The eBook eBook: How to Turn Your Expertise into Magnetic Marketing Material

In more than 40 insight-drenched pages, you’ll discover: Real-life examples of marketing successes you can emulate Guidelines for identifying compelling content The secrets to telling unforgettable stories Hints, tips and secrets for organizing your eBook How to supplement your ideas with stats, graphs, quotes, anecdotes and more The right way introduce your eBook An even better way to conclude your eBook to encourage reader action Practical pointers on tone, theme and style Suggestions for promoting your eBook In summary, everything you need to write your own successful eBook , all in one convenient PDF. You get all the above, plus illustrations from successful eBooks and behind-the-scenes insights from successful eBook creators like Dow Jones, Gomez, ExpressPoint and more! NetLine Corporation, a premier online lead generation services provider for B2B marketers is offering this eBook in partnership with Kranz Communication. Request Free!

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The eBook eBook: How to Turn Your Expertise into Magnetic Marketing Material

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Download Ebooks: Basic Environmental Engineering

Environmental engineering is one of the most popular, complex and fast growing disciplines in engineering. The scope of environment includes issues from public health, aesthetics, and impact of all development activities, pollution control legislation, standards, regulations, guidelines and their enforcement. Traditionally the application of engineering principles for the protection and enhancement of the quality of environment and protection of public health was called as sanitary engineering or public health engineering. Around 1968 this was changed to environmental engineering.

For conceiving environmental engineering, one has to consider the definition of engineering itself. Engineering may be defined as the application, under limits of scientific principles for the planning, design, execution, operation and maintenance of structures, equipment and systems for the development and benefit of the society. Here the word benefit is more important than the development. The so-called development in some cases may not be in real benefit of the society.

The environmental engineer plans, designs, executes, operates and maintains the water, wastewater and solid waste management plants. Clean, bacteriologically safe, potable drinking water protects and enhances public health. Liquid and solid waste management is a necessary step for healthy living. They also deal with air pollution control. The resulting pure cleaner air is conducive to people’s good health and prevents the building and other materials from the harmful effects of air pollution. The environmental engineer cares for the energy requirements of the society and the ways and means to protect the environment against the various pollutions created through the production and consumption of various goods and comfort conditions. It is the duty of environment engineer to assess the environmental impacts of the various development and other activities. In general one has to work to have sustainable and holistic development. Of course there are always constraints of resources, knowledge, human nature, social and racial considerations that limit the achievement of these goals.

Therefore the environmental engineering is defined as the application of scientific and engineering principles, under limits, for the protection and enhancement of the environment that includes the biotic and abiotic both components.

The environment exists in dynamic equilibrium of its biotic (living) and abiotic (non-living) elements. The solar energy induced photosynthesis synthesizes the carbon as the plant tissue and we get matter in various forms from the trees. The carnivores, humans and animals consume the edible matter. They convert it into the energy required to sustain their lives. Their excreta comes near to the nature and the natural scavengers, bacteria and others convert it into inorganic matter like nutrients due to the biological decomposition. The roots of the plants, to form the edible matter again, extract these nutrients. Like this the nutrient cycle, material cycle, energy cycle and other cycles like hydrological cycle keep on existing until there is a great shock given by the human beings.

“Nature has enough for satisfying everybody’s need but not for anybody’s greed”. Human beings have lost their natural wisdom in want of power to overcome the nature. Since mid century the word has lost nearly one fifth of the topsoil from its cropland, a fifth of its tropical rainforests and animal species. Rapid industrialization and urbanization has increased carbon dioxide levels to the
point where global climate is being affected. The protective ozone shield is being depleted because of the chlorofluorocarbons. The forest, which is a complete ecosystem, is being converted into dead forests. The biodiversity is reducing everywhere in the world.

Biodiversity gives strength to the ecosystem against crisis. Only a well-diversified community can sustain against the extreme conditions. In quest of comfort conditions and well-secured life we have adopted a system, which is completely away from nature. We have made computers for paper less office work but the energy in making and running the computers is more than the savings made.

