JP6509113B2 - Customizing Content Delivery from Brand Pages to Users in a Social Networking Environment - Google Patents

Description

  Embodiments of the present disclosure generally relate to social networking and, more particularly, to personalized delivery of content items to users of social networking systems.

  Social networks, social utilities that track and enable connections between users (including humans, businesses, and other entities) have become widespread in recent years. In particular, the social networking system allows the user to more efficiently communicate information related to their friends or other connections in the social network. Social networks typically incorporate systems for maintaining connections between users in social networks and links to content likely to be related to the users. Social networks also collect and maintain information about users of social networks. This information tracks the user's actions within the social network, even if it is static, such as geographic location, employer, job title, age, music preferences, interests, and any other attributes May be dynamic. This information may then be used to narrow the scope of information delivery such that information more likely to be of particular interest to the user may be communicated to the user.

  The social networking system allows people to exchange information with each other while also allowing entities to provide information to users in the social networking system. Examples of entities include businesses, organizations, and celebrities. The entity creates a branding page associated with the profile in the social networking system and posts the content item on the branding page. Then, the social networking system communicates the posted content item or the description of the posted content item to the social networking system user connected to the brand page. Thus, the branding page causes the entity to act as any other user of the social networking system and disseminate information to social networking system users.

  However, various types of entities have an audience consisting of segments, each segment having a particular interest in the entity. In the context of social networking, different social networking system users may have different levels of interest in different content posted on brand pages. For example, users connected to brand pages associated with sports equipment providers have varying degrees of interest in posting on brand pages for products of different sports. Typically, users connected to a brand page are notified of content posted to the brand page without considering different levels of interest in the various content posted to the brand page.

In order to better customize the interactions between brand pages associated with the entity and stored in the social networking system, one or more attributes of the content posted on the brand page are the user profile of the social networking system user Is used in conjunction with to select the content to be presented to the user when the brand page is accessed. For example, content being posted to a brand page is associated with targeting criteria that define at least one feature of a user of the social networking system. Targeting criteria are used to direct content to users of social networking systems that have a particular interest in content being posted to brand pages. In one embodiment, the user profile of the social networking system user connected to the brand page is accessed to determine whether the browsing user connected to the brand page has at least one feature defined by the targeting criteria. Being used. When the browsing user connected to the brand page has the feature, the content posted to the brand page corresponding to the at least one feature is presented to the browsing user.

  As another example, a variety of pages posted by the administrator to the brand page such that the brand page includes content that has the threshold intimacy or the highest intimacy when viewed by the user User's intimacy with respect to sensitive content. The brand page administrator associates keywords with content posted to the brand page that describes the content. Based on the user profile of the user in the social networking system and / or the connection to the object, the closeness of the user to the keywords associated with the various content is determined. Based on the intimacy, as a result of the content being selected to be included in the brand page, the content is more likely to be of interest to the user.

  For example, a page manager of a brand page associated with a sports equipment provider posts a story about tennis lessons on the brand page and associates the story with the keyword "tennis". The user profile of the social networking system user linked to the branding page, or the action log, may be accessed and used to determine if the user is interested in "tennis". For example, if "tennis" is listed as an interest in the user profile, or if other information associated with the user profile indicates that the user has at least a threshold closeness to "tennis", The user is intimate with "tennis". If the user is interested in "tennis", the content posted to the brand page associated with the "tennis" keyword is presented to the user. However, if the user is not interested in "tennis", the content posted to the brand page associated with "tennis" is not presented to the user when the brand page is accessed. Thus, by associating keywords or other features with content posted to the brand page, the brand page is customized for different users based on the user's intimacy with the keywords or features.

FIG. 6 is an event diagram illustrating a process for selecting content to provide to a user on a display, according to an embodiment of the present invention. FIG. 1 is a network diagram illustrating a system for providing content items to users of social networking systems, according to an embodiment of the present invention. FIG. 1 is a block diagram illustrating a social networking system, according to an embodiment of the present invention. FIG. 6 is an interaction diagram illustrating a process for selecting content items to display, according to an embodiment of the present invention. Fig. 6 is a flow chart illustrating a process for selecting content items according to an embodiment of the present invention. FIG. 5 illustrates a page display of a personalized social networking system in accordance with an embodiment of the present invention. FIG. 5 illustrates a page display of a personalized social networking system in accordance with an embodiment of the present invention. FIG. 5 illustrates a page display of a personalized social networking system in accordance with an embodiment of the present invention.

  The figures depict various embodiments of the present invention for purposes of illustration only. Those skilled in the art will readily understand from the following description that alternative embodiments of the structures and methods described herein may be employed without departing from the principles of the invention described herein. Will do.

Overview FIG. 1 illustrates an example operation for selecting content posted to a brand page for presentation to a social networking system user. In FIG. 1, first content item 140 and second content item 144 are posted to brand page 104, and brand page 104 is stored by social networking system 100. An entity generates and maintains brand page 104 to post information about itself or information about its products or to provide other information to users of social networking system 100. Examples of content that an entity posts on the brand page 104 include a story about a service or product provided by the entity, a picture of the entity, a picture of a product and / or service offered by the entity, an introduction to a new product, a product sale, use Product stories within, product or service promotional offers, articles and / or reviews describing products or services offered by the entity, or other appropriate information. In FIG. 1, it is shown that the first content item 140 and the second content item 144 have been posted to the brand page 104. The first content item 140 and the second content item 144 may be presented to social networking users who browse the brand page 104 in various ways. For example, content items 140, 144 may be displayed on brand page 104, included in a news feed story sent to users connected to brand page 104, or one to a user connected to brand page 104 It can be sent as multiple messages or delivered using any suitable channel.

  Since the social networking system user is connected to the brand page 104, it is updated when the content item is posted to the brand page 104 and receives updates or other suitable information about the entity. For example, a social networking system user becomes friends with a brand page, follows a brand page, becomes a fan of a brand page, or establishes a connection with the brand page and / or its associated entity of the social networking system 100 . Thus, through the branding page 104, the entity provides the social networking system user with information about itself or its products and / or services to deepen the relationship between the entity and the social networking system user.

