Email

What is email (electronic mail)?

Email (electronic mail) is the exchange of computer-stored messages from one user to one or more
recipients via the internet. Emails are a fast, inexpensive and accessible way to communicate for
business or personal use. Users can send emails from anywhere as long as they have an internet
connection, which is typically provided by an internet service provider.

Email is exchanged across computer networks, primarily the internet, but it can also be exchanged
between both public and private networks, such as a local area network. Email can be distributed to lists
of people as well as to individuals. A shared distribution list can be managed using an email reflector.
Some mailing lists enable users to subscribe by sending a request to the mailing list administrator. A
mailing list that's administered automatically is called a list server.

The TCP/IP suite of protocols provides a flexible email system that's built on basic protocols, including
Simple Mail Transfer Protocol (SMTP) for sending mail, and Post Office Protocol 3 (POP3) for receiving
mail. Alternatively, the Internet Message Access Protocol (IMAP) can be used for receiving mail, as it
enables access to email from any device, anywhere. With POP3, the email message is downloaded from
the email service and stored on the requesting device and can only be accessed using the same device.

However, users can also send non-text files -- such as graphic images and sound files -- as file
attachments. Email was one of the first activities performed over the internet and is still the most
popular use. A large percentage of the total traffic over the internet is email.

Differences between email and webmail

Today, the term email is often used to include both browser-based electronic mail, such as Gmail and
AOL Mail, and non-browser-based electronic mail accessed through an email client such as Microsoft
Outlook for Office 365. However, in the past, email was defined as a non-browser program that required
a dedicated email server with the client software installed on the computer.

The advantages of using non-browser email include easier integration with business software platforms,
enhanced security and lack of advertisements. However, in order for the email to be accessed, it
requires an email client be installed directly onto the computer. Although many email clients are free,
others are available for a minimal charge.

The biggest advantage of webmail is that it's free to use, can be accessed from anywhere and is hosted
in the cloud, which automatically synchronizes the email to all devices, including desktop computers,
tablets or smartphones.

The main components of an email message

A mail message transfer agent is software that transfers emails between the computers of a sender and
a recipient. No two email addresses can be identical, as each complete address must be unique.
Typically, an email message consists of two main components: header and body.

Header

Each email message comes with a header that's structured into various fields. These fields contain
important information regarding the sender and the recipient(s). However, the content of the email
header varies, depending on the email system being used.

Typically, an email header contains the following information:

Subject. This provides a summary of the message topic and is displayed in a separate line above the
message body. For example, a subject line might say "Company mission statement" or "Employee Stock
Purchase Plan."

Sender (From). This field is the sender's email address. A display name can also be shown instead if it's
associated with the email address. Most email clients fill out this field automatically.

Date and time received (On). This field shows the local time and date when the message was
composed. It's a mandatory header field that's filled automatically by most email clients.

Reply-to. If a user clicks on the Reply button, this field automatically populates the message with the
sender's email address, which now becomes the "recipient."

Recipient (To). This field shows the first and last name of the email recipient, as configured by the
sender.

Recipient email address. This is the email address of the recipient or where the message was sent.

Carbon copy (CC). The carbon copy field includes the email addresses of the people who need to receive
the email but aren't expected to reply. When a person presses Reply All, all of the CC addresses receive
the response.

Blind carbon copy (BCC). If a sender doesn't want their recipient to find out who else received the email,
they could use the BCC field to enter those addresses. The addresses in the BCC list don't receive
responses when someone presses Reply All.

Attachments. This field contains any files that are attached to the message.

Body

This is the content of the email. It may contain anything the user wishes to send, including text, videos
or file attachments. Depending on the email client used, the email body can be formatted in either plain
text or HTML. While plain text messages can't contain special formatting or multimedia elements, HTML
emails enable special formatting and inclusion of multimedia options within the body of the message.
The message body may also include signatures or automatically generated text that the sender's email
system inserts.
Uses of email

The following are the most common use cases for email:

Individual or group communications. Email is a beneficial way to communicate with individuals or small
groups of friends or colleagues. It enables users to easily send and receive documents, images, links and
other files. It also gives users the flexibility to communicate with others on their own schedule.

Notifications, reminders and follow-ups. Individuals, small groups or organizations can send follow-up
emails after appointments, meetings or interviews, or to remind participants of approaching events, due
dates and time-sensitive activities. Calendars with the ability to add appointments and events are
integrated into most email platforms. These features help users with time management by visualizing
the fixed amount of time they have in a day. This enables users to prioritize their decisions and time.

Conveying information to a large group of people. Companies can use email to convey information to a
large number of employees, customers and potential customers. Email is frequently used for
newsletters, where mailing list subscribers are sent specific, promoted content from a company and
direct email marketing campaigns, where an advertisement or promotion is sent to a targeted group of
customers.

Turning leads into paying customers. Email can also be used to make a potential sale into a completed
purchase. For example, a company may create an automated email that's sent to online buyers who
keep items in their shopping cart for a specific amount of time. The email may remind the customer that
they have products sitting in their cart and encourage them to complete the purchase before the items
run out of stock.