Of course there are other advantages of computers in computation, up keeping of data etc. But the materials used in making the computer and the disposal of the obsolete ones are drastically against the environment.

The quest of more and more comfort has fetched us far away from natural environment. The input of energy in building sector is increasing day by day. The requirements of both heating and cooling are becoming more and more energy exhaustive. At present the energy requirement in whole world is mainly met by fossil fuels. Nature has created the coal and petroleum in millions of years and we have exhausted them in hundreds of years. In the last 300 years we have consumed most of the coal and almost all of the petroleum products.

Out of the 1,30,000 MW installed capacity of electricity production in India about 66% is by fossil fuels (coal+ petroleum products), 24% by hydropower, 4% by nuclear means and only 6% by renewable energy resources like solar, wind, biomass including small hydropower plants. Still there is a very large potential of renewable energy resources unutilized but the present availability of fossil fuels and the present high cost of electricity production through R.E.S. has restrained their share to only 6%. With the advancement of technology and scarcity of fossil fuels the cost of RES will come down and there share shall increase, but is it the sustainable development? In modern context the idea of sustainable development immerged in the Earth Summit at Rio-De-Janeiro in June 1992 that let us plan a development in which the generations to come, may not become deprived of the resources which we are using today. To achieve this aim we have to control our present rate of consumption of the available resources like the fossil fuels, ground water and conserve the bio diversity and the natural cycles like the hydrological cycle.

While considering the production, consumption or utilization we have also to consider the other part that is pollution. Mixing of unwanted hazardous elements in anything is known as pollution, like mixing of sewage in fresh body of water, mixing of gases, like oxides of nitrogen, oxides of sulphur etc. in the air, increase of noise level etc. Actually the present trend of living is a serious cause of creating pollution in all spheres of life. Today the prosperity, wealth or living standard of a country is measured in terms of the per capita electricity consumption per year. That way India with its per capita consumption of 350 Kwh per year is considered far behind the U.S. which has around 20 times more than this. The advancement of a society is measured in terms of the measures of comfort like air conditioners, or conveyance like bigger and bigger expensive luxury cars. Taller buildings, more and more precious artificial fabric and so on. Production and maintenance of all these has created so much land, water and noise pollution that has overcome the advantages of all these so called advancements. Thus the challenging aspect of environmental engineering is to make balance between the rapid changes in the field of science, technology, health etc. and the very existence of life. Though environmentalism or the environmental consciousness is ancient the environmentalism became an organized force only in 1960s. It started with the publication of the book Silent Spring by Rachel Carson on the pesticide DDT in 1962. Actually the exponential growth of population and the worldwide consumerism imposed a great load on earth’s natural resources and waste management systems.

This text aims at the fundamental, primary knowledge for every one who has a concern about environment. The chapters have been designed to quench the thrust of knowledge of a person, let it be a scientist, an engineer or any one who is concerned about protection of environment and thus a well wisher of society.

This book has been written after gaining 10 years experience of working in the public health engineering department of Rajasthan and 20 years experience of teaching civil engineering students, subjects like environmental engineering, ecology and environmental dynamics, solid waste management etc. Recently environmental engineering has been introduced as a primary course common to first year students of all branches who opt for it. This text is on basic environmental engineering that covers the syllabus of first year semester scheme of the Rajasthan Technical University and other universities. Some portion of the martial presented in this book has bean derived from the work of others, their contribution is greatly ackoweldged. The recommendation of manual of water supply and treatment, manual on Sewerage and Sewage Treatment and manual on Solid Waste Management prepared by the Central public Health and Environmental Engineering organization, Government of India, Ministry of urban development have been closely followed.

