Peyton Place Essays - 20th Century Fox Films, Peyton Place

Peyton Place Peyton Place by Grace Metalious In 1956, a lady from white collar class Manchester, New Hampshire composed a book that stunned the country. At 32 years of age, Grace Metalious composed the blockbuster novel Peyton Place. It changed the distributing business and made the creator one of the most discussed individuals in the country. Metalious expounded on interbreeding, fetus removal, sex, assault, infidelity, constraint, desire, and the privileged insights of unassuming community New England, things that were never talked about in traditionalist America. She deciphered inbreeding, spouse beating, and destitution as social disappointments rather than singular lemon. When Metalious distributed Peyton Place, the nation was in the grip of another flood of sexual frenzy. The book turned the ?private? into the ?political.? The cutting edge upset the nation and pundits called the book ?fiendish,? ?corrupt,? furthermore, ?modest.? Canada pronounced it profane and made the importation of the book unlawful. Portions of Rhode Island, Indiana, and Nebraska stuck to this same pattern contending that the book would degenerate youthful personalities. Rich people group exiled Peyton Place. To peruse Peyton Place was to peruse it stealthily and were some of the time talked about just among the nearest of companions. Everybody was perusing it ? school and secondary school understudies, school graduates, moms, spouses, and even husbands and fathers. In 1956, a sexual demonstration, for example, homosexuality, oral sex, and intercourse with another wedded individual in many states was illicit. Additionally, fetus removal was unlawful, and anti-conception medication was inconsistent and by and large, hard to track down. To numerous pundits, Metalious' book was not shocking a result of its for example, but since of the sexual delights that were gotten and given by the female characters. Peyton Place starts with Indian summer in 1939. It happens in a clear, postcardesque New England town. The principle story centers around three ladies characters and their hidden quest for their ways of life as sexual ladies in unassuming community America. Allison Mackenzie is the charlatan little girl of Constance Mackenzie who took part in an extramarital entanglements with a wedded man. She wrongfully changed Allison's introduction to the world authentication and misled the Peyton Place local people that her better half kicked the bucket. Connie didn't need any of the town people to discover reality that the dad of her kid was a hitched man since she would turn into the town tattle of criticism. She stayed discreet to herself, and just to herself until a contention among her and Allison happened when Connie thought Allison was engaging in sexual relations with one of her companions, thus she lashed out reality to Allison. As a youngster, Allison was constantly prodded about being puerile, and not intrigued by young men, and consistently into books. Be that as it may, as she grew up she was brimming with clashing sexual feelings, and in the wake of graduating secondary school, she left Peyton Place to seek after a composing vocation in New York. Connie Mackenzie, to her neighbors, was a lovely, youthful, widow that possessed her own second hand shop. Numerous qualified lone wolves Everyone had a craving for her and wished to have her, until Thomas Makris, an educator from New York City shows up into town to take the activity of dean at the Peyton Place grade school. Thomas seeks after Connie and panicked that he knows her mystery, she maintains a strategic distance from him. He appears at her home one night and convinces her to a date, which prompts him assaulting her. They remain together and end up in marriage. As the third principle female character, Selena Cross is presumably the most noteworthy. She was a similar age as Allison. She lived in a shack wit h her younger sibling Joey, unhinged mother and alcoholic stepfather, Lucas Cross. She carried on with an oppressive existence with Lucas drinking, beating her mom, beating her, and explicitly abusing her. He gets Selena pregnant and she furtively gets an illicit fetus removal from the town specialist, who powers Lucas to vanish from Peyton Place and never return or everybody will comprehend what he did to his girl. Selena works at Connie's store and becomes administrator when her mom, stricken with malignancy, ends it all. In 1944, during a blizzard, Lucas Cross, presently part of the U.S. Naval force, appears at Selena's home alcoholic and hitting on her. One thing prompts another and she murders

The Death of Emperor Montezuma

