William Herschel the Man Who Discovered Uranus

Sir William Herschel was an accomplished astronomer who not only contributed volumes of work that astronomers use today, but also composed some pretty hip music for his time! He was a true do-it-yourselfer, building more than one telescope during his career. Herschel was fascinated with  double stars. These are stars in close orbits with each other, or that appear close to one another. Along the way, he also observed nebulae and star clusters. He eventually began publishing listings of all the objects he observed. One of Herschels most famous discoveries was the planet Uranus. He was so familiar with the sky that he could easily notice when something seemed out of place. He noticed that there was a dim something that seemed to move slowly across the sky. Many observations later, he determined it ws a planet.  His discovery was the first one of a planet that had been noted since ancient times.   For his work, Herschel was elected to the Royal Society and made Court Astronomer by King George III. That appointment brought him income he could use to continue his work and build new and better telescopes. It was a good gig for a skygazer of any age!   Early Life William Herschel was born on November 15, 1738 in  Germany and brought up as a musician. He began composing symphonies and other works as a student. As a young man, he worked as a church organist in England. Eventually his sister Caroline Herschel joined him. For a time, they lived in a house in Bath, England, which still stands today as a museum of astronomy.   Herschel met up with another musician who was also a math professor in Cambridge and astronomer. That sparked his curiosity about astronomy, which led to his first telescope. His observations of double stars led to studies of multiple star systems, including the motions and separations of the stars in such groupings. He catalogued his discoveries and continued to search the skies from his home in Bath. Ultimately he ended up re-observing many of his discoveries again to check their relative positions. In Over time, he managed to find more than 800 new objects in addition to observing already-known objects, all using a telescope he built. Ultimately, he published three major listings of astronomy objects:  Catalogue of One Thousand New Nebulae and Clusters of Stars  in 1786,  Catalogue of a Second Thousand New Nebulae and Clusters of Stars in 1789, and  Catalogue of 500 new Nebulae, Nebulous Stars, and Clusters of Stars  in 1802. His listings, which his sister also worked on with him, eventually became the basis for the New General Catalog (NGC) that astronomers still use today. Finding Uranus Herschels discovery of  the planet Uranus  was almost entirely a matter of luck. In 1781, as he was continuing his search for double stars, he noticed that one tiny point of light had moved. He also noticed that it wasnt quite star-like, but more disk-shaped. Today, we know that a disk-shaped point of light in the sky is almost certainly a planet. Herschel observed it a number of times to make sure of his finding. Orbital calculations pointed to the existence of an eighth planet, which Herschel named after King George the III (his patron).   It became known as the Georgian Star for a time. In France, it was called Herschel. Eventually the name Uranus was proposed, and thats what we have today.   Caroline Herschel: Williams Observing Partner Williams sister Caroline came to live with him after the death of their father in 1772, and he immediately had her join him in his astronomy pursuits. She worked with him to build telescopes, and eventually began doing her own observing. She discovered eight comets, as well as the galaxy M110, which is a smaller companion to the Andromeda Galaxy, and a number of nebulae. Eventually, her work caught the attention of the Royal Astronomical Society and she was honored by that group in 1828. After Herschels death in 1822, she continued to do her astronomical observations and expand his catalogues. In 1828, she was also given an award by the Royal Astronomical Society. Their  legacy of astronomy was carried on by Williams son, John Herschel.   Herschels Museum Legacy Herschel Museum of Astronomy in Bath, England, where he  lived part of his life, remains dedicated to preserving the memory of the work done by William and Caroline Herschel. It features his discoveries, including Mimas and Enceladus (circling Saturn), and two moons of Uranus: Titania and Oberon. The museum is open to visitors and tours.   There is a renaissance of interest in William Herschels music, and a recording of his most popular works is available. His astronomy legacy lives on in the catalogs that record his years of observations.