I acknowledge my debts to my parents for their blessings, my wife Bharati for her constant support, my daughter Ruchira for her help on computer, my son Saurabh and daughter-in law Surabhi for encouragement. I express my deep sense of gratitude to my teacher Prof. Damodar Sharma, Vice chancellor Rajasthan Technical University, Kota for being a constant source of inspiration for me. I thank Prof. M. P. Poonia Principal Engineering College Bikaner for his valuable suggestions. I thank Dr. A. K. Mathur and other colleagues of my department for their help. I thank Mr. S. Gupta, Managing Director, New Age International Publishers, New Delhi for prompt publication.

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Download Ebooks: Aircraft Engineering Principles

The books in the series have been designed for both independent and tutor assisted studies. For this reason they should prove particularly useful to the “self-starter” and to those wishing to update or upgrade their aircraft maintenance licence. Also, the series should prove a useful source of reference for those taking ab initiotraining programmes in JAR 147 (now ECAR Part-147) and FAR 147 approved organizations and those on related aeronautical engineering programmes in further and higher education establishments.

This book has primarily been written as one in a series of texts, designed to cover the essential knowledge base required by aircraft certifying mechanics, technicians and engineers engaged in engineering maintenance activities on commercial aircraft. In addition, this book should appeal to the members of the armed forces, and students attending training and educational establishments engaged in aircraft engineering maintenance and other related aircraft engineering learning programmes.

In this book we cover in detail the underpinning mathematics, physics, electrical and electronic fundamentals, and aerodynamics necessary to understand the function and operation of the complex technology used in modern aircraft. The book is arranged into four major sections:

  1. • Introduction
  2. • Scientific fundamentals
  3. • Electrical and electronic fundamentals
  4. • Fundamentals of aerodynamics

In the Introductory section you will find information on the nature of the aircraft maintenance industry, the types of job role that you can expect, the current methods used to train and educate you for such roles and information on the examinations system directly related to civil aviation maintenance engineering. In addition, you will find information on typical career progression routes, professional recognition, and the legislative framework and safety culture that is so much a part of our industry.

In the section on Scientific fundamentals we start by studying Module 1 of the JAR 66 (now ECAR Part-66) syllabus (see qualifications and levels) covering the elementary mathematics necessary to practice at the category B technician level. It is felt by the authors, that this level of “non-calculator” mathematics is insufficient as a prerequisite to support the study of the physics and the related technology modules, that are to follow. For this reason, and to assist students who wish to pursue other related qualifications, a section has been included on “further mathematics”. The coverage of JAR 66 Module 2 on physics is sufficiently comprehensive and at a depth, necessary for both category B1 and B2 technicians.

The section on Electrical and electronic fundamentals comprehensively covers ECAR 66 Module 3 and ECAR Part-66 Module 4 to a knowledge level suitable for category B2 avionic technicians. Module 5 on Digital Techniques and Electronic Instrument Systems will be covered in the fifth book in the series, Avionic Systems.

This book concludes with a section on the study of Aerodynamics, which has been written to cover ECAR Part-66 Module 8.

In view of the international nature of the civil aviation industry, all aircraft engineering maintenance staff need to be fully conversant with the SI system of units and be able to demonstrate proficiency in manipulating the “English units” of measurement adopted by international aircraft manufacturers, such as the Boeing Aircraft Company. Where considered important, the English units of measure will be emphasized alongside the universally recognized SI system. The chapter on physics (Chapter 4) provides a thorough introduction to SI units, where you will also find mention of the English system, with conversion tables between each system being provided at the beginning of Chapter 4.

To reinforce the subject matter for each major topic, there are numerous worked examples and test your knowledge written questions designed to enhance learning. In addition, at the end of each chapter you will find a selection of multiple-choice questions, that are graded to simulate the depth and breadth of knowledge required by individuals wishing to practice at the mechanic (category A) or technician (category B) level. These multiple choice question papers should be attempted after you have completed your study of the appropriate chapter. In this way, you will obtain a clearer idea of how well you have grasped the subject matter at the module level. Note also that category B knowledge is required by those wishing to practice at the category C or engineer level. Individuals hoping to pursue this route should make sure that they thoroughly understand the relevant information on routes, pathways and examination levels given later.

