Systems and methods for determining value of social media pages

• US 9,704,165 B2
• Filed: 05/11/2011
• Issued: 07/11/2017
• Est. Priority Date: 05/11/2010
• Status: Active Grant

• Current Assignee: Oracle International Corporation (Oracle Corporation)
• Original Assignee: Oracle International Corporation (Oracle Corporation)
• Inventors: Nolt, John B., Yan, Wenchang, Kumar, Sriti, Maury, Robert M., Broft, Paul M., Arscott, Maria F., Lim, Nancy M., Reynolds, Jason C., Kearney, Joe, Schult, John, Weathers, Melinda M., Estes, Chad, Stanley, Erica M., Hom, Geoffrey, Anderson, James V., Strutton, Michael J., Dunn, Gregory K., Williams, II, Horace, White, Matt, Bradford, Reginald R., Dorr, Andrew Robert, Erdoss, Andrei, Culler, Brian
• Primary Examiner(s): Survillo, Oleg
• Application Number:
  US13/105,713
• Publication Number:
  US 20110282943A1
• Time in Patent Office: 2,253 Days
• Field of Search: 709204, 709205, 709206, 709225, 705 14, 705 66, 705 1431, 707709, 707661, 707710, 707722, 707723, 707732, 707748, 707822, 707827, 707944, 70799901, 707999101, 707999104, 707E17108, 707711, 707999003, 707999, 707999006
• CPC Class Codes: G06Q 10/06 Resources, workflows, human or project management; Enterprise or organisation planning; Enterprise or organisation modelling
• CPC Class Codes: G06Q 10/107 Computer-aided management of electronic mailing [e-mailing]
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 50/01 Social networking
• CPC Class Codes: H04L 43/02 Capturing of monitoring data
• CPC Class Codes: H04L 43/04 Processing captured monitoring data, e.g. for logfile generation
• CPC Class Codes: H04L 67/535 Tracking the activity of the user network monitoring arrangements H04L43/00; recording of computer activity G06F11/34

Abstract

Systems and methods for evaluating the effectiveness of social media pages. Users of social media systems review and publish various kinds of content on social media pages, including various messages, audio clips, video clips, polls, web links, etc. A social media page evaluation system hosted on a physical server or a cloud receives a social media page that is to be evaluated, and provides results of an evaluation process. The evaluation process involves processing of various criteria and parameters that characterize engagements and interactions between users of social media pages. Results of an evaluation process include qualitative and quantitative attributes in connection with evaluating the effectiveness of published content on social media pages. Such results are useful for purposes of enriching content in social media pages, resulting in greater network traffic due to increased engagements and interaction among users of social media pages.

Claims

1. A computer-implemented method for determining effectiveness of social media pages hosted by one or more social media systems using content associated with the social media pages and user interaction with the social media pages, comprising the steps of:

configuring a database table comprising;

a first set of columns storing at least engagement information, wherein the engagement information comprises a number of users engaged with a social media page and one or more engagement parameters associated with user involvement with respect to the social media page, and

a second set of columns storing values derived from the first set of columns, wherein the second set of columns are continuously updated based at least in part on adjustments of values of the first set of columns, and wherein the values derived from the first set of columns and stored in the second set of columns are at least evaluation measures;

receiving a request for evaluation of a respective social media page maintained within a respective social media system, the respective social media page comprising one or more types of content for dissemination;

querying the respective social media system for retrieval of engagement information corresponding to the respective social media page;

receiving a response from the respective social media system comprising the engagement information associated with the respective social media page;

storing, in the first set of columns in the database table, the engagement information from the respective social media system, wherein the first set of columns further comprises a timestamp column indicating a time an evaluation is performed and a URL corresponding to the respective social media page being evaluated;

generating one or more evaluation measures corresponding to the respective social media page, wherein data from the first set of columns in the database table corresponding to the respective social media page are processed to generate values for the second set of columns, and wherein at least one evaluation measure of the one or more evaluation measures is processed based at least in part on;

a number of users engaged with the respective social media page,

an engagement multiplier indicating a level of engagement of the users relative to an amount of content posted on the social media page, the engagement multiplier is based at least in part upon the one or more engagement parameters retrieved from the first set of columns in the database table, the engagement parameters comprising a number of likes, a number of comments, a number of fans, and a number of posts on the respective social media page, and

a selected earned media value representing an advertising cost of a social media interaction;

storing, in the second set of columns in the database table, the one or more evaluation measures corresponding to the respective social media page; and

generating a graphical user interface comprising the one or more evaluation measures from the first set of columns in the database table, the one or more engagement parameters from the second set of columns in the database table, and one or more user input controls to receive user input adjusting one or more engagement parameters from the first set of columns to re-compute the one or more evaluation measures of the second set of columns.

