The Pommerman Challenge is a multi-agent game to test autonomous artificial intelligence systems. == Game structure == Two-agent team compete against each other on an 11 x 11 board. Each agent can observe only part of the board, and the agents cannot communicate. The goal is to knock down the opponents. Agents place explosives to destroy walls and collect power-ups that appear from those walls, while avoiding death. Game objects can move unpredictably or be moved by an agent. == Play == The game involves real-time decision making. Agents must choose moves in about .1 seconds. == Algorithms == The real-time requirement limits the use of compute-heavy techniques such as Monte Carlo tree search. The branching factor at each move can be as large as 1,296, because all four agents act in each step, choosing among six possibilities. The agents choose by accounting for explosions, which have lifetimes of 10 steps. Explosions derail tree search techniques, as searches with less than 10 levels ignore explosions while deeper searches consider too many choices (given the branching factor). A hybrid approach uses a limited-depth tree search followed by exploring a deterministic/pessimistic scenario. Limiting the depth keeps the search tree small. The deterministic approach can predict far in the future, by omitting branching. "Good" actions are often those that perform well under pessimistic scenarios, particularly if safety is important. Identifying the worst sequence of positions for an object can suggest where to move it. After generating pessimistic scenarios, the agent quantifies the survivability of each move, notionally the number of positions in which the agent can then remain safely (without encountering other agents). == Competitions == 3 competitions were organized with slightly changing rules during 2018–2019. === Online - FFA === This round was a warm-up online event, where each competitor controlled only one agent. Results: 1st: Agent47Agent by Yichen Gong 2nd: aiKiller by Márton Görög === NeurIPS 2018 - Team === The first Pommerman competition with in-person finals. Results: 1st: hakozakijunctions by Toshihiro Takahashi 2nd: eisenach by Márton Görög 3rd: dypm by Takayuki Osogami The 3 best performing solutions used online tree search. === NeurIPS 2019 - Team Radio === The second competition with in-person finals improved communication between teammate agents. Results: 1st: Márton Görög 2nd: Paul Jasek 3rd: Yifan Zhang
Shape context
Shape context is a feature descriptor used in object recognition. Serge Belongie and Jitendra Malik proposed the term in their paper "Matching with Shape Contexts" in 2000. == Theory == The shape context is intended to be a way of describing shapes that allows for measuring shape similarity and the recovering of point correspondences. The basic idea is to pick n points on the contours of a shape. For each point pi on the shape, consider the n − 1 vectors obtained by connecting pi to all other points. The set of all these vectors is a rich description of the shape localized at that point but is far too detailed. The key idea is that the distribution over relative positions is a robust, compact, and highly discriminative descriptor. So, for the point pi, the coarse histogram of the relative coordinates of the remaining n − 1 points, h i ( k ) = # { q ≠ p i : ( q − p i ) ∈ bin ( k ) } {\displaystyle h_{i}(k)=\#\{q\neq p_{i}:(q-p_{i})\in {\mbox{bin}}(k)\}} is defined to be the shape context of p i {\displaystyle p_{i}} . The bins are normally taken to be uniform in log-polar space. The fact that the shape context is a rich and discriminative descriptor can be seen in the figure below, in which the shape contexts of two different versions of the letter "A" are shown. (a) and (b) are the sampled edge points of the two shapes. (c) is the diagram of the log-polar bins used to compute the shape context. (d) is the shape context for the point marked with a circle in (a), (e) is that for the point marked as a diamond in (b), and (f) is that for the triangle. As can be seen, since (d) and (e) are the shape contexts for two closely related points, they are quite similar, while the shape context in (f) is very different. For a feature descriptor to be useful, it needs to have certain invariances. In particular it needs to be invariant to translation, scaling, small perturbations, and, depending on the application, rotation. Translational invariance comes naturally to shape context. Scale invariance is obtained by normalizing all radial distances by the mean distance α {\displaystyle \alpha } between all the point pairs in the shape although the median distance can also be used. Shape contexts are empirically demonstrated to be robust to deformations, noise, and outliers using synthetic point set matching experiments. One can provide complete rotational invariance in shape contexts. One way is to measure angles at each point relative to the direction of the tangent at that point (since the points are chosen on edges). This results