Further information on matters, such as aerospace operators, aircraft and aircraft component manufacturers, useful web sites, regulatory authorities, training and educational establishments and comprehensive lists of terms, definitions and references, appear as appendices at the end of the book. References are annotated using superscript numbers at the appropriate point in the text.

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Basics of Search Engine Optimization (SEO)

Have you heard stories about legendary online entrepreneurs who hit it big after getting a #1 rank in several popular search engines? You probably wondered what it would take for you to achieve that elusive #1 spot in the search engine result pages (SERPs). Search Engine Optimization (SEO) plays a vital role in ensuring that your business gets the best possible search engine ranking, which can lead to increased sales for your online company.

What is Search Engine Optimization (SEO)?

Search engine optimization is the process of modifying web page content and meta-information to improve the search engine ranking of the page. Meta-information includes certain HTML tags (title, heading, emphasized text, keyword and description meta-tags), as well as the internal (links between pages on the same site) and external (links between pages on different sites) link structure of a web site.

Impact of High Search Engine Rank on Sales

Internet market research estimates that between 70% and 90% of online shoppers use search engines to find a specific product or service. Let’s examine factors that influence sales to see how effective search engine optimization can boost your revenues.

Three metrics are required to forecast online sales: the average ticket, the conversion rate, and the amount of web site traffic:



The average ticket is the amount of money spent by a customer on a typical transaction. Computer and electronics stores have high average tickets (hundreds or thousands of dollars), while bookstores have low average tickets (tens of dollars).



Web Site traffic is measured by the number of site visitors, typically expressed as the number of page views per month.



Conversion rate is the number of sales divided by the number of page views per month, expressed as a percentage.



Let’s look at an example. The Ultimate Taupe Widget (UTW) store has an average ticket of $25, a conversion rate of 2%, and gets 5,000 page views per month. The estimated monthly sales are $2,500 ($25 average ticket * 0.02 conversion rate expressed as a decimal * 5,000 page views per month). Achieving a high search engine rank will increase the number of page views, and therefore increase sales. In this example, if traffic doubles to 10,000 page views a month, UTW’s monthly sales should (approximately) double as well (to $5,000).

Keep in mind that a high search engine rank will produce a measurable increase in traffic only if there is significant marketplace interest in taupe widgets and your web site appears in the first thirty search engine results.

However, search engine optimization is not going to produce measurable results if there is very little demand for taupe widgets. The #1 spot in search engine result pages is not particularly impressive if only two people search for “taupe widgets” each month. Role of Keywords in Search Engine Optimization

Keywords are words or phrases users provide to search engines to locate information. Search engines examine page content to determine whether a specific page is relevant for a particular search word or phrase. Thus, effective keyword selection is one of the cornerstones of search engine optimization.

Each keyword is characterized by supply (number of search engine result pages) and demand (number of searches). The easiest way to improve search engine rank is to select keywords that have favorable supply-demand characteristics; that is, ones with a relatively high demand and a relatively low supply. It is much more difficult to improve the search engine position of a page on a high supply, competitive keyword.

Good keywords must be relevant to your product line, as well as your line of business. A #1 rank for “navy widgets” is worthless if you sell taupe widgets exclusively. A potential customer will find your page, quickly discover that you don’t sell any navy widgets, and promptly go elsewhere. In effect, the conversion rate for irrelevant search engine hits is very close to zero.

Using Keywords Effectively

Choosing a set of target keywords is the first step in search engine optimization. The second step is using them in the body, title, headings, and meta-tags of a page.