For purposes of illustration, the brand page 104 of FIG. 1 is a sporting goods provider, a first content item 140 describing a tennis racquet stocked by the sporting goods provider, and a running sold by the sporting goods provider. It is associated with a second content item 144 that describes the shoe. The first content item 140 is associated with the first keyword 116 and the second content item 144 is associated with the second keyword 120. The keywords associated with the content item may be the subject matter of the content item, the product associated with the content item, the entity associated with the content item, the creator of the content item, or any other suitable associated content item Describe the features of the content item, such as In one embodiment, one or more of the keywords associated with the content item may be targeting criteria. The targeting criteria define one or more characteristics of the social networking system user to which the entity intends to present the content item. For example, the targeting criteria may include one or more interests (eg, demographic information, affiliation of a social networking system to a group, or other features) contained in the user profile, and rows within or outside the social networking system Identify features that are inferred from the user action being performed. Further examples of targeting criteria include location, action, event, type of connection to a user or entity, entity, user, employer, educational institution, intimacy or other suitable information.

  In FIG. 1, the first keyword 116 identifies a feature of "tennis" for the first content item 140, and the second keyword 120 a feature of "running" for the second content item 144. Identify When the user accesses the branding page 104, the information associated with the user and the keywords associated with the content items contained in the branding page are used to select the content item presented to the user by the branding page 104 Be done. If the keyword is targeting criteria, the user profile information is compared to the keyword to determine whether the user meets the targeting criteria. For example, the user is determined to have the feature identified by the first keyword 120 if the user profile includes "tennis" as an interest. Although FIG. 1 shows a single keyword associated with different content items, in other embodiments any number of keywords may be associated with the content item. As another example, the intimacy of the user with respect to the keyword is calculated and on the brand page 104 as the user includes content items associated with the keyword having the highest intimacy or at least a threshold intimacy. It is selected. In one embodiment, keywords 116, 120 are defined by an entity, which also associates keywords 116, 120 with one or more content items 140, 144. As shown in FIG. 1, different content items 140, 144 being posted to the brand page 104 may be associated with different keywords 116, 120.

  In the conventional social networking system, the user connected to the brand page 104 is presented with each content item 140, 144 posted to the brand page 140. For example, the conventional branding page 104 sends the first content item 140 and the second content item 144 to the user. Therefore, the user connected to the brand page 104 which is not interested in running at all will be presented with the second content item 144 focused on running from the brand page 104 and other content items. This results in the user manually selecting content items from the brand page 104 to identify content items of interest to the user, as different users connected to the brand page 104 have different interests. It will be.

By associating the keywords 116, 120 with the content items 140, 144, the entity enhances the interaction between the social networking system user and the brand page 104. The keywords 116, 120 allow the entity to associate the content item with one or more features of the user for whom the entity wishes to present the content item, or
Allow users to associate with intimate features. In one embodiment, the keywords 116, 120 identify information in the user profile of the social networking system that identifies the characteristics of the user that the entity wishes to receive the content item. For example, the keywords 116, 120 associated with the content items 140, 144 cause the entity to direct the content items 140, 144 to users having one or more features specified by the keywords 116, 120. Alternatively, keywords 116, 120 identify topics or entities that the user may have intimacy or preferences. Thus, the keywords 116, 120 allow entities to better customize content from the branding page 104 to social networking system users.

  FIG. 1 illustrates an example of using keywords 116, 120 to customize content items provided by brand page 104 to a social networking system user. In FIG. 1, a first user 122 and a second user 126 are connected to a brand page 104. The social networking system 100 also includes a first user profile 124 of the first user 122 and a second user profile 128 of the second user 126. FIG. 1 shows a first user profile 124 having a stored interest "tennis" and a second user profile 128 having a stored interest "running". However, user profiles 124, 128 may also include additional information regarding the first user 122 and the second user 126.

  In FIG. 1, the social networking system 100 includes a content selector 170, which receives keywords 116, 120 from the brand page 104 and retrieves data from the first user profile 124 and the second user profile 124. Then, select content items for presentation to the first user 122 and the second user 126 through the brand page 104. The content selector 170 compares the user profile information of the user connected to the brand page 104 with the keywords 116 and 120. In one embodiment, the content selector 170 also receives from the brand page 104 a content identifier that identifies the content item associated with the keywords 116, 120. The content selector 170 then delivers the content item to users who have user profile information that matches one or more keywords, or are linked to a brand page 104 that has at least a threshold closeness to the keywords Do. In the example of FIG. 1, as the first user profile 124 identifies “tennis” as the interest of the first user 122 who matches the first keyword 116, the content selector 170 can generate the first content item 140. Are delivered to the first user 122. Similarly, because the second user profile 128 identifies "running" as the interest of the second user 126 who matches the second keyword 120, the content selector 170 may select the second content item 144 as a second content item. Distributed to user 126 of

  The example of FIG. 1 also illustrates customization of the content displayed to the first user 122 and the second user 126. For purposes of illustration, FIG. 1 shows a first news feed 132 delivered to a first user 122 and a second news feed delivered to a second user 126. However, in various embodiments, the content may be through a message to the user 122, 126, through a change in appearance of the brand page 104 when accessed by the user 122, 126, or through any other suitable delivery mechanism, etc. , May be delivered to the first user 122 and the second user 126 in various manners.

  In FIG. 1, the first user 122 is interested in “tennis,” which matches the first keyword 116. Thus, the first content item 140 is included in the first news feed 132 in addition to the additional story 148, which describes the actions taken by other social networking users connected to the first user 122 . As shown in FIG. 1, the first news feed 132 is a second news feed 132 because the first user 122 has no interest in “running” as specified by the second keyword 120. The content item 120 is not included. In other embodiments, the first news feed 132 also includes the second content item 120 at a location that is less prominent than the first content item 140. For example, the first content item 140 may be placed at the top of the first news feed 132 or visually distinguished from the second content item 144.

  Similarly, the second news feed 136 in FIG. 1 includes the second content item 144 because the second user 126 is interested in “running”, which is specified by the second keyword 120. The second news feed 136 also includes an additional story 152 that describes the actions of other users connected to the second user 126. In various embodiments, the second news feed 126 visually distinguishes the second content item 144 from the additional story 152.

  Thus, FIG. 1 illustrates an example of using keywords 116, 120 to customize content items from branding page 104 displayed in the news feeds of various users. In other embodiments, targeting criteria 116, 120 customize the appearance of brand page 104 when accessed by different users 122, 126, or messages regarding content sent from brand page 104 to different users 122, 126. Allow additional types of customization, such as customizing.

System Architecture FIG. 2 is a high level block diagram illustrating a system environment 200 of the social networking system 100. The system environment 200 includes one or more client devices 210, a network 220, one or more third party websites 230, and a social networking system 100. In alternate configurations, various and / or additional components may be included in system environment 200. The embodiments described herein may be applied to online systems other than social networking systems.