Reviews and surveys. Follow-up emails asking customers to submit a review after making a purchase
may include a survey asking them to review the quality of service or the product they've recently
received.

Types of B2B emails

Business-to-business (B2B) email marketing is used by businesses that are trying to facilitate the
exchange of information, products or services between their organization and others. It differs from
business-to-consumer (B2C) email marketing because it focuses on relaying the logic and reasoning
behind a specific purchase decision in relation to a business's specific needs, rather than appealing to
the emotions of consumers to convince them to buy a product. Some different types of B2B emails
include the following:

Welcome emails are sent to possible buyers after they subscribe to a business's opt-in activities, such as
a mailing list, blog or webinar. They often contain additional information that's useful to the new
subscriber. Sending a series of welcome emails can help the business establish a relationship with the
buyer and improve subscriber loyalty.

Promotional emails offer some sort of deal to buyers, such as a percentage off the purchase price, a free
month of service, or reduced or omitted fees for managed services. This is the most common type of
B2B email.

Lead-nurturing emails are used to educate potential buyers on the offerings and services available in an
attempt to make any prospective sale into a completed purchase. Lead-nurturing emails are also known
as trigger campaigns, since they're initiated by a potential buyer taking an initial action, such as
downloading a free sample or clicking links on a promotional email. Lead-nurturing emails should be
short and focused. They should use behavioral data that has been gathered about the lead to target the
content and continue engagement with the potential buyer over time.

Newsletter emails are routinely sent to all mailing list subscribers, either daily, weekly or monthly. They
contain selected content that the company has recently published. These emails provide businesses with
the opportunity to convey important information to their clientele through a single source. Newsletters
may incorporate headlines or captions of industry-related news with links to the full articles, event
invitations, company blog posts and content offers.

Onboarding emails -- also known as post-sale emails -- are often used to strengthen customer loyalty.
These emails can be used to familiarize buyers with the provided services or educate them on how to
use their newly purchased products. These emails often include advice on how to use and manage the
new products or services. Onboarding emails can help clients simplify user adoption when faced with
large-scale service deployments.

Advantages of email

Email is a fast, reliable and portable way of communicating with others. The following are some
common benefits of using email for both personal and professional purposes:

Cost-effectiveness. There are various free email services available to individuals and organizations. Once
a user is online, there are no additional charges for the service.

Flexibility. Email provides users with a nonurgent communication process that enables them to send a
response when it's convenient for them. This also encourages users to communicate regardless of their
different schedules or time zones.

Easy access. If the user has access to the internet, then email can be accessed from anywhere at any
time.

Speed and simplicity. Emails are quick and easy to compose, with information and contacts readily
available. They can also be exchanged quickly with minimal lag time.

Mass delivery. Email makes it possible and easy to send one message to large groups of people.

Message filtering. Email enables users to filter and categorize their messages. This can prevent the
visibility of unwanted emails, such as spam and junk mail, while also making it easier to find specific
messages when they're needed.

Message storage and retrieval. Email exchanges can be saved and searched for easy retrieval. This
enables users to keep important conversations, confirmations or instructions in their records and quickly
retrieve them if necessary.
Examples of email attacks

Email is the most common vector for cyber attacks. Methods include spamming, phishing, spoofing,
spear-phishing, business email compromise and ransomware. According to a list of cybersecurity threats
compiled by TechJury, about 91% of cyber attacks launch with a phishing email.

The following are some common methods of using email to conduct cyber attacks:

Spamming. Email spam, also known as junk email, is unsolicited bulk messages sent through email. The
use of spam has been growing in popularity since the early 1990s and is a problem faced by most email
users. Recipients of spam often have had their email addresses obtained by spambots, which are
automated programs that crawl the internet looking for email addresses. Spammers use spambots to
create email distribution lists. A spammer typically sends an email to millions of email addresses, with
the expectation that only a small number will respond or interact with the message.

Phishing. This is a form of fraud in which an attacker masquerades as a reputable entity or person in
email or other communication channels. The attacker uses phishing emails to distribute malicious links
or attachments that can perform a variety of functions, including extracting login credentials or account
information from victims.

Spoofing. Email spoofing is the forgery of an email header so that the message appears to have
originated from someone or somewhere other than the actual source. Email spoofing is a popular tactic
used in phishing and spam campaigns because people are more likely to open an email when they think
it has been sent by a legitimate or familiar source. The goal of email spoofing is to get recipients to open,
and possibly even respond to, a solicitation.

Spear phishing. Spear-phishing attacks target a specific organization or individual, seeking unauthorized
access to sensitive information. Spear-phishing attempts aren't typically initiated by random hackers but
are more likely to be conducted by perpetrators out for financial gain, trade secrets or military
information.

Business email compromise (BEC). A BEC is an exploit in which the attacker gains access to a corporate
email account and spoofs the owner's identity to defraud the company or its employees, customers or
partners of money. In some cases, an attacker simply creates an account with an email address that's
similar to one on the corporate network. A BEC is also referred to as a man-in-the-email scam.

