TWI654575B

TWI654575B - Customizing content delivery from a brand page to a user in a social networking environment

Info

Publication number: TWI654575B
Application number: TW106105829A
Authority: TW
Inventors: 賈西亞馬帝茲安東尼歐菲利浦; 麥瑟尼龐
Original assignee: 菲絲博克公司
Priority date: 2012-07-19
Filing date: 2013-07-17
Publication date: 2019-03-21
Also published as: MX348771B; IL236660A; AU2017254843A1; IL236660A0; BR112015001236A2; TW201717130A; CN107515930A; CN104471611A; CN104471611B; TW201405461A; MX2015000793A; TWI574218B; AU2013292546A1; JP6509113B2; TW201709122A; CA2878068A1; WO2014015106A1; JP2018129052A; CA2878068C; CA2956750A1

Abstract

社群網路系統用戶與品牌頁的互動可為用戶的興趣量身訂做。品牌頁的內容提供者或頁面管理員將張貼至品牌頁的內容關聯於多個關鍵詞。關鍵詞可定義要接收內容的社群網路系統用戶的特性，或描述內容的特性。關鍵詞與要求品牌頁的用戶的用戶個人檔案比較，從而選出要張貼至品牌頁的內容。舉例而言，用戶具有某條件關鍵詞所定義的特性時，內容才會被呈現給用戶。要張貼至品牌頁的內容被呈現給要求品牌頁的用戶。The interaction of social network system users with brand pages can be tailored to the user's interests. The content provider or page administrator of the brand page associates the content posted to the brand page with multiple keywords. The keyword may define the characteristics of the social network system user to receive the content, or describe the characteristics of the content. The keyword is compared with the user profile of the user who requires the brand page to select the content to be posted to the brand page. For example, when a user has a feature defined by a conditional keyword, the content is presented to the user. The content to be posted to the brand page is presented to the user who requested the brand page.

Description

以計算機實現的方法及計算機程式產品Computer implemented method and computer program product

本揭露之諸實施例係有關社群網路內容的遞送方法，且更明確地說，係有關個人化配送內容項至社群網路系統用戶的方法。Embodiments of the present disclosure are directed to methods of delivering social network content and, more specifically, to methods of personalizing content items to social network system users.

追蹤與建立用戶（包括人、商號和其他實體［entity］）間連結的社交網路或社交公用服務（social utility）邇來已然普及。挑開來說，社群網路系統讓用戶更有效率地交流和他們在社群網路中的朋友或其他連結（connection）有關的資訊。社群網路通常設有用以維護社群網路中用戶間連結和通至社群網路用戶很可能在乎的內容的鏈接（link）。社群網路亦收集和維護社群網路用戶的相關資訊。此資訊可為靜態，像是地理位置、雇主、職務類別、年齡、音樂偏好、興趣和各種其他屬性，或其可為動態，像是追蹤用戶在社群網路內的動作。此資訊於是可用來鎖定資訊遞送的目標，使較有可能讓用戶特別感興趣的資訊能被傳達至用戶。Tracking social networks or social utilities that link users to users (including people, businesses, and other entities) has become popular. Inspired, the social networking system allows users to more effectively communicate information about their friends or other connections in the social network. The social network usually has links to maintain links between users on the social network and to content that the social network users are likely to care about. The social network also collects and maintains information about social network users. This information can be static, such as geographic location, employer, job category, age, music preferences, interests, and various other attributes, or it can be dynamic, such as tracking user actions within the social network. This information can then be used to target the delivery of information so that information that is more likely to be of particular interest to the user can be communicated to the user.

社群網路系統不僅讓人們與彼此交流資訊，也讓實體提供資訊給社群網路系統的用戶。實體的例子包括商號、組織和名人。實體可在社群網路系統內創建關聯有個人檔案的品牌頁（brand page）並張貼內容項至此品牌頁。接著社群網系統將張貼出的內容項或對此內容項的描述傳發至連結至此品牌頁的社群網路系統用戶。如是，品牌頁讓實體像任何其他社群網路系統的用戶一樣散播資訊給社群網路系統用戶。The social networking system not only allows people to exchange information with each other, but also allows entities to provide information to users of the social networking system. Examples of entities include trade names, organizations, and celebrities. The entity can create a brand page associated with the profile within the social networking system and post the content item to the brand page. The social networking system then forwards the posted content item or a description of the content item to the social networking system user linked to the brand page. If so, the brand page allows entities to distribute information to social network system users just like any other social network system user.

然而許多種實體的對象由多個區段組成，每一區段皆對實體有特別感興趣之點。在社群網路技術的脈絡中，不同的社群網路系統用戶可對張貼至品牌頁的不同內容有不同程度的興趣。舉例而言，連結至關聯於某運動用品供應商的品牌頁的用戶對品牌頁上不同運動用的商品的相關貼文有相異等級的興趣。習慣上，連結至品牌頁的用戶只是被告知張貼至品牌頁的內容，無論其對張貼至品牌頁的不同內容有何不同程度的興趣。However, objects of many kinds of entities consist of multiple sections, each of which has a particular interest in the entity. In the context of social networking technologies, different social networking system users can have varying degrees of interest in the different content posted to the brand page. For example, a user linked to a brand page associated with a sporting goods supplier has a different level of interest in relevant postings for different sports items on the brand page. Traditionally, users who link to a brand page are simply told to post to the brand page, regardless of their level of interest in the different content posted to the brand page.

為更佳地特製關聯於實體、儲存於社群網路系統上的品牌頁與社群網路系統用戶間的互動，張貼至品牌頁的內容的至少一個屬性和社群網路系統用戶的用戶個人檔案中的特性一起被用來選擇存取品牌頁時呈現給用戶的內容。舉例而言，張貼至品牌頁的內容會關聯於定義社群網路系統的用戶至少一個屬性的目標鎖定條件。此等目標鎖定條件乃用以將內容導向至對張貼至品牌頁的內容特別感興趣的社群網路系統用戶。在一實施例中，品牌頁所連結到的社群網路系統用戶的用戶個人檔案被存取和用來判斷是否品牌頁所連結到的閱覽用戶有那些目標鎖定條件所定義的至少一個特性。若品牌頁所連結到的閱覽用戶有該特性，則呈現張貼至品牌頁、對應於那至少一個的特性的內容給此閱覽用戶。To better tailor the interaction between the brand page associated with the entity, stored on the social networking system, and the users of the social networking system, at least one attribute of the content posted to the brand page and the user of the social networking system user The features in the profile are used together to select the content that is presented to the user when accessing the brand page. For example, the content posted to the brand page is associated with a target lock condition that defines at least one attribute of the user of the social networking system. These targeting criteria are used to direct content to social network system users who are particularly interested in posting to the brand page. In one embodiment, the user profile of the social networking system user to which the brand page is linked is accessed and used to determine whether the browsing user to which the brand page is linked has at least one characteristic defined by those target locking conditions. If the viewing user to which the brand page is linked has the feature, the content posted to the brand page and corresponding to at least one of the characteristics is presented to the viewing user.

在另一例中，用戶對不同內容的親和度被管理員張貼至品牌頁，從而使品牌頁在用戶閱覽時納有對其親和度在門檻值以上或為最高的內容。品牌頁管理員可將張貼至品牌頁的內容關聯於描述此內容的多個關鍵詞。依據用戶的用戶個人檔案和／或通至社群網路系統中物件的連結，用戶對關聯於不同內容的關鍵詞的親和度被判斷。依據這些親和度，內容被選來納於品牌頁上，從而使此內容更有可能讓用戶感興趣。In another example, the user's affinity for different content is posted by the administrator to the brand page, so that the brand page has content that is above or above its threshold when the user views it. The brand page administrator can associate the content posted to the brand page with multiple keywords describing the content. Based on the user's user profile and/or links to objects in the social networking system, the user's affinity for keywords associated with different content is determined. Based on these affinities, the content is selected on the brand page, making this content more likely to be of interest to users.

舉例而言，關聯於某運動用品供應商的品牌頁的頁面管理員張貼一則網球矯正班的相關動態（story）至品牌頁，並將此動態關聯於關鍵詞「網球」。連結至此品牌頁的一位社群網路系統用戶的用戶個人檔案或動作誌可能會被存取和用來判斷是否這位用戶對「網球」有興趣。舉例而言，若前述用戶個人檔案中列了「網球」為興趣，或其他關聯於前述用戶個人檔案的資訊指出這位用戶對「網球」有門檻值以上的親和度，則稱這位用戶對「網球」有親和度。若這位用戶對「網球」有興趣，則張貼至品牌頁、關聯於關鍵詞「網球」的內容被呈現給這位用戶。而若這位用戶對「網球」並無興趣，品牌頁被存取時張貼至品牌頁、關聯於關鍵詞「網球」的內容就不會被呈現給這位用戶。如是，將關鍵詞或其他特性關聯於張貼至品牌頁的內容讓品牌頁得以依據用戶對這些關鍵詞或特性的親和度被特製給不同用戶。For example, a page manager associated with a brand page of a sporting goods supplier posts a related story of a tennis corrections class to the brand page and associates this dynamic with the keyword "tennis." The user profile or action profile of a social network system user connected to this brand page may be accessed and used to determine if the user is interested in "tennis." For example, if the user's personal profile lists "tennis" as an interest, or other information associated with the user's personal profile indicates that the user has a threshold of more than "tennis", the user is said to be "Tennis" has affinity. If the user is interested in "tennis", the content posted to the brand page and associated with the keyword "tennis" is presented to the user. If the user is not interested in "tennis", the content posted on the brand page when the brand page is accessed and associated with the keyword "tennis" will not be presented to the user. If so, linking keywords or other characteristics to the content posted to the brand page allows the brand page to be tailored to different users based on the user's affinity for those keywords or characteristics.

以上之關於本發明內容之說明及以下之實施方式之說明係用以示範與解釋本發明之精神與原理，並且提供本發明之專利申請範圍更進一步之解釋。The above description of the present invention and the following description of the embodiments of the present invention are intended to illustrate and explain the spirit and principles of the invention.

以下在實施方式中詳細敘述本發明之詳細特徵以及優點，其內容足以使任何熟習相關技藝者了解本發明之技術內容並據以實施，且依據本說明書所揭露之內容、申請專利範圍及圖式，任何熟習相關技藝者可輕易地理解本發明相關之目的及優點。以下之實施例係進一步詳細說明本發明之觀點，但非以任何觀點限制本發明之範疇。綜觀 The detailed features and advantages of the present invention are set forth in the Detailed Description of the Detailed Description of the invention. The objects and advantages associated with the present invention can be readily understood by those skilled in the art. The following examples are intended to describe the present invention in further detail, but are not intended to limit the scope of the invention. Overview

第1圖所示為選擇張貼至品牌頁（brand page）的內容以呈現予社群網路系統用戶之一例。在第1圖中，第一內容項140和第二內容項144被張貼至社群網路系統100所儲存的品牌頁104。實體（entity）可產生和維護品牌頁104以張貼自身或自家產品的相關資訊，或提供其他資訊給社群網路系統100的用戶。實體可能張貼至品牌頁104的內容舉例而言包括：實體所提供服務或產品的相關動態（story）、實體的相片、實體所提供產品和／或服務的相片、新產品的介紹、產品販售訊息、產品使用心得分享、產品或服務的促銷報價、描述實體所提供服務或產品的報導和／或評論或其他適宜的資訊。在第1圖中，第一內容項140和第二內容項144被描繪為被張貼至品牌頁104。第一內容項140和第二內容項144可以許多方式呈現給閱覽品牌頁104的社群網路系統用戶。舉例而言，內容項140、144可顯示在品牌頁104上、被納於傳送至連結至品牌頁104的用戶的消息欄（news feed）動態中、當作一或多封訊息發送給連結至品牌頁104的用戶或以任何適宜的管道配送。Figure 1 shows an example of selecting a content posted to a brand page for presentation to a community network system user. In FIG. 1, the first content item 140 and the second content item 144 are posted to the brand page 104 stored by the social networking system 100. Entities may generate and maintain brand page 104 to post relevant information about themselves or their own products, or provide other information to users of social networking system 100. The content that an entity may post to the brand page 104 includes, for example, related stories of services or products provided by the entity, photos of the entity, photos of products and/or services provided by the entity, introduction of new products, product sales Messages, product use sharing, promotional offers for products or services, reports and/or comments describing services or products provided by the entity, or other appropriate information. In FIG. 1, first content item 140 and second content item 144 are depicted as being posted to brand page 104. The first content item 140 and the second content item 144 can be presented to the social networking system user viewing the brand page 104 in a number of ways. For example, the content items 140, 144 can be displayed on the brand page 104, in a news feed dynamic that is transmitted to the user linked to the brand page 104, and sent as one or more messages to the link to The user of the brand page 104 is either delivered by any suitable conduit.