Client device 210 may receive one or more user input and may include one or more computing devices that transmit and / or receive data through network 220. In one embodiment, client device 210 is a conventional computer system, such as a desktop or laptop computer. In another embodiment, client device 210 may be a device having computer functionality, such as a personal digital assistant (PDA), a cell phone, a smart phone, or similar device. Client device 210 is configured to communicate through network 220. In one embodiment, client device 210 executes an application that allows a user of client device 210 to interact with social networking system 100. For example, client device 210 executes a browser application to enable interaction between client device 210 and social networking system 100 over network 220. In another embodiment, client device 210 interacts with social networking system 100 through an application programming interface (API) executing on the native operating system of client device 210, such as IOS (registered trademark) or ANDROID (registered trademark). .

Client devices 210 are configured to communicate through network 220, which includes any combination of local area and / or wide area networks, using both wired and wireless communication systems. In one embodiment, network 220 uses communication standard techniques and / or protocols. Thus, the network 220 uses technologies such as Ethernet, 802.11, Worldwide Interoperability for Microwave Access (WiMAX), 3G, 4G, CDMA, digital subscriber line (DSL), etc. Including links. Similarly, the networking protocols used in the network 220 are: multiprotocol label switching (MPLS), transmission control protocol / Internet protocol (TCP / IP), user datagram protocol (UDP) : User Datagram Protocol), Hypertext Transfer Protocol (HTTP: hypertext)
It includes transport protocol, simple mail transfer protocol (SMTP), and file transfer protocol (FTP). Data exchanged through the network 220 may be represented using techniques and / or formats including hypertext markup language (HTML) or extensible markup language (XML) . In addition, all or part of the link is encrypted, such as secure sockets layer (SSL), transport layer security (TLS), and Internet Protocol security (IPsec). It may be encrypted using standard techniques. The third party web site 230 may be coupled to the network 220 to communicate with the social networking system 100, which is further described below in conjunction with FIG.

  FIG. 3 is an exemplary block diagram illustrating one embodiment of the system architecture of social networking system 100. The social networking system 100 includes a user profile store 305, a content store 310, an action logger 315, an action log 320, a content selector 170, a news feed manager 325, an edge store 330, a display generator 335, and a web server 340. In other embodiments, the social networking system 100 includes additional, fewer or different modules for various applications. Conventional components, such as network interfaces, security functions, load balancers, failover servers, management and network operations consoles, etc. are not shown to avoid obscuring the details of the system architecture.

Each user of the social networking system 100 is associated with a user profile, and the user profile is stored in the user profile store 305. The user profile includes declarative information on the user explicitly shared by the user, and may also include profile information estimated by the social networking system 100. In one embodiment, the user profile includes a plurality of data fields, each data field describing one or more attributes of the corresponding user of the social networking system 100. A social networking system, including user profile information stored in user profile store 305, including biographical, artificial statistical, and other types of descriptive information such as work history, academic background, gender, hobbies or preferences, location etc. Describe 100 users. The user profile may also store other information provided by the user, such as, for example, an image or a video. In a particular embodiment, the image of the user may be tagged with the identification of the user of the social networking system 100 displayed on the image. The user profile in the user profile store 305 may also be performed on content items in the content store 310 and maintain a reference of the action by the corresponding user stored in the action log 320.

  While user profiles in the user profile store 305 are frequently associated with individuals, which allow humans to interact with each other through the social networking system 100, user profiles are also entities such as companies or organizations May be stored. Thereby, the entity establishes its presence in the social networking system 100 to interact with other social networking system users to exchange content. Entities post information about their products about themselves, or provide other information to users of the social networking system using branding pages associated with the entity's user profile. Other users of the social networking system connect to the branding page to receive information posted to the branding page or to receive information from the branding page. The user profile associated with the branding page can include information about the entity itself, providing the user with background or information data about the entity.

  Content store 310 stores content items associated with user profiles, such as images, videos, and audio files. Content items from content store 310 may be displayed when a user's profile page is viewed, when a branding page is viewed, or when other content is viewed. For example, the content item displayed may indicate an image or video associated with the user profile or may indicate text describing the user's situation. These content items may be presented to the user in various communication channels. Examples of communication channels include branding pages, news feeds including content items from users or entities, email, text messaging, notifications sent by the social networking system 100, sending content items to devices associated with the user Includes push notification channel or other suitable communication channel.

  In addition, the other content item may be a user, an object, an activity, or a function of the social networking system 100, or a user may invite a new user to the system to expand his connection to the other user. Encourage user engagement by encouraging them to interact with the social networking system 100 by displaying content related to the. Examples of social networking content items are proposed connections or suggestions to perform other actions, media provided to the social networking system 100, or media maintained thereby (eg, photos or videos), by the user Provided by a status message or link posted to a social networking system, an invitation, an event, an item in the user's wish list, a group, a page (for example, representing an organization or business entity), a deal, a coupon, and a social networking system Or any other content accessible through it.

  Content store 310 also includes one or more brand pages associated with the user profile of the entity. The brand page includes the content associated with the entity and instructions for presenting the content to the social networking system user. For example, the branding page identifies content associated with the user profile of the entity and information describing how to present the content to a user viewing the branding page. Content item store 310 also stores one or more keywords associated with each content item in content store 310. The keywords may be targeting criteria identifying one or more features of the user to whom the content item is to be delivered. Alternatively, the keyword can identify the topic or feature associated with the content so that the user's intimacy with one or more of the keywords can be determined to indicate the likelihood that the user is interested in the content Do.

  The action logger 315 receives communications regarding user actions within and / or outside the social networking system 100 and captures information regarding the user actions in the action log 320. Such actions include, for example, adding a connection to another user, sending a message to another user, uploading an image, reading a message from another user, another user, among others. Viewing content associated with the user, participating in an event posted by another user. In one embodiment, action logger 315 identifies the interaction between the social networking system user and the brand page in social networking system 100, which is on the brand page to customize the content presented through the brand page. The targeting criteria associated with the content are communicated to the content selector 170. In addition, the actions described in connection with other objects are directed to particular users, such that they are also associated with those users. These actions are stored in the action log 320.

  The action log 320 may be used by the social networking system 100 to track user actions on the social networking system 100 as well as on external websites that communicate information to the social networking system 100. A user on the social networking system 100 includes commenting on posts, sharing links, checking in to physical locations through mobile devices, accessing sequential content items, or other interactions. Interact with various objects of Information describing these actions is stored in action log 320. Further examples of interactions with objects in the social networking system 100 included in the action log 320 include commenting on photo albums, communication between users, becoming a fan of musicians, adding events to a calendar, groups Including subscribing to, becoming a fan of branding pages, creating events, authorizing applications, using applications, and engaging in transactions. In addition, action log 320 records user interactions with advertisements on social networking system 100 and other applications operating on social networking system 100. In one embodiment, data from the action log 320 is used to estimate the user's interests or preferences so as to expand the interests included in the user profile so that the user's preferences can be more fully understood. .