2. The method of claim 1, wherein the request for evaluation of the respective social media page is initiated by a social media system user.

3. The method of claim 1, further comprising the step of, after the request for evaluation of the respective social media page has been received, determining whether an evaluation has been previously generated for the respective social media page.

4. The method of claim 3, further comprising the step of, if an evaluation has been previously generated for the respective social media page, retrieving the previously-generated evaluation for subsequent use.

5. The method of claim 1, wherein the earned media value is a cost-per-thousand-view (CPM).

6. The method of claim 1, wherein the engagement information is selected from the group consisting of fan count, follower count, number of users of the respective social media page, post count, message count, comment count, like count, re-post count, overall interactions, presence of multimedia content, presence of application media content, presence of URL modifiers, presence of questionable fan or user activity, user-related information, and qualitative content analytics.

7. The method of claim 1, further comprising using the retrieved engagement information to calculate a quantitative assessment.

8. The method of claim 1, further comprising using the retrieved engagement information to calculate a qualitative assessment.

9. The method of claim 1, further comprising using the retrieved engagement information to calculate recommendations for modifying social media page content.

10. The method of claim 1, further comprising the step of storing the received engagement information for subsequent use.

11. The method of claim 1, wherein the one or more types of content comprises a blog.

12. The method of claim 1, wherein an action that may be taken with respect to the respective social media page is taken by an owner of the respective social media page, and selected from the group consisting of modifying content published on the respective social media page, increasing or decreasing frequency of posts or messages on the respective social media page, simulating changes in engagement information, and subjecting the evaluation measure to further processing.

13. The method of claim 1, wherein the one or more engagement parameters are selected from the group consisting of like count, comment count, post count, fan post count, and fan count.

14. A computer program product comprising a non-transitory computer readable storage medium embodying one or more instructions executable by a computer to perform a process for determining effectiveness of social media pages hosted by one or more social media systems using content associated with the social media pages and user interaction with the social media pages, the process comprising configuring a database table comprising a first set of columns storing at least engagement information, wherein the engagement information comprises a number of users engaged with a social media page and one or more engagement parameters associated with user involvement with respect to the social media page, and a second set of columns storing values derived from the first set of columns, wherein the second set of columns are continuously updated based at least in part on adjustments of values of the first set of columns, and wherein the values derived from the first set of columns and stored in the second set of columns are at least evaluation measures;

receiving a request for evaluation of a respective social media page maintained within a respective social media system, the respective social media page comprising one or more types of content for dissemination;

querying the respective social media system for retrieval of engagement information corresponding to the respective social media page;

receiving a response from the respective social media system comprising the engagement information associated with the respective social media page;

storing, in the first set of columns in the database table, the engagement information from the respective social media system, wherein the first set of columns further comprises a timestamp column indicating a time an evaluation is performed and a URL corresponding to the respective social media page being evaluated;

generating one or more evaluation measures corresponding to the respective social media page, wherein data from the first set of columns in the database table corresponding to the respective social media page are processed to generate values for the second set of columns, and wherein at least one evaluation measure of the one or more evaluation measures is processed based at least in part on;

a number of users engaged with the respective social media page, an engagement multiplier indicating a level of engagement of the users relative to an amount of content posted on the social media page, the engagement multiplier is based at least in part upon the one or more engagement parameters retrieved from the first set of columns in the database table, the engagement parameters comprising a number of likes, a number of comments, a number of fans, and a number of posts on the respective social media page, and a selected earned media value representing an advertising cost of a social media interaction;

storing, in the second set of columns in the database table, the one or more evaluation measures corresponding to the respective social media page; and

generating a graphical user interface comprising the one or more evaluation measures from the first set of columns in the database table, the one or more engagement parameters from the second set of columns in the database table, and one or more user input controls to receive user input adjusting one or more engagement parameters from the first set of columns to re-compute the one or more evaluation measures of the second set of columns.

15. A system for determining effectiveness of a social media page hosted by a social media system using content associated with the social media page and user interaction with the social media page, comprising:

a social media page evaluator (SMPE) configured to determine effectiveness of a social media page;

one or more social media systems (SMSs) that display content to one or more SMSs members;

a communication link that operatively couples the SMPE to the one or more SMSs;

a database for storing SMPE content; and

an SMPE processor that performs the steps of;

configuring a database table comprising;

a first set of columns storing at least engagement information, wherein the engagement information comprises a number of users engaged with a social media page and one or more engagement parameters associated with user involvement with respect to the social media page, and

a second set of columns storing values derived from the first set of columns, wherein the second set of columns are continuously updated based at least in part on adjustments of values of the first set of columns, and wherein the values derived from the first set of columns and stored in the second set of columns are at least evaluation measures;

