Social analytics system and method for analyzing conversations in social media
First Claim
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1. A method of targeting online advertising, comprising:
- repeatedly crawling the web to maintain a database of historical online content in a computer system;
applying search engine queries via the computer system to the database to produce search results, wherein said queries include keywords, Boolean operators and universal resource indicators (URIs) defining a topic of conversation to be explored;
optimizing said search result sets for relevance to said topic by applying multiple queries to produce a search result set over time including multiple instances of online content related to said topic of conversation and publishers of said multiple instance of topic related online content;
determining influence of said publishers on said online content on the topic of conversation by scoring, in said search result sets,a) attributes of both a particular instance of said topic related online contents, as well asb) attributes of online content that link to that particular instance, andc) a conversational correlation between two or more of said publishers related to said topic of conversation;
and thereaftertargeting online advertising to one or more of said publishers determined to then have the highest level, or rate of change, of influence.
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Abstract
Conversations in an online content universe are monitored. A social analysis module analyzes individual conversations between publishers in the online content universe. Publishers that influence a conversation are identified.
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Citations
10 Claims
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1. A method of targeting online advertising, comprising:
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repeatedly crawling the web to maintain a database of historical online content in a computer system; applying search engine queries via the computer system to the database to produce search results, wherein said queries include keywords, Boolean operators and universal resource indicators (URIs) defining a topic of conversation to be explored; optimizing said search result sets for relevance to said topic by applying multiple queries to produce a search result set over time including multiple instances of online content related to said topic of conversation and publishers of said multiple instance of topic related online content; determining influence of said publishers on said online content on the topic of conversation by scoring, in said search result sets, a) attributes of both a particular instance of said topic related online contents, as well as b) attributes of online content that link to that particular instance, and c) a conversational correlation between two or more of said publishers related to said topic of conversation; and thereafter targeting online advertising to one or more of said publishers determined to then have the highest level, or rate of change, of influence. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8)
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9. The method of 1 or 2, wherein each of the queries may include a large plurality of different search indices and the method further comprises:
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eliminating redundant URIs in the search queries, and normalizing ranking of the different search indices before crawling.
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10. The method of 1 or 2, wherein the method further comprises:
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accepting input keywords and URIs from a user to define the topic; monitoring conversations related to the topic to determine a list of influential publishers; and directly engaging one or more of said publishers by the user for targeted ad placement.
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Specification