The action log 320 also stores user actions that take place on external websites. For example, an e-commerce website that primarily sells sporting goods at a discounted price identifies users of social networking system 100 through social plugins that allow the e-commerce website to identify users of social networking system 100. Because the users of the social networking system 100 can be uniquely identified, an e-commerce website, such as this sporting goods retailer, uses information about the users as they browse the website. The action log 320 records data about these users, including web page browsing history, advertisements involved, purchases made, and other patterns from shopping and purchasing.

  The newsfeed manager 325 selectively provides content to users of the social networking system 100 and records consumption of content by the users. In one embodiment, the news feeds manager 325 generates a tori that describes to the user the actions taken by other users of the social networking system 100 connected to that user. In one example, the news feed generated by the news feed manager 325 for a user includes comments made by other users to which the user is connected. In another example, the generated news feed may be content posted to social networking system 240 by another user of the social networking system connected to the user, or another user conducted by another user connected to the user Includes action. New news feed stories generated by the news feed manager for the user may be ranked and stored by the social networking system 100. Newsfeed manager 325 communicates with client device 210 over network 220 to provide content to users of social networking system 100.

  In one embodiment, the news feed manager 325 provides content such as inline frames (iframes) to the third party website 230 through a social plug-in, and the social networking system for the entity associated with the third party website 230 Provide content posted on 100. As an example, a business entity creating a branding page in the social networking system 100 may use a social plug-in installed on the third party website 230 to third-order content items posted to the branding page news feed in the social networking system 100. It may try to publish it on the party website 230. Thus, content items posted to a brand page may be communicated to users connected to the brand page using various techniques. The content item may be included in a news feed presented to users in different domains, such as within the domain of a social networking system or a domain associated with a third party website 230. In addition, the news feed manager 325 delivers the content items associated with the brand page to the user through a push channel that communicates the content items to the application running on one or more client devices 210.

  In one embodiment, edge store 330 stores information in the edge object that describes the connection between the user on social networking system 100 and other objects. Some edges may be defined by the user, allowing the user to specify its relationship with other users. For example, the user may generate edges with other users, such as friends, co-workers, spouses, etc., that are equivalent to their real-life relationships. The other edge represents interest in pages of the social networking system, shares links with other users of the social networking system, comments on posts made by other users of the social networking system, etc. within the social networking system 100 Generated when the user interacts with the object of.

  The edge store 330 stores edge objects including information about edges, such as objects, interests, and familiarity with other users. Intimacy, or intimacy, is calculated by the social networking system 100 over time to estimate the intimacy of the user with objects, interests, and other users in the social networking system 100 based on actions taken by the user. May be An example of an action used to calculate a user's intimacy with another user, brand page, or keyword is the user comments on a keyword or a photo associated with another user, the user is a brand page or user Associating the content on the profile as “Like”, the user posting content to the brand page or user profile, frequency of interaction between the user and the brand page or interaction with the content associated with the keyword, the user Share content associated with the keyword or another user, subscribe a user associated with the user or the keyword, or any other suitable action. U.S. Patent Application filed on Dec. 23, 2010, the calculation of intimacy, which is incorporated herein by reference in its entirety, describes various systems for predicting intimacy of a user for content in a social networking system No. 12 / 978,265. Multiple interactions between the user and a particular object may be stored in one edge object in edge store 330 in one embodiment. In one embodiment, connections between users may be stored in user profile store 310 and user profile store 310 may access edge store 330 to determine connections between users.

  The web server 340 links the social networking system 100 to one or more client devices 210 and one or more third party websites 230 through the network 220. The web server 340 provides services to web pages and other web related content such as Java, Flash, XML, etc. Web server 340 may communicate, for example, instant messages, queue messages (eg, emails), text and short message service (SMS) messages, or any other appropriate between social networking system 100 and client device 210. Provide the ability to receive and route messages, such as messages sent using messaging techniques. The user sends a request to the web server 340 to upload information, such as, for example, an image or video stored in the content store 310. In addition, the web server 340 provides API functionality to send data directly to the native client device operating system, such as iOS®, ANDROID®, webOS®, or RIM.

  Content selector 170 identifies content items from content store 310 for presentation to users of the social networking system based on the content items and keywords associated with the information stored in the user profile. In one embodiment, the content selector 170 selects the content to be posted to the brand page delivered to the user by determining whether the user has the features specified by the keyword. For example, the content selector 170 compares the interest identified by the user profile to targeting criteria associated with the content. Alternatively, content selector 170 selects content to be posted on the brand page for presentation to the user based on the user's intimacy with the keywords associated with the content.

In one embodiment, the content selector 170 communicates with the content store 310, the user profile store 305, and / or the action log 320 to match keywords associated with the content or information associated with the keywords Identify content from the branding page for delivery to the social networking system user in response to the user having in the user profile. As one example, the content selector 170 identifies one or more interests of the user connected to the brand page from the user profile associated with the user. In one embodiment, the content selector 170 can identify the user's interest based on the interaction between the user retrieved from the action log 320 and the brand page, such that the content selector 170 can Use brand page specific interactions to confirm interest. Content selector 170 communicates with user profile store 305 to modify the user's profile to include the interest identified by content selector 170 from user interaction with the brand page. For example, the interaction between the user and the content on the brand page that is associated with or contains a keyword causes the content selector 170 to be interested in the keyword by the user and update the user profile store 305 accordingly Make a decision.

  Once the user's interest is determined, the content selector 170 determines whether one or more of the interest matches one or more keywords associated with the content item posted to the brand page. Content items associated with keywords that match the user's interests, such as targeting criteria, are then delivered to the user by the content selector 170. Thus, the content selector 170 uses the data from the user profile store 305 and / or the action log 320 to designate the user connected to the brand page by the keywords associated with the content posted to the brand page Determine if it has at least one feature. For example, content associated with a keyword specifying an action, a location, an event, an interest, a connection, or any other suitable feature that matches the features of the user is selected for presentation to the user. This makes it possible to customize the content delivered to the user connected from the brand page based on the characteristics of the user. Examples of content delivered to users include: promotional information provided by entities describing products and services, product reviews, images or posts from other users describing interactions with entities, entities and / or entities Includes other social objects that describe the offered product or service.