當內容項被張貼至品牌頁104時，社群網路系統用戶可連結至要被更新的品牌頁104以接收實體的相關更新或其他適宜資訊。舉例而言，社群網路系統用戶可成為品牌頁的朋友、跟隨品牌頁、成為品牌頁的粉絲或以別的方式與品牌頁和／或社群網路系統100中其關聯實體建立連結。如是，品牌頁104讓實體提供自身或自家產品和／或服務的相關資訊給社群網路系統用戶，以培養實體與社群網路系統用戶間的關係。When a content item is posted to the brand page 104, the social networking system user can link to the brand page 104 to be updated to receive relevant updates or other suitable information for the entity. For example, a social networking system user can become a friend of a brand page, follow a brand page, become a fan of a brand page, or otherwise establish a link with a brand page and/or its associated entities in the social networking system 100. If so, the brand page 104 allows the entity to provide information about itself or its own products and/or services to the social network system users to foster relationships between the entities and the users of the social networking system.

為能圖解，第1圖中品牌頁104乃關聯於某運動用品供應商，其中第一內容項140描述此運動用品供應商有存貨的網球拍，第二內容項144則描述此運動用品供應商所售的跑步鞋。第一內容項140關聯於第一關鍵詞116，第二內容項140關聯於。關聯於某內容項的關鍵詞描述著此內容項的特性，例如此內容項的本體內容（subject matter）、關聯於此內容項的某個產品、關聯於此內容項的某個實體、此內容項的作者或關聯於此內容項的其他適宜特性。在一實施例中，關聯於內容項的關鍵詞中一或多個可為目標鎖定條件。目標鎖定條件定義實體渴望向其呈現某內容項的社群網路系統用戶的至少一個特性。舉例而言，目標鎖定條件辨識用戶個人檔案納有的至少一個特性（如族群資訊、社群網路系統的社團隸屬或其他特性）和從用戶在或不在社群網路系統上所行的動作推論的特性。目標鎖定條件的例子還包括位置、動作、活動、通至用戶或實體的某類連結、實體、用戶、雇主、教育機構、親和度或其他適宜的資訊。To illustrate, the brand page 104 in Figure 1 is associated with a sporting goods supplier, where the first content item 140 describes the tennis racket in stock of the sporting goods supplier, and the second content item 144 describes the sporting goods supplier. Running shoes sold. The first content item 140 is associated with the first keyword 116 and the second content item 140 is associated with. A keyword associated with a content item describes the characteristics of the content item, such as the subject matter of the content item, a product associated with the content item, an entity associated with the content item, and the content The author of the item or other suitable attribute associated with this content item. In an embodiment, one or more of the keywords associated with the content item may be a target locking condition. The targeting condition defines at least one characteristic of the social network system user to whom the entity is eager to present a content item. For example, the targeting criteria identify at least one characteristic of the user's profile (eg, ethnic group information, community membership of the social networking system, or other characteristics) and actions taken from the user's presence or absence from the social networking system. The nature of the inference. Examples of targeting conditions also include location, actions, activities, links to users or entities, entities, users, employers, educational institutions, affinity, or other appropriate information.

在第1圖中，第一關鍵詞116為第一內容項140辨識出一個「網球」特性，第二關鍵詞120則為第二內容項144辨出著一個「跑步」特性。用戶存取品牌頁104時，關聯於用戶的資訊和關聯於被納於品牌頁上的內容項的關鍵詞被品牌頁104用來選擇呈現給用戶的內容項。若某個關鍵詞為目標鎖定條件，用戶個人檔案中的資訊會被與此關鍵詞比較，以判斷用戶是否滿足此等目標鎖定條件。舉例而言，若用戶個人檔案列了「網球」為興趣，則判斷用戶具有第一關鍵詞116所辨識的特性。儘管第1圖所示為關聯於不同內容項的單一關鍵詞，在其他實施例中，關聯於內容項的關鍵詞可為任意數量。在另一例中，用戶對關鍵詞的親和度被計算，而關聯於用戶對其親和度在門檻值以上或為最高的內容被選來納於品牌頁104上。在一實施例中，實體定義關鍵詞116和120並將關鍵詞116和120關聯於至少一個內容項140和144。如第1圖所示，張貼至品牌頁104的不同內容項140和144可關聯於不同的關鍵詞116和120。In FIG. 1, the first keyword 116 identifies a "tennis" feature for the first content item 140, and the second keyword 120 identifies a "running" feature for the second content item 144. When the user accesses the brand page 104, the information associated with the user and the keywords associated with the content item that is included on the brand page are used by the brand page 104 to select the content item presented to the user. If a keyword is a target lock condition, the information in the user profile will be compared with this keyword to determine whether the user meets these target lock conditions. For example, if the user profile lists "tennis" as an interest, it is determined that the user has the characteristics recognized by the first keyword 116. Although FIG. 1 shows a single keyword associated with different content items, in other embodiments, the keywords associated with the content item may be any number. In another example, the user's affinity for the keyword is calculated, and the content associated with the user whose affinity is above or above the threshold is selected on the brand page 104. In an embodiment, the entities define keywords 116 and 120 and associate keywords 116 and 120 with at least one content item 140 and 144. As shown in FIG. 1, different content items 140 and 144 posted to brand page 104 may be associated with different keywords 116 and 120.

在習知的社群網路系統中，連結至品牌頁104的用戶看到的是張貼至品牌頁140的每一內容項140和144。舉例而言，舊式的品牌頁104傳送第一內容項140和第二內容項144給用戶，所以某個連結至品牌頁104但對跑步毫無興趣的用戶會被呈現以專於跑步的第二內容項144和其他來自品牌頁104的內容項。因為連結至品牌頁104的不同用戶有不同興趣，這會造成某用戶需手動從來自品牌頁104的內容項中一一篩檢此用戶感興趣的內容項。In the conventional social networking system, the user linked to the brand page 104 sees each of the content items 140 and 144 posted to the brand page 140. For example, the old-style brand page 104 transmits the first content item 140 and the second content item 144 to the user, so a user who is linked to the brand page 104 but has no interest in running will be presented with a second dedicated to running. Content item 144 and other content items from brand page 104. Because different users linked to the brand page 104 have different interests, this may result in a user having to manually screen content items of interest to the user from the content items from the brand page 104.

藉著將關鍵詞116和120關聯於內容項140和144，實體增進社群網路系統用戶和品牌頁104間的互動。關鍵詞116和120讓實體將內容項關聯於實體渴望某內容項所被呈現給的用戶的至少一個特性，或將內容項關聯於用戶對其可能有親和度的特性。在一實施例中，關鍵詞116和120辨識社群網路系統用戶個人檔案中辨識實體渴望向其呈現某內容項的用戶的特性。舉例而言，關聯於內容項140和144的關鍵詞116和120讓實體將內容項導向至具有關鍵詞116和120所指明的至少一個特性的用戶。或者，關鍵詞116和120辨識對其有親和度或偏好的主題或實體。如是，關鍵詞116和120讓實體更佳地對社群網路系統用戶特製來自品牌頁104的內容。By associating keywords 116 and 120 with content items 140 and 144, the entity enhances the interaction between the social network system user and brand page 104. The keywords 116 and 120 cause the entity to associate the content item to at least one characteristic of the user that the entity desires to be presented to, or to associate the content item with characteristics that the user may have affinity for. In one embodiment, the keywords 116 and 120 identify the characteristics of the user of the social network system user profile that the recognition entity desires to present a content item to. For example, the keywords 116 and 120 associated with the content items 140 and 144 cause the entity to direct the content item to a user having at least one characteristic indicated by the keywords 116 and 120. Alternatively, keywords 116 and 120 identify topics or entities for which there is affinity or preference. If so, the keywords 116 and 120 allow the entity to better tailor the content from the brand page 104 to the social networking system user.

第1圖闡明關鍵詞116和120於對社群網路系統用戶特製品牌頁104所提供的內容項之用處。在第1圖中，第一用戶122和第二用戶126連結至品牌頁104。社群網路系統100亦納有為第一用戶122而設的第一用戶個人檔案124和為第二用戶126而設的第二用戶個人檔案128。第1圖所示為儲存「網球」為興趣的第一用戶個人檔案124和儲存「跑步」為興趣的第二用戶個人檔案128。然用戶個人檔案124和128亦可納有更多第一用戶122和第二用戶126的相關資訊。Figure 1 illustrates the use of the keywords 116 and 120 for content items provided to the social network system user-specific brand page 104. In FIG. 1, the first user 122 and the second user 126 are linked to the brand page 104. The social networking system 100 also includes a first user profile 124 for the first user 122 and a second user profile 128 for the second user 126. Figure 1 shows a first user profile 124 storing "tennis" as an interest and a second user profile 128 storing "running" as an interest. User profiles 124 and 128 may also contain more information about first user 122 and second user 126.

在第1圖中，社群網路系統100納有內容選擇器170。內容選擇器170從品牌頁104接收關鍵詞116和120，從第一用戶個人檔案124和第二用戶個人檔案128擷取資料以選擇要經由品牌頁104呈現給第一用戶122和第二用戶126的內容項。內容選擇器170將關於連結至品牌頁104的用戶的用戶個人檔案資訊與關鍵詞116和120比較。在一實施例中，內容選擇器170亦從品牌頁104接收辨識關聯於關鍵詞116和120的內容項的內容辨識符。內容選擇器170接著遞送內容項給具有符合至少一個關鍵詞的用戶個人檔案資訊或具有對某關鍵詞門檻值以上的親和度的連結至品牌頁104的用戶。在第1圖之例中，內容選擇器170將第一內容項140遞送給第一用戶122，因為第一用戶個人檔案124將「網球」辨識為第一用戶122的一個興趣，而此興趣符合第一關鍵詞116。同樣地，內容選擇器170將第二內容項144遞送給第二用戶126，因為第二用戶個人檔案128將「跑步」辨識為第二用戶126的一個興趣，而此興趣符合第二關鍵詞120。In FIG. 1, the social network system 100 has a content selector 170. Content selector 170 receives keywords 116 and 120 from brand page 104, and retrieves data from first user profile 124 and second user profile 128 to select for presentation to first user 122 and second user 126 via brand page 104. Content item. The content selector 170 compares the user profile information about the user linked to the brand page 104 with the keywords 116 and 120. In an embodiment, the content selector 170 also receives from the brand page 104 a content identifier that identifies content items associated with the keywords 116 and 120. The content selector 170 then delivers the content item to a user having a user profile information that conforms to at least one keyword or a link to the brand page 104 having an affinity above a certain keyword threshold. In the example of FIG. 1, content selector 170 delivers first content item 140 to first user 122 because first user profile 124 identifies "tennis" as an interest of first user 122, and this interest is met The first keyword 116. Likewise, the content selector 170 delivers the second content item 144 to the second user 126 because the second user profile 128 identifies "running" as an interest of the second user 126, and this interest conforms to the second keyword 120. .

第1圖之例亦闡明顯示予第一用戶122和第二用戶126的內容之特製。為能圖解，第1圖所示為遞送給第一用戶122的第一消息欄132和遞送給第二用戶126的第二消息欄136。然而，在許多實施例中內容可以各種方式遞送給第一用戶122和第二用戶126，像是經由給用戶122和126的訊息、用戶122和126存取品牌頁104時更改品牌頁104的外觀或任何其他適宜的配送機制。The example of Fig. 1 also illustrates the speciality of displaying the contents to the first user 122 and the second user 126. To illustrate, FIG. 1 shows a first message bar 132 that is delivered to the first user 122 and a second message bar 136 that is delivered to the second user 126. However, in many embodiments the content may be delivered to the first user 122 and the second user 126 in various manners, such as changing the appearance of the brand page 104 when the brand page 104 is accessed via the messages to the users 122 and 126, the users 122 and 126. Or any other suitable distribution mechanism.

