Entity Responsiveness Metric for Sponsored Content Interaction

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Solution Overview

Problem

Online systems face revenue and interaction decreases due to publishing users' low responsiveness to messages, leading to decreased user engagement and communication, as users are less likely to interact with sponsored content from unresponsive entities.

Innovation Solution

An online system evaluates and displays an entity's responsiveness to messages by calculating response times and determining a responsiveness metric, which is then visually indicated alongside sponsored content items, incentivizing users to interact with more responsive entities.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Productivity

If publishing users sponsor content to gain public attention and persuade users to take action, then revenue and user interaction increase, but if publishing users have low responsiveness to messages, then user engagement decreases and revenue decreases

Engineering Contradiction:

Improveuser interaction with sponsored contentVSAvoidpublishing user responsiveness to messages

Core Design Contradiction:

ProductivityVSReliability

Solution Approach 1:

The system implements feedback by calculating and displaying responsiveness metrics that show users how quickly publishing users respond to messages. This feedback loop allows users to see which sponsored content creators are responsive, influencing their interaction decisions and encouraging publishing users to improve their response times to maintain higher engagement rates.

Inventive Principle:

Principle #23Feedback

Solution Approach 2:

The system uses visual indicators with different colors to represent responsiveness levels of publishing users. These color-coded indicators provide immediate visual feedback to users about which sponsored content creators are most responsive, making it easy to identify and engage with reliable publishing users while discouraging interaction with unresponsive ones.

Inventive Principle:

Principle #32Color changes

2Loss of information

If users transmit messages to publishing users via links in sponsored content, then communication between users and publishing users increases, but if publishing users do not respond or respond after lengthy delays, then users are less likely to subsequently transmit messages

Engineering Contradiction:

Improvecommunication between users and publishing usersVSAvoidresponse time of publishing users

Core Design Contradiction:

Loss of informationVSLoss of time

Solution Approach 1:

The system performs preliminary action by calculating responsiveness metrics before users send messages to publishing users. By displaying these pre-calculated metrics alongside sponsored content, users can make informed decisions about which publishing users are worth contacting, avoiding time-wasting interactions with unresponsive users and prioritizing communication with responsive ones.

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The system provides feedback to users about publishing user response times through visual indicators. This feedback mechanism helps users understand which publishing users are likely to respond quickly, enabling them to allocate their communication efforts more effectively and reduce time loss from sending messages to unresponsive users.

Inventive Principle:

Principle #23Feedback

3Loss of energy

If the online system displays sponsored content to users, then revenue increases, but if the sponsored content is from unresponsive publishing users, then user interaction and subsequent revenue decrease

Engineering Contradiction:

Improverevenue to the online systemVSAvoiduser interaction with sponsored content

Core Design Contradiction:

Loss of energyVSProductivity

Solution Approach 1:

The system applies local quality by adding responsiveness indicators specifically to sponsored content items. Instead of treating all content uniformly, the system enhances sponsored content with additional quality information (responsiveness metrics) that helps users distinguish between high-quality and low-quality publishing users, enabling more informed interaction decisions that benefit both user experience and system revenue.

Inventive Principle:

Principle #3Local quality

Solution Approach 2:

The system implements feedback by displaying responsiveness metrics for publishing users whose content is sponsored. This feedback helps users identify which sponsored content is likely to generate meaningful interactions, allowing the system to optimize revenue by promoting sponsored content from responsive publishing users while reducing promotion of content from unresponsive ones.

Inventive Principle:

Principle #23Feedback

Data Source

PatentUS11706174B1Identifying responsiveness of an entitty to messages via an online system in a content item identifying the entity

Publication Date: 2023.07.18 META PLATFORMS INC

AI summary

An online system allows users to exchange messages with other users, including entities such as businesses. The online system determines a metric describing measure of an entity's responsiveness to messages received via the online system based on a number of messages to which the entity responds and times for the entity to respond to messages. The online system displays an indication of the metric for an entity in connection with content identifying the entity. For example, the indication is displayed in conjunction with a content item identifying the entity, such as a content item including a link to initiate communication of a message to the entity.