  In another embodiment, the content selector 170 communicates with the edge store 330 to determine the intimacy of the user for keywords associated with content posted to the brand page. Content selector 170 identifies content items posted to branded pages associated with keywords that the user has the highest intimacy or that the user has at least a threshold of intimacy. To personalize the user's interaction with the brand page, the content item content posted on the brand page presented to the user, the content item selected based on the user's intimacy, the brand page, the news feed story, the email , Through text messages, or using any other suitable communication channel. Presenting content items posted on the brand page based on the user's intimacy with the brand page increases the possibility that the user is interested in viewing the presented content items, and interacts with the brand page There is also a possibility that

The display generator 335 determines when the user of the social networking system 100 has requested that the information be displayed, and cooperates with the content selector 170 to customize the content for the user requesting the content. Display For example, a user can navigate within the social networking system 100 to a brand page, and the display generator 335 changes the appearance of the brand page based on data from the content selector 170. In one embodiment, display generator 335 retrieves the content identified by content selector 170 from content store 310 and displays the retrieved content to provide the user with a customized page experience based on the user's profile or interests. Do. For example, the content item displayed when a user browses a brand page is more likely to be the content item associated with the keyword that the user matches, or the content item associated with the keyword for which the user has threshold intimacy. It is changed to be displayed prominently. Display generator 335 provides a web page or some other suitable display format for presenting content to the user through client device 210. The display generator 355 notifies the content item selector 170 when a display is generated in response to a request from the user.

Selecting Content Items to Provide to Social Networking System Users FIG. 4 shows an interaction diagram of a method 400 for selecting content associated with a branding page for presentation to social networking system users. In one embodiment, the social networking system 100 receives 405 content for posting to a brand page through the web server 340. For example, the social networking system 100 receives articles, advertisements, videos, audio files, or other content from an entity for posting to a brand page. In addition to the content, web server 340 receives 405 one or more keywords associated with the content. The keywords describe the content and / or describe one or more features of the social networking system user for whom the content is presented. Content received by web server 340 is communicated 410 to content store 310 where the content is stored. In one embodiment, the received keyword is communicated 415 to the content selector 170. Alternatively, the keywords may be communicated to the content store 310, and the content selector 170 subsequently receives the keywords from the content store 310.

  To access the brand page or to access content associated with the brand page, the social networking system user sends a request from the client device 210 for access to the brand page to the web server 340 of the social networking system 100 (420). The request includes an identifier of the social networking system user, and the web server 340 uses the identifier to request the user profile associated with the social networking system user from the user profile store 305 (425). Once identified, the user profile is communicated 430 from the user profile store 305 to the content selector 170. Additional information associated with the user, such as actions from the action log 320 and / or edges from the edge store 330 may be communicated to the content selector 170.

  Based on the keywords associated with the content posted on the brand page and information from the user profile, the content selector 170 selects 435 the content posted to the brand page for presentation to the user. Keywords can identify criteria such as interests, actions, places, connections, types of connections, events, groups, or other information, and the content selector 170 is associated with information from a user profile or user Compare information to keywords. Content posted to the brand page and associated with one or more keywords matching the information in the user profile is selected for presentation to the user (435).

  Alternatively, the keywords identify features of the content so that the entity providing the content can associate topics, products, events, brands, people, entities, or other information with the content. The content selector 170 may retrieve from the edge store 330 the intimacy of the user for one or more keywords associated with the content posted on the brand page, and use the intimacy to present it to the user Select the content posted on the brand page (435). Since the closeness of the user to the keyword is an indicator of the possibility that the user is interested in the content associated with the keyword, the content selector 170 selects the content based on the closeness of the user (435). Increase the likelihood that the user is interested in the selected content. In one embodiment, the content selector 170 selects (435) content that is associated with a keyword that the user has at least a threshold affinity. Alternatively, content selector 170 selects 435 the content associated with the keyword that the user has the highest intimacy with respect to the other keyword.

  Content selector 170 identifies 440 selected content posted to content store 310. For example, content selector 170 retrieves the content corresponding to the selected content identifier from content store 310. The content posted to the selected brand page is communicated from the content store 310 to the web server 340 (445), and the web server 340 presents the selected content to the client device 210 associated with the user (450) . Alternatively, the content selector 170 communicates the content identifier associated with the selected content posted on the brand page to the web server 340, and the web server 340 retrieves the content corresponding to the content identifier from the content store 310. The retrieved content is then presented to client device 210 (450).

  Selected content posted to the branding page may be presented 440 to the client device 210 in various manners. For example, the selected content may be displayed to the user by customizing the content included in the representation of the brand page shown to the user accessing the brand page. The representation of the branding page can include the selected content, not other content associated with the branding page, or the representation of the branding page is associated with the selected content and the branding page Visually distinguish from other content. This personalizes the content presented to the user through the branding page and enhances the likelihood that the user interacts with the branding page. Alternatively, one or more stories describing the selected content may be sent to the user in a news feed. In another example, a message containing the selected content or describing the selected content item is sent to the client device 210 associated with the user. Messages may be any suitable, such as through text messages, through email, through social plug-ins included on web pages of domains outside of social networking system 100, through push notification channels, or through any other suitable communication technique. May be sent using any communication channel.

FIG. 5 shows a flowchart of an embodiment of a method 500 for selecting content associated with a brand page for presentation to a social networking system user. The brand page associated with the entity is stored 505 by the social networking system 100. For example, the branding page is stored 505 in the content store 310 of the social networking system 100. The social networking system 100 also stores the connection between the user profile of the user of the social networking system and the user profile (
510). One or more of the user profiles have links to brand pages. Content for posting to a brand page and keywords associated with the content are retrieved (515). As described above, the one or more keywords may be targeting criteria that define at least one feature of the social networking system user, such as the interests of the social networking system user. Another example of targeting criteria is that a social networking system user submits content about an entity-specific topic or product, and indicates that it is preferred for a product or post (ie, "likes" for a product or post. ), Sending a post to another social networking system user, or any other interaction with the branding page or content on the branding page. The one or more keywords describe features of the content, such as topics, events, users, entities, or other information about the content. Keywords may be specified by the entity associated with the brand page.

  The social networking system 100 receives 520 a request from a user for accessing a brand page. For example, the user requests the client device 210 to browse the brand page. The request includes an identifier of the social networking system user and is used to identify the user profile associated with the user maintained by the social networking system 100. Once identified, the user profile is communicated 430 from the user profile store 305 to the content selector 170. Additional information associated with the user, such as actions from the action log 320 and / or edges from the edge store 330 may be communicated to the content selector 170.