The Death of Emperor Montezuma In November of 1519, Spanish intruders drove by Hernan Cortes showed up in Tenochtitlan, the capital city of the Mexica (Aztecs). They were invited by Montezuma, the relentless Tlatoani (ruler) of his kin. After seven months, Montezuma was dead, conceivably because of his own kin. What befell the Emperor of the Aztecs? Montezuma II Xocoyotzã ­n, Emperor of the Aztecs Montezuma had been chosen to be Tlatoani (the word implies speaker) in 1502, the most extreme pioneer of his kin: his granddad, father and two uncles had likewise been tlatoque (plural of tlatoani). From 1502 to 1519, Montezuma had demonstrated himself to be a capable pioneer in war, governmental issues, religion, and strategy. He had kept up and extended the domain and was master of terrains extending from the Atlantic to the Pacific. Many vanquished vassal clans sent the Aztecs merchandise, food, weapons, and even slaves and caught warriors for penance. Cortes and the Invasion of Mexico In 1519, Hernan Cortes and 600 Spanish conquistadors arrived on Mexicos Gulf coast, setting up a base close to the present-day city of Veracruz. They started gradually advancing inland, gathering knowledge through Cortes translator/fancy woman Doã ±a Marina (Malinche). They become a close acquaintence with displeased vassals of the Mexica and made a significant coalition with the Tlaxcalans, severe adversaries of the Aztecs. They showed up in Tenochtitlan in November and were at first invited by Montezuma and his high ranking representatives. Catch of Montezuma The abundance of Tenochtitlan was dumbfounding, and Cortes and his lieutenants started plotting how to take the city. The vast majority of their arrangements included catching Montezuma and holding him until more fortifications could show up to make sure about the city. On November 14, 1519, they got the reason they required. A Spanish army left on the coast had been assaulted by certain delegates of the Mexica and a few of them were murdered. Cortes masterminded a gathering with Montezuma, blamed him for arranging the assault, and arrested him. Incredibly, Montezuma concurred, if he have the option to recount to the story that he had willfully went with the Spanish back to the royal residence where they were held up. Montezuma Captive Montezuma was still permitted to see his guides and take an interest in his strict obligations, however just with Cortes consent. He showed Cortes and his lieutenants to play customary Mexica games and even took them chasing outside of the city. Montezuma appeared to build up a kind of Stockholm Syndrome, in which he got to know and identified with his captor, Cortes: when his nephew Cacama, master of Texcoco, plotted against the Spanish, Montezuma knew about it and educated Cortes, who took Cacama prisoner. In the interim, the Spanish consistently goaded Montezuma for increasingly gold. The Mexica for the most part esteemed splendid quills more than gold, such a large amount of the gold in the city was given over to the Spanish. Montezuma even arranged the vassal conditions of the Mexica to send gold, and the Spaniards amassed an incomprehensible fortune: it is assessed that by May they had gathered eight tons of gold and silver. Slaughter of Toxcatl and Return of Cortes In May of 1520, Cortes needed to go to the coast with the same number of officers as he could extra to manage a military drove by Panfilo de Narvaez. Unbeknownst to Cortes, Montezuma had gone into a mystery correspondence with Narvez and had requested his beach front vassals to help him. At the point when Cortes discovered, he was incensed, extraordinarily stressing his relationship with Montezuma. Cortes left his lieutenant Pedro de Alvarado accountable for Montezuma, other illustrious prisoners and the city of Tenochtitlan. When Cortes was gone, the individuals of Tenochtitlan got anxious, and Alvarado knew about a plot to kill the Spanish. He requested his men to assault during the celebration of Toxcatl on May 20, 1520. A huge number of unarmed Mexica, a large portion of the individuals from the respectability, were butchered. Alvarado likewise requested the homicide of a few significant rulers held in imprisonment, including Cacama. The individuals of Tenochtitlan were enraged and assaulted the Spaniards, driving them to blockade themselves inside the Palace of Axaycatl. Cortes crushed Narvaez in fight and added his men to his own. On June 24, this bigger armed force came back to Tenochtitlan and had the option to strengthen Alvarado and his beset men. Demise of Montezuma Cortes came back to a castle under attack. Cortes couldn't reestablish request, and the Spanish were starving, as the market had shut. Cortes requested Montezuma to revive the market, however the sovereign said that he couldn't on the grounds that he was a hostage and nobody tuned in to his requests any longer. He proposed that if Cortes liberated his sibling Cuitlahuac, likewise held detainee, he may have the option to get the business sectors to revive. Cortes let Cuitlahuac go, yet as opposed to reviving the market, the warlike ruler composed a considerably fiercer assault on the blockaded Spaniards.