in a completely rotationally invariant descriptor. But of course this is not always desired since some local features lose their discriminative power if not measured relative to the same frame. Many applications in fact forbid rotational invariance e.g. distinguishing a "6" from a "9". == Use in shape matching == A complete system that uses shape contexts for shape matching consists of the following steps (which will be covered in more detail in the Details of Implementation section): Randomly select a set of points that lie on the edges of a known shape and another set of points on an unknown shape. Compute the shape context of each point found in step 1. Match each point from the known shape to a point on an unknown shape. To minimize the cost of matching, first choose a transformation (e.g. affine, thin plate spline, etc.) that warps the edges of the known shape to the unknown (essentially aligning the two shapes). Then select the point on the unknown shape that most closely corresponds to each warped point on the known shape. Calculate the "shape distance" between each pair of points on the two shapes. Use a weighted sum of the shape context distance, the image appearance distance, and the bending energy (a measure of how much transformation is required to bring the two shapes into alignment). To identify the unknown shape, use a nearest-neighbor classifier to compare its shape distance to shape distances of known objects. == Details of implementation == === Step 1: Finding a list of points on shape edges === The approach assumes that the shape of an object is essentially captured by a finite subset of the points on the internal or external contours on the object. These can be simply obtained using the Canny edge detector and picking a random set of points from the edges. Note that these points need not and in general do not correspond to key-points such as maxima of curvature or inflection points. It is preferable to sample the shape with roughly uniform spacing, though it is not critical. === Step 2: Computing the shape context === This step is described in detail in the Theory section. === Step 3: Computing the cost matrix === Consider two points p and q that have normalized K-bin histograms (i.e. shape contexts) g(k) and h(k). As shape contexts are distributions represented as histograms, it is natural to use the χ2 test statistic as the "shape context cost" of matching the two points: C S = 1 2 ∑ k = 1 K [ g ( k ) − h ( k ) ] 2 g ( k ) + h ( k ) {\displaystyle C_{S}={\frac {1}{2}}\sum _{k=1}^{K}{\frac {[g(k)-h(k)]^{2}}{g(k)+h(k)}}} The values of this range from 0 to 1. In addition to the shape context cost, an extra cost based on the appearance can be added. For instance, it could be a measure of tangent angle dissimilarity (particularly useful in digit recognition): C A = 1 2 ‖ ( cos ( θ 1 ) sin ( θ 1 ) ) − ( cos ( θ 2 ) sin ( θ 2 ) ) ‖ {\displaystyle C_{A}={\frac {1}{2}}{\begin{Vmatrix}{\dbinom {\cos(\theta _{1})}{\sin(\theta _{1})}}-{\dbinom {\cos(\theta _{2})}{\sin(\theta _{2})}}\end{Vmatrix}}} This is half the length of the chord in unit circle between the unit vectors with angles θ 1 {\displaystyle \theta _{1}} and θ 2 {\displaystyle \theta _{2}} . Its values also range from 0 to 1. Now the total cost of matching the two points could be a weighted-sum of the two costs: C = ( 1 − β ) C S + β C A {\displaystyle C=(1-\beta )C_{S}+\beta C_{A}\!\,} Now for each point pi on the first shape and a point qj on the second shape, calculate the cost as described and call it Ci,j. This is the cost matrix. === Step 4: Finding the matching that minimizes total cost === Now, a one-to-one matching π ( i ) {\displaystyle \pi (i)} that matches each point pi on shape 1 and qj on shape 2 that minimizes the total cost of matching, H ( π ) = ∑ i C ( p i , q π ( i ) ) {\displaystyle H(\pi )=\sum _{i}C\left(p_{i},q_{\pi (i)}\right)} is needed. This can be done in O ( N 3 ) {\displaystyle O(N^{3})} time using the Hungarian method, although there are more efficient algorithms. To have robust handling of outliers, one can add "dummy" nodes that have a constant but reasonably large cost of matching to the cost matrix. This would cause the matching algorithm to match outliers to a "dummy" if there is no real match. === Step 5: Modeling transformation === Given the set of correspondences between a finite set of points on the two shapes, a transformation T : R 2 → R 2 {\displaystyle T:\mathbb {R} ^{2}\to \mathbb {R} ^{2}} can be estimated to map any point from one shape to the other. There are several choices for this transformation, described below. ==== Affine ==== The affine model is a standard choice: T ( p ) = A p + o {\displaystyle T(p)=Ap+o\!} . The least squares solution for the matrix A {\displaystyle A} and the translational offset vector o is obtained by: o = 1 n ∑ i = 1 n ( p i − q π ( i ) ) , A = ( Q + P ) t {\displaystyle o={\frac {1}{n}}\sum _{i=1}^{n}\left(p_{i}-q_{\pi (i)}\right),A=(Q^{+}P)^{t}} Where P = ( 1 p 11 p 12 ⋮ ⋮ ⋮ 1 p n 1 p n 2 ) {\displaystyle P={\begin{pmatrix}1&p_{11}&p_{12}\\\vdots &\vdots &\vdots \\1&p_{n1}&p_{n2}\end{pmatrix}}} with a similar expression for Q {\displaystyle Q\!