Ransomware. Ransomware is a subset of malware in which the data on a victim's computer is locked,
typically by encryption, and payment is demanded before the ransomed data is decrypted and access is
returned to the victim. The motive for ransomware attacks is nearly always monetary, and unlike other
types of attacks, the victim is usually notified that an exploit has occurred and is given instructions for
how to recover from the attack. Payment is often demanded in a virtual currency -- such as bitcoin -- so
that the cybercriminal's identity isn't known.
Email security

Email is designed to be an open and accessible platform that enables users to communicate with each
other and with people or groups within an organization. As a result, it isn't inherently secure, and email
security is vital. Email security describes the various techniques that individuals, organizations and
service providers can use to protect sensitive information kept in email communications and accounts
from unauthorized access, loss or destruction.

Organizations should implement the following best practices to ensure proper email security:

Password rotations. Individuals can proactively protect their accounts by creating strong passwords and
changing them frequently.

Spam filters. Users should also create spam filters and folders to separate potentially malicious emails
and junk mail, as well as install and run antivirus and antimalware software on their computers. Service
providers should install firewalls and spam-filtering software apps to protect users from unrecognized,
malicious or untrustworthy messages.

Secure email gateway. Organizations can protect themselves from threats by setting up an email
security gateway. Email gateways process and scan all received emails to prevent attacks from reaching
their intended recipients. A multilayered gateway is the best approach, since attacks are becoming
increasingly more complicated and sophisticated. Training employees on how to properly use email and
how to distinguish malicious messages can also help users avoid threatening mail that the gateway
doesn't catch.

Automated email encryption. Automated email encryption software can be used to scan all outgoing
messages for potentially sensitive information. If the material is considered sensitive, then the content
should be automatically encrypted before it's sent to the intended recipient. This process prevents
attackers from gaining access to this information, even if they intercept it. Only recipients with
permission to view the email can see the decrypted content.

Access control standards. Email service providers can also improve email security by establishing strong
password and access control standards and mechanisms.

Digital signatures and encryption. In addition to organizations using automated encryption software,
providers should also use encryption and digital signatures to protect emails in transit and in users'
inboxes.

Popular email sites

Some examples of popular, free email websites include the following:

Gmail is a free email service provided by Google. Gmail also offers paid plans for business users that
include extra storage, advanced features and support options. According to Litmus in its "July 2022 Email
Client Market Share" update, as of April 2022, Gmail holds 29.5% of the email client market share.
Microsoft Outlook is available as part of the Microsoft Office suite and offers both free and paid
versions. Microsoft Outlook works across several operating systems and devices and provides features
such as deleted email recovery and automatic email organization.

Yahoo Mail was launched in 1997 and is one of the oldest webmail clients available. Yahoo Mail is useful
for personal emails and comes in a mobile app version.

AOL Mail was one of the most popular email services in the past and is now a part of Verizon
Communications. It offers an unlimited mailbox size and lets users link their AOL Mail to other email
accounts, such as Outlook and Gmail.

Zoho Mail was launched in 2008 and is part of the Zoho Office Suite. This email client provides great
security and affordable plans for both personal and business use. According to a survey conducted by
Zoho, it had 15 million users worldwide in 2020.

ProtonMail offers enhanced security and end-to-end encryption. It also provides features including
Proton Calendar and Proton Drive.

iCloud Mail is a free email address for Apple users and comes preinstalled on Apple devices. As long as a
user has an Apple account, they can connect to iCloud mail using their Gmail, Yahoo Mail or AOL email
address. ICloud Mail offers each account 5 GB of cloud storage and additional space can be purchased.

Email is the most common point of entry for cybercriminals into a network.

Internet Browsers

A web browser (commonly referred to as a browser) is a software application for retrieving, presenting,
and traversing information resources on the World Wide Web (also known as the internet or the Net).
The most popular web browsers are Google Chrome, Microsoft Edge (formerly Internet Explorer),
Mozilla Firefox, and Apple’s Safari. If you have a Windows computer, Microsoft Edge (or its older
counterpart, Internet Explorer) are already installed on your computer. If you are running an Apple
computer, you already have Safari installed on your computer. You may also have other browsers
installed on your computer. If the browser you want to use is not installed on your computer, download
links for Chrome and Firefox are in their respective sections below.

This course will focus first on the three primary browsers (Chrome, Firefox, and Edge) and then walk
through a set of tools and skills which can be used in any browser.

Identifying Browsers

There are three primary browsers that are used to access the internet that you need to be able to
identify and use. Each of these browsers is made by a separate company, and has a different look, but
there are many tools and shortcuts that can generally be used on any of the browsers.
Microsoft Edge

You have most likely heard the name of one or more of these browsers, but let’s first identify the
Microsoft Edge browser.

Microsoft Edge Browser icon. The internet explorer icon.

This is the icon associated with the Edge browser. This is a recent change to the original Microsoft
browser which was called Internet Explorer. The older Internet Explorer (IE) icon may be on your
desktop, but the Edge browser is the preferred browser for Microsoft now. For your reference, the older
IE icon looked like this.