â Unfit to reestablish request, Cortes had a hesitant Montezuma pulled to the top of the royal residence, where he begged his kin to quit assaulting the Spanish. Chafed, the individuals of Tenochtitlan tossed stones and lances at Montezuma, who was seriously injured before the Spanish had the option to bring him back inside the royal residence. As per Spanish records, a few days after the fact, on June 29, Montezuma passed on of his injuries. He addressed Cortes before passing on and solicited him to take care from his enduring youngsters. As per local records, Montezuma endure his injuries however was killed by the Spanish when it turned out to be evident that he was of no further use to them. Today is difficult to decide precisely how Montezuma kicked the bucket. Fallout of Montezuma's Death With Montezuma dead, Cortes understood that there was no chance he could hold the city. On June 30, 1520, Cortes and his men attempted to escape Tenochtitlan under front of obscurity. They were spotted, be that as it may, and wave after rush of furious Mexica warriors assaulted the Spaniards escaping over the Tacuba boulevard. Around 600 Spaniards (generally 50% of Cortes armed force) were murdered, alongside the greater part of his ponies. Two of Montezumas kids - which Cortes had quite recently vowed to secure - were killed close by the Spaniards. Some Spaniards were caught alive and yielded to the Aztec divine beings. About the entirety of the fortune was gone too. The Spanish alluded to this awful withdraw as the Night of Sorrows. A couple of months after the fact, strengthened by more conquistadors and Tlaxcalans, the Spanish would re-take the city, this time for good. Five centuries after his passing, numerous cutting edge Mexicans despite everything censure Montezuma for poor authority which prompted the fall of the Aztec Empire. The conditions of his bondage and passing have a lot to do with this. Had Montezuma wouldn't permit himself to be abducted, history would no doubt have been totally different. Most present day Mexicans have little regard for Montezuma, inclining toward the two chiefs who came after him, Cuitlahuac and Cuauhtã ©moc, both of whom battled the Spanish wildly. Sources Diaz del Castillo, Bernal. . Trans., ed. J.M. Cohen. 1576. London, Penguin Books, 1963. Hassig, Ross. Aztec Warfare: Imperial Expansion and Political Control. Norman and London: University of Oklahoma Press, 1988. Toll, Buddy. New York: Bantam, 2008. Thomas, Hugh . New York: Touchstone, 1993.

Can Bad Credit Keep You From Getting a Job

Can Bad Credit Keep You From Getting a Job Can Bad Credit Keep You From Getting a Job Can Bad Credit Keep You From Getting a JobYou had trouble keeping up with your bills, and it led to bad credit. Now you want to fix your financial life by finding a better paying job.Unfortunately, we’ve got some bummer news. That new job you’re applying for to help you fix your bad credit? Your bad credit could keep you from getting it!Is that fair? Not at all. It’s a terrible, vicious cycle. But you’re better off knowing the obstacles you’ll face so you can be prepared. We spoke to the experts to bring you the truth about how your credit can affect your job prospects and what you can do to overcome it.How big is the risk?We know that potential employers CAN check your credit history when determining if they want to hire you, but WILL they? According to the experts we talked to, its certainly a factor that employers may consider, but isn’t necessarily a standard hiring practice.Leadership coach Elizabeth McCourt  told us that a potential employee’s money situation has always been a factor in her particular sector of experience:“As a recruiter in the financial services industry, I can tell you that having a clean financial record is very important. If there is a bankruptcy in your past or other credit issues, there is a high probability that this will affect the chances of getting a job offer. Particularly in the financial services business, there are strict compliance rules and firms see credit or finance issues as a potential red flag for problems down the road. Financial issues or bad credit score are almost always a road block into this particular industry.”Outside of the finance sphere, it’s an issue you’re somewhat less likely to run into. Roy Cohen, career coach and author of The Wall Street Professional’s Survival Guide, could only recall one client running into an issue like this: “Only once in my (very long) career has a client been rejected for a job because of a bad credit report. We later discovered that the firm was about to announce a reduction in force. So, we were actually uncertain if, under different circumstances, he could have successfully talked his way out of losing the job offer.”Cohen did acknowledge, however, that it’s more likely to be an issue when applying for jobs that require money handling. He told us “the only exception” is “jobs in which the employee handles money, has credit authority, or makes decisions about the disbursement of funds.” He went as far as to say “When clients with credit problems reach out to me I typically discourage them from pursuing an option where I know they will be rejected. It simply makes zero sense. So failure and rejection have been mitigated.”Consumer rights attorney Larry P. Smith  explained that even if a potential employer isn’t looking at your credit history specifically, they may still pull your credit report: “A credit score can affect your job chances by getting you denied employment. There are limited reasons why someone c an obtain a credit report or consumer report about a person. One of those reasons is to review an employment candidate. In most instances, employers obtaining reports about employees are not obtaining credit information. Rather, they are obtaining other background informationâ€"such as arrest or conviction records. Those reports are similarly