} . Q + {\displaystyle Q^{+}\!} is the pseudoinverse of Q {\displaystyle Q\!} . ==== Thin plate spline ==== The thin plate spline (TPS) model is the most widely used model for transformations when working with shape contexts. A 2D transformation can be separated into two TPS function to model a coordinate transform: T ( x , y ) = ( f x ( x , y ) , f y ( x , y ) ) {\displaystyle T(x,y)=\left(f_{x}(x,y),f_{y}(x,y)\right)} where each of the ƒx and ƒy have the form: f ( x , y ) = a 1 + a x x + a y y + ∑ i = 1 n ω i U ( ‖ ( x i , y i ) − ( x , y ) ‖ ) , {\displaystyle f(x,y)=a_{1}+a_{x}x+a_{y}y+\sum _{i=1}^{n}\omega _{i}U\left({\begin{Vmatrix}(x_{i},y_{i})-(x,y)\end{Vmatrix}}\right),} and the kernel function U ( r ) {\displaystyle U(r)\!} is defined by U ( r ) = r 2 log r 2 {\displaystyle U(r)=r^{2}\log r^{2}\!} . The exact details of how to solve for the parameters can be found elsewhere but it essentially involves solving a linear system of equations. The bending energy (a measure of how much transformation is needed to align the points) will also be easily obtained. ==== Regularized TPS ==== The TPS formulation above has exact matching requirement for the pairs of points on the two shapes. For noisy data, it is best to
Polygraphic substitution
Polygraphic substitution is a substitution cipher in which a uniform substitution is performed on blocks of letters. When the length of the block is specifically known, more precise terms are used: for instance, a cipher in which pairs of letters are substituted is bigraphic. As a concept, polygraphic substitution contrasts with monoalphabetic (or simple) substitutions in which individual letters are uniformly substituted, or polyalphabetic substitutions in which individual letters are substituted in different ways depending on their position in the text. In theory, there is some overlap in these definitions; one could conceivably consider a Vigenère cipher with an eight-letter key to be an octographic substitution. In practice, this is not a useful observation since it is far more fruitful to consider it to be a polyalphabetic substitution cipher. == Specific ciphers == In 1563, Giambattista della Porta devised the first bigraphic substitution. However, it was nothing more than a matrix of symbols. In practice, it would have been all but impossible to memorize, and carrying around the table would lead to risks of falling into enemy hands. In 1854, Charles Wheatstone came up with the Playfair cipher, a keyword-based system that could be performed on paper in the field. This was followed up over the next fifty years with the closely related four-square and two-square ciphers, which are slightly more cumbersome but offer slightly better security. In 1929, Lester S. Hill developed the Hill cipher, which uses matrix algebra to encrypt blocks of any desired length. However, encryption is very difficult to perform by hand for any sufficiently large block size, although it has been implemented by machine or computer. This is therefore on the frontier between classical and modern cryptography. == Cryptanalysis of general polygraphic substitutions == Polygraphic systems do provide a significant improvement in security over monoalphabetic substitutions. Given an individual letter 'E' in a message, it could be encrypted using any of 52 instructions depending on its location and neighbors, which can be used to great advantage to mask the frequency of individual letters. However, the security boost is limited; while it generally requires a larger sample of text to crack, it can still be done by hand. One can identify a polygraphically-encrypted text by performing a frequency chart of polygrams and not merely of individual letters. These can be compared to the frequency of plaintext English. The distribution of digrams is even more stark than individual letters. For example, the six most common letters in English (23%) represent approximately half of English plaintext, but it takes only the most frequent 8% of the 676 digrams to achieve the same potency. In addition, even in a plaintext many thousands of characters long, one would expect that nearly half of the digrams would not occur, or only barely. In addition, looking over the text one would expect to see a fairly regular scattering of repeated text in multiples of the block length and relatively few that are not multiples. Cracking a code identified as polygraphic is similar to cracking a general monoalphabetic substitution except with a larger 'alphabet'. One identifies the most frequent polygrams, experiments with replacing them with common plaintext polygrams, and attempts to build up common words, phrases, and finally meaning. Naturally, if the investigation led the cryptanalyst to suspect that a code was of a specific type, like a Playfair or order-2 Hill cipher, then they could use a more specific attack.