Unlike other browsers, which must be downloaded, Microsoft Edge (or Internet Explorer) comes with
Windows. That means if you have a Windows computer, Edge (or Explorer) is already on your computer.
The Edge icon on a Windows 10 computer system can be found either on the bottom taskbar or along
the side.
Google Chrome

The Google Chrome icon.

One of the most popular web browsers is Google Chrome (often simply referred to as Chrome). This icon
is associated with the Chrome browser. This browser will be used as an example in this course in order
to learn basic browser navigation skills and perform the other assignments and tasks associated with
this module.

Mozilla Firefox

The Mozilla Firefox browser icon.

Mozilla Firefox (often simply referred to as Firefox) is a browser created by the company Mozilla and is
another browser frequently used to “surf” or search the World Wide Web. This is the icon associated
with the Firefox browser.
Features

The most popular browsers share many features in common. They automatically log users' browsing
history, unless the users turn off their browsing history or use the non-logging private mode. They also
allow users to set bookmarks, customize the browser with extensions, and can manage user passwords.
Some provide a sync service and web accessibility features.

Most browsers have common user interface features such as:

 Allowing the user to having multiple pages open at the same time, either in different browser
windows or in different tabs of the same window.
 Back and forward buttons to go back to the previous page visited or forward to the next one.
 A refresh or reload and a stop button to reload and cancel loading the current page. (In most
browsers, the stop button is merged with the reload button.)
 A home button to return to the user's home page.
 An address bar to input the URL of a page and display it, and a search bar to input terms into a
search engine. (In most browsers, the search bar is merged with the address bar.)
 While mobile browsers have similar UI features as desktop versions, the limitations of touch
screens require mobile UIs to be simpler. The difference is significant for users accustomed to
keyboard shortcuts. The most popular desktop browsers also have sophisticated web
development tools, which allows developers to inspect the webpage operations.

Security

Browser security

Web browsers are popular targets for hackers, who exploit security holes to steal information, destroy
files, and other malicious activities. Browser vendors regularly patch these security holes, so users are
strongly encouraged to keep their browser software updated. Other protection measures are antivirus
software and avoiding known-malicious websites.

Breaches of web browser security are usually for the purpose of bypassing protections to display pop-up
advertising collecting personally identifiable information (PII) for either Internet marketing or identity
theft, website tracking or web analytics about a user against their will using tools such as web bugs,
Clickjacking, Likejacking (where Facebook's like button is targeted), HTTP cookies, zombie cookies or
Flash cookies (Local Shared Objects or LSOs);[better source needed] installing adware, viruses, spyware
such as Trojan horses (to gain access to users' personal computers via cracking) or other malware
including online banking theft using man-in-the-browser attacks.
SEARCH ENGINES

A search engine is a software system that finds web pages that match a web search. They search the
World Wide Web in a systematic way for particular information specified in a textual web search query.
The search results are generally presented in a line of results, often referred to as search engine results
pages (SERPs). The information may be a mix of hyperlinks to web pages, images, videos, infographics,
articles, and other types of files.

NOTE: Search Engine Results Pages (SERP) are the pages displayed by search engines in response to a
query by a user. The main component of the SERP is the listing of results that are returned by the search
engine in response to a keyword query.

NOTE2: SEO stands for “search engine optimization.” In simple terms, SEO means the process of
improving your website to increase its visibility in Google, Microsoft Bing, and other search engines
whenever people search for:

Products you sell.

Services you provide.

Information on topics in which you have deep expertise and/or experience.

The better visibility your pages have in search results, the more likely you are to be found and clicked on.
Ultimately, the goal of search engine optimization is to help attract website visitors who will become
customers, clients or an audience that keeps coming back.

The Top 11 Search Engines, Ranked by Popularity

Oftentimes, marketers focus heavily on Google when vying for traffic. This makes sense considering
Google is undoubtedly the most popular search engine, with over 85% of the search market share.

Note: To compile our list, we looked at the worldwide market share of search engines on desktop and
mobile from April 2022 to April 2023.

Top Search Engines

Google

Bing

Yahoo!

Yandex

DuckDuckGo

Baidu
Ask.com

Naver

Ecosia

AOL

Internet Archive

1. Google

With over 85% of the search market share, Google is undoubtedly the most popular search engine.
Additionally, Google captures almost 95% of mobile traffic.

The large traffic potential makes Google a viable option when aiming to capture organic or paid search.
The downside, of course, is almost everyone is competing for the same traffic.

2. Bing

Bing, Google’s biggest contender, rakes in 7% of U.S. searches desktop searches but only 1.5% of mobile
searches. This engine also powers Yahoo, the U.S.’s third-biggest search engine.

Bing’s search pages look remarkably similar to Google’s, with the same categories and a similar white
background, with blue links and green URLs.

However, Bing additionally offers "Rewards," a program that gives you points when you search or shop
on the engine. You can then redeem those points for gift cards, nonprofit donations, and more.

3. Yahoo!

Admittedly not the sleekest search engine interface, Yahoo! still manages to capture third place in our
list, with just over 2% of the worldwide market share.

Yahoo! is powered by Bing, so search results are incredibly similar between the two search engines.
However, it's still an important search engine in its own right, with over 600 million total monthly users.