governed by the Fair Credit Reporting Act. However, some employers do seek out credit information about job candidates. In some industries, employers are concerned about having employees with a solid credit background. If someone is being hired to handle money or will be around money, then an employer may be concerned that the person is responsible with money or not desperately broke where they can be a danger of stealing. In those instances, an employer can review a credit report, note a low score, and deny them employment based upon that. Note that there are certain legal requirements that come with rejecting a potential employee based in who le or in part on information contained in a credit report.”Smith did assure us, however, that there are states in which a potential employer is restricted from rejecting you based on your credit: “Some states have enacted laws to cover this and provide that it is illegal to review credit information of a potential employee before hiring. However, there are some caveats to those statutes. First, most of those statutes also provide for an exception to the rule if the person is applying for employment in the financial sector or at a job where money is being handled. Second, the federal FCRA preempts any state law. That is, if it is inconsistent with the federal law, then it is a null and void law. Many states have come into conflict with the federal law, and as such, we caution to rely on the federal law. The FCRA allows potential employers to review credit reports and make employment decisions based thereon.”How can you protect yourself?No matter how small or large the risk migh t be, it pays to be prepared. You’d rather have a strategy in case your credit comes up than try to explain how you didn’t think they would check.Here’s what Cohen recommends: “Disaster planning is effective. When you anticipate the very worst that could happen and prepare various likely scenarios, you are in a better position to either present the problem up front or offer up a reasonable explanation. Most credit problems have a legitimate origin, like a medical problem or divorce. Many of the companies that use credit reports are willing to overlook the issue as long as it doesnt appear to be a pattern of behavior. Besides, in at least 10 or more states it is illegal for companies to request or use credit history in making a decision to hire a prospective employee.”Life coach Jeff Altman  told us what you should do if you’re worried your bad credit might keep you from a job:“If you know there is a risk of a problem (for example, if you are interviewing for a job with a bank or a financial institution that you know will do a review of your credit score), it is better to be proactive with HR during your interviews to see whether or not the impact of having a poor credit score is, ‘terminal.’“After all, why go through so many interviews and the heartache of rejection at the end if you will be turned down no matter what you do or say?“You can talk about how your wife/husband/partner had a business fail and how it affected the two of you. You can talk about how the two of you have been working to get out from under. You can speak about the effects of medical bills, being unable to find the job for a lengthy period of time, or any other cause that has resulted in poor credit showing up on a report.”And if they don’t listen?“If a firm is going to be heartless at the beginning, I can assure you they will be heartless at the end.” (You can also read more of Jeffs thoughts about credit and job hunting in our previous blog entry How Fixing Your Credit Can Fix Your Future.)You can’t repair bad credit in a night. But you shouldn’t let it stop you from trying to get a better job if you’re aspiring for one.Visit OppLoans on YouTube | Facebook | Twitter | LinkedINContributorsJeff Altman,  (@TheBigGameHuntr) The Big Game Hunter, has helped organizations achieve their objectives by hunting down leaders and staff as employees or consultants since 1971.Roy Cohen (@RoyCohen) is a career counselor and executive coach, and recognized as one of the countrys leading experts in Wall Street career management.   In addition to numerous media appearances including The Today Show and CBS This Morning, he serves on the advisory board of Mens Fitness Magazine and he was selected in 2013 as the official career coach for the movie, Lee Daniels The Butler.   He is also the author of the best-selling career book, The Wall Street Professionals Survival Guide.Elizabeth McCourt,  (@ecmccourt) JD, MFA, CPCC, ACC  is the President of McCour t Leadership Group.  She has been a financial services recruiter for 17 years and is also an executive coach, certified by the Coaches Training Institute (CTI), in addition to certifications in the Hogan Leadership Assessment and in Systemic Team Coaching. Prior, she was a trial lawyer in New Mexico with a JD from Loyola University and an undergraduate degree in Finance from the University of Maryland.Larry P. Smith  is a consumer rights attorney, concentrating his practice in the areas of Fair Credit Reporting Act and Fair Debt Collections Practices violations, as well as consumer fraud claims and lemon law.   He is the Managing Partner at SmithMarco, P.C. in Chicago, Illinois.

