Network eavesdropping

Network eavesdropping, also known as eavesdropping attack, sniffing attack, or snooping attack, is a method that retrieves user information through the internet. This attack happens on electronic devices like computers and smartphones. This network attack typically happens under the usage of unsecured networks, such as public wifi connections or shared electronic devices. Eavesdropping attacks through the network is considered one of the most urgent threats in industries that rely on collecting and storing data. Internet users use eavesdropping via the Internet to improve information security. A typical network eavesdropper may be called a Black-hat hacker and is considered a low-level hacker as it is simple to network eavesdrop successfully. The threat of network eavesdroppers is a growing concern. Research and discussions are brought up in the public's eye, for instance, types of eavesdropping, open-source tools, and commercial tools to prevent eavesdropping. Models against network eavesdropping attempts are built and developed as privacy is increasingly valued. Sections on cases of successful network eavesdropping attempts and its laws and policies in the National Security Agency are mentioned. Some laws include the Electronic Communications Privacy Act and the Foreign Intelligence Surveillance Act. == Types of attacks == Types of network eavesdropping include intervening in the process of decryption of messages on communication systems, attempting to access documents stored in a network system, and listening on electronic devices. Types include electronic performance monitoring and control systems, keystroke logging, man-in-the-middle attacks, observing exit nodes on a network, and Skype & Type. === Electronic performance monitoring and control systems (EPMCSs) === Electronic performance monitoring and control systems are used by employees or companies and organizations to collect, store, analyze, and report actions or performances of employers when they are working. The beginning of this system is used to increase the efficiency of workers, but instances of unintentional eavesdropping can occur, for example, when employees' casual phone calls or conversations would be recorded. === Keystroke logging === Keystroke logging is a program that can oversee the writing process of the user. It can be used to analyze the user's typing activities, as keystroke logging provides detailed information on activities like typing speed, pausing, deletion of texts, and more behaviors. By monitoring the activities and sounds of the keyboard strikes, the message typed by the user can be translated. Although keystroke logging systems do not explain reasons for pauses or deletion of texts, it allows attackers to analyze text information. Keystroke logging can also be used with eye-tracking devices which monitor the movements of the user's eyes to determine patterns of the user's typing actions which can be used to explain the reasons for pauses or deletion of texts. === Man-in-the-middle attack (MitM) === A Man-in-the-middle attack is an active eavesdropping method that intrudes on the network system. It can retrieve and alter the information sent between two parties without anyone noticing. The attacker hijacks the communication systems and gains control over the transport of data, but cannot insert voice messages that sound or act like the actual users. Attackers also create independent communications through the system with the users acting as if the conversation between users is private. The "man-in-the-middle" can also be referred to as lurkers in a social context. A lurker is a person who rarely or never posts anything online, but the person stays online and observes other users' actions. Lurking can be valuable as it lets people gain knowledge from other users. However, like eavesdropping, lurking into other users' private information violates privacy and social norms. === Observing exit nodes === Distributed networks including communication networks are usually designed so that nodes can enter and exit the network freely. However, this poses a danger in which attacks can easily access the system and may cause serious consequences, for example, leakage of the user's phone number or credit card number. In many anonymous network pathways, the last node before exiting the network may contain actual information sent by users. Tor exit nodes are an example. Tor is an anonymous communication system that