在第1圖中，第一用戶122有對「網球」的興趣，此興趣符合第一關鍵詞116。如是，第一內容項140和可描述其他連結至第一用戶122的社群網路用戶所行的動作的其他動態148一起被納於第一消息欄132中。如第1圖所示，第一消息欄132並不納有第二內容項144，因為第一用戶122對第二關鍵詞120所指明的「跑步」沒有興趣。在其他實施例中，第一消息欄132亦可在某個比第一內容項140不顯眼的位置納有第二內容項144。舉例而言，第一內容項140於第一消息欄132置頂，或以別的方式與第二內容項144在視覺上區分開來。In FIG. 1, the first user 122 has an interest in "tennis" that matches the first keyword 116. If so, the first content item 140 and other dynamics 148 that may describe other actions performed by the social network user linked to the first user 122 are included in the first message bar 132. As shown in FIG. 1, the first message bar 132 does not include the second content item 144 because the first user 122 has no interest in the "running" indicated by the second keyword 120. In other embodiments, the first message bar 132 may also have a second content item 144 at a location that is less conspicuous than the first content item 140. For example, the first content item 140 is topped or otherwise visually distinct from the second content item 144 in the first message field 132.

同樣地，第1圖中第二消息欄136納有第二內容項144，因為第二用戶126對第二關鍵詞120所指明的「跑步」有興趣。第二消息欄136亦納有描述其他連結至第二用戶126的用戶的動作的其他動態152。在許多實施例中，第二消息欄136可在視覺上區分第二內容項144與其他動態152。Similarly, the second message field 136 in FIG. 1 contains the second content item 144 because the second user 126 is interested in the "running" indicated by the second keyword 120. The second message bar 136 also incorporates other dynamics 152 that describe the actions of other users linked to the second user 126. In many embodiments, the second message bar 136 can visually distinguish the second content item 144 from other dynamics 152.

如是，第1圖所示為關鍵詞116和120於為不同用戶特製來自品牌頁104、出現於消息欄中的內容項之用處。在其他實施例中，目標鎖定條件116和120容許更多類別的特製，像是不同用戶122和126存取品牌頁104時特製品牌頁104的外觀，或特製從品牌頁104傳送至不同用戶122和126的內容相關訊息。系統架構 If so, Figure 1 shows the use of the keywords 116 and 120 for content items from the brand page 104 that appear in the message bar for different users. In other embodiments, target locking conditions 116 and 120 allow for more categories of specialization, such as the appearance of specially crafted brand page 104 when different users 122 and 126 access brand page 104, or specially crafted from brand page 104 to different users 122. And 126 content related information. system structure

第2圖係闡明社群網路系統100的系統環境200之高階方塊圖。系統環境200包含至少一個客戶端裝置210、網路220、至少一個第三方網站230和社群網路系統100。在替代的組態中，不同和／或附加的元件可被納於系統環境200中。此處所描述的諸實施例可轉用於非社群網路系統的線上系統。2 is a high level block diagram illustrating the system environment 200 of the social networking system 100. System environment 200 includes at least one client device 210, network 220, at least one third party website 230, and a social networking system 100. In an alternative configuration, different and/or additional components may be included in system environment 200. The embodiments described herein can be transferred to an online system of a non-community network system.

客戶端裝置210包含至少一個能接收用戶輸入和經由網路220發送和／或接收資料的計算裝置。在一實施例中，客戶端裝置210為傳統電腦系統，像是桌上型或膝上型電腦。在另一實施例中，客戶端裝置210可為具電腦功能性的裝置，像是個人數位助理（PDA）、行動電話、智慧型手機或類似的裝置。客戶端裝置210乃致用於經由網路220通訊。在一實施例中，客戶端裝置210執行讓客戶端裝置210的使用者與社群網路系統100互動的應用程式。舉例而言，客戶端裝置210執行使客戶端裝置210和社群網路系統100經由網路220間的互動成為可能的瀏覽器應用程式。在另一實施例中，客戶端裝置210透過運行於客戶端裝置210原生作業系統（如iOS®或Android™）上的應用編程介面（API）與社群網路系統100互動。Client device 210 includes at least one computing device capable of receiving user input and transmitting and/or receiving data via network 220. In one embodiment, client device 210 is a conventional computer system such as a desktop or laptop. In another embodiment, client device 210 can be a computer-enabled device such as a personal digital assistant (PDA), a mobile phone, a smart phone, or the like. Client device 210 is used to communicate via network 220. In one embodiment, client device 210 executes an application that causes a user of client device 210 to interact with social network system 100. For example, client device 210 performs a browser application that enables interaction between client device 210 and social networking system 100 via network 220. In another embodiment, the client device 210 interacts with the social networking system 100 through an application programming interface (API) running on the client device 210 native operating system (eg, iOS® or AndroidTM).

客戶端裝置210乃致用於經由網路220通訊，網路220可包含任何區域和／或廣域網路的組合，並同時使用有線和無線的通訊系統。在一實施例中，網路220使用標準的通訊技術和／或協定。因此，網路220可納有使用像是Ethernet、IEEE 802.11、WiMAX（全球互通微波存取）、3G（各種第三代行動通訊技術）、4G（各種***行動通訊技術）、CDMA（分碼多工）、數位用戶迴路（DSL）等技術的鏈路（link）。同樣地，網路220上所使用的網路協定可包括MPLS（多協定標籤交換）、TCP/IP（傳輸控制協定／網際網路協定）、UDP（使用者資料包協定）、HTTP（超文本傳輸協定）、SMTP（簡單郵件傳輸協定）和FTP（檔案傳輸協定）。在網路220上交換的資料可用包括HTML（超文本標記語言）或XML（可延伸標記語言）的技術和／或格式表示。再者，上述鏈路可用習知的加密技術加密，像是SSL（安全套接層）、TLS（傳輸層安全性）和IPSec（網際網路協定安全性）。第三方網站230可耦接於網路220以與社群網路系統100通訊。社群網路系統100與第3圖詳述如下。Client device 210 is intended to communicate via network 220, which may include any combination of zones and/or wide area networks, and utilize both wired and wireless communication systems. In an embodiment, network 220 uses standard communication techniques and/or protocols. Therefore, the network 220 can be used such as Ethernet, IEEE 802.11, WiMAX (Worldwide Interoperability for Microwave Access), 3G (various third generation mobile communication technologies), 4G (various fourth generation mobile communication technologies), CDMA (minutes) Link of technology such as code multiplexing and digital subscriber loop (DSL). Similarly, network protocols used on network 220 may include MPLS (Multi-Protocol Label Switching), TCP/IP (Transmission Control Protocol/Internet Protocol), UDP (User Datagram Agreement), HTTP (Hypertext) Transport Protocol), SMTP (Simple Mail Transfer Protocol) and FTP (File Transfer Protocol). The material exchanged over the network 220 can be represented by techniques and/or formats including HTML (Hypertext Markup Language) or XML (Extensible Markup Language). Furthermore, the above links can be encrypted using conventional encryption techniques such as SSL (Secure Sockets Layer), TLS (Transport Layer Security) and IPSec (Internet Protocol Security). The third party website 230 can be coupled to the network 220 to communicate with the social networking system 100. The social networking system 100 and FIG. 3 are detailed below.

第3圖係社群網路系統100的系統架構一實施例之範例方塊圖。社群網路系統100納有用戶個人檔案庫305、內容庫310、動作記錄器315、動作誌（action log）320、內容選擇器170、消息欄管理器325、互動關係庫330、顯示產生器335和網頁伺服器340。在其他實施例中，社群網路系統100可為各種應用納有更多、較少或不同的模組。像是網路介面、安全功能、負載平衡器、備用伺服器、管理與網路作業臺等等的習知元件為不模糊系統架構之細節並不為第3圖所示。FIG. 3 is an example block diagram of an embodiment of a system architecture of the social networking system 100. The social network system 100 includes a user profile database 305, a content library 310, an action recorder 315, an action log 320, a content selector 170, a message bar manager 325, an interaction relationship library 330, and a display generator. 335 and web server 340. In other embodiments, the social networking system 100 can have more, fewer, or different modules for various applications. Details of well-known components such as network interfaces, security functions, load balancers, backup servers, management and network workstations, etc., which are not obscured by the system architecture, are not shown in Figure 3.

社群網路系統100每一位用戶皆關聯於一個用戶個人檔案，用戶個人檔案儲存於用戶個人檔案庫305中。用戶個人檔案納有用戶所明文分享的用戶相關宣告性資訊，亦可納有社群網路系統100所推論的個人檔案資訊。在一實施例中，用戶個人檔案納有多個資料欄位，每個資料欄位描述著對應的社群網路系統100用戶的至少一個屬性。儲存於用戶個人檔案庫305的用戶個人檔案資訊描述著社群網路系統100的用戶。用戶個人檔案資訊包括生平、族群和其他類別的描述性資訊，如工作經歷、學歷、性別、嗜好或偏好、位置等等。用戶個人檔案亦可儲存其他用戶所提供的資訊，如圖片或影片。在某些實施例中，用戶的圖片可標記有顯示於圖片中的社群網路系統100用戶的辨識資訊。用戶個人檔案庫305中的用戶個人檔案亦可維護著對對應用戶對內容庫310中內容項所做並儲存於動作誌320中的動作的參照。Each user of the social networking system 100 is associated with a user profile, and the user profile is stored in the user profile repository 305. The user profile contains user-relevant information shared by the user in plain text, and may also include personal profile information inferred by the social networking system 100. In one embodiment, the user profile contains a plurality of profile fields, each profile field describing at least one attribute of the corresponding social network system 100 user. The user profile information stored in the user profile repository 305 describes the user of the social networking system 100. User profile information includes descriptive information about life, ethnicity, and other categories, such as work experience, education, gender, hobbies or preferences, location, and more. The user profile can also store information provided by other users, such as pictures or videos. In some embodiments, the user's picture may be tagged with identification information of the social network system 100 user displayed in the picture. The user profile in the user profile repository 305 may also maintain a reference to the actions made by the corresponding user to the content items in the content library 310 and stored in the activity 320.

儘管用戶個人檔案庫305中的用戶個人檔案頻繁地關聯於個人，讓人們經由社群網路系統100彼此互動，用戶個人檔案亦可為像是商號或組織的實體而儲存。這讓實體在社群網路系統100上建立窗口，以與其他社群網路系統用戶連結與交換資訊。實體可用關聯於實體的用戶個人檔案的品牌頁張貼自身或自家產品的相關資訊，或提供其他資訊給社群網路系統的用戶。社群網路系統其他用戶可連結至品牌頁以接收張貼至品牌頁的資訊或從品牌頁接收資訊。關聯於品牌頁的用戶個人檔案可納有實體自身的相關資訊，提供著用戶實體相關的背景或資訊性資料。Although the user profiles in the user profile repository 305 are frequently associated with individuals, allowing people to interact with each other via the social networking system 100, the user profiles can also be stored for entities like business or organization. This allows the entity to create a window on the social networking system 100 to connect and exchange information with other social network system users. The entity may post information about itself or its own products with brand pages associated with the entity's user profile, or provide other information to users of the social networking system. Other users of the social network system can link to the brand page to receive information posted to the brand page or receive information from the brand page. The user profile associated with the brand page may contain relevant information about the entity itself, providing background or informational material related to the user entity.

內容庫310儲存關聯於用戶個人檔案的內容項，像是圖片、影片和音訊檔案。來自內容庫310的內容項可在為用戶而設的個人檔案頁被閱覽時、品牌頁被閱覽時或其他內容被閱覽時被顯示。舉例而言，顯示出的內容項可顯示關聯於用戶個人檔案的圖片或影片，或顯示描述用戶近況的文字。這些內容項可在各種通訊管道中呈現給用戶。通訊管道的例子包括品牌頁、納有來自用戶或實體的內容項的消息欄、電子郵件、文字簡訊、社群網路系統100所傳送的通知、傳送內容項予關聯於用戶的裝置的推播通知（push notification）管道或其他適宜的通訊管道。The content library 310 stores content items associated with the user's profile, such as pictures, movies, and audio files. The content item from the content library 310 can be displayed when the profile page set for the user is viewed, when the brand page is viewed, or when other content is viewed. For example, the displayed content item can display a picture or movie associated with the user's profile, or display text describing the user's current situation. These content items can be presented to users in various communication pipelines. Examples of communication pipelines include brand pages, message fields containing content items from users or entities, emails, text messages, notifications transmitted by the social networking system 100, and delivery of content items to devices associated with the user. Push notification pipe or other suitable communication pipe.