Compare and Contrast Five Stories to A Dolls House

Compare and Contrast In â€Å"A Doll’s House† Torvald Helmer and Nora start out to seem as a happy married couple with three young children. In the beginning Nora is seen as woman who cares about her children and her husband but someone who also cares greatly about money. Torvald is seen as a man who is important in the society. Nora was portrayed as a very caring wife when it is revealed that she borrowed money illegally from Krogstad to fund the trip to Italy to try and save her husband life because he was sick. Once Krogstad begins to try and blackmail her Nora tries everything in her power to prevent Torvald from discovering the truth so that his pride and reputation would not be hurt or challenged. When Torvald finally discovers the†¦show more content†¦Norma decides to break up with Leroy just like Nora did with Torvald. Norma says that it is her mothers and his fault; she said â€Å"she won’t leave me alone-you won’t leave me alone† and also that â€Å"I feel eighteen again.† (Mason). This is similar to Nora when she broke up with Torvald she felt that she was her father’s doll and then she became Torvalds doll when they married. Both felt as if they were not themselves when they were with their spouse. In the short story â€Å"The Gift of the Magi† Della and Jim is a young married couple who love each other very much. Della makes a sacrifice of cutting her long and beautiful hair so that she could have the money to buy her husband a chain for his watch. This is contrasting to â€Å"A Doll’s House† because in the story Nora instead of telling her husband what she wants for Christmas she asks Torvald for money so she can buy herself a gift. Jim does the same thing as Della did he sold his watch that was passed down from his grandfather and his father so that he could buy a comb set for Della for her beautiful hair. The personal sacrifices that each made was similar to a sacrifice that Nora made she borrowed money illegally so that her husband and dying father could be spared the stress of having to deal with the borrowing and lending of money. (Porter). â€Å"TheShow MoreRelated‘The Offstage Area Of The Naturalistic Theatre Is Just1654 Words   |  7 PagesNaturalism represented freedom from the conservative five act play and additionally represented theatre as a space to reflect on the natural aspects of life – to depict life as it is lived (Esslin 68). Many authors came from this era, one of whom was Henrik Ibsen, a Norwegian playwright who published a praised and controversial play in 1879 entitled A Doll’s House (Ibsen). 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What Is the Chemical Composition of Blood

Blood is slightly denser and is approximately three to four times more viscous than water. Blood consists of cells that are suspended in a liquid. As with other suspensions, the components of blood can be separated by filtration. However, the most common method of separating blood is to centrifuge (spin) it. Three layers are visible in centrifuged blood. The straw-colored liquid portion, called plasma, forms at the top (~55%). The buffy coat, a thin cream-colored layer consisting of white blood cells and platelets forms below the plasma, while red blood cells comprise the heavy bottom portion of the separated mixture (~45%). What Is the Volume of Blood? Blood volume is variable but tends to be about 8% of body weight. Factors such as body size, the amount of adipose tissue, and electrolyte concentrations all affect blood volume. The average adult has about 5 liters of blood. What Is the Composition of Blood? Blood consists of cellular material (99% red blood cells, with white blood cells and platelets making up the remainder), water, amino acids, proteins, carbohydrates, lipids, hormones, vitamins, electrolytes, dissolved gasses, and cellular wastes. Each red blood cell is about one-third hemoglobin, by volume. Plasma is about 92% water, with plasma proteins as the most abundant solutes. The main plasma protein groups are albumins, globulins, and fibrinogens. The primary blood gasses are oxygen, carbon dioxide, and nitrogen. Sources Holes Human Anatomy Physiology, 9th Edition, McGraw Hill, 2002.