Top 10 Albums of 1980

Our Culture Is One That Is More Prone To Speak Rather Than

Our culture is one that is more prone to speak rather than listen and when we listen the majority of us are listening to reply and not listening to understand. Listening is a vital interpersonal skill and it supports us in the ability to communicate and interact with people. (Dean, 1997) There are many different types of listening and in this essay I will seek to cover the many aspects to Empathetic listening , such as, what exactly is Empathetic listening, the importance of Empathetic listening, when should Empathetic listening be used and who should use it, and where Empathetic listening is most needed and used. Empathetic listening is an essential aspect to listening because empathetic listening allows the listener to correctly†¦show more content†¦(Dean, 1997). Empathetic listeners must pay attention to the speaker with their entire presence and avoid being distracted from the outside interruptions include focusing on their own response. For Example, the listener shoul d, lean forward, maintain close eye contact, take time to understand the speaker’s words, ask for clarification, repeat a phrase or word, and express genuine concern. Additionally, the speaker should pay close attention to the speaker’s overall communication, such as, body language, thoughts and feelings. (Hagevik, 1999). As quoted in Hicks, 2016, â€Å"The context of the person’s story is like watching a movie in black and white, listening for feeling adds the colour.† For successful empathetic listening, the listener needs to listen to understand rather than listening to reply. (Dean, 1997). Furthermore, an empathetic listener must listen from the heart so they can develop a real understanding for the speaker’s words and emotions. (Hagevik, 1999). To develop progression and a close relationship between the listener and the speaker Dr Rogers believes that empathetic listening is an essential key in communication as the speaker may feel as though s omeone does care about them and their issues as they are finally being heard and understood.Show MoreRelatedAmericas Society in Deborah Tannens book, The Argument Culture1228 Words   |  5 PagesDeborah Tannens book, The Argument Culture, is a compelling piece that looks at the perceived argument culture that is permeating the United States and the West in general. I do agree with what Ms. Tannen is saying, that there is a form of argument culture, but I think it could be argued that there is a contrasting part of American society called a nice culture as well. On the one hand, you have people who will argue about topics whenever the opportunity arises, but on the other hand you haveRead More Agriculture: Evolution or Devolution? 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The makes it just as necessary for people to understand how to interpret media messages as it is for them how to know to read printed language (Thoman Jolls, 2004). While media literacy was i nitiallyRead MoreHow Does My Speech Change When Communicating with Different Audiences and How Does It Change the Way People Think of Me?1418 Words   |  6 Pagescorrupt thought’ illustrating that the power of language over our thought. People change their register when communicating with different audiences unintentionally: including myself. In 15 years of my life, I have always adapted my idiolect differently to my friends, parents, teachers and strangers; but does that make me fake or vulgar? In Addition, our Language is an essential part of our lives and as the population increases it has become more important to be able to communicate in various ways. ThereforeRead More Male homoeroticism in Platos Symposium and the Greek lyric poets: Complimentary or contradictory?1727 Words   |  7 Pagescontradictory? Works Cited Missing Images of male homosocial and homoerotic relations pervade Athenian culture. From plays to poetry and jugs to the justice system one can find these relations represented pictorially and in words. But do all these images align with each other or are there irreconcilable differences between them? To look at this question we will take two small pieces of culture, a philosophical treatise, Platos Symposium and the lyric poetry of Theognis and Anacreon. HomoeroticsRead More Shakespeares King Lear - Suffering of Cordelia in King Lear1507 Words   |  7 Pages The tragedy of Shakespeare’s King Lear is made far more tragic and painful by the presence and suffering of the kings youngest daughter, Cordelia. While our sympathy for the king is somewhat restrained by his brutal cruelty towards others, there is nothing to dampen our emotional response to Cordelias suffering. Nothing, that is, at first glance. Harley Granville-Barker justifies her irreconcilable fate thus: the tragic truth about life to the Shakespeare that wrote King Lear... includes itsRead MoreThe Effects Of Adhd On The Life Of An Individual1456 Words   |  6 Pagesrules in a classroom. Their social skills lack as they keep to themselves so not much interaction with others. It is important that when teachers notice a difference in the student’s behavior to immediately inform the parents that way parents can be more so involved with the child. Parents might encounter huge amounts of stress even strain on their marriage when finding out about their child, but with the help of teachers and outside sources parents will be better able to meet the demands of the child