Include the target keywords in the text of the page. Don’t overdo it, though — the keywords should fit smoothly into the surrounding text. Search engines use several techniques to detect excessive keyword density, or too many keywords stuffed into very little supporting text, and will reduce the rank accordingly. A page has too many keywords if they interfere with the general flow of the text on a page and appear to be glaringly out of place

The title tag should contain information that describes the page. Unless you operate a multi-national conglomerate that is already a household name, your company’s name is not a descriptive title. Most search engines use the title tag as the first line of your listing in the search engine result pages. Strive to make your title tag say “click me” to a prospective customer. “Superior taupe widgets – 50% off every day” is a good page title, while “Ultimate Taupe Widgets, Inc.” is not.

Incorporate keywords into the headings on the page, as well as into emphasized sections (bold or large text). Even though search engines are de-emphasizing descriptive meta-tags, include keywords in them nevertheless. The description meta-tag should have an accurate description of your page, and the keywords meta-tag should contain a set of keywords (separated by commas) that list key concepts mentioned on the page.

Understanding the basics of search engine optimization is an important first step in creating an optimized, well-positioned web site.

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Electronics Engineering Technology Distance Learning – Become a Most in Demand Technologist

Electronics Engineering Technology distance learning courses are flourishing, making use of the low entry-level requirement of a 2-year Associate Degree to become an Engineering Technician, and the further career advancement to an Engineering Technologist (or Applied Engineer) possible in the field by pursuing a 4-year Bachelors Degree. Among all Technicians and Technologists working in USA, Electrical and Electronics Engineering professionals make up more than one-third, which is a clear indication for their demand. And this demand is nowadays driven more by the high-tech industry’s need for Electronics Engineering Technicians, rather than the conventional industries’ need for Electrical Engineering Technicians.

Why Electronics Engineering Technology?

All of today’s booming industrial sectors like telecommunications, medical equipment, control systems, automotive systems, navigational systems, and of course, the consumer appliances sector are bringing out everything from mobile phones to home theatres, and require expertise in Electronics Engineering more than anything else, which explains the demand for Electronics Engineering professionals.

However, to attempt the field through an Engineering Degree can be taxing to those students who are not interested in taking advanced level mathematics (calculus) courses that an Engineering Degree requires, or to endure its long 4-year time frame. For such students, Electronics Engineering Technology is a great option, with its stress on applied or hands-on Electronics Engineering rather than the mathematics-dense and research-oriented Electronics Engineering. The time frame also is much shorter, with an Electronics Engineering Technician requiring only a 2-year Associate Degree to enter the field.

The job opportunities too are tilted in favor of Electronics Engineering Technicians when compared with Electronics Engineers; there are 182,000 Electrical and Electronics Engineering Technicians working in USA, compared with only 143,000 Electronics Engineers. The only drawbacks – a lower level in the hierarchy and the lower starting salaries than Electronics Engineers – can be overcome in the long run, since interested Electronics Engineering Technicians can study further for a 4-year Bachelors Degree, thus qualifying for the senior position of Electronics Engineering Technologist, who enjoys a position and salary comparable to Electronics Engineers. Average salary for Electronics Engineering Senior Technicians / Technologists is US $46,000, very comparable to salaries for Electronics Engineers at US $52,000.

Why Electronics Engineering Technology Distance Learning?

It is estimated that job opportunities for Electronics Engineering Technicians and Technologists would grow at up to 17% every year, for nearly the next 10 years. The requirement of an Associate Degree for entering the field is a relatively recent phenomenon, and a significant percentage of working Electronics Engineering Technicians doesn’t have such a formal degree. The industry preference to degree holders is encouraging such working professionals to get an Associate Degree, and electronics engineering technology distance learning becomes the natural choice. Also, due to the boom in the sector, those already having an Associate Degree will go for a Bachelors Degree so that they can work as a Technologist. And, of course, the growth prospects in the sector are attracting working professionals from other fields to Electronics Engineering Technology. These three factors are driving the huge demand for electronics engineering technology distance learning courses.

Earlier, there were technological hindrances to deliver such a hands-on course through a distance or online model. However, with the development of state-of-the-art systems like National Instruments’ LabVIEW/ELVIS (Educational Laboratory Virtual Instrumentation Suite), which can be used by remote students through a web browser, to virtually perform any electronics experiment, the demand for Electronics Engineering Distance Learning courses are at an all-time high.