Data Reference Model
The Data Reference Model (DRM) is one of the five reference models of the Federal Enterprise Architecture. == Overview == The DRM is a framework whose primary purpose is to enable information sharing and reuse across the United States federal government via the standard description and discovery of common data and the promotion of uniform data management practices. The DRM describes artifacts which can be generated from the data architectures of federal government agencies. The DRM provides a flexible and standards-based approach to accomplish its purpose. The scope of the DRM is broad, as it may be applied within a single agency, within a community of interest, or cross-community of interest. == Data Reference Model topics == === DRM structure === The DRM provides a standard means by which data may be described, categorized, and shared. These are reflected within each of the DRM's three standardization areas: Data Description: Provides a means to uniformly describe data, thereby supporting its discovery and sharing. Data Context: Facilitates discovery of data through an approach to the categorization of data according to taxonomies. Additionally, enables the definition of authoritative data assets within a community of interest. Data Sharing: Supports the access and exchange of data where access consists of ad hoc requests (such as a query of a data asset), and exchange consists of fixed, re-occurring transactions between parties. Enabled by capabilities provided by both the Data Context and Data Description standardization areas. === DRM Version 2 === The Data Reference Model version 2 released in November 2005 is a 114-page document with detailed architectural diagrams and an extensive glossary of terms. The DRM also make many references to ISO standards specifically the ISO/IEC 11179 metadata registry standard. === DRM usage === The DRM is not technically a published technical interoperability standard such as web services, it is an excellent starting point for data architects within federal and state agencies. Any federal or state agencies that are involved with exchanging information with other agencies or that are involved in data warehousing efforts should use this document as a guide.
Internet Security Alliance
Internet Security Alliance (ISA) was founded in 2001 as a non-profit collaboration between Carnegie Mellon University's CyLab and Electronic Industries Alliance, a federation of trade associations. The Internet Security Alliance is focused on cyber security, acting as a forum for information sharing and leadership on information security, and lobbying for corporate security interests. == International operations == The Internet Security Alliance operates with a global membership to provide international security for its partners. The organization's membership includes companies located on four continents, and the Executive Committee always includes at least one non-U.S.-based company. The Internet Security Alliance believes that international communication is crucial for long-term greater information security, as it allows for a more realistic approach to addressing the many challenges faced by users of the Internet. == Publications == Published in 2009, The Financial Impact of Cyber Risk is the first known guidance document to attempt to approach the financial impact of cyber risks from the perspective of core business functions. It claims to provide guidance to CFOs and their colleagues responsible for legal issues, business operations and technology, privacy and compliance, risk assessment and insurance, and corporate communications.
Intel Management Engine
The Intel Management Engine (ME), also known as the Intel Manageability Engine, is an autonomous subsystem that has been incorporated in virtually all of Intel's processor chipsets since 2008. It is located in the Platform Controller Hub of modern Intel motherboards. The Intel Management Engine always runs as long as the motherboard is receiving power, even when the computer is turned off. This issue can be mitigated with the deployment of a hardware device which is able to disconnect all connections to mains power as well as all internal forms of energy storage. The Electronic Frontier Foundation and some security researchers have voiced concern that the Management Engine is a backdoor. Intel's main competitor, AMD, has incorporated the equivalent AMD Secure Technology (formally called Platform Security Processor) in virtually all of its post-2013 CPUs. == Difference from Intel AMT == The Management Engine is often confused with Intel AMT (Intel Active Management Technology). AMT runs on the ME, but is only available on processors with vPro. AMT gives device owners remote administration of their computer, such as powering it on or off, and reinstalling the operating system. However, the ME itself has been built into all Intel chipsets since 2008, not only those with AMT. While AMT can be unprovisioned by the owner, there is no official, documented way to disable the ME. == Design == The subsystem primarily consists of proprietary firmware running on a separate microprocessor that performs tasks during boot-up, while the computer is running, and while it is asleep. As long as the chipset or SoC is