Global Warming And Global Climate Change - 1139 Words

The topic of global climate change has been a much debated topic over the years. There is no real scientific consensus on global warming. However, much destruction has happened to the earth that questions the scientific or empirical link between extreme weather and global climate change. There are a lot of events that happens around the globe such as floods, increased precipitation, sea-level rise, and hurricanes that questions the theory of global climate change. Without any clear cut evidence, it would be hard to determine whether greenhouse gases (GHG) and deforestation are the cause of global climate change. There are many researchers around the who use scientific findings to prove that there is a link between extreme weather and global climate change. Korstanje and Babu (2012) write about climate changes environmental effects, they write â€Å"global warming has in recent years, begun to pose a global threat to all cultures and nations† (p.333). In their article Korstanje and Babu (2012) writes that countries are fighting global warming by implementing carbon taxations in hopes that it will lessen the effect of pollution (p.333). Currently, the country with the highest carbon taxation is Norway (Korstanje Babu, 2012, p.333). Rather than overlooking environmental destruction, Norway taxes companies at high rates for their carbon emissions. Hopefully by charging companies for their emissions they will add less pollution to Norway’s environment. Climate change is aShow MoreRelatedGlobal Warming : A Global Climate Change1457 Words   |  6 Pageshappened by global warming like, increasing the temperature degrees, and melting the snow mountains around the word. However, global warming has played a major role in changing the weather all over the world. The climate change all over the world is a proof that the weather conditions are changing. Global warming has made some of the hottest land cold now and the countries that never had a summer in millenniums are now having sunlight regularly. These are the basic changes that signify that global warmingRead MoreGlobal Warming : Global Climate Change1209 Words   |  5 PagesBrooke Bogan Carol Dale, M.Ed. 1301 Dual Credit English IV November 4, 2015 WA #6- Global Climate Change Global climate change is a topic that had been hotly debated across the country for years. Though not many people believe it, scientists have proved the global warming is in fact partly caused by man. The greenhouse effect is gradually increasing the temperature of the earth because humans are constantly burning natural gases and oils, greenhouse gases being trapped in the atmosphere, deforestationRead MoreGlobal Warming And Global Climate Change1354 Words   |  6 PagesIt is becoming a less and less contested issue that global climate change is a significant issue. 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Climate change is a problem of the whole world, and therefore remains a huge challenge for life on Earth. So what is climate change? Evolution of how it change? Climate change is caused by natural causes or by humans which possibly fluctuates the cycle of change in weather and climate. The specific expression that we often hear aboutRead MoreGlobal Climate Change And Global Warming1054 Words   |  5 Pagesreally isn t much of a secret that global climate change is happening. From the melting of the polar ice caps, to record severe temperatures, rise in natural disasters, rise in pollution, greater number of vector-borne and water borne illnesses, and much more. Unless there is something done to change the current technology being used to provide energy to the human population global climate change will only continue to get worse. 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Economic Levels vs. Food Choices Free Essays

Overtime the ability to make healthy food choices while living in a community of low class Americans has become difficult to do. Poor communities are forced to make unhealthy decisions because they are not offered affordable, organic foods at their neighborhood markets. This causes drastic increases in obesity cases across the country and also sets boundaries between low class and high class. We will write a custom essay sample on Economic Levels vs. Food Choices or any similar topic only for you Order Now In order to change this, the government needs to construct more markets with broad choices of healthy meals and also offer help to low class citizens with cheaper alternatives of ood of better quality. Income If a single-parent household of six depends on a minimum wage budget, their food choices are affected. With the goal of stretching their budget in order to feed many mouths, they turn to Junk food as an alternative. Although they can buy an excessive amount of cheap food, that cheap food is often high caloric and unhealthy for young children. Many parents disregard the quality of the foods because they Just see it as an alimentation they can afford. In other