  Based on the keywords associated with the content posted on the brand page and the information from the user profile, the content posted on the brand page is selected for presentation to the user (525). As described above, the keywords identify criteria such as interests, actions, places, connections, types of connections, events, groups, or other information. Thus, content associated with keywords matching user profile information or other information associated with the user is selected for presentation to the user (435). Alternatively, the keywords may identify features of the content, allowing entities providing the content to associate topics, products, events, brands, people, entities, or other information with the content. Thus, as described further above, the intimacy of the user to various keywords is determined, and the content is selected based on the intimacy of the user to one or more keywords associated with the content. . For example, content associated with a keyword that the user has at least a threshold affinity is selected (525). Alternatively, the content associated with the keyword that the user has the highest intimacy with respect to the other keyword is selected (525). The selected content is presented 530 to the user as described above in conjunction with FIG.

6A to 6C illustrate examples of operations for changing the appearance of a brand page based on keywords associated with content posted to the brand page. FIG. 6A shows an example of a conventional displayed brand page 604. In one embodiment, the conventional displayed brand page 604 is an entity identifier 608, such as a name, logo, image, video, or other information identifying an entity associated with the conventional displayed brand page 604. including. The conventional displayed brand page 604 includes a plurality of content items 612, 616, 620. Often, multiple content items 612, 616, 620 provide a wide variety of information, so content items 612, 262, 6
Some of the 20 have little value for social networking system users browsing brand pages. In the example of FIG. 6A, brand page 604 is associated with a sports equipment provider, and content items 612, 616, 620 describe various products provided by the sports equipment provider. For example, content item 612 provides a review of tennis racquets sold by sports equipment providers. Another content item 616 provides instruction on swimming techniques, and a further content item 620 advertises the current sale of running shoes by the sports equipment provider.

  While a variety of social networking system users may have varying degrees of interest in different sports described by content items 612, 616, 620, conventionally displayed brand page 604 may be displayed for each content item 612. , 616, 620 to each viewing user. This requires the user to sort through the plurality of content items 612, 616, 620 in order to find content of interest.

  FIG. 6B shows a customized brand page 624 for the viewing user based on the keywords associated with content item 628, 632. In FIG. 6B, the keywords associated with the content items 628, 632 are targeting criteria, and the branding page 624 makes the content items associated with the targeting criteria satisfied by the viewing user more prominently displayed. Be customized. For example, if the viewing user's profile includes an interest in tennis, content items 628 associated with targeting criteria defining an interest in tennis are displayed more prominently. For example, the branding page 624 displays the content item 628 near the top of the branding page 624 so that the browsing user can more easily find the content item 628. Alternatively, the keyword associated with the content item 628 is such that the content item 628 is associated with tennis to identify that the viewing user has at least a threshold closeness to tennis based on the user's user profile , Brand page 624 is customized to visually distinguish content item 628 from other content items. In FIG. 6B, the brand page 624 also displays another content item 632 that is associated with targeting criteria that the viewing user does not meet, but displays the other content item 632 less prominently. For example, the other content item 632 may be displayed below the brand page 624 to display reduced information or to distinguish it from content 628 associated with targeting criteria that the user is satisfied. In other embodiments, the other content item 632 may be obscured or not displayed to reduce the amount of information presented to the viewing user.

FIG. 6C shows a further example brand page 636 customized for the viewing user based on the keywords associated with the content item. In FIG. 6B, a brand page 636 is a content item associated with a keyword that is a targeting criterion that is not satisfied by the viewing user, or a keyword that identifies features that the viewing user does not meet threshold closeness Customized to reduce the display of. For example, the brand page 636 displays content items 632 associated with targeting criteria that specify an interest in running if the viewing user's profile includes an interest in running. To increase the viewer's attention to content item 632, the branding page is associated with keywords that identify features that the viewer does not match or that the user does not meet threshold closeness. Instead of displaying the content item being displayed, an additional content message 644 is displayed. The viewing user views additional content items by accessing the additional content message 644.

  In one embodiment, the user profile includes information that describes how the display of the branding page is customized. For example, the user profile includes preference information indicating whether to customize the branding page as shown in FIGS. 6B, 6C, or customizing the branding page in another suitable manner. Thus, by customizing the appearance of the branding page, the branding page makes the content more accessible to different users based on user characteristics. This customized presentation of content augments the user's interaction with the brand page and further strengthens the relationship between the user and the entity associated with the brand page.

  As explained above, the owner or administrator of the branding page social networking various content items (such as posted text, photos or photo albums, videos, transactions, coupons, events or invitations to events) Post to the system. The social networking system then determines whether the user of the social networking system that established the connection to the brand page may be presented with a particular one of those posted content items. For example, the owner or administrator of the branding page can associate the posted content item with the targeting criteria, match the targeting criteria with the user's profile, and the content item may be presented to the user Decide. Alternatively, the system predicts the intimacy that the user will have for a particular posted content item, and uses that intimacy to determine whether the content item may be presented to the user . US patent application Ser. No. 12 / 978,265, filed Dec. 23, 2010, which is incorporated herein by reference in its entirety, is directed to various systems for predicting intimacy of a user for content in a social networking system. Describe. By selectively providing content items posted in relation to the brand page to the user who established the connection with the brand page, the social networking system further deepens the relationship with the user's brand page To personalize the user experience.

SUMMARY The foregoing description of the embodiments of the present invention has been presented for the purpose of illustration and is not intended to be exhaustive or to limit the invention to the precise form disclosed. It will be understood by those skilled in the art that numerous modifications and variations are possible in light of the above disclosure.

  A portion of this description describes the embodiments of the invention in terms of algorithms and symbolic representations of operations on information. These algorithmic descriptions and representations are commonly used by those skilled in the data processing arts to effectively convey the substance of their work to others skilled in the art. Although these operations are described functionally, computationally or logically, it should be understood that they can be implemented by computer programs or equivalent electronic circuits, microcode etc. Furthermore, it has also proven convenient in some cases to refer to the arrangement of these operations as a module without loss of generality. The operations described and their associated modules may be embodied in software, firmware, hardware, or any combination thereof.

Any of the steps, operations, or processes described herein may be implemented or implemented in one or more hardware or software modules, alone or in combination with other devices. In one embodiment, a software module is implemented in a computer program product that includes a computer readable medium including computer program code that can be executed by a computer processor to perform some or all of the described steps, operations, or processes. Be done.