4. Yandex

Russian search engine Yandex has roughly 2% of the worldwide market share. However, it is the most
widely used search engine in its home country, with Google holding the number two spot. If you do
business globally and are looking to reach Russian customers, there are a few things to keep in mind.

For example, Yandex has many quality indicators or badges it can display alongside search results. One
of the most prominent is the site quality index or SQI which indicates how useful your site is to users.
5. DuckDuckGo

If you're uneasy about targeted ads or don’t want your search data stored, you might want to try
DuckDuckGo, which touts itself as "The search engine that doesn't track you."

DuckDuckGo doesn't track, collect, or store any information, so you’re safe to search for shoes without
feeling bombarded by subsequent Macy's ads. It's worth noting there are still ads on DuckDuckGo — just
not personalized ones.

Additionally, DuckDuckGo has a clean interface and only one search page, making it easier to navigate
than other search engines. With nearly 94 million daily direct searches as of 2022, it's slowly gaining
steam in the search market.

6. Baidu

Baidu is China’s largest search engine, capturing over 40% of China’s search market. The search engine
looks similar to Google (besides being in Mandarin), with a white background, blue links, and green
URLs. Like Google, Baidu aims to incorporate more rich features in the SERPs.

If you have an interest in appealing to the Asian market, Baidu is a good option to consider.

However, the search engine censors certain images and blocks pro-democracy websites. If you’re
comparing search results, you’ll find a more comprehensive results list on Google.

7. Ask.com

Ask.com, formerly known as Ask Jeeves, is a search engine designed to answer questions. According to
Ask.com, its mission is to “enable curious people to find the information they need.”

The interface of Ask.com is similar to Yahoo’s interface. However, unlike Yahoo, which is powered by
Bing, Ask.com is its own standalone search engine. Ask.com sees most of its traffic from users located in
the United States (53% of its traffic, to be exact.)

8. Naver

Naver is South Korea’s second most popular search engine, claiming nearly 34% of the search engine
market. Naver’s interface is entirely in Korean, and there is no English version of the website.

However, Naver is more than a simple search engine. Users of the website can access news content,
search suggestions, and more.

Naver is a localized search engine, meaning it does not crawl and catalog the entire Internet. If you’re
targeting the South Korean market with your content, make sure your SEO matches the criteria of South
Korea’s second most popular search engine.
9. Ecosia

Ecosia is “the search engine that plants trees.” For every search a user makes with Ecosia (either the
webpage or its free browser extension), Ecosia will plant trees in vulnerable areas with the profit the
company makes from its searches. To date, Ecosia has funded 170 million trees.

Ecosia is growing in popularity, but it is especially popular in Germany where the company is based.
Worldwide, Ecosia has gained 0.11% of the search engine market share. Like Yahoo!, Ecosia is powered
by Bing.

10. AOL

AOL, formerly known as America Online, is both an online media company and a search engine. The
interface of the website features a search bar and national news articles, along with local news and
weather. Most of AOL’s traffic is generated from the United States, 85.7% to be exact.

11. Internet Archive

Internet Archive is a different kind of search engine. As its name implies, Internet Archive is a free
archive of books, movies, software, music, websites, etc.

Instead of attempting to rank in this search engine like bloggers would try to do for other search
engines, users can sign up for a free account and can upload their content to the archives.

Most of Internet Archive’s audience is located in the United States. However, the search engine is
gaining popularity in other countries, such as Great Britain and India.

ASIDES GOOGLE

For the last 20 years, Google has been the search engine that most people use for everyday searches,
product research, and staying up to date on the latest news.

With its long-standing domination and majority market share, it’s been hard to argue that any search
engine serves up better results than Google.

Because of this market dominance, Google has also been the main search engine of focus for SEO and
marketing professionals.

However, since the introduction of ChatGPT, Google Founders, Larry Page and Sergey Brin, are paying
attention to OpenAI and the potential it has to revolutionize search.

Despite having years of artificial intelligence (AI) development behind them, it is unknown if Google can
beat its top U.S. rival Bing to market with an AI chatbot.

Even if Bing is the first major search engine to market with AI, Google’s search engine dominance gives it
a huge advantage.

The next few years in search engine development will certainly be interesting.

No matter what happens, there are still several specialty search engines that offer a superior search
experience over Google – and it pays to be aware of what else is out there.

An AI-Powered Search Engine

1. You.com

You.com

You.com is an AI-powered search engine founded by Richard Socher, a prominent natural language
processing (NLP) researcher and former chief scientist of Salesforce.

The site operates in two modes: a personal mode and a private mode.

In personal mode, users can configure their own source preferences. While in private mode, they enjoy
a completely untraceable experience; no telemetry data is recorded.

The company also offers YouCode, an AI-powered coding assistant, and YouWrite, an AI writing
assistant.

The open search platform encourages developers to build apps and contribute to a more open and
collaborative internet.

A Revenue-Sharing Search Engine

2. Yep.com

It is designed to directly reward and compensate content creators by using a 90/10 revenue share
business model.

This means that 90% of all advertising revenue goes directly to the creators of content, allowing them to
earn money for their work.