words to many low class families food is scarce and regardless of whether is healthy or not, it keeps they from starvation. Overall, less income leads to more quantities of unhealthy foods and since high class households can afford more pricey organic foods, their food choices increase in quality. Food Availability People start to learn to like foods that are appropriate to their class while they are children. Children’s habits are based are what they are taught to eat. †¦ many poor neighborhoods are, indeed, food deserts (as cited in Miller, 2010 pg. 117) and that causes these families to have Junk food and fattening meals at their reach. As opposed to wealthier communities that have many Safeways and Wholefoods vailable in their neighborhoods where they have access to healthy food. This causes obesity to rise mostly in these low income communities becaus e they are so used to driving five minutes to a McDonalds rather than a market that is half an hour away that has foods they cannot even afford. They save themselves the time and humiliation they are put through when they see that the money they spend on a healthy meal that will last two days can be switched for unhealthier food that will fill them faster and last longer. Supermarkets have tried to build markets with organic ood but it comes obvious to investors that if they build one of their properties in a neighborhood that will not be able to buy have their products, they are in for a loss. â€Å"Without access to healthy foods, a nutritious diet and good health are out of reach. And without grocery stores and other fresh food retailers, communities are missing the commercial nubs that make neighborhoods livable, and help local economies thrive. † (The Food Trust Organization, 1992) Expensive Healthy Foods In 2010 CBSNews brought forth an update that explained to Americans the importance of eating healthier for the sake of setting an example for younger enerations and the Journal Health Affairs said that â€Å"†¦ if they did that, they would add hundreds more dollars to their annual grocery bill. When informed about this, many low class families dreaded the idea that they would have to do the impossible Just to provide their family with healthier meals. Two children attending the same public school, for example, would differ in the kinds of foods they would be eating for lunch since the child coming from a high class family can afford healthier foods and is used to eating those foods. Some children are exposed to different varieties of meals rowin g up and those children mostly grow up in small high class families that have no problem spending more on higher quality meals. Low Class vs. High Class This separation between low class and high class has become more obvious as a decrease in income around the world has come forth. Healthy foods have become a luxury only wealthy families can afford to enjoy. How to cite Economic Levels vs. Food Choices, Essays

Economic Levels vs. Food Choices Free Essays

Overtime the ability to make healthy food choices while living in a community of low class Americans has become difficult to do. Poor communities are forced to make unhealthy decisions because they are not offered affordable, organic foods at their neighborhood markets. This causes drastic increases in obesity cases across the country and also sets boundaries between low class and high class. We will write a custom essay sample on Economic Levels vs. Food Choices or any similar topic only for you Order Now In order to change this, the government needs to construct more markets with broad choices of healthy meals and also offer help to low class citizens with cheaper alternatives of ood of better quality. Income If a single-parent household of six depends on a minimum wage budget, their food choices are affected. With the goal of stretching their budget in order to feed many mouths, they turn to Junk food as an alternative. Although they can buy an excessive amount of cheap food, that cheap food is often high caloric and unhealthy for young children. Many parents disregard the quality of the foods because they Just see it as an alimentation they can afford. In other words to many low class families food is scarce and regardless of whether is healthy or not, it keeps they from starvation. Overall, less income leads to more quantities of unhealthy foods and since high class households can afford more pricey organic foods, their food choices increase in quality. Food Availability People start to learn to like foods that are appropriate to their class while they are children. Children’s habits are based are what they are taught to eat. †¦ many poor neighborhoods are, indeed, food deserts (as cited in Miller, 2010 pg. 117) and that causes these families to have Junk food and fattening meals at their reach. As opposed to wealthier communities that have many Safeways and Wholefoods vailable in their neighborhoods where they have access to healthy food. This causes obesity to rise mostly in these low income communities becaus e they are so used to driving five minutes to a McDonalds rather than a market that is half an hour away that has foods they cannot even afford. They save themselves the time and humiliation they are put through when