allows users to hide their IP addresses. It also has layers of encryption that protect information sent between users from eavesdropping attempts trying to observe the network traffic. However, Tor exit nodes are used to eavesdrop at the end of the network traffic. The last node in the network path flowing through the traffic, for instance, Tor exit nodes, can acquire original information or messages that were transmitted between different users. === Skype & Type (S&T) === Skype & Type (S&T) is a new keyboard acoustic eavesdropping attack that takes advantage of Voice-over IP (VoIP). S&T is practical and can be used in many applications in the real world, as it does not require attackers to be close to the victim and it can work with only some leaked keystrokes instead of every keystroke. With some knowledge of the victim's typing patterns, attackers can gain a 91.7% accuracy typed by the victim. Different recording devices including laptop microphones, smartphones, and headset microphones can be used for attackers to eavesdrop on the victim's style and speed of typing. It is especially dangerous when attackers know what language the victim is typing in. == Tools to prevent eavesdropping attacks == Computer programs where the source code of the system is shared with the public for free or for commercial use can be used to prevent network eavesdropping. They are often modified to cater to different network systems, and the tools are specific in what task it performs. In this case, Advanced Encryption Standard-256, Bro, Chaosreader, CommView, Firewalls, Security Agencies, Snort, Tcptrace, and Wireshark are tools that address network security and network eavesdropping. === Advanced encryption standard-256 (AES-256) === It is a cipher block chaining (CBC) mode for ciphered messages and hash-based message codes. The AES-256 contains 256 keys for identifying the actual user, and it represents the standard used for securing many layers on the internet. AES-256 is used by Zoom Phone apps that help encrypt chat messages sent by Zoom users. If this feature is used in the app, users will only see encrypted chats when they use the app, and notifications of an encrypted chat will be sent with no content involved. === Bro === Bro is a system that detects network attackers and abnormal traffic on the internet. It emerged at the University of California, Berkeley that detects invading network systems. The system does not apply to the detection of eavesdropping by default, but can be modified to an offline analyzing tool for eavesdropping attacks. Bro runs under Digital Unix, FreeBSD, IRIX, SunOS, and Solaris operating systems, with the implementation of approximately 22,000 lines of C++ and 1,900 lines of Bro. It is still in the process of development for real-world applications. === Chaosreader === Chaosreader is a simplified version of many open-source eavesdropping tools. It creates HTML pages on the content of when a network intrusion is detected. No actions are taken when an attack occurs and only information such as time, network location on which system or wall the user is trying to attack will be recorded. === CommView === CommView is specific to Windows systems which limits real-world applications because of its specific system usage. It captures network traffic and eavesdropping attempts by using packet analyzing and decoding. === Firewalls === Firewall technology filters network traffic and blocks malicious users from attacking the network system. It prevents users from intruding into private networks. Having a firewall in the entrance to a network system requires user authentications before allowing actions performed by users. There are different types of firewall technologies that can be applied to different types of networks. === Security agencies === A Secure Node Identification Agent is a mobile agent used to distinguish secure neighbor nodes and informs the Node Monitoring System (NMOA). The NMOA stays within nodes and monitors the energy exerted, and receives information about nodes including node ID, location, signal strength, hop counts, and more. It detects nodes nearby that are moving out of range by comparing signal strengths. The NMOA signals the Secure Node Identification Agent (SNIA) and updates each other on neighboring node information. The Node BlackBoard is a knowledge base that reads and updates the agents, acting as the brain of the security system. The Node Key Management agent is created when an encryption key is inserted to th