Universities and Colleges Offering Electronics Engineering Technology Distance Learning

Electronics engineering technology distance learning courses offer both 2-year Associate and 4-year Bachelors Degrees. While Community Colleges and Institutes dominate the Associate Degree scene, Universities and Polytechnics are the primary sources for Bachelors Degrees. While searching for electronics engineering technology distance learning courses, it should be kept in mind that many US institutions still call the subject Electrical Engineering Technology.

Associate Degrees

Many Community Colleges and Institutes offer 2-year Associate Degrees for electronics engineering technology distance learning, but fully accredited courses are fewer. Whether for employment as an Electronics Engineering Technician or for further pursuance of a Bachelors Degree, it is always better to go for an accredited course. Cleveland Institute of Electronics (CIE), Penn Foster Career School, and Grantham University are three institutions that offer accredited Associate Degrees in the subject.

CIE’s Associate in Applied Science (A.A.S.) in Electronics Engineering Technology boasts of many unique features. Designed from the ground up as a distance learning course, rather than an online adaptation of a regular course, the CIE A.A.S. provides everything that an electronics engineering technology distance learning student might require, in a packaged fashion – complete with printed courseware for over 250 self-paced lessons, videos, and detailed instructions for the over 300 hands-on lab experiments. The only thing missing will be access to an Oscilloscope, and the CIE Bookstore even sells Oscilloscopes at discounted prices to its students! One-to-one instructor support is always available for students. Even the exams can be taken online. A really unique feature of the course is that interested and capable students can complete the course in half or even quarter time, and need only pay for that!

Penn Foster Career School offers an Associate in Specialized Technology (AST) in Electronics Technology, that can be completed fully online, with access to an internet-connected computer being the only requirement. Tuition includes well-written and amply-illustrated printed courseware, tools and equipment for experiments, and unlimited instructor support through website, phone, email, and regular mail. Online open-book exams and end-of-semester proctored exams are other features of this course. The course is self-paced, with longer than 2-year durations allowed.

Grantham University offers an Associate of Science (AS) in Electronics Engineering Technology through the distance mode. The tuition package for the course includes textbooks, lesson guides, grading of all tests, mailing of materials and graded tests from the college, consultation with instructors, and required software. Proctored exams are conducted at the end of every semester, which lend more credibility to this course. Consultation with instructors is available through phone, fax, email, and regular mail. To better facilitate the distance mode of the course, Grantham University even provides a discounted option for its students to buy computers from Dell. However, the main advantage of this course is that full credit transfer is possible to Grantham’s Bachelors Degree in the subject. Grantham is especially popular with military students.

Bachelors Degrees

When it comes to Bachelors Degrees for electronics engineering technology distance learning, even courses with accreditation from the Technology Accreditation Commission (TAC) of the Accreditation Board for Engineering Technology (ABET) are available.

Old Dominion University offers its Bachelor of Science (BS) in Engineering Technology, with Electrical Engineering Technology as Major, and Electrical Systems Technology as optional. The course name follows the earlier US convention of naming Electronics Engineering courses as Electrical Engineering courses. This B.S. indeed has significant stress on Electronics Engineering Technology. In-depth coverage of Electronics includes Linear Electronics, Digital Controls, Microprocessors, Communications, Control Systems etc. High-tech delivery methods like virtual laboratory, streaming video, and satellite broadcast for 1-way video and 2-way audio, are fully utilized. The course is accredited by TAC of ABET.

World College, a wholly owned subsidiary of the Cleveland Institute of Electronics (CIE), offers a Bachelor of Electronics Engineering Technology (BEET) through the distance mode. Features include over 300 lab experiments, online exams, and toll free phones and email for consultation with instructors. Subjects covered include Electronics, Computer Technology, Telecommunications, Electrical Power, and Control Systems. Access to a computer and an oscilloscope are necessary.

