related to the corporate culture or the business to business sales, it is a matter of human resource and sales of the organization. It is important for the business organizations to understand that social media marketing is associated with several other divisions of business management. According to Pike (2015) another challenge in the social media marketing in the hotel industry is to remain consistent with the content. In the hotel industry, there is a lot of content available and the companies can daily churn out a large number of articles. However, the major challenge for the companies is to remain consistent with the matter and relate with the customers. In order to resonate with the customers and built a desire for the product or the service, the companies need an in-depth approach which provides quality content to the customers and increase their understanding of the priorities. In order to develop a successful social media marketing strategy, the companies need to develop clear and measurable objectives for the organization. The social media marketing should be developed after the clear analysis of the business objectives and targets. In the strategy development, the companies need to identify the target audience and the social media which can assist it is a chieving the goals of the organization. Summary It can be summarized that the social media marketing is an innovative and attractive method to attract large number of customers. It has wide outreach, cheap and can instantly connect with the target audience. However, there are several drawbacks of using the social media marketing activities. It is relatively new field, thus lacks experienced professionals. Moreover, the companies also struggle with the negative feedbacks and updating the website to provide a clear and consistent message. References Hensel, K., Deis, M.H. (2010). Using Social Media To Increase Advertising and Improve Marketing. The Entrepreneurial Executive 15. Mangold, W.G., Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons 52, 357-365. Kaske, F., Kugler, M., Smolnik, S. (2012). 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