IDENTIFYING CONSUMER SEGMENTS USING A SOCIAL NETWORKING SYSTEM

• US 20140025735A1
• Filed: 07/19/2012
• Published: 01/23/2014
• Est. Priority Date: 07/19/2012
• Status: Active Grant

• Current Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Original Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Inventors: Garcia-Martinez, Antonio Felipe, Mathur, Nipun
• Granted Patent: US 9,317,869 B2
• Time in Patent Office: Days
• US Class Current: 709/204
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 50/01 Social networking

Abstract

Content posted to a brand page is associated with one or more tags defined by an entity associated with the brand page. Tags associated with content with which the user interacts are identified. As users of a social networking system interact with the content, the tags allow identification of user interests based on interaction with content items. Interactions with the tagged content allow the entity to use the tags to infer content in which different users have an interest. Because the tags are defined by the entity, distribution lists of users interested in content, such as content associated with business segments, may be created by the entity. The entity may also correlate user interests to aspects of user profiles, thereby developing an understanding of its consumers.

Claims

1. A method comprising:

receiving content posted from an entity to a brand page stored in a social networking system, the entity associated with the brand page;

receiving a tag associated with content posed to the brand page by the entity;

associating one or more tags with content posted on the brand page;

presenting the content posted on the brand page to users of the social networking system to whom the brand page is connected;

receiving interactions with the content posted on the brand page from one or more of the users of the social networking system to whom the brand page is connected;

identifying a group of users to whom the brand page is connected based in part on the one or more tags associated with the content posted on the brand page, the group including users of the social networking system who have interacted with content posted on the brand page associated with the tag;

selecting additional content for the group of users based on the tag; and

sending the additional content to a client device associated with a viewing user included in the group of users.

2. The method of claim 1, wherein selecting additional content for the group of users based on the tag comprises:

selecting additional content associated with the tag.

3. The method of claim 1, wherein selecting additional content for the group of users based on the tag comprises:

selecting an advertisement associated with the tag.

4. The method of claim 1, wherein selecting additional content for the group of users based on the tag comprises:

determining a second tag related to the tag; and

selecting additional content associated with second tag.

5. The method of claim 1, wherein the one or more tags are defined by the entity.

6. The method of claim 1, wherein the one or more tags are selected from a group of predetermined tags.

7. The method of claim 1, wherein interacting with the content comprises at least one of:

sharing the content with another user, indicating a preference for the content or sharing a link to the content with another user.

8. The method of claim 1, wherein the group of users includes users who have interacted with content associated with the tag and who have performed a type of interaction with the content having the tag.

9. The method of claim 8, wherein the type of interaction comprises at least one of:

sharing the content with another user, indicating a preference for the content or sharing a link to the content with another user.

10. The method of claim 1, further comprising:

generating a second group of users to whom the brand page is connected, the second group of users including users who have interacted with content associated with a second tag.

11. The method of claim 1, wherein sending the additional content comprises:

including a story associated with the additional content in a news feed sent to the client device associated with the viewing user.

12. The method of claim 1, wherein one or more of the tags identify an attribute of content, the attribute defined by the entity.

13. A method comprising:

generating tags associated with an entity, the entity associated with a brand page stored in a social networking system;

associating one or more tags with content posted on the brand page;

presenting the content posted on the brand page to users of the social networking system connected to the brand page;

receiving interactions with the content posted on the brand page from one or more of the users of the social networking system connected to the brand page;

generating a group of users connected to the brand page based in part on the one or more tags associated with the content posted on the brand page, the group including users of the social networking system who have interacted with content posted on the brand page having a tag;

selecting additional content for the group of users based on the tag; and

sending the additional content to a client device associated with a viewing user included in the group of users.

14. The method of claim 13, wherein selecting additional content for the group of users comprises:

selecting additional content associated with the tag.

15. The method of claim 14, wherein the additional content comprises an advertisement.

16. The method of claim 13, wherein selecting additional content for the group of users based on the tag comprises:

determining a second tag related to the tag; and

selecting additional content associated with second tag.

17. The method of claim 13, wherein selecting additional content for the group of users based on the tag comprises:

determining a type of interaction between content associated with the tag and users in the group of users; and

selecting additional content associated with the tag based on the type of interaction.

18. The method of claim 13, wherein an interaction with the content posted on the brand page comprises at least one of:

sharing the content with another user, indicating a preference for the content or sharing a link to the content with another user.

19. The method of claim 13, wherein the group of users includes users who have interacted with content associated with the tag and who have performed a type of interaction with the content having the tag.

20. The method of claim 19, wherein the type of interaction comprises at least one of:

sharing the content with another user, indicating a preference for the content or sharing a link to the content with another user.

21. The method of claim 13, further comprising:

generating a second group of users to whom the brand page is connected, the second group of users including users who have interacted with content associated with a second tag.

22. The method of claim 13, wherein sending the additional content comprises:

including a story associated with the additional content in a news feed sent to the client device associated with the viewing user.

23. The method of claim 13, wherein one or more of the tags identify an attribute of content, the attribute defined by the entity.

24. A method comprising:

generating tags associated with an entity, the entity associated with a brand page stored in a social networking system;

associating one or more tags with content posted on the brand page;

presenting the content posted on the brand page to users of the social networking system to whom the brand page is connected;

receiving interactions with the content posted on the brand page from a user of the social networking system connected to the brand page;

determining a tag associated with the content posted on the brand page with which the user interacted;

selecting additional content based on the tag; and

sending the additional content to a client device associated the user.

25. The method of claim 24, wherein selecting additional content based on the tag comprises:

selecting additional content associated with the tag.

26. The method of claim 24, wherein selecting additional content based on the tag comprises:

determining a second tag related to the tag; and

selecting additional content associated with second tag.

27. The method of claim 24, wherein selecting additional content based on the tag comprises:

determining a type of interaction between content associated with the tag the user; and

selecting additional content associated with the tag based on the type of interaction.