they see that the money they spend on a healthy meal that will last two days can be switched for unhealthier food that will fill them faster and last longer. Supermarkets have tried to build markets with organic ood but it comes obvious to investors that if they build one of their properties in a neighborhood that will not be able to buy have their products, they are in for a loss. â€Å"Without access to healthy foods, a nutritious diet and good health are out of reach. And without grocery stores and other fresh food retailers, communities are missing the commercial nubs that make neighborhoods livable, and help local economies thrive. † (The Food Trust Organization, 1992) Expensive Healthy Foods In 2010 CBSNews brought forth an update that explained to Americans the importance of eating healthier for the sake of setting an example for younger enerations and the Journal Health Affairs said that â€Å"†¦ if they did that, they would add hundreds more dollars to their annual grocery bill. When informed about this, many low class families dreaded the idea that they would have to do the impossible Just to provide their family with healthier meals. Two children attending the same public school, for example, would differ in the kinds of foods they would be eating for lunch since the child coming from a high class family can afford healthier foods and is used to eating those foods. Some children are exposed to different varieties of meals rowin g up and those children mostly grow up in small high class families that have no problem spending more on higher quality meals. Low Class vs. High Class This separation between low class and high class has become more obvious as a decrease in income around the world has come forth. Healthy foods have become a luxury only wealthy families can afford to enjoy. How to cite Economic Levels vs. Food Choices, Essays

Changing Business Environment Toyota

Question: Discuss about theChanging Business Environment for Toyota. Answer: Introduction: The following report is going to analyse the changing business environment in China. The report encompasses the business case study of Toyota. Business environment constitutes of the technological factors, leadership factors, business strategies and the human resource factors. These are the internal business environments that provide the bbu8sinmess organisational success. On the other hand there are external factors of the business environments as well. The external business environment refers to the government policies that affect the business process of an organisation of a country. External business environment also comprises of the legal issues the economic condition of a country or a particular place that puts its impact upon the business organisations. According to the scholar, overall market and production procedure depends on how the organisations adopt the internal and external factors. The chosen case study deals with the change of the business environment in order to bring change in the operations process. Since, no company can change the external business environment, the internal environments need to be focused and change should be brought in need (Prajogo, 2016). Briefing of the Company: The history of Toyota dates back to 1800s. Sakichi Toyoda, who belonged from a remote community outside Nagoya has laid the foundation stone on the company. He started by assisting his father in carpentry. He has special interest in making wooden spinning machines. The capacity of Sakichi Toyoda could be seen since his young age. In the year, 1894, he manufactured manual looms that were cheaper than the looms that were available normally. The idea of innovation was also installed in Sakichi Toyoda. To ease the difficulty of his mother and grandmother, he innovated the power-driven wooden looms. He further worked on the looms to give rise to more sophisticated looms. The innovation of Sakichi Toyoda is not only about developing new things but also save energy and wastage. He invented a mechanism that will stop a loom the moment a thread will be broken. Thus, Sakichi Toyoda was able to make his presence felt with the art of loom making. His son, Kiichiro Toyoda, further carried out the legacy of Sakichi Toyoda. The idea of Just-In-Time was the brainchild of Kiichiro Toyoda. The idea of Kiichiro Toyoda has inspired many other automobile companies and one of them is Ford. The main idea of Kiichiro Toyoda was inspired by the retail market of the United States. The supermarkets of the United States replaced the products the moment the customers bought the products. Toyota is one of the largest car manufacturing companies in the world. It does not only manufactures and designs the cars other vehicles for the middle class customers but also offers the customers luxurious vehicles with high price. The production season of Toyota has been categorised into different segments:- the peak season of car production as well as the lean season of the car production. The production process depends on the market demand. However, analysis of proper market demand entails the requirement of the operations such as supply chain, production, design, marketing and sales. Manufacturing and launching new brands needs the market zeal so as to