再者，藉著鼓勵用戶拓展其通至其他用戶的連結、邀請新用戶來系統或藉著顯示和社群網路系統100的用戶、物件、活動或功能性有關的內容鼓勵用戶增加與社群網路系統100的互動，其他內容項可促進用戶參與度。社群網路內容項的例子包括被建議的連結或去做其他動作的建議、提供予社群網路系統100或社群網路系統100所維護的媒體（如相片或影片）、社群網路系統用戶所張貼的近況訊息或鏈接、邀請、活動、用戶欲望清單中的品項、社團、頁面（如代表組織或商業實體者）、促銷報價、折價券和任何其他社群網路系統所提供或可經由社群網路系統存取的內容。Further, by encouraging users to expand their links to other users, inviting new users to the system, or by displaying content and user, object, activity or functionality related to the social networking system 100, the user is encouraged to increase the community. The interaction of the network system 100, other content items can promote user participation. Examples of social network content items include suggested links or suggestions for other actions, media provided to the social networking system 100 or the social networking system 100 (such as photos or videos), social networks Status messages or links, invitations, events, items in the user's desire list, associations, pages (such as representative organizations or commercial entities), promotional quotes, coupons, and any other social networking system posted by users of the road system Content that is provided or accessible via a social networking system.

內容庫310亦納有關聯於實體的用戶個人檔案的至少一個品牌頁。品牌頁包含關聯於實體的內容和用以呈現內容予社群網路系統用戶的指令。舉例而言，某品牌頁辨識關聯於實體之用戶個人檔案的內容，和描述如何呈現此內容予正閱覽此品牌頁的用戶的資訊。內容庫310亦可儲存關聯於內容庫310中每個內容項的至少一個關鍵詞。這些關鍵詞可為辨識內容項所要遞送給的用戶的一或多個特性的目標鎖定條件。或者，這些關鍵詞可辨識關聯於內容的主題或特性，使判斷用戶對這些關鍵詞中至少一個的親和度，以表示用戶對內容有興趣的可能性成為可能。The content library 310 also contains at least one brand page associated with the user's personal profile of the entity. The brand page contains content associated with the entity and instructions for presenting the content to the users of the social networking system. For example, a brand page identifies the content of the user profile associated with the entity and information describing how to present the content to the user viewing the brand page. The content library 310 can also store at least one keyword associated with each content item in the content library 310. These keywords may be target lock conditions that identify one or more characteristics of the user to whom the content item is to be delivered. Alternatively, the keywords may identify the subject or characteristic associated with the content, making it possible to determine the user's affinity for at least one of the keywords to indicate the likelihood that the user is interested in the content.

動作記錄器315接收在和／或不在社群網路系統100上的用戶動作的相關通訊，並將用戶動作的相關資訊填入動作誌320。此等動作舉例而言可包括新增至另一用戶的連結、傳送訊息給另一用戶、上傳圖片、閱讀來自另一用戶的訊息、閱覽關聯於另一用戶的內容、參加另一用戶所張貼的活動，不一而足。在一些實施例中，動作記錄器315辨識社群網路系統用戶與社群網路系統100內的品牌頁間的互動。社群網路系統100將關聯於品牌頁上內容的目標鎖定條件傳發至內容選擇器170以特製經由品牌頁呈現的內容。再者，與其他物件的連結中所描述的一些動作乃指向某些用戶，所以這些動作亦關聯於那些用戶。這些動作儲存於動作誌320。The action recorder 315 receives relevant communications for user actions on and/or out of the social networking system 100 and populates the action message 320 with information about the user actions. Such actions may include, for example, adding a link to another user, transmitting a message to another user, uploading a picture, reading a message from another user, viewing content associated with another user, participating in posting by another user Activities, not just. In some embodiments, the action recorder 315 identifies interactions between social network system users and brand pages within the social networking system 100. The social networking system 100 communicates the targeting criteria associated with the content on the brand page to the content selector 170 to tailor the content presented via the brand page. Furthermore, some of the actions described in the links to other objects are directed to certain users, so these actions are also associated with those users. These actions are stored in action 320.

動作誌320可被社群網路系統100用來追蹤在社群網路系統100和將資訊傳達給社群網路系統100的外部網站上的用戶動作。用戶可與社群網路系統100上各種物件互動，如於貼文留言、分享鏈接、經由行動裝置在某地打卡或依序存取內容項。描述這些動作的資訊儲存於動作誌320。納於動作誌320中的與社群網路系統100上的物件的互動之例還包括於相簿留言、用戶間的通訊、成為某音樂人的粉絲（fan）、新增活動至行事曆、加入社團、成為某品牌頁的粉絲、創建活動、授權予應用程式、使用應用程式和涉入交易。再者，動作誌320記錄著用戶與社群網路系統100上的廣告和運行於社群網路系統100上的應用程式的互動。在一些實施例中，來自動作誌320的資料被用來推論用戶的興趣或偏好，從而擴充了用戶個人檔案所納的興趣，並使對用戶偏好更完整的理解成為可能。Actions 320 can be used by the social networking system 100 to track user actions on the social networking system 100 and to communicate information to external websites of the social networking system 100. The user can interact with various objects on the social networking system 100, such as post messages, share links, punch in a place via a mobile device, or sequentially access content items. Information describing these actions is stored in Action 320. Examples of interactions with objects on the social networking system 100 in Action 320 include album messages, communication between users, becoming fans of a certain artist, adding activities to calendars, Join a community, become a fan of a brand page, create an event, authorize an app, use an app, and engage in a deal. Further, the activity 320 records the user's interaction with the advertisements on the social networking system 100 and the applications running on the social networking system 100. In some embodiments, the material from action 320 is used to infer the user's interests or preferences, thereby expanding the interest of the user's profile and making a more complete understanding of the user's preferences possible.

動作誌320亦可儲存在外部網站上所做的用戶動作。舉例而言，某主要以低價販售運動用品的電子商務網站可透過讓此電子商務網站得以辨識社群網路系統100用戶的社交外掛（social plug-in）認出社群網路系統100的用戶。因為社群網路系統100的每個用戶皆可獨一無二地被辨識，像是這個運動裝備零售商的電子商務網站可在被這些用戶拜訪利用他們的相關資訊。動作誌320記錄這些用戶的相關資料，包括網頁閱覽歷史、所點擊或與之互動過的廣告、所購之物和其他從逛店購買推論的模式。Action 320 can also store user actions made on external websites. For example, an e-commerce website that primarily sells sporting goods at a low price can recognize the social networking system 100 by allowing the e-commerce website to recognize the social plug-in of the social network system 100 user. User. Because each user of the social networking system 100 is uniquely identifiable, an e-commerce website such as the sports equipment retailer can be used by these users to access their relevant information. Actions 320 records relevant information about these users, including the history of web browsing, advertisements that have been clicked or interacted with, purchased items, and other patterns of purchase inferences from the store.

消息欄管理器325選擇性地提供內容給社群網路系統100的用戶，並記錄用戶對內容的消費。在一實施例中，消息欄管理器325為某用戶產生描述此用戶所連結到的社群網路系統100其他用戶所行動作的動態。在一例中，消息欄管理器325為此用戶所產生的消息欄納有此用戶所連結到的其他用戶的留言。在另一例中，所產生的消息欄納有此用戶所連結到的社群網路系統其他用戶張貼至社群網路系統100的內容，或此用戶所連結到的其他用戶所行的動作。消息欄管理器325為用戶所產生的新的消息欄動態可被社群網路系統100評等和儲存。消息欄管理器325可透過網路220與客戶端裝置210通訊，以提供內容給社群網路系統100的用戶。The message bar manager 325 selectively provides content to the users of the social networking system 100 and records the user's consumption of the content. In one embodiment, the message bar manager 325 generates a dynamic for a user to describe the actions of other users of the social networking system 100 to which the user is connected. In one example, the message bar manager 325 displays a message for other users to which the user is connected to the message generated by the user. In another example, the generated message bar contains the content posted by other users of the social networking system to which the user is connected to the social networking system 100, or actions performed by other users to which the user is connected. The new message bar dynamics generated by the message bar manager 325 for the user can be rated and stored by the social networking system 100. The message bar manager 325 can communicate with the client device 210 over the network 220 to provide content to users of the social networking system 100.

在一實施例中，消息欄管理器325可透過像是內置框（iframe）的社交外掛提供給第三方網站230張貼在社群網路系統100上的關聯於第三方網站230的實體的相關內容。舉例而言，在社群網路系統100上創建了一個品牌頁的某商號實體可能渴望將張貼在此品牌頁在社群網路系統100中的消息欄上的內容項經由安裝在第三方網站230上的社交外掛發表至第三方網站230。如是，張貼至品牌頁的內容項可以各種技巧傳達給連結至品牌頁的用戶。內容項可在社群網路系統之領域內或像關聯於第三方網站230的領域的其他領域內被納於呈現給用戶的消息欄中。再者，消息欄管理器325可經由將內容項傳發至運行於至少一個客戶端裝置210上的應用程式的推播管道配送關聯於品牌頁的內容項給用戶。In an embodiment, the message bar manager 325 can provide relevant content of the entity associated with the third party website 230 posted on the social networking system 100 to the third party website 230 via a social plug-in such as an iframe. . For example, a business entity that creates a brand page on the social networking system 100 may desire to install content items posted on the message bar of the brand page in the social networking system 100 via a third party website. The social plugin on 230 is published to the third party website 230. If so, the content item posted to the brand page can be communicated to the user who links to the brand page. The content item may be included in the message bar presented to the user within the realm of the social networking system or other areas of the field associated with the third party website 230. Further, the message bar manager 325 can deliver content items associated with the brand page to the user via a push pipeline that passes the content item to an application running on the at least one client device 210.

在一實施例中，互動關係庫330以互動關係物件儲存描述用戶和社群網路系統100其他物件間連結的資訊。某些互動關係可是用戶所定義，讓用戶指明他們與其他用戶的關係。舉例而言，用戶可按照與其他用戶在現實生活中的關係產生與其他用戶的互動關係，像是朋友、同事、伴侶等等。其他互動關係則於用戶與社群網路系統100的物件互動時產生，像是表達對社群網路系統上某頁面的興趣、與社群網路系統其他用戶分享鏈接或於社群網路系統其他用戶所貼的文留言的時候。In one embodiment, the interactive relationship library 330 stores information describing the connections between the user and other objects of the social networking system 100 in an interactive relationship object. Some interactions are defined by the user, allowing the user to indicate their relationship with other users. For example, a user may interact with other users in real life relationships with other users, such as friends, colleagues, partners, and the like. Other interactions occur when users interact with objects in the social networking system 100, such as expressing interest in a page on a social networking system, sharing links with other users of the social networking system, or social networking. When the other users of the system post the message.

互動關係庫330儲存互動關係物件，互動關係物件納有互動關係的相關資訊，如對物件、興趣和其他用戶的親和分數。親和分數，又稱親和度，可隨著時間被社群網路系統100依據用戶所做的動作計算，以逼近用戶對社群網路系統100中物件、興趣和其他用戶的親和度。用以計算某用戶對另一用戶、品牌頁或關鍵詞的親和度的動作之例包括：此用戶於關聯於某關鍵詞或另一用戶的相片留言、此用戶表達對某品牌頁或某用戶個人檔案上的內容的偏好、此用戶張貼內容至某品牌頁或至某用戶個人檔案、此用戶與帶有關聯於某關鍵詞的內容的品牌頁間的互動頻率、此用戶分享關聯於某關鍵詞或另一用戶的內容、此用戶訂閱關聯於某關鍵詞或另一用戶的內容或任何其他適宜的動作。親和分數的計算，尤其是各種用以預測用戶對社群網路系統中內容的親和度的系統，詳述於西元2010年12月23日所提出的12/978,265號美國專利申請，在此全文揭露以資參考。在一實施例中，一個用戶和一特定物件間的多重互動可儲存於互動關係庫330中的單個互動關係物件。在一些實施例中，用戶間的連結可儲存於用戶個人檔案庫305，或用戶個人檔案庫305可存取互動關係庫330以判斷用戶間的連結。The interactive relationship library 330 stores interactive relationship objects, and the interactive relationship objects contain related information such as objects, interests, and affinity scores of other users. Affinity scores, also known as affinity, can be calculated over time by the social network system 100 based on actions taken by the user to approximate the user's affinity for objects, interests, and other users in the social networking system 100. An example of an action for calculating the affinity of a user for another user, brand page, or keyword includes: the user posting a photo message associated with a keyword or another user, the user expressing a brand page or a user The preference for the content on the profile, the frequency at which the user posts the content to a brand page or to a user profile, the interaction between the user and the brand page with content associated with a keyword, and the user’s sharing is associated with a key The word or the content of another user, this user subscribes to content associated with a keyword or another user or any other suitable action. The calculation of the affinity scores, in particular the various systems for predicting the user's affinity for content in the social networking system, as detailed in U.S. Patent Application Serial No. 12/978,265, issued on December 23, 2010 Revealed for reference. In one embodiment, multiple interactions between a user and a particular object may be stored in a single interactive relationship object in the interactive relationship library 330. In some embodiments, the links between users may be stored in the user profile repository 305, or the user profile repository 305 may access the interactive relationship library 330 to determine the links between users.