supplied with power (via battery or power supply), it continues to run even when the system is turned off. Intel claims the ME is required to provide full performance. Its exact workings are largely undocumented and its code is obfuscated using confidential Huffman tables stored directly in hardware, so the firmware does not contain the information necessary to decode its contents. === Hardware === Starting with ME 11 (introduced in Skylake CPUs), it is based on the Intel Quark x86-based 32-bit CPU and runs the MINIX 3 operating system. The ME firmware is stored in a partition of the SPI BIOS Flash, using the Embedded Flash File System (EFFS). Previous versions were based on an ARC core, with the Management Engine running the ThreadX RTOS. Versions 1.x to 5.x of the ME used the ARCTangent-A4 (32-bit only instructions) whereas versions 6.x to 8.x used the newer ARCompact (mixed 32- and 16-bit instruction set architecture). Starting with ME 7.1, the ARC processor could also execute signed Java applets. The ME has its own MAC and IP address for the out-of-band management interface, with direct access to the Ethernet controller; one portion of the Ethernet traffic is diverted to the ME even before reaching the host's operating system, for what support exists in various Ethernet controllers, exported and made configurable via Management Component Transport Protocol (MCTP). The ME also communicates with the host via PCI interface. Under Linux, communication between the host and the ME is done via /dev/mei or /dev/mei0. Until the release of Nehalem processors, the ME was usually embedded into the motherboard's northbridge, following the Memory Controller Hub (MCH) layout. With the newer Intel architectures (Intel 5 Series onwards), the ME is integrated into the Platform Controller Hub (PCH). === Firmware === By Intel's current terminology as of 2017, ME is one of several firmware sets for the Converged Security and Manageability Engine (CSME). Prior to AMT version 11, CSME was called Intel Management Engine BIOS Extension (Intel MEBx). Management Engine (ME) – mainstream chipsets Server Platform Services (SPS) – server chipsets and SoCs Trusted Execution Engine (TXE) – tablet/embedded/low power It was also found that the ME firmware version 11 runs MINIX 3. Management of the ME modules for provisioning inside the UEFI is done via a tool called Intel Flash Image Tool (FITC). ==== Modules ==== Active Management Technology (AMT) Intel Boot Guard (IBG) and Secure Boot Quiet System Technology (QST), formerly known as Advanced Fan Speed Control (AFSC), which provides support for acoustically optimized fan speed control, and monitoring of temperature, voltage, current and fan speed sensors that are provided in the chipset, CPU and other devices present on the motherboard. Communication with the QST firmware subsystem is documented and available through the official software development kit (SDK). Protected Audio Video Path, enforces HDCP Intel Anti-Theft Technology (AT), discontinued in 2015 Serial over LAN (SOL) Intel Platform Trust Technology (PTT), a firmware-based Trusted Platform Module (TPM) Near Field Communication, a middleware for NFC readers and vendors to access NFC cards and provide secure element access, found in later MEI versions. == The intricacies of working with Intel ME == It should also be noted that the ME region requires special cleaning and subsequent initialisation, for example, after replacing the platform hub on the motherboard. Usually, this requires an SPI programmer. There are known successful cases of this operation being performed. == Security vulnerabilities == Several weaknesses have been found in the ME. On May 1, 2017, Intel confirmed a Remote Elevation of Privilege bug (SA-00075) in its Management Technology. Every Intel platform with provisioned Intel Standard Manageability, Active Management Technology, or Small Business Technology, from Nehalem in 2008 to Kaby Lake in 2017 has a remotely exploitable security hole in the ME. Several ways to disable the ME without authorization that could allow ME's functions to be sabotaged have been found. Additional major security flaws in the ME affecting a very large number of computers incorporating ME, Trusted Execution Engine (TXE), and Server Platform Services (SPS) firmware, from Skylake in 2015 to Coffee Lake in 2017, were confirmed by Intel on November 20, 2017 (SA-00086). Unlike SA-00075, this bug is even present if AMT is absent, not provisioned or if the ME was "disabled" by any of the known unofficial methods. In July 2018, another set of vulnerabilities was disclosed (SA-00112). In September 2018, yet another vulnerability was published (SA-00125). === Ring −3 rootkit === A ring −3 rootkit was demonstrated by Invisible Things Lab for the Q35 chipset; it does not work for the later Q45 chipset as Intel implemented additional protections. The exploit worked by remapping the normally protected memory region (top 16 MB of RAM) reserved for the ME. The ME rootkit could be installed regardless of whether the AMT is present or enabled on the system, as the chipset always contains the ARC ME coprocessor. (The "−3" designation was chosen because the ME coprocessor works even when the system is in the S3 state. Thus, it was