The Benefits of Organics Essay - 1896 Words

Organic or non-organic? That is the question! And the answer to this question happens to be organic. I’d love think that everyone shares my thoughts on this but others aren’t so willing to accept this. The fact is that the majority of the population doesn’t agree with my opinion that going organic leads to a healthier life-style. As it is there is constant debate as to whether chemically processed foods are better than organically grown foods, mind you both sides have their pros and cons, but in the end organic is the obvious choice. Yet despite the apparent win that organic products have over its counterpart, people still don’t fully understand what is wrong with the chemically processed. What is worse yet is that the public typically†¦show more content†¦Instead organic farmers use natural fertilizers like green manure, compost, and cover crops to put nutrients back in the soil. In addition, methods such as crop rotation and hand weeding are use d to create a more diverse ecological system to naturally grow pests predators. Healthy seeds are selected and used in Organic farming, seeds that are genetically altered are not used. As far as livestock are concerned: they are given a proper diet, and adequate exposure to the outdoors. Good animal treatment standards or husbandry as they call it are maintained in organic farming. No antibiotics are used on animals, but homeopathic medicine is used, just in case an animal gets sick. If a farmer gives antibiotics to an animal, he loses his certificate for organic farming and he has to start all over and earn his certificate again. Growth hormones are also not used in organic animal husbandry. The concept of being organic is by no means a new thing. In fact if you go back you’ll realize that organic farming was the way of things, not because people were more health conscience or anything, but simply because there wasn’t any other way. There was no need for these chemicals. So where did our modern farming techniques come from? Easy; the 1930’s just wasn’t a great time for the United States. With the great depression the world’s economy was already plummeting and with the following of World War II, the timeShow MoreRelatedBenefits And Benefits Of Organic Foods950 Words   |  4 PagesLANG – 3 November 13, 2014 Mrs. Lumpkins Benefits of Organic Foods Sales of organic food have risen steadily over the past couple of years, reaching nearly $30 billion in 2011, or 4.2% of all U.S. food and beverage sales, (Adams). Many people believe that organic foods are ultimately the better choice when it comes to health due to the absence of pesticides and hormones. 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PeopleRead MoreThe Benefits of Organic Foods1149 Words   |  5 Pagesï » ¿Benefits of Organic Foods Introduction: In spite of the fact that organic foods have been proved to have a better effect on peoples health in comparison to conventional foods served in supermarkets, the fact that people continue to buy their food without expressing interest in its provenience makes it possible for one to understand that the masses have failed to comprehend the full complexity of the problem at hand. People need to understand that the You are what you eat expression appliesRead MoreThe Benefits Of An Organic Diet1510 Words   |  7 Pages The Benefits of an Organic Diet In the last 15 years there has been a steady rise in consumer demand and preference for organic food. Organic foods are now available in nearly three out of four conventional grocery stores. 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Social Media Networking Refers To the Use of Social Media Channel

Question: What Is the Social Media Networking Refers To the Use of Social Media Channels? Answer: Introduction Social media networking refers to the use of social media channels for communicating advertisement message to the target customers. The social media communication has several disadvantages and advantages and the business organizations struggle to find the best manner to use them. The presence of the internet-based social media has made it possible for a single person to communicate with the thousands of people all across the people. The social media provides immense opportunity for an organization to present itself and its products in a dynamic manner so that the communities and individuals remains interested. In social media networks, the companies can use a number of methods such as post, tags and blogs to post and attract potential customers. The content developed by the social media can be defined as a newly generated resource of online information, which the users create, spread and use to educate each other about the attributes and qualities of different consumer products. Due to its use of use, speed and reach, social media has become an essential part of the marketing strategy of the organizations. Moreover, social media promotions, marketing intelligence, sentiment research, public relations and customer management are the sub-disciplines of marketing (Christou, 2016). In this regard, the present literature review examines the role of benefits and the drawbacks of social media for the hotel service industry. Benefits of Social Media Marketing Hensel and Deis (2010) has discussed the benefits of using social media marketing methods for driving the profit ration and sales of an organization. The social media has become the driving force in the information age wherein the general public has attained the capability to create and consumer information and immediately distribute it on the internet. Different social media such as Facebook, MySpace and Youtube provides the business organizations with the opportunity to instantly connect with their customers and create a buzz regarding the new product. The literature has cited that after Faacebook, blogging is the most common tool for networking and social media tools. Online communities are also beneficial for the business organization as they provide cross-selling opportunities to different user groups who share same user platform. The business organizations cannot ignore social media marketing due to its immense benefits. It is commonly used by the consumers to take opinions of millions of other consumers. A large number of business organizations device strategies to influence the public opinion to drive its sales. The consumers can share ideas, photos, and video with social media. The business organizations have also realized that with the increased interaction with the social media