Energy-based model

An energy-based model (EBM), also called Canonical Ensemble Learning (CEL) or Learning via Canonical Ensemble (LCE), is an application of canonical ensemble formulation from statistical physics for learning from data. The approach prominently appears in generative artificial intelligence. EBMs provide a unified framework for many probabilistic and non-probabilistic approaches to such learning, particularly for training graphical and other structured models. An EBM learns the characteristics of a target dataset and generates a similar but larger dataset. EBMs detect the latent variables of a dataset and generate new datasets with a similar distribution. Energy-based generative neural networks is a class of generative models, which aim to learn explicit probability distributions of data in the form of energy-based models, the energy functions of which are parameterized by modern deep neural networks. Boltzmann machines are a special form of energy-based models with a specific parametrization of the energy. == Description == For a given input x {\displaystyle x} , the model describes an energy E θ ( x ) {\displaystyle E_{\theta }(x)} such that the Boltzmann distribution P θ ( x ) = e − β E θ ( x ) Z ( θ ) {\displaystyle P_{\theta }(x)={e^{-\beta E_{\theta }(x)} \over Z(\theta )}} is a probability (density), and typically β = 1 {\displaystyle \beta =1} . Since the normalization constant: Z ( θ ) := ∫ x ∈ X e − β E θ ( x ) d x {\displaystyle Z(\theta ):=\int _{x\in X}e^{-\beta E_{\theta }(x)}dx} (also known as the partition function) depends on all the Boltzmann factors of all possible inputs x {\displaystyle x} , it cannot be easily computed or reliably estimated during training simply using standard maximum likelihood estimation. However, for maximizing the likelihood during training, the gradient of the log-likelihood of a single training example x {\displaystyle x} is given by using the chain rule: ∂ θ log ⁡ ( P θ ( x ) ) = E x ′ ∼ P θ [ ∂ θ E θ ( x ′ ) ] − ∂ θ E θ ( x ) ( ∗ ) {\displaystyle \partial _{\theta }\log \left(P_{\theta }(x)\right)=\mathbb {E} _{x'\sim P_{\theta }}[\partial _{\theta }E_{\theta }(x')]-\partial _{\theta }E_{\theta }(x)\,()} The expectation in the above formula for the gradient can be approximately estimated by drawing samples x ′ {\displaystyle x'} from the distribution P θ {\displaystyle P_{\theta }} using Markov chain Monte Carlo (MCMC). Early energy-based models, such as the 2003 Boltzmann machine by Hinton, estimated this expectation via blocked Gibbs sampling. Newer approaches make use of more efficient Stochastic Gradient Langevin Dynamics (LD), drawing samples using: x 0 ′ ∼ P 0 , x i + 1 ′ = x i ′ − α 2 ∂ E θ ( x i ′ ) ∂ x i ′ + ϵ {\displaystyle x_{0}'\sim P_{0},x_{i+1}'=x_{i}'-{\frac {\alpha }{2}}{\frac {\partial E_{\theta }(x_{i}')}{\partial x_{i}'}}+\epsilon } , where ϵ ∼ N ( 0 , α ) {\displaystyle \epsilon \sim {\mathcal {N}}(0,\alpha )} . A replay buffer of past values x i ′ {\displaystyle x_{i}'} is used with LD to initialize the optimization module. The parameters θ {\displaystyle \theta } of the neural network are therefore trained in a generative manner via MCMC-based maximum likelihood estimation: the learning process follows an "analysis by synthesis" scheme, where within each learning iteration, the algorithm samples the synthesized examples from the current model by a gradient-based MCMC method (e.g., Langevin dynamics or Hybrid Monte Carlo), and then updates the parameters θ {\displaystyle \theta } based on the difference between the training examples and the synthesized ones – see equation ( ∗ ) {\displaystyle ()} . This process can be interpreted as an alternating mode seeking and mode shifting process, and also has an adversarial interpretation. Essentially, the model learns a function E θ {\displaystyle E_{\theta }} that associates low energies to correct values, and higher energies to incorrect values. After training, given a converged energy model E θ {\displaystyle E_{\theta }} , the Metropolis–Hastings algorithm can be used to draw new samples. The acceptance probability is given by: P a c c ( x i → x ∗ ) = min ( 1 , P θ ( x ∗ ) P θ ( x i ) ) . {\displaystyle P_{acc}(x_{i}\to x^{})=\min \left(1,{\frac {P_{\theta }(x^{})}{P_{\theta }(x_{i})}}\right).