Grantham University (described above, under Associate Degrees) also offers a Bachelor of Science (BS) in Electronics Engineering Technology.

The only current limiting factor for electronics engineering technology distance learning seems to be the high costs for implementing virtual labs that can be simultaneously accessed by a large number of students, and once this is solved by better and economical hardware and software, electronics engineering technology distance learning will be provided by more and more Universities, Colleges, and Polytechnic Institutes.



By: Jim Zorn

About the Author:
Jim Zorn is web master of the Guide to Distance Learning. Please visit to learn more about online colleges and universities, distance learning degrees, majors and courses offered.
http://www.guide-to-distance-learning.com/index.html



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Social Engineering

The goal of my paper will be to explore the topic of Social Engineering in all its facets.  But what really is social engineering?  Is it a term that can be applied in any field other than Information Technology?  Your Dictionary references Webster’s Dictionary, which defines social engineering as thus (Your Dictionary, 2006):

A deceptive process in which crackers “engineer” or design a social situation to trick others into allowing them access to an otherwise closed network, or into believing a reality that does not exist.

 

However, in a much broader sense, social engineering can indeed take place outside of a technical field or applied to describe a non-I.T. related situation, because in reality, the act essentially involves deceiving another individual into divulging information that should be kept secret.  The following definition better describes social engineering in this light (Social engineering (security), 2009):

Social engineering is the act of manipulating people into performing actions or divulging confidential information. While similar to a confidence trick or simple fraud, the term typically applies to trickery or deception for the purpose of information gathering, fraud or computer system access; in most cases the attacker never comes face-to-face with the victim.

 

 The goal of this paper aims to explore these many situations that others might not classify as an social engineering act to steal information, and in addition to that goal, explore similar objectives throughout: to create a conversation about social engineering by generating awareness, discuss the many different kinds of social engineering methods, cite examples of real world social engineering events & the people responsible, and finally, cover a list of best practices to avoid social engineering attacks.

 

        So now that we have established a “working definition” by which to base the foundation of this discussion on social engineering, the next logical step would be to mention a few of the well-known techniques employed in social engineering acts (Granger, 2001). 

A very widely recognized form of social engineering occurs over the phone, which gives all the anonymity in the world a person with malicious intent could ask for.  Those that are particularly vulnerable to this type of threat are help desks, customer service reps, and of course, the common victim: the innocent individual minding their own business at home, on the comfort of their couch.  But just because most of these attacks are known to occur over the phone, does not mean that you are safe when actually using the phone yourself.  What do I mean by this?  IT’s known as shoulder surfing (Dwyer, 2008), or when someone else gleans your PIN number or ATM number by simply standing over your shoulder at either a large airport or phone booth. 

Another great example of why social engineering isn’t just something to worry about at the workplace is how often thieves thrive on another technique known as Dumpster Diving, which involves hackers or anyone with malicious intent attaining information such as: calendars showing when employees might be out of town, policy manuals detailing how internal systems are protected, or even hard drives that can be restored & vital information discovered (Berg, 1995).

But my favorite form of social engineering has to be the form described as Quid Pro Quo.  (Wikipedia, 2009) Imagine, if you will, that the “attacker” attempts to randomly ring up someone claiming to be returning their technical support call; eventually, said attacker will find someone who is grateful to have been called back, who will have no problem following whatever instructions the attack doles out… which will most likely be either a series of malicious commands or the giving up of valuable information (such as a credit card number or name and password).

        While there are certainly many more techniques that could be discussed, I would like to focus the next section on elaborating on the techniques described above with specific, real world scenarios of social engineering taking place.  A very fascinating example of an attacker making the victim believe that he is of a higher authority is described by McAfee Avert Labs and SANS analyst Lennny Zeltser (Kumar, 2009):

Apparently, yellow fliers were placed on vehicles in a parking lot, and the fliers claimed that the vehicles were in violation of parking regulations. The fliers further stated that the owner could visit a certain website to get more information and pictures about the offense.