websites, the companies can effectively meet the demand of their consumers. In the views of Mangold and Faulds (2009) has stated that with the emergence of the social media the traditional promotional techniques have changed. The social media can also be referred as consumer-generated media which refers to the variety of sources of online information which is created, initiated, generated and circulated online. Social media entails variety of online platforms such as blogs, company-sponsored discussions, chat rooms, consumer product or service ratings and internet discussion boards. The authors have similar views to Hensel and Deis (2010) regarding the use of social media and its benefits for the business organizations. However, the authors discuss the manner in which social media marketing is different from the traditional mediums of marketing communication. The literature cites that in contrast to the traditional marketing mediums, wherein the marketers possessed all the control over the marketing communication, the marketer possesses little control over s ocial media channels. In the views of Kaske, Kugler Smolnik (2012), with the increased popularity of the social media the companies are extensively using it for increasing their customer base. The business executives are challenged by trade-offs between different marketing initiatives. The decision of the marketing executives is based on the profit maximization of the organization. If the long term benefits of the social media are more than the cost, it will certainly be implemented by the organizations. Similar to the above discussions, it can be cited that the social media marketing methods can be used to increase the customer outreach, improved business generation, increased customer loyalty, improved customer satisfaction and avoidance of customer dissatisfaction. The most important benefit of the social media is that it has a relatively greater outreach with low costs. Pollock Rindova (2003) has discussed that social media platforms assist the business organizations to achieve greater sales as they assist the organization for direct call for action and access to the target market. Several companies have used social media for crowdsourcing and showcasing available discounts. The social media interaction also assists the companies in enhanced customer retention and increased customer loyalty. The companies can actively participate and steer communication with a large number of customers. Other than that, the companies can create a specific sphere of influence which can be created by the social media. Before the digital age, the customers opinion has minimum impact on the market dynamics. Social media is also critical in monitoring customer-to-customer communication and intervene when necessary. The word of mouth is considered as one of most persuasive form of promotion. The social media is also essential in increasing the transparency, enhancing the customers experience, analysing the feelings of the customers towards the product. Social media is also essential to reduce the market inefficiencies and increase the positively increase the competitiveness of the market. Vries, Gensler Leeflang, (2012) the investment the companies need to obtain new customers is much higher than investment in retaining the older ones. Therefore, retaining customers is beneficial for the companies. The companies can achieve high retention by linking brand to the social networks. The companies can also focus on resolving the customer issues as soon as they appear online to increase the customer loyalty. Improved customer communication is a qualitative advantage which can increase the social media visibility, permanence and reach to the customers. Drawbacks and Challenges in Social Media Marketing in Hotel Industry Minazzi (2014) has discussed that the major disadvantage of the social media is may spread outrage, discontent and ridicule among the employees. Therefore, it is important that the organization use social media monitoring to examine he customer satisfaction and avoid customer loss of trust and image. Verma, Stock and McCarthy (2012) have stated that in the hospitality industry, the customers heavily rely on the internet ratings and the feedback of the customers selecting the hotel for stay. The business and the leisure travellers both follow the recommendations of the fellow travellers as well as rely on the search engines to know more about the available hotels. The social media influences the marketing and the distribution on the hospitality industry. In this regard, it can be evaluated that the hospitality operators find it challenging to meet the standards of the international rating system and need to promptly respond to the queries and the comments of the social media experts. The literature has cited that traditionally, the most powerful marketing tool is word-of-mouth between the customers and the social media is an extension of this human network. The major challenge for the business organization with the arrival of the social media marketing is that the company has to r emain familiar with the latest patterns in the social media marketing and establish an attractive website to draw the interest of new customers. The search pattern of the customers initiates with the search of the hotels in the traditional search engines; later, the customers are search for the website of the company. If the website of the company is filled with negative reviews, it can reduce the customers to the company. The customer reviews can impact negatively on the willingness of the customers to book the hotel. According to the literature, the most significant challenge for the organization is fake reviews and feedback from the competing companies. It can be analysed that with the recent advent of the m-commerce and the smartphones, the customer reliance on the social media is increasing constantly. In regard to the business and the leisure travellers, it can be observed that location based innovations such as finding information about the services, directions to the establishment and the ability to make reservations in the organization has a positive impact on attracting the customers to the organization. The companies can use communication-based innovations such as text message, alerts, voice mails and wake up calls to increase the customer satisfaction. Noone, McGuire, Rohlfs (2011) have stated that the companies in the hotel industry are finding is difficult to keep up with the changing consumer demands. Although a large number of companies have adopted