create market opportunity to different market segment. The market segment has different phases according to the availability of cars and service feedback. In most of the cases, Toyota has sought after the change in the business environment in order to improve the mode of business operations. Toyota, the Japanese automobiles manufacturer has adopted different change strategies so as to confirm the adoption (Woo Song, 2013) Production System: Toyota has developed Toyota Production System after the World War II the effect of World War was quite severe in the production method and business policies of the organisation. The company started with business inventory method and the flow of the business comprised of the entire invention of the cars and the model designing of the vehicles. China as a global market and global manufacturing nation has now emerged as one of the most important market and manufacturing sectors in the world. After the industrial boom in the 90s and the early years of the 21st century, china has been at the top rated list (Santoro, 2015). Toyota has planned the manufacturing process in such a manner so that they can serve the customers when the need is high. They started manufacturing trucks after world war II as they were needed to build Japan. Initially, they faced issues due to the downturn of the economy but the company gradually gained momentum after the conditions got better. The company faced further issues as the economy was not stable. Due to inflation, the situation of Toyota worsened. They started various cost-cutting policies. The included voluntary cut in the pay for the managers and 10% cut in the pay for all the employees in the organization. In addition to this, they have asked 1600 workers to retire voluntary. The sudden cost cutting in the organization has started many issues among the employees and the company has witnessed public demonstration among workers. The business of Toyota has evolved a great deal mainly because of its intelligent production system. They produce a number of similar vehicles in the same assembly lin. It not only helps them to satisfy the customers but also helps them to keep lead times short and keep the production flexible. Thus, if they keep the production in the same assembly line, they are able to adhere to the needs and wants of the customers and change things easily. The production cost will also be lowered as there would not be much change in the operations. They have thought of lowering the waste. They aim at mass production so that the amount of waste for each unit will be lowered. The total production system adopted by Toyota has stopped the notion that if a machine is not working then it is not making money. Another motto of Toyota is to be the best. When they are building the total production system, they have thought of giving the best to the customer and appointed the best workers. They are not falling behind as far as the innovation is concerned. They ask their employees to solve the problems themselves so that they will be able to solve more difficult issues themselves. The employees of Toyota are involved in engineering, sales and service, maintain human resource and do accounting so that they are able to satisfy the customers. Change Environment Factors in China: The change in the business environment has recently been recognised in the beginning of the twenty first century. Since most of the internal environment factors are highly cognitive and controllable, the organisations in the Chinese industries of different aspect have been trying hard to bring the required change while creating the space for the operations. New research from China European International Business School exposes that most of the foreign companies established in China have been adapting new business environments in the internal operations. As per the annual business survey in China by CEIBS, Chinese business environment has been highly impacted by more than 440 foreign companies (Lu et al., 2014). One of the notable changes in the Chinese business environment has been the hike of labour cost. Though the country enjoyed excessive cheap labour over the years, the growing cost of labour has affected the entire process of production in manufacturing industries and service in the tertiary sector. Inspite of the recent slump, UBS has forecast that Chinese economy would grow by a striking 7.8 % in 2016. Being the economic giant in the world business, China has adopted several changes in the form of the economy and inter- organisational performances. The economic realities adapted by the Chinese industrialists have been highly effective in the business process strategic planning. Challenges of Changing Business Environment in China: Though the changes have been welcomed by the Chinese businessmen as wel as the industrialists in different levels, there are few challenges that need to be faced and resolved during the business process. Rise in the labour cost has initially caused effective change in the production. So far the automobiles and vehicle manufacturing is concerned, the changing business economy and labour market has restricted free flow production in the Chinese industry. After the global economic crisis in 2008-2009, China