網頁伺服器340經由網路220將社群網路系統100鏈接到至少一個客戶端裝置210，也鏈接到至少一個第三方網站230。網頁伺服器340伺服網頁和其他萬維網（WWW）相關的內容，像是Java、Flash、XML等等。網頁伺服器340可提供社群網路系統100和客戶端裝置210間接收和路由訊息的功能性，例如即時訊息、排程訊息（如電子郵件）、文字訊息（如簡訊）或任何用其他適宜傳訊技術所傳送的訊息。用戶可向網頁伺服器340傳送上傳資訊的要求，例如內容庫310中所儲存的圖片或影片。再者，網頁伺服器340可提供直接傳送資料的API功能性予原生的客戶端裝置作業系統，像是iOS®、Android™、webOS®和BlackBerry。The web server 340 links the social networking system 100 to at least one client device 210 via the network 220, as well as to at least one third party website 230. Web server 340 serves web pages and other World Wide Web (WWW) related content such as Java, Flash, XML, and the like. The web server 340 can provide functionality for receiving and routing messages between the social networking system 100 and the client device 210, such as instant messages, scheduled messages (e.g., emails), text messages (e.g., newsletters), or any other suitable The message transmitted by the messaging technology. The user can transmit a request to upload information to the web server 340, such as a picture or movie stored in the content library 310. Moreover, web server 340 can provide API functionality for direct delivery of data to native client device operating systems such as iOS®, AndroidTM, webOS®, and BlackBerry.

內容選擇器170依據關聯於內容項的關鍵詞和儲存於用戶個人檔案的資訊，從內容庫310辨識內容項以呈現予社群網路系統用戶。在一實施例中，內容選擇器170藉著判斷用戶是否有某關鍵詞所指明的特性來選擇張貼至遞送給用戶的品牌頁的內容。舉例而言，內容選擇器170將用戶個人檔案所辨識的興趣和關聯於內容的目標鎖定條件比較。或者，內容選擇器170依據用戶對關聯於內容的關鍵詞的親和度，選擇張貼至品牌頁的內容以呈現予用戶。The content selector 170 identifies the content item from the content library 310 for presentation to the social network system user based on the keywords associated with the content item and the information stored in the user profile. In one embodiment, the content selector 170 selects the content posted to the brand page delivered to the user by determining whether the user has the characteristics specified by the keyword. For example, content selector 170 compares the interests identified by the user profile with the target lock conditions associated with the content. Alternatively, the content selector 170 selects the content posted to the brand page for presentation to the user based on the user's affinity for the keyword associated with the content.

在一實施例中，內容選擇器170與內容庫310、用戶個人檔案庫305和／或動作誌320通訊，以因應用戶在用戶個人檔案中有符合或以別的方式關聯於關聯於內容的關鍵詞的資訊，從品牌頁辨識內容遞送至社群網路系統用戶。舉例而言，內容選擇器170從關聯於某連結至品牌頁的用戶的用戶個人檔案辨識用戶至少一個興趣。在一些實施例中，內容選擇器170可依據擷取自動作誌320的用戶與品牌頁間的互動辨識用戶的興趣；這讓內容選擇器170得以使用品牌頁專屬的互動模式確認用戶的興趣。內容選擇器170可與用戶個人檔案庫305通訊，以修改使用戶的個人檔案納入內容選擇器170從用戶與品牌頁的互動辨識出的興趣。舉例而言，用戶與品牌頁上關聯於或納有某關鍵詞的內容間的互動可造成內容選擇器170判斷出用戶對此關鍵詞有興趣，並據以更新用戶個人檔案庫305。In an embodiment, the content selector 170 communicates with the content library 310, the user profile repository 305, and/or the action alert 320 to enable the user to be associated or otherwise associated with the key associated with the content in the user profile. The word information is delivered from the brand page identification content to the social network system user. For example, the content selector 170 identifies the user's at least one interest from a user profile associated with a user linked to the brand page. In some embodiments, the content selector 170 can identify the user's interests based on the interaction between the user who captured the automated game 320 and the brand page; this allows the content selector 170 to confirm the user's interests using the brand page-specific interaction mode. The content selector 170 can communicate with the user profile repository 305 to modify the user's profile into the interests that the content selector 170 recognizes from the user's interaction with the brand page. For example, interaction between the user and the content associated with or associated with a keyword on the brand page may cause the content selector 170 to determine that the user is interested in the keyword and to update the user profile repository 305 accordingly.

判斷出用戶的興趣時，內容選擇器170判斷是否這些興趣中至少一個符合關聯於張貼至品牌頁的內容項的至少一個關鍵詞。接著，關聯於如目標鎖定條件的符合用戶興趣的關鍵詞的內容項被內容選擇器170遞送給用戶。如是，內容選擇器170使用來自用戶個人檔案庫305和／或動作誌320的資料判斷連結至品牌頁的用戶是否有至少一個關聯於張貼至品牌頁的內容的關鍵詞所指明的特性。舉例而言，關聯於指明動作、位置、活動、興趣、連結或用戶的特性所符合的任何其他適宜特性的某關鍵詞的內容被選來呈現給用戶。這使依據用戶的特性特製從連結至用戶的品牌頁遞送給用戶的內容成為可能。遞送至用戶的內容舉例而言包括實體所提供的描述產品和服務的促銷資訊、產品評論、來自其他用戶的描述與實體的互動的圖片或貼文和其他描述實體和／或實體所提供的產品或服務的社交物件。When judging the user's interest, the content selector 170 determines whether at least one of the interests matches at least one keyword associated with the content item posted to the brand page. Next, the content item associated with the user interest-like keyword, such as the target locking condition, is delivered to the user by the content selector 170. If so, the content selector 170 uses the data from the user profile 305 and/or the action 320 to determine whether the user linked to the brand page has at least one attribute specified by the keyword associated with the content posted to the brand page. For example, the content of a keyword associated with any other suitable characteristic that indicates an action, location, activity, interest, link, or user's characteristics is selected for presentation to the user. This makes it possible to tailor the content delivered to the user from the brand page linked to the user according to the characteristics of the user. The content delivered to the user includes, for example, promotional information provided by the entity describing the products and services, product reviews, images or postings from other users' descriptions and interactions with the entities, and other products described by the entity and/or entity. Or social objects of service.

在其他實施例中，內容選擇器170與互動關係庫330通訊，以判斷用戶對關聯於張貼至品牌頁的內容的關鍵詞的親和度。內容選擇器170辨識張貼至品牌頁的關聯於用戶對其有最高或門檻值以上親和度的關鍵詞的內容項。為個人化用戶與品牌頁的互動，依據用戶的親和度中選的內容項透過品牌頁、消息欄動態、電子郵件、文字訊息或任何其他適宜的通訊管道被呈現給用戶。依據用戶對品牌頁的諸親和度呈現張貼至品牌頁的內容項增加了用戶對閱覽所呈現內容項感興趣的可能性，也增加用戶會與品牌頁有更多互動的可能性。In other embodiments, the content selector 170 communicates with the interactive relationship library 330 to determine the user's affinity for keywords associated with the content posted to the brand page. The content selector 170 identifies the content item posted to the brand page that is associated with the keyword for which the user has the highest or higher threshold. For personalized user interaction with the brand page, content items selected based on the user's affinity are presented to the user via a brand page, message bar dynamics, email, text message, or any other suitable communication channel. Presenting the content item posted to the brand page based on the user's affinity for the brand page increases the likelihood that the user will be interested in viewing the presented content item, and also increases the likelihood that the user will interact more with the brand page.

顯示產生器335判斷社群網路系統100的某位用戶何時已要求資訊被顯示，並與內容選擇器170協同顯示對此要求內容的用戶特製的內容。舉例而言，用戶可能來到社群網路系統100內的一個品牌頁，顯示產生器335則依據來自內容選擇器170的資料修改此品牌頁的外觀。在一實施例中，顯示產生器335從內容庫310擷取內容選擇器170所辨識的內容，並顯示擷取來的內容以提供用戶依據用戶的個人檔案或興趣特製的頁面體驗。舉例而言，用戶閱覽品牌頁時所顯示的內容項被修改，使關聯於用戶符合的關鍵詞或關聯於用戶對其有門檻值以上親和度的關鍵詞的內容項更為突出地顯示。顯示產生器335可提供網頁或某種其他適宜的顯示格式以經由客戶端裝置210呈現內容給用戶。顯示產生器355可通知內容選擇器170何時已因應來自用戶的要求產生了顯示畫面。提供給社群網路系統用戶的內容項之選擇 The display generator 335 determines when a user of the social networking system 100 has requested information to be displayed, and cooperates with the content selector 170 to display user-specific content for the requested content. For example, a user may come to a brand page within the social networking system 100, and the display generator 335 modifies the appearance of the brand page based on information from the content selector 170. In one embodiment, display generator 335 retrieves content recognized by content selector 170 from content library 310 and displays the captured content to provide a user-specific page experience tailored to the user's profile or interests. For example, the content item displayed when the user views the brand page is modified so that the keyword associated with the user or the content item associated with the keyword whose user has a threshold or more affinity is more prominently displayed. Display generator 335 can provide a web page or some other suitable display format to present content to the user via client device 210. The display generator 355 can notify the content selector 170 when a display has been generated in response to a request from the user. Selection of content items for users of social networking systems

第4圖係一互動圖，闡明用於選擇關聯於品牌頁的內容以呈現予社群網路系統用戶的流程400。在一實施例中，社群網路系統100經由網頁伺服器340接收405要張貼至品牌頁的內容。舉例而言，社群網路系統100從實體接收要張貼至品牌頁的文章、廣告、影片、音訊檔案或其他內容。在內容之外，網頁伺服器340接收405關聯於內容的至少一個關鍵詞。這些關鍵詞描述著內容和／或描述著內容所要呈現給的社群網路系統用戶的至少一個特性。網頁伺服器340所接收的內容被傳發410至內容庫310儲存。在一實施例中，接收來的關鍵詞被傳發415至內容選擇器170。或者，關鍵詞可被傳發至內容庫310，內容選擇器170再從內容庫310擷取關鍵詞。Figure 4 is an interactive diagram illustrating a process 400 for selecting content associated with a brand page for presentation to a community network system user. In one embodiment, the social networking system 100 receives 405 content to be posted to the brand page via the web server 340. For example, the social networking system 100 receives articles, advertisements, videos, audio files, or other content from an entity to be posted to a brand page. In addition to the content, web server 340 receives 405 at least one keyword associated with the content. These keywords describe the content and/or describe at least one characteristic of the social networking system user to which the content is to be presented. The content received by web server 340 is transmitted 410 to content library 310 for storage. In an embodiment, the received keywords are transmitted 415 to the content selector 170. Alternatively, the keywords can be passed to the content library 310, which then retrieves the keywords from the content library 310.

為存取品牌頁，或曰為存取關聯於品牌頁的內容，某社群網路系統用戶從客戶端裝置210發送420對存取品牌頁的要求至社群網路系統100的網頁伺服器340。此要求納有此社群網路系統用戶的辨識符，網頁伺服器340則用這張辨識符來和用戶個人檔案庫305要求425關聯於此社群網路系統用戶的用戶個人檔案。被辨識出來後，前述之用戶個人檔案從用戶個人檔案庫305被傳發430至內容選擇器170。其他關聯於此用戶的資訊，像是來自動作誌320的動作和／或來自互動關係庫330的互動關係，亦可被傳發至內容選擇器170。To access the brand page, or to access content associated with the brand page, a social network system user sends 420 a request to access the brand page from the client device 210 to the web server 340 of the social networking system 100. . This request contains the identifier of the user of the social networking system, and the web server 340 uses this identifier to associate the user profile with the user profile 305 request 425 with the user profile of the user of the social networking system. Once identified, the aforementioned user profile is transmitted 430 from the user profile repository 305 to the content selector 170. Other information associated with the user, such as actions from action 320 and/or interactions from interactive relationship library 330, may also be communicated to content selector 170.

依據關聯於張貼至品牌頁的內容的關鍵詞和來自前述用戶個人檔案的資訊，內容選擇器170選擇435張貼至品牌頁的內容以呈現予此用戶。關鍵詞可辨識像是興趣、動作、位置、連結、連結類別、活動、社團或其他資訊的條件，內容選擇器170則將來自前述用戶個人檔案或以別的方式關聯於此用戶的資訊與關鍵詞比較。張貼至品牌頁且關聯於符合前述用戶個人檔案中的資訊的至少一個關鍵詞的內容被選435來呈現給此用戶。Based on the keywords associated with the content posted to the brand page and the information from the aforementioned user profile, the content selector 170 selects 435 the content posted to the brand page for presentation to the user. The keyword can identify conditions such as interests, actions, locations, links, link categories, activities, associations, or other information, and the content selector 170 will associate information or key from the user profile or otherwise associated with the user. Word comparison. Content posted to the brand page and associated with at least one keyword that conforms to the information in the aforementioned user profile is selected 435 for presentation to the user.