In addition, this business model allows users to directly support their favorite content creators and
ensures that content creators are fairly compensated.

A Copyright-Free Search Engine

3. Openverse

openverse.com

Openverse should be your first stop on the hunt for nearly any type of copyright-free content.
This search engine is perfect if you need music for a video, an image for a blog post, or anything else
without worrying about angry artists coming after you for ripping off their work.

Mainstream Search Engines

Mainstream search engines are the Google alternatives that have managed to maintain a modest
market share over the past several years.

They may also be in the best position to regain lost market share for the first time in years – but only if
they played the AI card better than Google.

4. Bing.com

As of January 2022, Microsoft sites handled a quarter of all search queries in the United States.

One could argue that Bing outperforms Google in certain respects.

For starters, Bing has a rewards program that allows one to accumulate points while searching. These
points are redeemable at the Microsoft and Windows stores, which is a nice perk.

Some researchers believe that the Bing visual search API is superior to its rivals and much more intuitive.

Bing carries that same clean user experience to video, making it the go-to source for video searches
without a YouTube bias.

On February 7, 2023, Bing announced an all-new, AI-powered version of its search engine and Edge
browser. The stated goal is to “deliver better search, more complete answers, a new chat experience,
and the ability to generate content.”

According to Satya Nadella, chairman and CEO of Microsoft, there are 5 billion search queries a day that
go unanswered. Bing is looking to fill that void.

INTERNET TOOLS AND TECHNIQUES THAT ARE USED IN OUR DAILY ACTIVITIES:

The internet has revolutionized the way we communicate and access information. There are several
internet tools and techniques that are used in our daily activities. Here are some of them:

- Internet Tools and Techniques that are used in Our Daily Activities

World Wide Web (www): The World Wide Web is a system of interlinked hypertext documents that are
accessed through the internet. It is the most popular and widely used internet tool today. It allows users
to access information, conduct research, purchase products, and interact with others through various
websites.

E-mail: An email is a tool that allows users to send and receive messages electronically. It is one of the
oldest and most widely used internet tools. Email is used for personal and professional communication,
as well as for marketing and advertising purposes. It is an efficient and cost-effective way to
communicate with others over long distances.

Telnet: Telnet is a protocol that allows users to access and manage remote computers over the internet.
It is commonly used by system administrators to manage servers and network devices. Telnet allows
users to execute commands and perform administrative tasks on remote computers without physically
being present.

Gopher: Gopher is a protocol that allows users to access and search for information on the internet. It
was popular in the early days of the internet but has since been replaced by the World Wide Web.
Gopher is still used by some users for specific purposes, such as accessing library catalogs and scientific
databases.

WWW: This is a client-server application system which transfers text, graphics and sound files through
the HTTP. The WWW clients are called Web Browsers. There are many available such as Mosaic,
Netscape, etc.

TCP/IP: This is the protocol language which is the heart of the Internet and allows computers to
exchange information by using different Internet tools.

Internet Messaging: Internet messaging refers to the use of messaging apps and platforms to
communicate with others over the internet. Some popular internet messaging platforms include
WhatsApp, Facebook Messenger, and Signal. Internet messaging is used for personal and professional
communication, as well as for marketing and advertising purposes.

Video Conferencing: Video conferencing allows users to communicate with others in real time using
video and audio technology. It is commonly used for remote meetings, interviews, and job interviews.
Video conferencing has become increasingly popular in recent years due to the COVID-19 pandemic and
the rise of remote work.

File Transfer Protocol (FTP): FTP is a protocol that allows users to transfer files between computers over
the internet. It is commonly used by web developers to upload and download files to and from web
servers. FTP is also used for file sharing and collaboration purposes.

Voice over Internet Protocol (VOIP): VOIP is a technology that allows users to make voice and video
calls over the internet. It is commonly used for personal and professional communication, as well as for
customer service and support purposes. VOIP is an efficient and cost-effective way to communicate with
others over long distances.

Hypertext Transfer Protocol (HTTP): HTTP is a protocol that allows web browsers to communicate with
web servers. It is used to request and receive web pages and other resources from web servers. HTTP is
the foundation of the World Wide Web and is essential for accessing and using websites.

Simple Mail Transfer Protocol (SMTP): SMTP is a protocol that is used to send and receive email
messages over the internet. It is used by email clients to send messages to email servers, and by email,
servers to deliver messages to the intended recipients. SMTP is an essential part of the email
infrastructure and is used by millions of users every day.
Chat Programs: Chat programs are tools that allow users to communicate with others in real-time using
text, audio, and video technology. Some popular chat programs include WhatsApp, Facebook
Messenger, and Slack. Chat programs are used for personal and professional communication, as well as
for collaboration and project management purposes.

Search Engine: It is used to search the required information over the Internet. This is possible by getting
the home pages or websites dedicated to the particular subject. There are different types of search
engines on the type of search criteria for indexing pages and returning results. Size of the index, review
of web pages, links with priorities, net tags, importace of pages are the categories for getting the
different search approaches of the search engines.