} == History == The term "energy-based models" was first coined in a 2003 JMLR paper where the authors defined a generalisation of independent components analysis to the overcomplete setting using EBMs. Other early work on EBMs proposed models that represented energy as a composition of latent and observable variables. == Characteristics == EBMs demonstrate useful properties: Simplicity and stability. The EBM is the only object that needs to be designed and trained. Separate networks need not be trained to ensure balance. Adaptive computation time. An EBM can generate sharp, diverse samples or (more quickly) coarse, less diverse samples. Given infinite time, this procedure produces true samples. Flexibility. In Variational Autoencoders (VAE) and flow-based models, the generator learns a map from a continuous space to a (possibly) discontinuous space containing different data modes. EBMs can learn to assign low energies to disjoint regions (multiple modes). Adaptive generation. EBM generators are implicitly defined by the probability distribution, and automatically adapt as the distribution changes (without training), allowing EBMs to address domains where generator training is impractical, as well as minimizing mode collapse and avoiding spurious modes from out-of-distribution samples. Compositionality. Individual models are unnormalized probability distributions, allowing models to be combined through product of experts or other hierarchical techniques. == Experimental results == On image datasets such as CIFAR-10 and ImageNet 32x32, an EBM model generated high-quality images relatively quickly. It supported combining features learned from one type of image for generating other types of images. It was able to generalize using out-of-distribution datasets, outperforming flow-based and autoregressive models. EBM was relatively resistant to adversarial perturbations, behaving better than models explicitly trained against them with training for classification. == Applications == Target applications include natural language processing, robotics and computer vision. The first energy-based generative neural network is the generative ConvNet proposed in 2016 for image patterns, where the neural network is a convolutional neural network. The model has been generalized to various domains to learn distributions of videos, and 3D voxels. They are made more effective in their variants. They have proven useful for data generation (e.g., image synthesis, video synthesis, 3D shape synthesis, etc.), data recovery (e.g., recovering videos with missing pixels or image frames, 3D super-resolution, etc), data reconstruction (e.g., image reconstruction and linear interpolation ). == Alternatives == EBMs compete with techniques such as variational autoencoders (VAEs), generative adversarial networks (GANs) or normalizing flows. == Extensions == === Joint energy-based models === Joint energy-based models (JEM), proposed in 2020 by Grathwohl et al., allow any classifier with softmax output to be interpreted as energy-based model. The key observation is that such a classifier is trained to predict the conditional probability p θ ( y | x ) = e f → θ ( x ) [ y ] ∑ j = 1 K e f → θ ( x ) [ j ] for y = 1 , … , K and f → θ = ( f 1 , … , f K ) ∈ R K , {\displaystyle p_{\theta }(y|x)={\frac {e^{{\vec {f}}_{\theta }(x)[y]}}{\sum _{j=1}^{K}e^{{\vec {f}}_{\theta }(x)[j]}}}\ \ {\text{ for }}y=1,\dotsc ,K{\text{ and }}{\vec {f}}_{\theta }=(f_{1},\dotsc ,f_{K})\in \mathbb {R} ^{K},} where f → θ ( x ) [ y ] {\displaystyle {\vec {f}}_{\theta }(x)[y]} is the y-th index of the logits f → {\displaystyle {\vec {f}}} corresponding to class y. Without any change to the logits it was proposed to reinterpret the logits to describe a joint probability density: p θ ( y , x ) = e f → θ ( x ) [ y ] Z ( θ ) , {\displaystyle p_{\theta }(y,x)={\frac {e^{{\vec {f}}_{\theta }(x)[y]}}{Z(\theta )}},} with unknown partition function Z ( θ ) {\displaystyle Z(\theta )} and energy E θ ( x , y ) = − f θ ( x ) [ y ] {\displaystyle E_{\theta }(x,y)=-f_{\theta }(x)[y]} . By marginalization, we obtain the unnormalized density p θ ( x ) = ∑ y p θ ( y , x ) = ∑ y e f → θ ( x ) [ y ] Z ( θ ) =: e − E θ ( x ) , {\displaystyle p_{\theta }(x)=\sum _{y}p_{\theta }(y,x)=\sum _{y}{\frac {e^{{\vec {f}}_{\theta }(x)[y]}}{Z(\theta )}}=:e^{-E_{\theta }(x)},} therefore, E θ ( x ) = − log ⁡ ( ∑ y e f → θ ( x ) [ y ] Z ( θ ) ) , {\displaystyle E_{\theta }(x)=-\log \left(\sum _{y}{\frac {e^{{\vec {f}}_{\theta }(x)[y]}}{Z(\theta )}}\right),} so that any classifier can be used to define an energy function E θ ( x ) {\displaystyle E_{\theta }(x)} .