considered a layer below the System Management Mode rootkits.) For the vulnerable Q35 chipset, a keystroke logger ME-based rootkit was demonstrated by Patrick Stewin. === Zero-touch provisioning === Another security evaluation by Vassilios Ververis showed serious weaknesses in the GM45 chipset implementation. In particular, it criticized AMT for transmitting unencrypted passwords in the SMB provisioning mode when the IDE redirection and Serial over LAN features are used. It also found that the "zero touch" provisioning mode (ZTC) is still enabled even when the AMT appears to be disabled in BIOS. For about 60 euros, Ververis purchased from GoDaddy a certificate that is accepted by the ME firmware and allows remote "zero touch" provisioning of (possibly unsuspecting) machines, which broadcast their HELLO packets to would-be configuration servers. === SA-00075 (a.k.a. Silent Bob is Silent) === In May 2017, Intel confirmed that many computers with AMT have had an unpatched critical privilege escalation vulnerability (CVE-2017-5689). The vulnerability was nicknamed "Silent Bob is Silent" by the researchers who had reported it to Intel. It affects numerous laptops, desktops and servers sold by Dell, Fujitsu, Hewlett-Packard (later Hewlett Packard Enterprise and HP Inc.), Intel, Lenovo, and possibly others. Those researchers claimed that the bug affects systems made in 2010 or later. Other reports claimed the bug also affects systems made as long ago as 2008. The vulnerability was described as giving remote attackers: "full control of affected machines, including the ability to read and modify everything. It can be used to install persistent malware (possibly in firmware), and read and modify any data." === PLATINUM === In June 2017, the PLATINUM cybercrime group became notable for exploiting the serial over LAN (SOL) capabilities of AMT to perform data exfiltration of stolen documents. SOL is disabled by default and must be enabled to exploit this vulnerability. === SA-00086 === Some months after the previous bugs, and subsequent warnings from the EFF, securi
Media engagement framework
The media engagement framework is a planning framework used by marketing professionals to understand the behavior of social media marketing-based audiences. The construct was introduced in the book, ROI of Social Media. Powell’s background in marketing ROI and Groves' experience and understanding of the applications of social media in business led to a collaboration. Dimos joined as a brand strategist for Litmus Group, a global management consulting firm. The media engagement framework consists of the definitions of personas (Individuals, Consumers and Influencers), referenced by the competitive set or constraint that applies to that persona and the measurement framework that might be applied to those personas. It is referenced at the center of the marketing process diagram, surrounded by the marketing functions of strategy, tactics, metrics and ROI. The marketing process diagram describes how the media engagement framework can apply to any strategic marketing activity but was developed to establish a completely integrated framework describing how both traditional and social media marketing activities can be planned, executed, measured and improved. == Application == The media engagement framework provides a strategic planning construct in which measurements and metrics play a crucial role. Applying the media engagement framework aids in the development and management of an effective online marketing presence leveraging social media to engage a market or audience. By first personifying the audience, the marketer is able to identify the limiting aspect of the engagements possible with that audience segment and then, understand the type of engagement metrics to apply. Each persona makes decisions differently about how he/she acts in the social media universe. A framework metric can be applied for each of these personas: Endorsement funnel for influencers Community engagement funnel for individuals Purchase funnel for consumers Individuals, influencers and consumers make decisions based on alternatives available to them and constraints put on them. To engage with an individual brands must realize they are competing against the time an individual spends on line. If they find something else more engaging, they will engage with that activity. Brands compete against other brands for the purchases of consumers acting in the category. Lastly, influencers have only so many endorsements they can make and therefore brands compete with other endorsers for the endorsement of an influencer. Creating engaging content by keeping target audience in mind like create content that audience find it funny, interesting, and relatable will encourage audience to share it on social networks. Which will be beneficial for you brand, getting more people to know about your business and brand. Contact Digilord to create engaging content for your brand. Use of listening tools (Google Alerts, Twitter Search, SocialMention.com, Veooz.com, Alterian SM2, Radian6, Sysomos, Buzzient etc.) can be employed within the model to help identify the members of the audience segment and to support the formation of other social engagement planning and management tools.