In conclusion, these are some of the internet tools and techniques that are used in our daily activities.
They have revolutionized the way we communicate, access information, and conduct business. These
tools and techniques have made it easier and more efficient to work and connect with others from
anywhere in the world. As technology continues to evolve, we can expect to see even more
advancements in internet tools and techniques that will further enhance our daily activities. It is
important to note that while these tools and techniques offer numerous benefits, they also come with
some risks. It is essential to use them responsibly and take measures to protect personal and sensitive
information from potential cyber threats. It is recommended to use strong passwords, enable two-factor
authentication, and keep software and security patches up to date. By being aware of the risks and
taking necessary precautions, we can continue to use internet tools and techniques safely and
effectively.

Overall, the internet has transformed the way we live and work, and these tools and techniques have
become an integral part of our daily lives. With continued advancements and innovations, we can
expect to see even more exciting developments in the future.

Social media

Social media are interactive technologies that facilitate the creation and sharing of information, ideas,
interests, and other forms of expression through virtual communities and networks. The social media
platforms allow the digital users to communicate with each other have conversations, share
information and create content.

Features of social media

Social media are interactive internet-based platforms.

User-generated content such as text, posts, comments, digital photos, videos, and data generated
through all online interactions is the lifeblood of social media.

Users create service-specific profiles for the websites or apps that are designed and maintained by the
social media organization
Social media helps increase online social networks by connecting a user's profile with those of other
individuals or groups.

Main Elements of Social Media

Based on the findings across scholarly papers in Annual Review journal, social media broadly has four
elements associated with it. They are profile, network, stream, and message. Now these elements are
common to all platforms, new or old.

Apart from these four elements, social media today also includes elements such as hashtags, likes,
comments, and privacy.

Profile

It refers to the user’s public or semi-public digital account on social media platforms. One displays
information about themselves, such as personal photos, bios, and past statuses in their profile.

The key features of the profile element are as follows.

Visibility – The extent to which others can see information

Persistence – Viewability of content after posting

Audience transparency – Imagined audience for each post

Here is an example screenshot of Airbnb on Twitter.

Network

It involves the connections users have with other individuals on social media platforms. Users typically
connect with people they already know from face-to-face contexts, such as friends, family, or
coworkers.

And it is not always so. A network can be built without already knowing someone initially in real life. It
could be to connect with someone within a similar community or like-minded individual (s).

Either ways, the network plays a significant role in a social media user’s online presence and in life.

Stream

It represents the aggregated flows of content that we see on the home pages of social media platforms
like Facebook and Instagram. Streams act as a centre display for recent news about other accounts users
are connected to on the platform.
The stream exhibits a high level of awareness. Users gain knowledge of other people or events in their
network. Psychologists say it is associated with social comparison processes, where users evaluate
themselves by comparing their opinions and abilities with others.

Message

The message element is an important part of social media. It involves focused interactions between two
or more users using text and/or other media content.

Social connectedness through messaging fulfils human needs for belongingness and relatedness to
others. Messaging platforms, such as WhatsApp and Snapchat, are hugely popular. In India alone, there
are more than 535.8 million WhatsApp users (Demand Sage).

Types of Social Media

Let’s go over the types of social media. This is a broad list of the types that describe which types are
popular among social media users.

Sites for Social Networking

Facebook, LinkedIn, and Twitter are the most popular examples of social networking services. These are
designed to connect people with others who share similar interests or backgrounds.

Users of the social networking sites are empowered to build a network of friends or connections and
facilitate communication through posts, messages, and comments. Data from a Search Engine Journal
blog shows that there are over 200 million businesses just on Facebook.

Media Sharing Platforms

Media sharing includes photos and videos. Photo-sharing social media apps include Instagram and
Snapchat, while video sharing ones are YouTube and TikTok.

These platforms have given rise to influencers and content creators who amass huge followings based
on their creative output.

Messaging Apps

Popular social media messaging apps, such as WhatsApp and Messenger, provide private and group
messaging capabilities. They have become indispensable for personal communication and have also
been adopted by businesses for customer support.
Discussion Forums

People use social media for discussions also. Reddit and Quora are among the many social media
discussion forums.

These social media platforms also allow businesses to grow through trends and industries. For example,
many content and SEO pros look for long tail keywords or topics on Quora to cover in topic clusters for
improving rankings on pillar content.

Advantages of Social Media

Here are some benefits of social media.

Enabling Communication Across Geography

Social media has revolutionized communication, allowing people to connect and stay in touch with loved
ones, regardless of distance. Video calls and messaging have made virtual face-to-face interactions
possible, bridging gaps between cultures and nations.

Democratises Information Sharing

Social media is responsible for enabling anyone to become a content creator and share their knowledge
and experiences with the world. This accessibility to information has empowered individuals and
facilitated learning and awareness.

More Cost-Effective than Traditional Media

For businesses, social media has become a game-changer. It provides a cost-effective way to reach
potential customers, build brand awareness, and engage with a targeted audience. Influencers, in
particular, have emerged as powerful promoters for brands.

Challenges of Social Media

Privacy Concerns

The ease of sharing information on social media has led to privacy issues, with incidents of data
breaches and identity theft becoming more prevalent.