Vans challenge

The Vans challenge is a viral internet challenge that began in March 2019 where people show their Vans shoes landing right-side up after tossing them in the air. The viral sensation reportedly started after a Twitter user shared a video of the occurrence, which was captioned: “Did you know it doesn’t matter how you throw your Vans they will land facing up.” Since then, multiple people on social media posted similar videos of them throwing their Vans in the air and landing right-side up, along with Crocs, UGG boots, and other popular shoes. This theory proved false, as these shoes have not always landed facing up after tossing them.

PitchYaGame

PitchYaGame or #PitchYaGame (sometimes abbreviated to PYG) is a volunteer movement hosted on the social media platform Twitter to showcase, and present awards for, independent video games from around the world. == Description == PitchYaGame is hosted on the social media platform Twitter to showcase independent video games from around the world. Video pitches are presented by developers in June and November each year, and use the hashtag #PitchYaGame to identify and reference news about the showcase and the individual pitches, and the presentation of awards. The showcase was founded in May 2020 by Liam Twose, with the mission of recognising independent video games, and "focused on empowering indie game developers to strengthen their position in the industry." Twose has made clear that PitchYaGame is a showcase and not a hardcore competition, with "[j]ust enough of a push to make sure people put their best pitch forward." The team now comprises Twose (@LiamTwose at Twitter), operations manager "Indie Game Lover" (@IndieGameLover), and host Sarah Clancy (@ImSarahNow). The pitches were originally made monthly, with entries split into a number of categories, but this proved unmanageable. PitchYaGame collaborator, Sarah Clancy reported that judging the many entries on a monthly basis was "difficult and unwieldy." Therefore, pitches were later switched to six monthly, "feature creep" was reduced, and awards streamlined into gold, silver, bronze, runners-up, and most viral. == Sponsorship == In June 2021, PitchYaGame prizes were sponsored by Xsolla, and in November 2021 by Aurora Punks and Cold Pixel. No cash prizes were available in 2022, as the organisers moved PitchYaGame into a less-competitive, "more showcase centric format". == Reception == In October 2020, Elijah Beahm at The Escapist wrote that "One of the greatest challenges for any game is landing a solid pitch. You have to sell people, maybe even a publisher, to take your idea seriously. Most of the time, it's an obfuscated process that leaves the average developer scratching their heads, but Liam Twose and his team behind #PitchYaGame, 'PYG' for short, are looking to change all that with some clever social engineering." In March 2021, Cameron Koch at GameSpot wrote that "Using the #PitchYaGame, thousands of indie developers tweeted out pitches for their games on November 2 as part of a social media contest, and the results are astounding." He went on to say that "There is no arguing with the results. According to Twose, around 1100-1300 games were shared with the hashtag, and some real gems look to have shined through." In November 2021, Stafano "Stef" Castelli at IGN Italia wrote that "I myself enjoyed 'browsing through' the competitors, discovering a handful of intriguing video games in development." (translated from Italian). In November 2022, Eric Bartelson at Premortem Games wrote that "It's a great way to get games noticed by fellow developers, but also publishers, investors and press." In June 2023, Mark Plunkett in Kotaku wrote about the impossibility of keeping up with all the video game releases, and described PitchYaGame, which has attracted over 10,000 pitches since 2020, as an "astoundingly simple idea" that has "become an increasingly useful spot to catch up on some excellent-looking games that we may have otherwise completely slept on."

Open Data-Link Interface

The Open Data-Link Interface (ODI) is an application programming interface (API) for network interface controllers (NICs) developed by Apple and Novell. The API serves the same function as Microsoft and 3COM's Network Driver Interface Specification (NDIS). Originally, ODI was written for NetWare and Macintosh environments. Like NDIS, ODI provides rules that establish a vendor-neutral interface between the protocol stack and the adapter driver. It resides in Layer 2, the Data Link layer, of the OSI model. This interface also enables one or more network drivers to support one or more protocol stacks.