receiving a request for evaluation of a respective social media page maintained within a respective SMS, the respective social media page comprising one or more types of content for dissemination;

querying the respective SMS for retrieval of engagement information corresponding to the respective social media page;

receiving a response from the respective SMS comprising the engagement information associated with the social media page;

generating one or more evaluation measures corresponding to the respective social media page, wherein data from the first set of columns in the database table corresponding to the respective social media page are processed to generate values for the second set of columns, and wherein at least one evaluation measure of the one or more evaluation measures is processed based at least in part on;

a number of users engaged with the respective social media page,

an engagement multiplier indicating a level of engagement of the users relative to an amount of content posted on the social media page, the engagement multiplier is based at least in part upon the one or more engagement parameters retrieved from the first set of columns in the database table, the engagement parameters comprising a number of likes, a number of comments, a number of fans, and a number of posts on the respective social media page, and

a selected earned media value representing an advertising cost of a social media interaction;

storing, in the second set of columns in the database table, the one or more evaluation measures corresponding to the respective social media page; and

generating a graphical user interface comprising the one or more evaluation measures from the first set of columns in the database table, the one or more engagement parameters from the second set of columns in the database table, and one or more user input controls to receive user input adjusting one or more engagement parameters from the first set of columns to re-compute the one or more evaluation measures of the second set of columns.

16. A computer implemented method for evaluating social media pages hosted on social media systems via a social media page evaluator (SMPE) maintained at a server, for purposes of evaluating effectiveness of published content on social media pages, comprising the steps of:

configuring a database table comprising;

a first set of columns storing at least engagement information, wherein the engagement information comprises a number of users engaged with a social media page and one or more engagement parameters associated with user involvement with respect to the social media page, and

a second set of columns storing values derived from the first set of columns, wherein the second set of columns are continuously updated based at least in part on adjustments of values of the first set of columns, and wherein the values derived from the first set of columns and stored in the second set of columns are at least evaluation measures;

receiving via an interface on a user'"'"'s computing device an identifying address of a respective social media page to be evaluated from the user who wishes to evaluate the respective social media page, the respective social media page comprising one or more types of content for dissemination;

communicating with a social media system (SMS) associated with the respective social media page to be evaluated based on the identifying address of the respective social media page to retrieve one or more attributes in connection with the respective social media page to be evaluated, wherein the retrieved one or more attributes comprise engagement parameters representative of user involvement on the respective social media page;

at the SMPE, storing, in the first set of columns in the database table, the engagement information from the respective social media system, wherein the first set of columns further comprises a timestamp column indicating a time an evaluation is performed and a URL corresponding to the respective social media page being evaluated;

at the SMPE, processing the retrieved one or more attributes via a social media page evaluation algorithm to generate qualitative or quantitative assessments of the respective social media page, wherein data from the first set of columns in the database table corresponding to the respective social media page are processed to generate values for the second set of columns, and wherein the qualitative or quantitative assessments of the respective social media page include one or more evaluation measures of the respective social media page, the one or more evaluation measures are based at least in part on;

a number of users engaged with the respective social media page,

an engagement multiplier indicating a level of engagement of the users relative to an amount of content posted on the social media page, the engagement multiplier is based at least in part upon the one or more engagement parameters retrieved from the first set of columns in the database table, the engagement parameters comprising a number of likes, a number of comments, a number of fans, and a number of posts on the respective social media page, and

a selected earned media value representing an advertising cost of a social media interaction; and

providing the qualitative or quantitative assessments of the respective social media page to the user for subsequent use.

17. The method of claim 16, wherein the step of communicating with a SMS occurs via an application programming interface (API).

18. The method of claim 16, wherein the earned media value is a cost-per-thousand-views (CPM).

19. The method of claim 16, wherein the quantitative assessment generated by the social media page evaluation algorithm comprises a potential evaluation measure of the respective social media page based on improved attributes.

20. The method of claim 16, wherein the quantitative assessment generated by the social media page evaluation algorithm takes into account the earned media value associated with the respective social media page.

21. The method of claim 16, further comprising the step of creating one or more reports comprising the qualitative or quantitative assessments of the respective social media page.

22. The method of claim 21, wherein the one or more reports comprise analytics representative of user interaction on the respective social media page.

23. The method of claim 16, wherein the engagement parameters include qualitative and quantitative parameters.

24. The method of claim 16, wherein the engagement parameters are selected from the group consisting of fan count, follower count, number of users of the respective social media page, post count, message count, comment count, like count, repost count, overall interactions, presence of multimedia content, presence of application media content, presence of URL modifiers, presence of questionable fan or user activity, and user-related information, qualitative content analytics.