或者，關鍵詞辨識內容的特性，讓提供內容的實體得以將主題、產品、活動、品牌、人、實體或其他資訊關聯於內容。內容選擇器170可從互動關係庫330擷取此用戶對關聯於張貼至品牌頁的內容的至少一個關鍵詞的親和度，並用這些親和度選擇435張貼至品牌頁的內容呈現給此用戶。此用戶對某個關鍵詞的親和度提供對此用戶對關聯於這個關鍵詞的內容感興趣的可能性的指標；由是，依據此用戶的親和度選擇435內容讓內容選擇器170得以增加此用戶對中選內容有興趣的可能性。在一實施例中，內容選擇器170選擇435關聯於此用戶對其有門檻值以上親和度的關鍵詞的內容。或者，內容選擇器170選擇435關聯於此用戶對其之親和度相對於對其他關鍵詞的親和度為最高的關鍵詞的內容。Alternatively, the keyword identifies the nature of the content, allowing the entity providing the content to associate the topic, product, activity, brand, person, entity or other information with the content. The content selector 170 may retrieve the affinity of the user for the at least one keyword associated with the content posted to the brand page from the interactive relationship library 330, and present the content posted to the brand page with the affinity selection 435 to the user. The user's affinity for a certain keyword provides an indicator of the likelihood that the user is interested in the content associated with the keyword; by virtue, the content selection 435 is based on the user's affinity to allow the content selector 170 to increase this The possibility that the user is interested in the selected content. In an embodiment, the content selector 170 selects 435 the content of the keyword for which the user has an affinity above the threshold. Alternatively, the content selector 170 selects 435 the content of the keyword whose affinity is the highest for the affinity of the user with respect to other keywords.

內容選擇器170辨識440張貼至內容庫310的中選內容。舉例而言，內容選擇器170從內容庫310擷取對應於中選內容辨識符的內容。張貼至品牌頁的中選內容從內容庫310被傳發445至網頁伺服器340，網頁伺服器340則將中選內容呈現450給關聯於用戶的客戶端裝置210。或者，內容選擇器170將關聯於張貼至品牌頁的中選內容的多個內容辨識符傳發至網頁伺服器340，網頁伺服器340則從內容庫310擷取對應於那些內容辨識符的內容。擷取來的內容接著被呈現450給客戶端裝置210。The content selector 170 recognizes 440 the selected content posted to the content library 310. For example, the content selector 170 retrieves content corresponding to the selected content identifier from the content library 310. The selected content posted to the brand page is transmitted 445 from the content library 310 to the web server 340, and the web server 340 presents 450 the selected content to the client device 210 associated with the user. Alternatively, the content selector 170 transmits a plurality of content identifiers associated with the selected content posted to the brand page to the web server 340, and the web server 340 retrieves content corresponding to those content identifiers from the content library 310. The captured content is then presented 450 to the client device 210.

張貼至品牌頁的中選內容可以各種方式呈現給客戶端裝置210。舉例而言，可藉著特製納於顯示給存取品牌頁的用戶的品牌頁某個呈現（representation）上的內容，顯示中選內容給用戶。品牌頁的呈現可納有中選內容並排除其他關聯於品牌頁的內容，或品牌頁的呈現可在視覺上區分中選內容和其他關聯於品牌頁的內容。這樣個人化了經由品牌頁呈現給用戶的內容，增加了用戶會與品牌頁互動的可能性。或者，描述中選內容的至少一個動態在消息欄中被傳送給用戶。在另一例中，納有中選內容或描述中選內容項的一則訊息被傳送至關聯於用戶的客戶端裝置210。此訊息可以任何適宜的通訊管道傳送，如經由文字訊息、經由電子郵件、經由納於社群網路系統100之外的領域中的網頁上的社交外掛、經由推送通訊管道或任何其他適宜的通訊技巧。The selected content posted to the brand page can be presented to the client device 210 in a variety of ways. For example, the selected content may be displayed to the user by specializing on a certain content of the brand page displayed to the user accessing the brand page. The presentation of the brand page may include the selected content and exclude other content associated with the brand page, or the presentation of the brand page may visually distinguish between the selected content and other content associated with the brand page. This personalizes the content presented to the user via the brand page, increasing the likelihood that the user will interact with the brand page. Alternatively, at least one of the dynamics describing the selected content is transmitted to the user in the message bar. In another example, a message containing the selected content or describing the selected content item is transmitted to the client device 210 associated with the user. This message may be transmitted via any suitable communication channel, such as via text messages, via email, via social plug-ins on web pages in areas other than social networking system 100, via push communication channels or any other suitable communication. skill.

第5圖所示為用以選擇關聯於品牌頁的內容，以呈現予社群網路系統用戶的流程500之一實施例的流程圖。關聯於實體的品牌頁被社群網路系統100儲存505著。舉例而言，品牌頁儲存於505社群網路系統100的內容庫310中。社群網路系統100亦為社群網路系統的用戶儲存510用戶個人檔案和用戶個人檔案間的連結。至少一個用戶個人檔案有通至品牌頁的連結。要張貼至品牌頁的內容和關聯於此內容的關鍵詞被接收515。如上所述，一或多個關鍵詞可為定義社群網路系統用戶的一或多個特性（如興趣）的目標鎖定條件。其他目標鎖定條件之例包括社群網路系統用戶張貼某實體專屬的主題或產品的相關內容、表示對某產品或貼文的偏好（即說此產品或貼文「讚」）、傳送貼文給另一社群網路系統用戶或任何其他與品牌頁或與品牌頁上的內容的互動。至少一個關鍵詞可描述內容的特性，像是主題、活動、用戶、實體或內容的其他相關資訊。關鍵詞可由關聯於品牌頁的實體所指明。Figure 5 is a flow diagram showing an embodiment of a process 500 for selecting content associated with a brand page for presentation to a community network system user. The brand page associated with the entity is stored 505 by the social networking system 100. For example, the brand page is stored in the content library 310 of the 505 community network system 100. The social networking system 100 also stores 510 links between user profiles and user profiles for users of the social networking system. At least one user profile has a link to the brand page. The content to be posted to the brand page and the keywords associated with the content are received 515. As noted above, one or more keywords may be target lock conditions that define one or more characteristics (e.g., interests) of a community network system user. Examples of other targeting criteria include a social network system user posting content related to an entity-specific topic or product, indicating a preference for a product or post (ie, saying "like" or "post"), and posting a post Give another social network system user or any other interaction with the brand page or with the content on the brand page. At least one keyword may describe characteristics of the content, such as topics, activities, users, entities, or other relevant information of the content. The keyword may be indicated by an entity associated with the brand page.

社群網路系統100從用戶接收520存取品牌頁的要求。舉例而言，某位用戶從客戶端裝置210要求閱覽品牌頁。此要求納有這位社群網路系統用戶的辨識符，辨識符用以辨識社群網路系統100所維護關聯於此用戶的用戶個人檔案。被辨識出來後，前述之用戶個人檔案從用戶個人檔案庫305被傳發430至內容選擇器170。其他關聯於此用戶的資訊，像是來自動作誌320的動作和／或來自互動關係庫330的互動關係，亦可被傳發至內容選擇器170。The social networking system 100 receives 520 requests from the user to access the brand page. For example, a user requests to view a brand page from the client device 210. This requirement includes an identifier for the user of the social networking system, the identifier identifying the user profile associated with the user maintained by the social networking system 100. Once identified, the aforementioned user profile is transmitted 430 from the user profile repository 305 to the content selector 170. Other information associated with the user, such as actions from action 320 and/or interactions from interactive relationship library 330, may also be communicated to content selector 170.

依據關聯於張貼至品牌頁的內容的關鍵詞和來自前述用戶個人檔案的資訊，張貼至品牌頁的內容被選525來呈現予此用戶。如上所述，關鍵詞可辨識像是興趣、動作、位置、連結、連結類別、活動、社團或其他資訊的條件。由是，關聯於符合前述用戶個人檔案中的資訊的關鍵詞的內容或其他關聯於這位用戶的資訊被選525來呈現給此用戶。或者，關鍵詞可辨識內容的特性，讓提供內容的實體得以將主題、產品、活動、品牌、人、實體或其他資訊關聯於內容。因此如上所詳述，此用戶對各個關鍵詞的親和度可被判斷，內容則依據這位用戶對關聯於內容的至少一個關鍵詞的親和度而中選。舉例而言，關聯於此用戶對其有門檻值以上親和度的關鍵詞的內容中選525。或者，關聯於此用戶對其之親和度相對於對其他關鍵詞的親和度為最高的關鍵詞的內容中選525。中選內容被呈現予此用戶530，如上結合第4圖所述。Based on the keywords associated with the content posted to the brand page and the information from the aforementioned user profile, the content posted to the brand page is selected 525 for presentation to the user. As noted above, keywords can identify conditions such as interests, actions, locations, links, links, events, associations, or other information. Thus, the content associated with the keyword that matches the information in the aforementioned user profile or other information associated with the user is selected 525 for presentation to the user. Alternatively, the keyword can identify the characteristics of the content, allowing the entity providing the content to associate the topic, product, activity, brand, person, entity or other information with the content. Thus, as detailed above, the user's affinity for each keyword can be determined, and the content is selected based on the user's affinity for at least one keyword associated with the content. For example, 525 is selected from the content of the keyword whose user has an affinity above the threshold. Alternatively, 525 is selected from the content of the keyword whose affinity is the highest with respect to other keywords. The selected content is presented to the user 530 as described above in connection with FIG.

第6A至C圖闡明依據關聯於張貼至品牌頁的內容的關鍵詞修改品牌頁外觀的例子。第6A圖是以舊法顯示的品牌頁604之一例。在一實施例中，以舊法顯示的品牌頁604納有實體辨識符608，像是名字、標誌、圖片、影片或其他辨識關聯於以舊法顯示的品牌頁604的實體的資訊。以舊法顯示的品牌頁604納有多個內容項612、616、620。常常內容項612、616和620提供著各式各樣範疇的資訊，而內容項612、616和620之中某些對閱覽品牌頁的社群網路系統用戶幾無價值。在第6A圖之例中，品牌頁604關聯於某運動用品供應商，內容項612、616和620則描述此運動用品供應商所提供的各種產品。舉例而言，內容項612提供此運動用品供應商對所販售網球拍的評論。另一個內容項616提供游泳技巧的步驟，還有一個內容項620則廣告著此運動用品供應商正在進行的跑步鞋促銷。Figures 6A through C illustrate examples of modifying the appearance of a brand page based on keywords associated with content posted to the brand page. Fig. 6A is an example of a brand page 604 displayed in the old method. In one embodiment, the brand page 604 displayed in the old method contains an entity identifier 608, such as a name, logo, picture, movie, or other information identifying an entity associated with the brand page 604 displayed in the old method. The brand page 604 displayed in the old method has a plurality of content items 612, 616, 620. Often content items 612, 616, and 620 provide information for a wide variety of categories, while some of content items 612, 616, and 620 are of little value to social network system users viewing brand pages. In the example of Figure 6A, the brand page 604 is associated with a sporting goods supplier, and the content items 612, 616, and 620 describe the various products offered by the sporting goods supplier. For example, content item 612 provides a review of the sporting goods supplier's sales of the tennis racket. Another content item 616 provides the step of swimming skills, and a content item 620 advertises the ongoing running shoe promotion of the sporting goods supplier.

雖然不同社群網路系統用戶很有可能對內容項612、616和620所描述的各種運動有相異等級的，以舊法顯示的品牌頁604卻對每個閱覽用戶都顯示所有的內容項612、616、620。這可能讓用戶需要篩選過好幾個內容項612、616、620才能找到令人感興趣的內容。While different social networking system users are likely to have different levels of the various sports described by content items 612, 616, and 620, the brand page 604 displayed in the old method displays all content items for each viewing user. 612, 616, 620. This may allow the user to filter through several content items 612, 616, 620 to find interesting content.