Foundry VTT

Foundry Virtual Tabletop, commonly shortened to Foundry VTT or FVTT, is a commercial, self-hosted virtual tabletop application for role-playing games. It provides a stage for visualizing the game environment and tools allowing the game master and players to organize and track statistics and notes. The software is highly modular and depends on the community-maintained ecosystem of add-on modules that modify the software's behavior and implement different game systems. Perpetual licenses, which include updates, are offered for a one-time fee. == Features == Foundry Virtual Tabletop is a highly modular Node.js web application that is run locally by the Gamemaster or hosted on a remote server. Players connect to their gamemaster's Foundry VTT instance over the network using their web browser. It is system-agnostic in that its core feature-set is not restricted to a specific game system. Systems, specific features and game content are implemented as add-on modules, which can be individually downloaded from a public repository. The module repository contains paid, official content, as well as freely available community-made modules that enhance functionality of the software. As of May 2025, 350 individual game systems are implemented as modules. Individual settings created by the Game Master are termed Worlds in the interface and contain the list of modules that should be loaded as well as world-specific content, which can be added by the gamemaster. This content is grouped into Scenes, Actors, Items and Journals. Battle and world maps are created as Scenes, which contain the backdrop and data on placement of walls, light sources and other entities. Tokens representing Actors, which are player characters, vehicles or NPCs, can be placed on these Scenes to be moved by the user that owns them. Other entities that interact or integrate with actors are termed Items; these can be objects, but also game system-specific concepts such as character classes. Journals are text documents that can link to other entities present in the World or modules. Viewing and editing permissions can be set individually for each entity. The software features a custom lighting engine that determines visibility of certain areas on each battle map depending on the position of players' characters, also revealing areas covered by fog of war. It also contains tools for map creation and comes with a small asset library. == History == Foundry Gaming LLC founder Andrew Clayton, commonly known under his online nickname Atropos, began development of Foundry VTT in 2018 for personal use after becoming dissatisfied with the feature set and business models of other virtual tabletops. Foundry VTT was initially developed for Linux, which remains its primary platform, with support for other platforms having been developed later. Foundry Gaming LLC was incorporated in Spokane, Washington on October 9, 2018, with the software remaining in private beta-testing until May 2020, when it was publicly released. In November 2020, Cubicle 7 partnered with Foundry to bring official content modules for its game system Warhammer Fantasy Roleplay to Foundry VTT. Later, in 2025, Clayton would state that this first major publisher deal was of significant importance to Foundry VTT's growth and credits the community developers of the WFRP system module for making it possible in the first place. In November 2023, Paizo partnered with Foundry to bring official content modules for Pathfinder Roleplaying Game to Foundry VTT. In January 2024, Foundry publicly announced its partnership with Wizards of the Coast in bringing official Dungeons & Dragons content to Foundry VTT, with the first official module, Phandelver and Below: The Shattered Obelisk, having been released in February 2024. == Development == As of 2023, the Foundry VTT software itself is being developed and managed by a team of 9 people, while a content team of 12 people is working with partnered publishers to compile content into downloadable modules. The content team also develops in-house content published by Foundry Gaming LLC. Stated goals are to create a virtual tabletop software that offers a one-time purchase and content ownership, make use of modern web technologies, and provide a platform for developers to build upon. Clayton has stated that integration of Generative AI into Foundry VTT is not planned, citing ethical and legal concerns and calling its usage within the industry a "betrayal of the creative people who made the TTRPG industry what it is in the first place". == Reception == Foundry VTT is one of the most popular virtual tabletops for TTRPGs; in particular, as a self-hosted web-based VTT, it is known as a modern alternative to the software as a service Roll20. Wargamer named it one of the three "best virtual tabletops for D&D in 2023", noting its active community and high degree of technical complexity, which allows for customization not seen in other products at the cost of a much steeper learning curve. Comic Book Resources called it an "underrated gem" and "incredibly versatile" for similar reasons, while also praising its lighting engine and visual fidelity. As the previously mentioned outlets do, Foundry's modular ecosystem and technical implementation are often mentioned as good features, but also as a source of frustration for new users. In a video interview, Clayton acknowledges this issue and affirms that the development team intends to make usage of more technical features "friction-less" and will reduce module breakage between updates in the future.