25. The method of claim 16, wherein the one or more types of content is a blog.

26. A computer program product comprising a non-transitory computer readable storage medium embodying one or more instructions executable by a computer to perform a process for evaluating social media pages hosted on social media systems via a social media page evaluator (SMPE) maintained at a server, for purposes of evaluating effectiveness of published content on social media pages, the process comprising configuring a database table comprising a first set of columns storing at least engagement information, wherein the engagement information comprises a number of users engaged with a social media page and one or more engagement parameters associated with user involvement with respect to the social media page, and a second set of columns storing values derived from the first set of columns, wherein the second set of columns are continuously updated based at least in part on adjustments of values of the first set of columns, and wherein the values derived from the first set of columns and stored in the second set of columns are at least evaluation measures;

receiving via an interface on a user'"'"'s computing device an identifying address of a respective social media page to be evaluated from the user who wishes to evaluate the respective social media page, the respective social media page comprising one or more types of content for dissemination;

communicating with a social media system (SMS) associated with the respective social media page to be evaluated based on the identifying address of the respective social media page to retrieve one or more attributes in connection with the respective social media page to be evaluated, wherein the retrieved one or more attributes comprise engagement parameters representative of user involvement on the respective social media page;

at the SMPE, storing, in the first set of columns in the database table, the engagement information from the respective social media system, wherein the first set of columns further comprises a timestamp column indicating a time an evaluation is performed and a URL corresponding to the respective social media page being evaluated;

at the SMPE, processing the retrieved one or more attributes via a social media page evaluation algorithm to generate qualitative or quantitative assessments of the respective social media page, wherein data from the first set of columns in the database table corresponding to the respective social media page are processed to generate values for the second set of columns, and wherein the qualitative or quantitative assessments of the respective social media page include one or more evaluation measures of the respective social media page, the one or more evaluation measures are based at least in part on;

a number of users engaged with the respective social media page, an engagement multiplier indicating a level of engagement of the users relative to an amount of content posted on the social media page, the engagement multiplier is based at least in part upon the one or more engagement parameters retrieved from the first set of columns in the database table, the engagement parameters comprising a number of likes, a number of comments, a number of fans, and a number of posts on the respective social media page, and a selected earned media value representing an advertising cost of a social media interaction; and

providing the qualitative or quantitative assessments of the respective social media page to the user for subsequent use.

27. A system for evaluating effectiveness of published content on a social media page, comprising:

a social media page evaluator (SMPE) maintained at a server and configured to evaluate effectiveness of published content on a social media page;

one or more social media systems (SMSs) that display content to one or more SMSs members;

a user'"'"'s computing device comprising an interface;

a communication link that operatively couples the SMPE, the one or more SMSs, and the user'"'"'s computing device to each other;

a database for storing SMPE content; and

an SMPE processor that performs the steps of;

configuring a database table comprising;

a first set of columns storing at least engagement information, wherein the engagement information comprises a number of users engaged with a social media page and one or more engagement parameters associated with user involvement with respect to the social media page, and

a second set of columns storing values derived from the first set of columns, wherein the second set of columns are continuously updated based at least in part on adjustments of values of the first set of columns, and wherein the values derived from the first set of columns and stored in the second set of columns are at least evaluation measures;

receiving via an interface on a user'"'"'s computing device an identifying address of a respective social media page to be evaluated from the user who wishes to evaluate the respective social media page, the respective social media page comprising one or more types of content for dissemination;

communicating with the respective SMS associated with the respective social media page to be evaluated based on the identifying address of the social media page to retrieve one or more attributes in connection with the social media page to be evaluated, wherein the retrieved one or more attributes comprise engagement parameters representative of user involvement on the respective social media page;

at the SMPE, storing, in the first set of columns in the database table, the engagement information from the respective social media system, wherein the first set of columns further comprises a timestamp column indicating a time an evaluation is performed and a URL corresponding to the respective social media page being evaluated;

at the SMPE, processing the retrieved one or more attributes via a social media page evaluation algorithm to generate qualitative or quantitative assessments of the social media page, wherein data from the first set of columns in the database table corresponding to the respective social media page are processed to generate values for the second set of columns, and wherein the qualitative or quantitative assessments of the respective social media page include one or more evaluation measures of the respective social media page, the one or more evaluation measures are based at least in part on;

a number of users engaged with the respective social media page,

an engagement multiplier indicating a level of engagement of the users relative to an amount of content posted on the social media page, the engagement multiplier is based at least in part upon the one or more engagement parameters retrieved from the first set of columns in the database table, the engagement parameters comprising a number of likes, a number of comments, a number of fans, and a number of posts on the respective social media page, and

a selected earned media value representing an advertising cost of a social media interaction; and

providing the qualitative or quantitative assessments of the social media page to the user for subsequent use.