has developed its own economic system in order to ease the business circumstances. This has led the country to the growth of 7% increase in its economy. The advanced market oriented economy by the government of China has facilitated millions of worker thus encouraging the involvement of competent employees. It has also geared up the entire process of production. After 2009, the companies have exploited the abundance of the labours and it has also accelerated the agility of production and market performance. After 2007, Chinese the Chinese GDP grew up to 6%. This has been the proof of the positive business change in Chinese market. Accomplish of the Change: The change accounted in the business of the Chinese market has also caused the business level growth that has been positive in the recent years. On the other hand the process of the Chinese market and manufacturing industry have been adapting the newest changed thus reflecting their mode of performance the companies want to practice. The case study has been helpful in the total business management. Conclusion: Change in the business management has been helpful in understanding two of the greater aspects- the financial change management and human resource development management. Both of these business tasks have been highly affected by the change in the external environment in the country. Reference: Lu, J., Lu, C., Yu, C. S., Yao, J. E. (2014). Exploring factors associated with wireless internet via mobile technology acceptance in Mainland China.Communications of the IIMA,3(1), 9. Prajogo, D. I. (2016). The strategic fit between innovation strategies and business environment in delivering business performance.International Journal of Production Economics,171, 241-249. Santoro, M. A. (2015).China 2020: How western business canand shouldinfluence social and political change in the coming decade. Cornell University Press. The Business Environment of China: Challenges of an Emerging Economic Superpower. (2017). Stanford Graduate School of Business. Retrieved 1 May 2017, from https://www.gsb.stanford.edu/faculty-research/case-studies/business-environment-china-challenges-emerging-economic-superpower Woo, W. T., Song, L. (2013).China's dilemma: economic growth, the environment and climate change(p. 428). ANU Press.

Marketer Model For Communication Industries â€Myassignmenthelp.Com

Question: Discuss About The Marketer Model For Communication Industries? Answer: Introducation Internet has changed the way the world works in todays time. With the advent of modern technologies and continuous growth and encouragement given to innovation of technology companies can reach the end customers in just a click. One of the latest trends of the decade is the social media. These are platforms used with the help of internet to connect and communicate with people who are geographically located away from the sender of the message. Social media has also made mass communication easy a person can post a massage on the portal and that can be viewed and given feedback by many receivers. Digital marketing is referred to all the forms of marketing strategies that is adopted by a business organization online. Digital medium such as Google search, social media, email, and their websites are used as a tool to communicate between the organization and the end customer (Ryan 2016). People now have access to data and information at any point of time and place with the help of internet. With the help of several modern mobile devices like Smartphone and tablets this facility is even easier and digital marketing is using this facility as benefit for an organization. Digital marketing has made feedback option very easy and quick, this is a significant reason why companies encourage digital media. Posting reviews of a product or service in a blog or the review section of any e-commerce website is like an instant feedback for the company. Digital marketing helps a company build a personal relationship with the customers and helps them develop a better understanding of the customer expectation and grievances. McDonalds is a fan favorite it is now an icon. McDonalds is a large multination company that has a large number of stores and franchise (Chaffey et al. 2013). However, the company has faced a lot of criticism and negative publicity over the years regarding several aspects of the products and services they offer and also on the management. But the company has dealt will all the negativity only to grow and keep expanding (Leeflang et al. 2014). McDonalds is a dynamic organization that has changed with the requirement and the advances of the target customers. The customers of the brand are a diverse population that enjoys the food that the franchise has to offer along with the company. The current situation of the company is that the profits of the company have been experiencing a downfall and it is difficult for McDonalds to meet the expectations of the stakeholders along with this the sales of the organization has also seen a steep fall, at this point the organization has opted to launch an ambitious and somewhat risky marketing campaign centered on what exactly is in the food it offers consumers. McDonalds has been focusing on changing the fundamental mind set or