第6B圖闡明依據關聯於內容項628和632的關鍵詞為閱覽用戶特製的品牌頁624。在第6B圖中，關聯於內容項628和632的關鍵詞為目標鎖定條件，品牌頁624則被特製以更突出地顯示關聯於閱覽用戶所滿足的目標鎖定條件的內容項。舉例而言，若閱覽用戶的個人檔案納有對網球的興趣，關聯於定義對網球的興趣的目標鎖定條件的內容項628就會被更突出地顯示。舉例而言，品牌頁624將內容項628置頂，讓閱覽用戶得以更容易找到內容項628。或者，關聯於內容項628的關鍵詞可辨識出內容項628乃與網球相關，而依據閱覽用戶的用戶個人檔案，此用戶對網球有門檻值以上的親和度，所以品牌頁624被特製以在視覺上區分內容項628和其他內容項。在第6B圖中，品牌頁624亦較不突出地顯示著另一個關聯於閱覽用戶未達的目標鎖定條件的內容項632。舉例而言，此其他內容項632被顯示在品牌頁624上較低之處、顯示時只有簡化的資訊或以別的方式和關聯於用戶所滿足的目標鎖定條件的內容項628區分開來。在其他實施例中，此其他內容項632可能被遮掩或完全不顯示，以減少呈現給閱覽用戶的資訊量。Figure 6B illustrates a brand page 624 tailored to the viewing user based on the keywords associated with the content items 628 and 632. In FIG. 6B, the keywords associated with the content items 628 and 632 are target lock conditions, and the brand page 624 is tailored to more prominently display the content items associated with the target lock conditions satisfied by the browsing user. For example, if the user's profile is viewed with interest in tennis, the content item 628 associated with the target lock condition defining the interest in the tennis would be more prominently displayed. For example, brand page 624 tops content item 628, making it easier for viewing users to find content item 628. Alternatively, the keyword associated with the content item 628 can recognize that the content item 628 is related to the tennis ball, and depending on the user profile of the viewing user, the user has a threshold above the tennis threshold, so the brand page 624 is tailored to Content items 628 and other content items are visually distinguished. In FIG. 6B, the brand page 624 also displays less prominently another content item 632 associated with the target lock condition that the browsing user has not reached. For example, this other content item 632 is displayed on the lower portion of the brand page 624, displayed only with simplified information or otherwise distinguished from the content item 628 associated with the target lock condition satisfied by the user. In other embodiments, this other content item 632 may be obscured or not displayed at all to reduce the amount of information presented to the viewing user.

第6C圖闡明依據關聯於內容項的關鍵詞為閱覽用戶特製的另一範例品牌頁636。在第6C圖中，品牌頁636被特製以減少關聯於是閱覽用戶所不滿足的目標鎖定條件的關鍵字，或關聯於辨識閱覽用戶對其有低於門檻值的親和度的特性的關鍵字的內容項之顯示。舉例而言，在閱覽用戶的個人檔案納有對跑步的興趣時，品牌頁636顯示關聯於指明對跑步的興趣的目標鎖定條件的內容項632。為增加閱覽用戶對內容項632的注意，品牌頁顯示的是附加內容訊息644，而非關聯於閱覽用戶並不符合的目標鎖定條件或關聯於辨識閱覽用戶對其有低於門檻值的親和度的特性的的關鍵詞的內容項。閱覽用戶可藉著存取附加內容訊息644看到更多的內容項。Figure 6C illustrates another example brand page 636 tailored to the viewing user based on the keywords associated with the content item. In FIG. 6C, brand page 636 is tailored to reduce keywords associated with target lock conditions that are not satisfied by the viewing user, or keywords that are associated with identifying characteristics of the user's affinity for the threshold value. Display of content items. For example, when viewing a user's profile with interest in running, brand page 636 displays a content item 632 associated with a target lock condition indicating interest in running. In order to increase the attention of the viewing user to the content item 632, the brand page displays the additional content message 644 instead of the target locking condition that is not associated with the viewing user or the affinity for the identified viewing user to have a threshold below it. The content item of the keyword's characteristics. The viewing user can see more content items by accessing the additional content message 644.

在一些實施例中，用戶個人檔案可納有描述如何特製品牌頁的顯示的資訊。舉例而言，用戶個人檔案納有指示是否如第6B或6C圖特製品牌頁或用另一適宜態樣特製品牌頁的偏好資訊。如此，特製品牌頁的外觀讓品牌頁得以依據用戶特性使內容對不同用戶更為親和。內容的這種特製的呈現可增加用戶與品牌頁的互動，並培養用戶和關聯於品牌頁的實體間更強的互動。In some embodiments, the user profile may include information describing how to display the customized brand page. For example, the user profile contains preference information indicating whether a special brand page is printed as in section 6B or 6C or a branded page is made in another suitable aspect. In this way, the appearance of the special brand page allows the brand page to make the content more user-friendly according to the characteristics of the user. This tailored presentation of content increases the user's interaction with the brand page and fosters stronger interaction between the user and the entity associated with the brand page.

如上所述，品牌頁的物主或管理員可張貼各種內容項（像是貼文、相片或相簿、影片、促銷報價、折價券、活動或其邀請等等）至社群網路系統。社群網路系統接著判斷建立了至品牌頁的連結的社群網路系統的用戶是否可被呈現以上述張貼出的內容項中某幾個。舉例而言，頁面物主或管理員可將一個張貼出的內容項關聯於某些目標鎖定條件，此等目標鎖定條件則被與用戶的個人檔案比對，以判斷用戶是否可被呈現以此內容項。或者，系統可預測用戶對某張貼出的內容項會有的親和度，並使用該親和度判斷用戶是否可被呈現以此內容項。各種用以預測用戶對社群網路系統中的內容的親和度的系統詳述於西元2010年12月23日提出的12/978,265號美國專利申請，在此全文揭露以資參考。藉著選擇性地向建立了至品牌頁的連結的用戶提供和品牌頁掛勾而張貼出的內容項，社群網路系統能個人化其用戶的體驗，讓每位用戶對其與品牌頁的關聯更為在乎。As mentioned above, the owner or administrator of the brand page can post various content items (such as posts, photos or photo albums, videos, promotional quotes, coupons, events or invitations, etc.) to the social networking system. The social networking system then determines whether a user of the social networking system that established the link to the brand page can be presented with some of the posted content items. For example, the page owner or administrator can associate a posted content item with certain target lock conditions, and these target lock conditions are compared with the user's profile to determine whether the user can be presented. Content item. Alternatively, the system can predict the user's affinity for a posted content item and use the affinity to determine if the user can be presented with the content item. A variety of systems for predicting the user's affinity for content in a social networking system are described in detail in U.S. Patent Application Serial No. 12,978, filed on Dec. 23, 2010. By selectively providing content items posted to the brand page link to users who have created a link to the brand page, the social networking system can personalize the user experience and let each user match the brand page. The connection is more concerned.

雖然本揭露的前述之實施例以說明描述的目的被記載，然其並非詳盡無遺且非用以限定本揭露的系統與方法至所揭露的確切形式。熟悉此技術的人士能夠知道任何更動與潤飾於本揭露皆有可能因本揭露而完成。The foregoing embodiments of the disclosure are described for purposes of illustration and description, and are not intended to Those skilled in the art will be aware that any changes and modifications may be made by this disclosure.

說明書中的部分以演算法和抽象代表來描述實施例的系統與方法。這些演算法的描述和代表為熟悉資料處理技術的人士常用於有效傳達他們工作內容給其他熟悉此技術的人士。這些操作雖然由機能面、運算面或邏輯面解釋，但是一般知道是由電腦程式或同等線路、或微程式碼等類似方法實施的。另外，有時為了方便性會稱呼這些操作為模組，但不失去一般性。所描述的操作和與這些操作有關聯的模組可能被實施於軟體、韌體、硬體或任何組合。Portions of the specification describe the systems and methods of the embodiments in terms of algorithms and abstract representations. The descriptions and representations of these algorithms are often used by people familiar with data processing techniques to effectively communicate their work to others familiar with the technology. Although these operations are explained by functional, computational or logical planes, they are generally known to be implemented by computer programs or equivalent lines, or microcode. In addition, sometimes these operations are referred to as modules for convenience, but do not lose generality. The described operations and modules associated with these operations may be implemented in software, firmware, hardware, or any combination.

所描述的任何步驟、操作或程序可能被與一個或多個硬體或軟體模組執行或履行，並可為單獨或與其他設施結合。在一實施例中一個軟體模組與一個包含具有電腦程式碼的電腦可讀取儲存媒體的電腦程式產品一同執行。這個電腦程式碼可以被電腦處理器執行以完成前述之任何或所有的步驟、操作或程序。Any of the steps, operations, or procedures described may be performed or performed with one or more hardware or software modules, and may be separate or in combination with other facilities. In one embodiment, a software module is executed with a computer program product including a computer readable storage medium having a computer code. This computer code can be executed by a computer processor to perform any or all of the steps, operations or procedures described above.

系統與方法的實施例也可能與履行操作於中的設備有關。這個設備可為這個目的而特別製造和/或可具有一般用途運算設施，並被存於電腦內的電腦程式選擇性地活動或重新裝配。這樣的電腦程式可能被存於非變動型實體電腦可讀取儲存媒體或任何其他可儲存電子指示的媒體，再被耦接致電腦系統母線。此外，任何說明書中所提到的電腦系統可能具有單一處理器或被架構使用多處理器以增加運算能力。Embodiments of the systems and methods may also be associated with performing the operations in the device. This device may be specially manufactured for this purpose and/or may have general purpose computing facilities and be selectively activated or reassembled by computer programs stored in the computer. Such computer programs may be stored on a non-volatile physical computer readable storage medium or any other medium that stores electronic indications and then coupled to the computer system bus. In addition, the computer system referred to in any specification may have a single processor or be architected to use multiple processors to increase computing power.

系統與方法的實施例也可能與描述的電腦程序製造出的產品有關。這種產品可能具有運算程序後得到的資訊，而這個資訊存於非變動型實體電腦可讀取儲存媒體並可能具有任何電腦程式產品的實施例或描述的其他資料組合Embodiments of the systems and methods may also be related to products manufactured by the described computer programs. Such products may have information obtained after the operation of the program, and this information is stored in a non-variable physical computer that can read the storage medium and may have any other combination of embodiments or descriptions of the computer program product.

最後，說明書中所用的語言係由可讀性與教學目的而被選用，並可能非被選於畫出發明題材的界線或限制。因此系統與方法系統與方法的範圍並非被詳細說明限定，而被所申請的請求項限定。於是，系統與方法的實施例的揭露用意為說明而非限定揭露的範圍，關於本發明所界定之保護範圍請參考所附之申請專利範圍。Finally, the language used in the specification is chosen for readability and teaching purposes and may not be chosen to draw boundaries or limitations of the subject matter of the invention. The scope of the system and method systems and methods are therefore not limited by the details, but are defined by the claimed claims. Accordingly, the disclosure of the embodiments of the present invention is intended to be illustrative and not to limit the scope of the disclosure.

100‧‧‧社群網路系統100‧‧‧Community network system

104‧‧‧品牌頁 104‧‧‧ Brand Page

116‧‧‧第一關鍵詞 116‧‧‧ first keyword

120‧‧‧第二關鍵詞 120‧‧‧ second keyword

122‧‧‧第一用戶 122‧‧‧First user

124‧‧‧第一用戶個人檔案 124‧‧‧First User Profile

126‧‧‧第二用戶 126‧‧‧ second user

128‧‧‧第二用戶個人檔案 128‧‧‧Second User Profile

132‧‧‧第一消息欄 132‧‧‧First message bar

136‧‧‧第二消息欄 136‧‧‧second message bar

140‧‧‧第一內容項 140‧‧‧First Content Item

144‧‧‧第二內容項 144‧‧‧Second content item

148、152‧‧‧其他動態 148, 152‧‧‧ Other updates

170‧‧‧內容選擇器 170‧‧‧Content selector

200‧‧‧系統環境 200‧‧‧ system environment

210‧‧‧客戶端裝置 210‧‧‧Client device

220‧‧‧網路 220‧‧‧Network

230‧‧‧第三方網站 230‧‧‧ Third Party Website

305‧‧‧用戶個人檔案庫 305‧‧‧User Profile

310‧‧‧內容庫 310‧‧‧Content Library

315‧‧‧動作記錄器 315‧‧‧Action Recorder

320‧‧‧動作誌 320‧‧‧Action

325‧‧‧消息欄管理器 325‧‧‧Message Bar Manager

330‧‧‧互動關係庫 330‧‧‧Interactive relational library

335‧‧‧顯示產生器 335‧‧‧ display generator

340‧‧‧網頁伺服器 340‧‧‧Web server

400‧‧‧流程 400‧‧‧ Process

410－450‧‧‧步驟 410-450‧‧‧Steps

500‧‧‧流程 500‧‧‧ Process

505－530‧‧‧步驟 505-530‧‧‧Steps

604‧‧‧品牌頁 604‧‧‧ Brand Page

608‧‧‧實體辨識符 608‧‧‧ entity identifier

612、616、620‧‧‧內容項 612, 616, 620‧‧‧ content items

624‧‧‧品牌頁 624‧‧‧ Brand Page

628、632‧‧‧內容項 628, 632‧‧‧ content items

636‧‧‧品牌頁 636‧‧‧ Brand Page

644‧‧‧附加內容訊息 644‧‧‧Additional content message

第1圖所示為選擇張貼至品牌頁的內容以呈現予社群網路系統用戶之一例。Figure 1 shows an example of selecting a content posted to a brand page for presentation to a community network system user.