 

Now you can imagine the result of this very clever form of social engineering: said victim sees the fliers and once they reach home, attempt to visit the designated website – only to be told to download a toolbar or some other form of disguised malware, which in turn infects their PC with even more malware. 

Kevin Mitnick, who was once one of the most wanted hackers in the U.S. in the late twentieth century, wrote a book entitled The Art of Deception (Mitnick, Amazon, 2009).  In his book, he describes several examples of social engineering, and in one he describes how someone could wait for a snow storm to occur, and then calling the network center posing as a… you guessed it, snowed-in employee.  In other similar examples, Mitnick gives a smaller example of how someone could get a police officer to divulge when he might be out of town, and by scheduling a court date at that specific time; get out of the speeding ticket (Mitnick, Social Engineering Books, 2006).   

        A few of these examples of social engineering are really quite startling.  How can one hope to avoid falling into these tricks when many of them are so clever?  There are a few “best practices” that can be taught which will help falling into the social engineering traps.  Some may be ideal for teaching fellow employees and others might just be applicable to the individual, helping him or her to live a more secure life in regards to their important information’s safety. 

        Some of the best techniques to teach employees, as identified by US-CERT (United States Computer Emergency Readiness Team), are as follows (McDowell, 2004): 

Be suspicious of any phone calls, visits, or email messages from individuals asking about employee or internal information.  Always ask any individual claiming to be of a legitimate organization to verify their claims; this is especially true if they could use your position as a gateway to attain privileged information (for example, you work at a help desk).  Almost never reveal sensitive information over the internet.  Never.  Before doing anything with any amount of sensitive information, consult a higher authority or person with full knowledge of your company’s security policy. Always shred any company documents before discarding them.  Even the slightest bit of information can give an attacker inside knowledge as to who works at the company, their operating hours, or phone numbers.

Richard Steinnon of the website CIO Update decries what is often touted as the “best defense against social engineering:” training.  He stipulates that if you determine a mandatory training in order to sharpen peoples’ awareness is needed in order to avoid social engineering attacks… then you already have a hole in your defenses.  Ultimately, the very best defense against a good social engineering attack is: enforce policy (Stiennon, 2009).

            In conclusion, I have covered a wide ranging of topics all of which involve a discussion centered on Social Engineering.  What began as an initial exploration into the definition of Social Engineering, the discussion then progressed into examples of the varying types of social techniques that attackers employ to trick others into divulging sensitive information. 

Many common examples of real world attacks were also covered and how devastating their implications can be to the victims; corporations or individuals are not safe against any sort of Social Engineering attack.  Chief among those who used to be considered the most dangerous of all, Kevin Mitnick, wrote a book describing in detail how wide-ranging Social Engineering attacks can be. 

And finally, I briefly covered some “best practices” to avoid such social attacks from occurring to you or future employees.  While it may seem obviously to a technically inclined individual, everyone can be a victim of these kinds of attacks when not following the most basic of policies.  Being intelligence with information essentially keeping it to yourself.  But rest assured that there are those out there who are constantly inventing new and dangerous ways in which to trick innocent people into giving away important information.  And it’s only with constant diligence and a re-affirmation to confidentiality can we hope to avoid the trap known as Social Engineering.

 

 

Works Cited

Berg, A. (1995, November 11). Social Engineering. Retrieved April 19, 2009, from Packet Storm Security : http://www.packetstormsecurity.org/docs/social-engineering/soc_eng2.html

Dwyer, J. (2008, January 12). Picking Pockets? Nah, Surfing Shoulders. Retrieved April 19, 2009, from New York Times: http://www.nytimes.com/2008/01/12/nyregion/12about.html

*Granger, S. (2001, December 18). A True Story. Retrieved April 19, 2009, from Security Focus: http://www.securityfocus.com/infocus/1527*

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