Cyberbullying

The anonymity of social media has given rise to cyberbullying and online harassment, affecting
individuals, especially young users. Social media platforms are continuously working to combat such
behaviour and ensure user safety.

Information Overload and Fake News

With the abundance of information available on social media, it’s challenging to distinguish between
credible sources and misinformation. Fake news and rumours can spread rapidly, impacting public
perception and decision-making.

THE 5 Cs OF SOCIAL MEDIA

Content, Community, Conversation, Collaboration, and Conversion.

Using the 5 Cs together will ensure you’re building the foundation to a solid social strategy.

Content

To me, content is the cornerstone of social media. You simply cannot waltz onto a social network and be
successful without amazing content and some sort of content marketing strategy.

Good content is:

Valuable

Engaging

Searchable (SEO, anyone?)

Easy to read

Actionable (which leads to the 5th C: Conversion)

Actionable can mean several things:

Likes, Plus 1s, comments, shares

It creates a snackable bite that someone else wants to use in their writing, podcast, study, blog post, etc.

Conversion: A sign up, a subscriber, a download, a prospect or a lead

As Keri from Idea Media Girl put it, content is less about you and more about what your would-be
consumers are looking for.

Your content is the hook that will draw in the community. Without it, your community will likely be
nonexistent, small, or uninterested in what you’re saying on your social media sites.

Community

Once you have great content to lure interested parties to your social pages, you begin building a
community.

This is the hard part for a lot of peeps because they focus on the medium (social media) and not the
meaning (relationship building).
Carrie with BTC REvolutions hit the nail on the head:

“Be the biggest fan of your fans.”

If you focus on putting people first, it will lead you to do things like:

Picking the platform where your target audience is, rather than picking the place you think will work

Creating a strategy for disseminating content

Testing guidelines that are firm, but fair, to run the community

Allowing — and ENCOURAGING — conversation and discussion

Celebrating your community members

A good community will help you shape and mold your brand. A good community will spark ideas for new
content, and maybe even new products & services.

You’ll know you have a good community when the conversation flows easily (with or without you).

Conversation

Conversation drives everything on social media.

If you’re putting your people first — while still trying to get to the 5th C, Conversion — then you should
be trying to understand your community. You need to know what drives them, what makes them buy.

This doesn’t happen by sharing kitten memes or quotes from Zig Ziglar. That’s one-way conversation.
And while it may be entertaining, it doesn’t move the process along.

As Darin from ZipMinis points out,

“… what we have to say as bloggers is powerful too. You must be in harmony with the audience while
highlight your voice and ideas.”

“Stop using [social media] purely as a distribution channel and just talk to people.”

So how do you play both sides? How do you make it about them but make sure you’re getting what you
need too?

Think of it like dating. You’re going to have to “woo” your community with great content and even
better conversations. You’ve got to prove you’re trustworthy and more valuable than the next guy or
girl.

You’ve also got to prove you’re:

 Truthful and transparent

You should be using psychographics — beliefs, feelings, opinions, attitudes, values — in conversation to
extract the psychographics of your audience.

The power of taking your would-be consumer’s feelings and putting them to work for your brand can
help you make direct correlations to their buying patterns.

Psychographics answer the question every marketer is trying to answer: What do my buyers want?

Once you’re beyond the dating phase and having regular conversations with your community, you’ll get
to the 4th C: Collaboration.

Collaboration

Collaboration is where savvy brands are sitting right now.

Look at brands like Target and Urban Outfitters. They are taking user-generated content (UGC) and
changing the way their stores are laid out, using customer photos on Instagram, and even changing the
way their website looks and feels.

That’s collaboration at its finest.

You have to realize that these brands worked very hard to get there. They started with content, built a
loyal community, and started having lots of in-depth conversations.

And it was through those conversations that they were able to start the next level of social media
marketing … collaboration.

Collaboration can happen on the backend, the frontend, and definitely through social media channels.

It’s taking those psychographics and doing something useful with them. By listening, and having more
conversations than you’re having now. It’s showing that you listened, that you care, and that you DID
SOMETHING about the feelings, opinions and beliefs of your community.

One of your goals and KPIs (key performance indicators) should be to garner collaboration from your
customers and community. By meeting this goal, you’ll help make more conversions (our final C).

Conversion

Finally. We’ve made it to the part that most companies start with. What’s my ROI (return on investment)
for using social media?

Conversions take a lot of work.

As Daniel, a Growth Manager of Social Media said:

conversion

If you can’t see your ROI in the other 4 Cs, maybe social media isn’t the place for you.

It’s this simple: With social media, I don’t think you can have a ROI without a ROC (return on
conversation).

You also won’t see a continuous ROI with:

 Lack of strategy
 Sucky content
 No sense of community
 No efforts for collaboration

Maybe it should be: You can’t have a ROI without a ROCs! Cs = Content, Community, Conversation and
Collaboration.

 You’re going to have to leave your comfort zone.

The bottom line is that you can’t afford to see consumers as dollar signs. You can’t even “see” them as
the avatars that pop up on your social media sites. User1234 isn’t buying your fluff.

If you want to get to conversion, then you’re going to have to work through ALL 5 Cs of social media.