  Embodiments of the present invention also relate to an apparatus for performing the operations described herein. The device may be specially constructed for the required purpose and / or the device may be a general purpose computing device selectively enabled or reconfigured by a computer program stored in the computer. It can also be included. Such computer programs may be stored on a non-transitory tangible computer readable storage medium, which may be coupled to a computer system bus, or any type of medium suitable for storage of electronic instructions. Furthermore, any computing system referenced herein may be a single processor or an architecture that employs a multiprocessor design to enhance computing power.

  Embodiments of the present invention also relate to products produced by the computing processes described herein. Such products may include information resulting from computing processes, wherein the information is stored in a non-transitory tangible computer readable storage medium, computer program product or other data described herein. Including any embodiment of the combination.

  Finally, the terminology used herein is chosen primarily for the sake of readability and teaching, and is not chosen to accurately outline or limit the subject matter of the present invention. Accordingly, it is intended that the scope of the present invention be limited not by this detailed description, but by any claims presented in the application based on the present specification. Accordingly, the disclosure of embodiments of the present invention is intended to be illustrative, not limiting, of the scope of the present invention, which is set forth in the following claims.

Claims (34)

Storing the branding page associated with the entity in the social networking system;
Storing in the social networking system one or more user profiles of the users of the social networking system and a set of connections between the users, wherein one or more of the users further comprise the social networking system in the social networking system. A user connected to a brand page and connected to the brand page receives an update by the social networking system when a content item is posted to the brand page by the entity;
The social networking system receiving from the entity a plurality of content items for posting on the brand page associated with the entity, wherein each content item is one or more keywords describing the content item And wherein the one or more keywords are targeting criteria that define one or more features of the user that the entity wishes to present the content item .
Receiving from the user connected to the brand page a request for viewing the brand page associated with the entity, the social networking system;
Accessing the user profile associated with the user requesting the browsing of the brand page by the social networking system;
The social networking system is based on keywords associated with each of the plurality of content items and the user profile associated with the user requesting to browse the brand page associated with the entity. Selecting a content item from the plurality of content items received from the entity , wherein the user profile includes the one or more features that satisfy the targeting criteria for presenting the content item. A content item selection process indicating having
Selecting from the selected content item the content item associated with the one or more keywords for which the user has at least a threshold closeness;
Generating a personalized representation of the brand page associated with the entity for the user requesting browsing of the brand page, wherein the social networking system is configured to personalize the brand page A representation includes one or more of the selected content items, and having a customized appearance for the user when the user visits a brand page,
Sending a personalized presentation representation of the branding page to a user requesting browsing of the branding page for display, the personalized presentation presentation process. The computer according to claim 1 , wherein the targeting criteria is selected from the group comprising interests, locations, events, types of connections, additional users, actions, employers, educational institutions, intimacy, and any combination thereof. How it was implemented   The computer-implemented method of claim 1, wherein the keywords associated with the content item include features that describe the content item.   The computer-implemented method of claim 1, wherein the keywords are selected from the group comprising topics, products, users, entities, events, and any combination thereof. The personalized expression sending step is:
The computer-implemented method of claim 1, comprising displaying the selected content item to visually distinguish the selected content item from additional content items. The personalized expression sending step is:
Including the story associated with the selected content item in a news feed sent to an electronic device, wherein the electronic device is associated with the user having a user profile connected to the brand page The computer implemented method of claim 1, comprising the steps of: The personalized expression sending step is:
The computer-implemented method of claim 1, comprising transmitting a message including the selected content item to an electronic device associated with the user having a user profile connected to the brand page. The content item selection process is
The computer-implemented method of claim 1, comprising matching the features of the user profile associated with the user requesting browsing of the brand page with at least one keyword associated with a content item. How it was done. The content item selection process is
Determining the intimacy of the user requesting browsing of the brand page for keywords associated with each of the plurality of content items;
Selecting the content item based on the determined intimacy, the content item selection step. Storing in an action log data describing one or more interactions between the user requesting browsing of the brand page and the generated personalized personalized representation of the brand page, the stored step Data is associated with the user profile associated with the user requesting browsing of the brand page;
The one or more intimacy of the user requesting browsing of the brand page, the generated and personalized representation of the user profile and the brand page associated with the user requesting browsing of the brand page, and The computer-implemented method of claim 1, further comprising: updating based on the one or more interactions between. Storing in the social networking system one or more user profiles of users of the social networking system and a set of connections between the users, wherein one or more of the users are further branding pages within the social networking system A user connected to the brand page receives an update by the social networking system when a content item is posted to the brand page by an entity associated with the brand page;
Receiving, from the browsing user connected to the brand page, a browsing request for browsing the brand page associated with the entity by the social networking system;
The social networking system retrieving keywords associated with a plurality of content items posted to the brand page associated with the entity;
The social networking system retrieving a user profile associated with the viewing user, the user profile being associated with the viewing user maintained by the social networking system;
The social networking system may include content from the plurality of content items received from the entity based on the keyword associated with each of the plurality of content items and the user profile associated with the viewing user. A content item selection step of selecting an item, the user profile indicating that the viewing user has the one or more features that meet the targeting criteria for presenting the content item;
Selecting from the selected content item the content item associated with the one or more keywords in which the viewing user has at least a threshold closeness;
Generating a personalized representation of the brand page associated with the entity for the browsing user requesting the browsing of the brand page, wherein the social networking system is configured to personalize the brand page The representation includes one or more of the selected content items, and having a customized appearance for the user when the user visits a brand page,
A content item presenting step, wherein the social networking system presents the generated personalized representation of the brand page to the viewing user for display. The computer-implemented method of claim 11 , wherein the keywords associated with the content item include targeting criteria defining one or more features of the social networking system that qualify for being presented the content item. . The computer according to claim 12 , wherein the targeting criteria are selected from the group comprising interests, places, events, types of connections, additional users, actions, employers, educational institutions, intimacy, and any combination thereof. How it was implemented The computer-implemented method of claim 11 , wherein the keywords associated with the content item include features that describe the content item. 15. The computer-implemented method of claim 14 , wherein the keywords are selected from the group comprising topics, products, users, entities, events, and any combination thereof. The content item presentation process
12. The method of claim 11 including the step of including a story associated with the selected content item in a news feed sent to an electronic device, the electronic device being associated with the viewing user. The computer-implemented method described in. The content item presentation process
The computer-implemented method of claim 11 , comprising transmitting a message including the selected content item to an electronic device associated with the viewing user. The content item selection process is