notion of people for the past few years. The marketing strategies that are adopted by the company have changed course on exposing myths that is associate with food, as well as pushing a message of quality. One of the examples of a very trending digital campaign of McDonalds is the promotional strategy of the new Bacon Clubhouse burger, McDonalds partnered with popular NBA star LeBron James and other famous sports personalities in order to makes a Snapchat video story of just 30 seconds. Snapchat is a popular social media application among the youth and this strategy is perfect for introducing new products into the line. This is a successful strategy but the rate of success is not as much as was expected by the company. The duration of these snap stories are for a limited period of time and there are people who can easily miss the story. Again only the people who follow these celebrities can view the snap stories and the rest cannot even if they are a regular user of the application. You may have noticed the brands recent TV commercials, which feature a large McDonalds kiosk on a sidewalk encouraging pedestrians to ask questions about the restaurants food (Leeflang et al. 2014). Experts say that the companies understanding of the digital marketing sector is wrong and the information and reach of the internet is still new to the company. For example, the content in their website deals with the products the brand and the ingredients that is used by the company in the products that they offer, but the information is not insightful does not have a point of reference and is almost vague for the people. Our Food, Your Questions is another digital campaign that did not receive success because the strategy did not have transparency in the campaign and it from a lack of honesty and self-awareness (Royle and Laing 2014). McDonalds fails to communicate with the end customers and continues to invest a lot of money in the traditional form of marketing like billboards and television advertising and statistics show that there is a falling trend in the effectiveness of traditional forms in compared to digital marketing trends. The twitter #McDstories proved as a disaster fo r the company garnering a lot of negative comment and bad publicity form the twitteraties. With a series of hash tag camping started by the company this is one that backfired the motives of the brand tremendously. People started sharing their worst experiences with the company rather than the good ones and some of the experiences shared were very controversial and had a negative impact on the image of the company (Chaffey et al. 2013). Facebook is one of the most popular and used social media platforms and the reach of Facebook is wide spread and diverse. One of the digital marketing strategies that can be used by McDonalds is extensive use of Facebook by promoting and sharing some extraordinary positive experiences that employees of MacDonald had while working with the organization. Instagram has gained a lot of popularity lately and people enjoy sharing their photos MacDonald can come up with a photo challenge with the #McPic offering people with best clicks in real time discounts or free meal option. But this would be applicable for people who are visiting the store for meal. Another social media platform that is very popular among the youth and the target market of McDonalds is YouTube. YouTube in todays time has a large influence on the buying trends of consumers acting as an influence factor in the buying behavior of the target market of a company (Royle and Laing 2014). Starting from Smartphone to other elec tronic good, beauty products and even services are tested by the youtubers and are reviewed. Like beauty products and lifestyle products a new product can be launch and reviewed by popular food vlogger and YouTube personalities to post their honest reviews. McDonalds can collaborate with these people and ask them to post their honest review and implement the changes recommended and again ask these people to talk about it in their other social media platforms (Ryan 2016). Digital marketing is a new and improved method of marketing, which if implemented correctly has a significant impact in communicating the right message to the right people at the right time. But, companies also have use the platform carefully and responsible keep in mind the sensibility of the message and the impact it will have on the society. Crisis management and contingency plans are a part of the digital marketing strategies companies should plan ahead of the expected outcomes of a campaign and act accordingly because what people think and say on the internet is not under the control of the company hence the contingency plans are a crutial part of any marketing campaign. Reference list: Chaffey, D., Smith, P.R. and Smith, P.R., 2013.eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge. Leeflang, P.S., Verhoef, P.C., Dahlstrm, P. and Freundt, T., 2014. Challenges and solutions for marketing in a digital era.European management journal,32(1), pp.1-12. Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries.International Journal of Information Management,34(2), pp.65-73. Ryan, D., 2016.Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.