第2圖係闡明社群網路系統的系統環境之高階方塊圖。Figure 2 is a high-level block diagram illustrating the system environment of a social networking system.

第3圖係社群網路系統的系統架構一實施例之範例方塊圖。Figure 3 is an example block diagram of an embodiment of a system architecture for a social networking system.

第4圖係一互動圖，闡明用於選擇關聯於品牌頁的內容以呈現予社群網路系統用戶的流程。Figure 4 is an interactive diagram illustrating the process for selecting content associated with a brand page for presentation to users of a social networking system.

第5圖所示為用以選擇關聯於品牌頁的內容，以呈現予社群網路系統用戶的流程之一實施例的流程圖。Figure 5 is a flow diagram showing one embodiment of a process for selecting content associated with a brand page for presentation to a community network system user.

第6A至C圖闡明依據關聯於張貼至品牌頁的內容的關鍵詞修改品牌頁外觀的例子。Figures 6A through C illustrate examples of modifying the appearance of a brand page based on keywords associated with content posted to the brand page.

Claims

一種以計算機實現的方法，包含：在一社群網路系統中儲存關聯於一實體的一網頁；儲存該社群網路系統的多個用戶的一或多個用戶個人檔案和該些用戶間的多個連結的一集合，每一該用戶個人檔案包含對應至少一用戶興趣的資訊，對應該至少一用戶興趣的該資訊包含對應該至少一用戶興趣的至少一親和度(affinity)；自該實體接收該實體所販售的一或多個產品資訊；響應自該實體之一請求，使該一或多個產品資訊關連於該社群網路系統中之該實體；在該社群網路系統，從一瀏覽用戶接收對該網頁進行存取的一要求，該瀏覽用戶係關連於連結至該網頁的一對應的用戶個人檔案；藉由該社群網路系統，依據該至少一親和度的其中一個親和度由張貼在該網頁的該一或多個產品資訊中選擇其中一個產品資訊，該親和度係指該至少一用戶興趣與該產品資訊之間的親和度；以及將被選擇的該產品資訊呈現給該瀏覽用戶。 A computer-implemented method comprising: storing a web page associated with an entity in a social networking system; storing one or more user profiles of the plurality of users of the social networking system and the user a set of multiple links, each of the user profiles containing information corresponding to at least one user interest, the information corresponding to at least one user interest including at least one affinity corresponding to at least one user interest; The entity receives one or more product information sold by the entity; in response to a request from one of the entities, correlating the one or more product information to the entity in the social networking system; in the social network The system receives a request for accessing the webpage from a browsing user, the browsing user being associated with a corresponding user profile linked to the webpage; and the social networking system, according to the at least one affinity One of the affinities is selected from one or more product information posted on the webpage, the affinity being between the at least one user interest and the product information Affinity; and the selected product information is presented to the browsing user.

如請求項1所述的方法，其中關連於該社群網路系統中之該實體的該一或多個產品資訊包含用以存取一或多個其他產品資訊的一其他產品訊息。 The method of claim 1, wherein the one or more product information of the entity associated with the social networking system includes an additional product message for accessing one or more other product information.

如請求項1所述的方法，其中關連於該社群網路系統中之該實體的該一或多個產品資訊包含關聯於該網頁的該實體的資訊。 The method of claim 1, wherein the one or more product information of the entity associated with the social networking system comprises information of the entity associated with the web page.

如請求項1所述的方法，其中關連於該社群網路系統中之該實體的該一或多個產品資訊係關聯於一或多個關鍵詞，該一或多個關鍵詞用以說明該一或多個產品資訊且係由該實體定義。 The method of claim 1, wherein the one or more product information of the entity associated with the social networking system is associated with one or more keywords, the one or more keywords are used to illustrate The one or more product information is defined by the entity.

如請求項4所述的方法，其中藉由該社群網路系統，由該一或多個產品資訊中選擇其中一個產品資訊是更進一步根據關聯於該產品資訊的該一或多個關鍵詞。 The method of claim 4, wherein selecting, by the social networking system, one of the one or more product information is further based on the one or more keywords associated with the product information .

如請求項5所述的方法，其中該一或多個關鍵詞中說明一產品資訊的至少一關鍵詞包含多個目標鎖定條件，該些目標鎖定條件定義該社群網路系統的一使用者的一或多個特性，該一或多個特性適合以該產品資訊來呈現。 The method of claim 5, wherein the at least one keyword indicating the product information in the one or more keywords includes a plurality of target locking conditions, the target locking conditions defining a user of the social networking system One or more characteristics of the one or more characteristics that are suitable for presentation with the product information.

如請求項6所述的方法，其中該些目標鎖定條件係從由一興趣、一位置、一活動類別、一連結的類別、一其他用戶、一動作、一雇主、一教育機構、至少一用戶興趣與該產品資訊間的該親和度所組成之群組中選擇其中之一或組合。 The method of claim 6, wherein the target locking conditions are from an interest, a location, an activity category, a linked category, a other user, an action, an employer, an educational institution, at least one user One or a combination of the group of interest and the affinity of the product information is selected.

如請求項5所述的方法，其中關聯於該些產品資訊的其中一個產品資訊的該一或多個關鍵詞中至少一個關鍵詞包含描述該產品資訊的一特性。 The method of claim 5, wherein at least one of the one or more keywords associated with one of the product information of the product information includes a characteristic describing the product information.

如請求項1所述的方法，其中藉由該社群網路系統，由張貼在該網頁上的該一或多個產品資訊中選擇其中一個產品資訊是更進一步地根據關聯於該瀏覽用戶的該用戶個人檔案中對應該用戶興趣的資訊。 The method of claim 1, wherein selecting, by the social networking system, one of the one or more product information posted on the webpage is further based on a user associated with the browsing user Information in the user's profile that corresponds to the user's interests.

如請求項1所述的方法，其中呈現被選擇的該產品資訊給該瀏覽用戶包含顯示被選擇的該產品資訊，使被選擇的該產品資訊在視覺上可區分於其他的產品資訊。 The method of claim 1, wherein presenting the selected product information to the browsing user comprises displaying the selected product information such that the selected product information is visually distinguishable from other product information.

一種計算機程式產品，該計算機程式產品包含一非暫態電腦可讀取的儲存媒體，該非暫態電腦可讀取的儲存媒體包含計算機程式碼，該計算機程式碼用以執行以下步驟：在一社群網路系統中儲存關聯於一實體的一網頁；儲存該社群網路系統的多個用戶的一或多個用戶個人檔案和該些用戶間的多個連結的一集合，每一該用戶個人檔案包含對應至少一用戶興趣的資訊，對應該至少一用戶興趣的該資訊包含對應該至少一用戶興趣的至少一親和度；自該實體接收該實體所販售的一或多個產品資訊；響應自該實體之一請求，使該一或多個產品資訊關連於該社群網路系統中之該實體；在該社群網路系統，從一瀏覽用戶接收對該網頁進行存取的一要求，該瀏覽用戶係關連於連結至該網頁的一對應的用戶個人檔案；藉由該社群網路系統，依據該至少一親和度的其中一個親和度由張貼在該網頁的該一或多個產品資訊中選擇其中一個產品資訊，該親和度係指該至少一用戶興趣與該產品資訊之間的親和度；以及將被選擇的該產品資訊呈現給該瀏覽用戶。 A computer program product comprising a non-transitory computer readable storage medium, the non-transitory computer readable storage medium comprising computer code, the computer code for performing the following steps: a group network system storing a web page associated with an entity; storing one or more user profiles of a plurality of users of the social networking system and a set of a plurality of links between the users, each of the users The profile includes information corresponding to at least one user interest, the information corresponding to at least one user interest includes at least one affinity corresponding to at least one user interest; receiving one or more product information sold by the entity from the entity; Responding to the request from one of the entities to associate the one or more product information with the entity in the social networking system; in the social networking system, receiving a access to the web page from a browsing user Requiring that the browsing user is associated with a corresponding user profile linked to the webpage; and by the social networking system, according to the at least one affinity The affinity is selected from one or more product information posted on the webpage, the affinity is the affinity between the at least one user interest and the product information; and the product to be selected Information is presented to the browsing user.

如請求項11所述的計算機程式產品，其中關連於該社群網路系統中之該實體的該一或多個產品資訊包含用以存取一或多個其他產品資訊的一其他產品訊息。 The computer program product of claim 11, wherein the one or more product information of the entity associated with the social networking system includes an additional product message for accessing one or more other product information.

如請求項11所述的計算機程式產品，其中關連於該社群網路系統中之該實體的該一或多個產品資訊包含關聯於該網頁的該實體的資訊。 The computer program product of claim 11, wherein the one or more product information of the entity associated with the social networking system comprises information of the entity associated with the web page.

如請求項11所述的計算機程式產品，其中關連於該社群網路系統中之該實體的該一或多個產品資訊係關聯於一或多個關鍵詞，該一或多個關鍵詞用以說明該一或多個產品資訊且係由該實體定義。 The computer program product of claim 11, wherein the one or more product information of the entity associated with the entity in the social networking system is associated with one or more keywords, the one or more keywords To describe the one or more product information and is defined by the entity.

如請求項14所述的計算機程式產品，其中該計算機程式碼藉由該社群網路系統，更進一步地根據關聯於該產品資訊的該一或多個關鍵詞，由張貼在該網頁上的該一或多個產品資訊中選擇其中一個產品資訊。 The computer program product of claim 14, wherein the computer program code is further posted on the webpage by the social networking system and further based on the one or more keywords associated with the product information. Select one of the product information from the one or more product information.

如請求項15所述的計算機程式產品，其中該一或多個關鍵詞中說明一產品資訊的至少一關鍵詞包含多個目標鎖定條件，該些目標鎖定條件定義該社群網路系統的一使用者的一或多個特性，該一或多個特性適合以該產品資訊來呈現。 The computer program product of claim 15, wherein the at least one keyword indicating the product information in the one or more keywords includes a plurality of target locking conditions, the targeting conditions defining one of the social networking systems One or more characteristics of the user, the one or more characteristics being suitable for presentation with the product information.

如請求項16所述的計算機程式產品，其中該些目標鎖定條件係從由一興趣、一位置、一活動類別、一連結的類別、一其他用戶、一動作、一雇主、一教育機構、至少一用戶興趣與該產品資訊間的該親和度所組成之群組中選擇其中之一或組合。 The computer program product of claim 16, wherein the target locking conditions are from an interest, a location, an activity category, a linked category, a other user, an action, an employer, an educational institution, at least One or a combination of the group consisting of a user interest and the product information is selected.

如請求項15所述的計算機程式產品，其中關聯於該些產品資訊的其中一個產品資訊的該一或多個關鍵詞中至少一個關鍵詞包含描述該產品資訊的一特性。 The computer program product of claim 15, wherein at least one of the one or more keywords associated with one of the product information of the product information includes a characteristic describing the product information.

如請求項11所述的計算機程式產品，其中該計算機程式碼藉由該社群網路系統，更進一步地根據對應關聯於該瀏覽用戶的該用戶個人檔案中的該用戶興趣的資訊，由張貼在該網頁上的該一或多個產品資訊中選擇其中一個產品資訊。 The computer program product of claim 11, wherein the computer program code is further posted by the social network system based on information corresponding to the user interest in the user profile corresponding to the browsing user. Select one of the product information from the one or more product information on the web page.

如請求項11所述的計算機程式產品，其中用以呈現被選擇的該產品資訊給該瀏覽用戶的該計算機程式碼包含用以顯示被選擇的該產品資訊，使被選擇的該產品資訊在視覺上可區分於其他的產品資訊的計算機程式碼。 The computer program product of claim 11, wherein the computer code for presenting the selected product information to the browsing user comprises displaying the selected product information to enable the selected product information to be visually A computer code that distinguishes it from other product information.