Social Network Post Selection for Demographic Groups
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Solution Overview
Problem
Social networking systems face inefficiencies in advertising as users have varying levels of interaction with different content items, making it challenging to effectively present advertisements to users who may not be interested, thereby reducing the effectiveness of content communication.
Innovation Solution
The social networking system identifies posts with high prior user interaction and demographic characteristics to create user demographic groups, measures the promotion efficacy of these posts, and selects the most effective posts for presentation within these groups, allowing advertisers to target users with similar interests and demographics.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If advertisements are presented to all users regardless of their interaction history, then all users receive content, but the effectiveness of content communication decreases
Solution Approach 1:
The patent segments users into different demographic groups based on their interaction histories and characteristics. By dividing the user base into distinct segments with similar propensities for interacting with content, the system can tailor content presentation to each segment, thereby improving communication effectiveness while maintaining adaptability across diverse user populations.
Solution Approach 2:
The patent applies local quality by customizing content presentation strategies for different user demographic groups rather than using a uniform approach. Each group receives content tailored to their specific interaction patterns and characteristics, ensuring that the content communication is optimized for each local user context while maintaining overall system versatility.
2Productivity
If posts are selected based on high prior user interaction, then user engagement increases, but the complexity of post selection process increases
Solution Approach 1:
The patent performs preliminary action by pre-calculating and storing demographic group characteristics and post interaction metrics before the actual content presentation. The system pre-identifies high-interaction posts and pre-segments users into demographic groups, so that during content delivery, the selection process is streamlined and does not require complex real-time analysis, thus maintaining high user engagement while reducing operational complexity.
Solution Approach 2:
The system implements self-service by using automated algorithms to analyze user interactions, identify high-performing posts, and segment users into demographic groups without requiring manual intervention. The post selection process is self-optimizing based on accumulated interaction data, reducing the need for complex manual curation while maintaining high user engagement through data-driven selections.
Data Source
AI summary
To promote an object maintained by a social networking system, an advertiser identifies the object to the social networking system. Based on the user interaction with one or more posts associated with the object, the social networking system selects one or more candidate posts from the one or more posts. Promotion efficacies of each candidate post for a group of users having one or more common demographic characteristics are determined and a candidate post is selected based at least in part on the promotion efficacies. The selected candidate post may be identified to the advertiser or presented to additional users having the common demographic characteristic by the social networking system.