Social media coverage of the Olympics

Over the years, television broadcast rights have distinguished what Olympic-related content can be accessed by fans online. By doing so, mobile-friendly social platforms began to integrate into the Olympics. Athletes and fans use these platforms to share live updates, special moments, and behind-the-scenes specials. Various social media platforms have been used for Olympic content, including Twitter and Facebook. Some marketers credit social media for prompting the official U.S. broadcasters, NBC, to live stream events, including early rounds. == Background == The Olympics is able to advertise to its viewers and its host country with the use of data it collects through Social media marketing. Prominent social media platforms include: Twitter, Facebook, Instagram, Tumblr, YouTube, Google, MSN, Yahoo and many more. Campaign Initiatives and Artificial Intelligence technologies have been used to analyze the social media content of users. Information from consumers such as their preferences, demographics, age and locality are all analyzed to gain consumer insight. Campaign initiatives and AI technologies were used for such purposes in the 2010 Vancouver Winter Olympics and are in use currently. Social media marketing of the Olympics is a new phenomena, beginning prior to the 2008 Beijing Olympics == Variations == There are two classifications of social media marketing recognized by the IOC: Officially sanctioned content from rights holders and sponsors that maximizes the use of Olympic content (imagery, hashtag) Unofficial content that is generated by brands that leverage the excitement of the Olympics == 2008 Beijing Summer Olympics == Social media marketing emerged as a phenomenon during the 2008 Beijing Olympics, which progressed as a marketing and an advertising tactic ever since. The Beijing Olympics became the test subject for social media marketing initiatives started by advertising agencies. In 2008, social media marketing began the transition from one-sided communication to mass communication of the Olympic Games. Although social media marketing of the Olympic Games began in 2008, the audience to the Olympics was still primarily reached through television–reaching an audience of 4.3 billion viewers. At the time, the viewers of the Olympic Games through Internet website platforms made up an audience of approximately 390 million individuals. What was the beginning of Olympic social media marketing, was also the beginning of a more globalized experience of the Olympic Games via social media. Twitter, now a prominent social media platform, began in 2006 and grew to three million active users by the beginning of the 2008 Beijing Olympics. Members of Facebook, another prominent social media platform, tracking the Olympic Games grew from approximately one million during the Olympic Games of Athens 2004 to 90 million during the 2008 Beijing Olympics. Social media use, in general, increased by 24 percent between 2007 and 2008–from 63 percent of U.S. adults to 87 percent of U.S. adults. == 2010 Vancouver Winter Olympics == The International Olympic Committee (IOC) deemed The Vancouver Winter Olympics as "the first social media games” based on its fan base through social media platforms. The IOC launched their Facebook page a month before the games began, attracting 1.5 million fans. Shifting to online viewing attracted a younger audience than past Olympic games with over 60 percent of Facebook fans being under 24 years of age. Athletes like Lindsey Vonn and Shaun White reached fans on social media as the platform posted behind-the-scenes coverage on their experiences. The IOC used social media to create competitions between athletes and fans streamed online. Its YouTube channel hosted a “Best of Us” challenge in which the public could compete in games with their favorite athletes, acquiring three million viewers. Photos spread across social media platforms, such as Flickr, which had 11,000 photos posted by 600 photographers, bringing a new perspective to the games. Twitter contributed constant live updates of the competitions. The IOC's Twitter following doubled to 12,000 followers during the Vancouver Olympics, creating a larger viewer population for the games. The IOC created social media guidelines as more athletes and fans got online to interact with the Olympics. Social media was still relatively new as a marketing platform, so these guidelines confused many individuals. == 2012 London Summer Olympics == The London 2012 Olympic Games succeeded in broadcasting, participation and marketing. For the first time, the IOC broadcast the Olympic Games live and on-demand through YouTube, allowing fans to access the Games anytime, anywhere through live streaming. The combination of conventional broadcasting and mobile platforms reached a global audience of 4.8 billion people. Social media soared with Facebook, Twitter and Google+, attracting 4.7 million followers. Athletes shared photographs, interacted online with fans and updated daily, either in person or via an agent. Instagram was established by 2012, making itself a premier photo-sharing platform perfect for athletes to capture their emotions. Lewis Wiltshire, head of sport for Twitter UK said, "Never before have fans had such direct access to their sporting heroes." Social media created conversation on fan opinions regarding athletes, including 962,756 total mentions of Usain Bolt, “Fastest Man in History,” who defended the 100 meter and 200 meter gold medals. Michael Phelps followed with 828,081 total mentions. Olympic sponsors were active on social media; created several campaigns to promote their brands; and inspired viewers with mass participation and personalized events. The Adidas “Take the Stage” Campaign recognized talent around the world, installing a photo booth and inviting the 550 Olympics athletes to take the stage. (IOC Marketing Report 2012). David Beckham surprised fans at the photo booth in Westfield shopping centre, gaining popularity in UK media. Coca-Cola, Acer Inc., McDonald's, Visa Inc. and several others used similar tactics of participation to attract viewers. == 2014 Sochi Winter Olympics == === Channels === The 2014 Winter Olympic Games were held in Sochi, a city in Krasnodar Krai, Russia, establishing the first “social media Olympics” for Russia. The most popular Russian social media and networking service, VK, created an Olympic page, similar to Facebook's. The Olympic VK page has 2.8 million fans and—the most popular official community on the platform. Throughout the games, VK had 54 million Olympic mentions, an average of 1.5 million per day. Numbers grew on other social media pages: more than 2 million fans joined the Olympic Facebook page, 168,101 followed the Olympic Twitter, 150,000 followed the Olympic Instagram and three million visited the Olympic website in February 2014. There were 90,000 total updates on social media by Sochi 2014 Olympians and teams. The United States was the most active country during the games logging 22,598 posts across Facebook, Twitter, and Instagram. === Engagement === With social media there is also hashtags. The most popular hashtag was #sochi2014 with almost 11,000 uses. The next top five hashtags were #wearewinter, #teamusa, #olympics, #goaus and #wirfuerD. Another popular hashtag was #Sochiproblems, depicting local struggles. Photos of the poor state of Sochi on all platforms made the games the number one trending topic one week before the opening ceremony. #SochiFail and #SochiProblems gave multiple reports of the poor living arrangements, incomplete construction, broken elevators, and polluted waters. This was one way that social media provided awareness to its users. === Media Perceptions === Media perceptions varied during the games; the Olympics was viewed as a confrontation between Eastern and Western Civilizations. The LGBT community took a stand against the games. Sponsors for the games including Coca-Cola, Mcdonald's, and P&G protested against Russian authorities and Russian anti-LGBT laws. Many protests took a stand against Russian laws, which created a discussion between human rights advocates. Advocates believed organizations should not promote certain values in western markets while supporting an anti-human rights government in another market. == 2016 Rio Summer Olympics == Social media marketing was an influential tool in the promotion and analysis of the 2016 Rio Olympics. Thomas Bach, President of the International Olympic Committee said that the power of sport demonstrates that diversity and interconnectedness can enlighten us all. With over 25,000+ sources of accredited media covering the games, the 2016 games were the most consumed Olympic games to date. Marketing for the Rio Olympics began in 2013 and ultimately lasted 3 years. There were 26 million visits to Olympic.org, the official website of the Olympic games, and over 7 billion views of official Olympic content on social media. There were o