The computer-implemented method of claim 11 , comprising matching the features of the user profile associated with the viewing user with at least one keyword associated with a content item. The content item selection process is
Determining the intimacy of the viewing user for keywords associated with each of the plurality of content items;
Selecting a content item based on the determined intimacy, the computer-implemented method of claim 11 . Storing the branding page associated with the entity in the social networking system;
Storing in the social networking system one or more user profiles of the users of the social networking system and a set of connections between the users, wherein one or more of the users further comprise the social networking system in the social networking system. A user connected to a brand page and connected to the brand page receives an update by the social networking system when content is posted to the brand page by the entity;
Posting content associated with one or more keywords to the brand page associated with the entity;
The social networking system receiving a request for access to the brand page from a browsing user connected to the brand page;
The social networking system, the content posted on the brand page one and or more keywords associated with the content, a step of selecting, based on said user profile associated with the access user The content selection step, wherein the user profile indicates that the browsing user has the one or more features that satisfy the target criteria for presenting the content ;
Selecting, from the selected content, the content associated with the one or more keywords in which the user has at least a threshold closeness;
Generating a personalized representation of the brand page associated with the entity for the user requesting browsing of the brand page, wherein the social networking system is configured to personalize the brand page A representation includes one or more of the selected content, and having an appearance customized for the user when the user visits a brand page,
The social networking system presenting the generated personalized representation of the brand page to the viewing user for display. A social networking system,
A content store (310) for storing brand pages associated with the entity;
A user profile store (305) for storing in the social networking system one or more user profiles of users and a set of connections between the users, wherein one or more of the users are further within the social networking system Users connected to the brand page at and connected to the brand page receive updates by the social networking system when content is posted to the brand page by the entity,
The content store (310) is configured to receive content for posting to the brand page associated with the entity, and the content is associated with targeting criteria defining the interest of the user of the social networking system Said user profile store (305) being
In order to access the one or more user profiles including a connection to the brand page, and a user profile of a browsing user from the one or more user profiles including a connection to the brand page, to the user profile of the browsing user A content selector (170) for determining based in part on whether or not to have an interest defined by the targeting criteria;
The content selector (170) selects content associated with the interest based on the viewing user having at least a threshold of intimacy with the interest;
The content selector (170) generates a personalized representation of the brand page associated with the entity for the user requesting browsing of the brand page, the personalized representation of the brand page being: Contains one or more of the content, and has a customized appearance for the user when the user visits a brand page,
The content selector (170) is associated with the viewing user for displaying the personalized personalized representation of the brand page in response to determining that the viewing user's user profile has the interest And (d) said content selector (170) configured to be delivered to an electronic device (210). The user profile store (305) is configured to store keywords associated with the user profile, and the content selector (170) is configured to store the user profile for the viewing user defined by the targeting criteria. 22. The social networking system of claim 21 , configured to match a keyword of the user profile of the viewing user to a keyword of the targeting criteria to determine whether to have. An action logger (315) for storing in an action log data describing one or more actions performed by a viewing user including interactions between the viewing user and the brand page, the stored data Includes an action logger (315) associated with the user profile of the viewing user,
The content selector (170) is configured to determine whether the user profile of the viewing user has the interest defined by the targeting criteria based on the action performed by the user. A social networking system according to claim 21 or 22 . The news feed manager (325) configured to communicate with a plug-in installed on a third party website (230) to publish the content received by the content store (310) The social networking system of any one of 21-23 . A display generator (335) for determining when the viewing user requested the information to be displayed, the user profile of the viewing user from the one or more user profiles comprising a connection to the brand page, In order to determine whether it has an interest defined by the targeting criteria based in part on the user profile of the viewing user, and to distribute the content by changing the appearance of the brand page The social networking system according to any of the claims 21 to 24 , comprising a display generator (335) configured to cooperate with the content selector (170). Storing the branding page associated with the entity in the social networking system;
Storing in the social networking system one or more user profiles of the users of the social networking system and a set of connections between the users, wherein one or more of the users further comprise the social networking system in the social networking system. A user connected to a brand page and connected to the brand page receives an update by the social networking system when content is posted to the brand page by the entity;
The social networking system receiving content from the entity for posting to the brand page associated with the entity, the content defining targeting criteria of a user of the social networking system A content receiving process associated with the
Accessing the one or more user profiles including a connection to the brand page in response to the content receiving step by the social networking system;
The social networking system is configured such that a user profile of a browsing user from the one or more user profiles including a link to the brand page is defined by the targeting criteria based in part on the user profile of the browsing user An interest determination step of determining whether or not to have an interest;
Selecting the content associated with the interest based on the viewing user having at least a threshold closeness of the interest;
Generating a personalized representation of the brand page associated with the entity for the user requesting browsing of the brand page, wherein the social networking system is configured to personalize the brand page A representation includes one or more of the content, and having a customized appearance for the user when the user visits a brand page;
Associating the generated personalized representation of the brand page with the browsing user for display by sending a message in response to determining that the user profile of the browsing user has the interest 26. A computer-implemented method for use in a system according to any one of claims 21 to 25 , comprising the steps of: delivering content to an electronic device. The content distribution process
27. The computer-implemented method of claim 26 , including a content display step of displaying the content on the brand page when the viewing user accesses the brand page by the electronic device. In the content display process,
Displaying the content such that the content is visually distinguished from second content associated with the targeting criteria that is not included in the user profile of the viewing user. 28. The computer implemented method of claim 27 , comprising. The interest determination step is
29. The computer-implemented method of any of claims 26-28 , comprising matching the keywords of the user profile of the viewing user with the keywords of the targeting criteria. Storing further in an action log data describing one or more interactions between the browsing user and the brand page, the stored data being associated with the user profile of the browsing user, 30. The computer implemented method of any of claims 26-29 . The content distribution process
31. The computer-implemented method of any of claims 26-30 , comprising delivering a story associated with the content to the electronic device associated with the viewing user. Determining whether the user profile of the viewing user has the features defined by the targeting criteria;
Accessing an action log including an action performed by the viewing user;
Determining whether the user profile of the viewing user has features defined by the targeting criteria based on the action performed by the viewing user and the user profile of the viewing user; 32. A computer implemented method according to any one of claims 26 to 31 , comprising. The features include one or more of interest, demographic information, membership of a group of users of the social networking system, and actions performed by the viewing user, wherein the action performed by the viewing user is the viewing 34. The computer-implemented method of claim 32 , comprising interaction between a user and the brand page. A computer readable storage medium storing executable computer program instructions, wherein the instructions implement the method according to any one of claims 26 to 33 .

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