social media channels as a marketing strategy, the companies are yet to completely realize the full potential of the social media marketing on the marketing activities. The social media marketing is an effective strategy for customer acquisition and retention; however, there are several key issues which are needed to be considered in the development of social media marketing strategy. The company has to assure that its social media marketing strategy aligns and works in a coordinated manner with the sales and marketing activities of the organization. It is important for their effectiveness. Moreover, the companies should also consider whether they need a separate strategy for brand, owners and the corporate organizations. Another significant challenge is that the field of social media marketing is relatively new field and there are no experts available. The communicators have little knowledge regarding the property, location and the brand which can create discrepancies in the message transmitted to the customers. In the social media marketing, there should be in-house experts who have knowledge of the social media marketing. The companies can outsource the social media marketing activities to reduce the cost of the organization. According to Maha (2015), other issues in the social media marketing is that the web pages of most of the companies is not optimized. The hotel page should redirect the visitors to their official Facebook page, Twitter account and YouTube account. When the companys website is not linked with the social media page of the company, it is reducing the number of potential customers for the organization. Another mistake that the business organization perform is not to stay active at their official social media pages. Although, it is not necessary to always stay active at the social media pages, the companies should daily post attractive posts and videos on the social media. Gordon (2014) posits that hoteliers should maintain a positive attitude for the customers even when they are negative. It is observed that several times, the managers use rude or accusatory tones to the customers who have provided negative reviews and feedback. In this case, the organizations should focus on creating positivity from the negative reviews. They should be able to satisfy the negative customers and understand their needs and requirements by positively communicating with the customers. The companies also need to conduct research regarding the websites and the social media pages of the competing organizations. In the hotel industry, most of the companies create websites which are attractive and incomplete. Gonzalo (2012) has discussed that most of the business organizations have failed to integrate the social media marketing strategy in the business processes of the organization. It is important for the companies to understand that social media cannot be used singularly for marketing purpose. When the company is declaring something about the shareholders or community relations, it related to the public affairs. When the conversation is related to the corporate culture or the business to business sales, it is a matter of human resource and sales of the organization. It is important for the business organizations to understand that social media marketing is associated with several other divisions of business management. According to Pike (2015) another challenge in the social media marketing in the hotel industry is to remain consistent with the content. In the hotel industry, there is a lot of content available and the companies can daily churn out a large number of articles. However, the major challenge for the companies is to remain consistent with the matter and relate with the customers. In order to resonate with the customers and built a desire for the product or the service, the companies need an in-depth approach which provides quality content to the customers and increase their understanding of the priorities. In order to develop a successful social media marketing strategy, the companies need to develop clear and measurable objectives for the organization. The social media marketing should be developed after the clear analysis of the business objectives and targets. In the strategy development, the companies need to identify the target audience and the social media which can assist it is a chieving the goals of the organization. Summary It can be summarized that the social media marketing is an innovative and attractive method to attract large number of customers. It has wide outreach, cheap and can instantly connect with the target audience. However, there are several drawbacks of using the social media marketing activities. It is relatively new field, thus lacks experienced professionals. Moreover, the companies also struggle with the negative feedbacks and updating the website to provide a clear and consistent message. References Hensel, K., Deis, M.H. (2010). Using Social Media To Increase Advertising and Improve Marketing. The Entrepreneurial Executive 15. Mangold, W.G., Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons 52, 357-365. Kaske, F., Kugler, M., Smolnik, S. (2012). Return on Investment in Social Media Does the Hype Pay Off? Towards an Assessment of the Profitability of Social Media in Organizations. Hawaii International Conference on System Sciences. Vries, L., Gensler, S., Leeflang, P.S.H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing 26, 83-91. Pollock, T.G., Rindova, V.P. (2003). Media Legitimation Effects in the Market for Initial Public Offerings. Academy of Management Journal 48(5), 631-642. Verma, R., Stock, D., McCarthy, L. (2012). Customer Preferences for Online, Social Media and Mobile Innovations in the Hospitality Industry. Cornell Hospitality Quarterly 53(3), 183-186. Maha, A. (2015). The Challenges and Opportunities of Social Media in the Hospitality Industry. A Study of the North East Region of Romania. EIRP Proceedings 10. Gonzalo, F. (2012). The Five Challenges of Social Media Management in Tourism. [Online]. Available at: https://fredericgonzalo.com/en/2012/05/01/the-five-challenges-of-social-media-management-in-tourism/ [Accessed on: 30 April 2017]. Christou, M. (2016). Social Media in Travel, Tourism and Hospitality: Theory, Practice and Cases. Routledge. Minazzi, R. (2014). Social Media Marketing in Tourism and Hospitality. Springer. Gordon, B. (2014). Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities: Social Media and Online Brand Communities. IGI Global. Pike, S. (2015). Destination Marketing: Essentials. Routledge.