USER COMMUNICATIONS WITH A THIRD PARTY THROUGH A SOCIAL NETWORKING SYSTEM

The present disclosure is directed toward systems and methods for facilitating communications between a third party and a user of a social networking system. The systems and methods may include providing, via a social networking system, an electronic form having at least one fillable field and receiving one or more responses from the user via the electronic form. The systems and methods may also include generating a communication thread between the third party and the user and, based on the one or more responses received from the user, customizing one or more messages to the user. The systems and methods further include triggering, based the one or more responses received from the user, a notification to the third party and facilitating continued communication between the user and the third party via the communication thread.

BACKGROUND

Due to the increasing popularity of online shopping, merchants are continually trying to find ways to effectively communicate with and foster (e.g., generate) potential online customers to provide assistance and lead to sales. One way merchants often try to communicate with potential online customers is through email. However, communicating with potential customers via email has a number of disadvantages. For example, emails are often sent long after the potential online customer expresses an initial interest in the merchant, and thus, an opportunity to discuss the potential customer's interest in relative proximity to when the potential online customer expressed the interest is missed. In other words, by the time the email is received, an opportunity to develop a customer is past. Furthermore, due to increased threats in electronic security, users often view emails as potentially suspect (e.g., having viruses) and avoid opening emails. Moreover, users often view email communication as impersonal and discard emails without even opening them.

Another way merchants often try to communicate with potential online customers is via telephone. However, potential online customers typically do not want the pressure involved with a phone call when expressing interest in a merchant and, for those reasons, are unwilling to provide their phone numbers to a merchant.

Moreover, merchants often waste valuable resources on potential online customers that are not ready or prepared to make any kind of purchase or commitment. In other words, the potential online customers are merely “window shoppers,” and the merchants waste time and energy trying to develop a customer that is uninterested in becoming and, ultimately, unwilling to become a customer.

Thus, traditional systems and methods for contacting potential customers suffer from a number of time-consuming and inefficient disadvantages.

SUMMARY

One or more embodiments described herein provide benefits and/or solve one or more of the foregoing or other problems in the art with systems and methods for a third party (e.g., a merchant) to effectively communicate with a social networking user (e.g., a customer). Particularly, some embodiments of the present disclosure include systems and methods for enabling the user to optionally request to communicate directly with the third party via an application such as messaging application while expressing interest in the third party. Thus, because the systems and methods allow a user to optionally request to communicate directly with the third party via a messaging application, the systems and methods facilitate a more personal, a more immediate, but less pressuring method to communicate with potential customers who may be interested in a product.

Additional embodiments of the present disclosure include systems and methods for initially communicating with the user via the messaging application, which includes automatically customizing messages to the user based on one or more previously received responses from the user. In other words, the systems and methods initially communicate with the user via a bot (e.g., an application that automatically communicates with the user). Furthermore, upon determining that the user is ready to communicate with the third party (e.g., ready to communicate with a human administrator or representative of the third party), the system and methods enable direct communication between the user and the third party. Thus, because the systems and methods initially communicate with the user via a messaging application and determine when the user is ready to communicate with the third party, the systems and methods provide a personal method to communicate with the user while assisting the third party in not wasting resources prior to the user being ready to communicate with the third party and/or proceed with a purchase.

One or more embodiments of the present disclosure include systems and methods for tagging a communication thread between the user and the third party with tags indicating particular aspects (e.g., a particular situation, one or more conditions, and/or a preparedness to communicate directly with the third party) of the communication thread. Furthermore, the disclosed systems and methods can then utilize the communication thread tags to, for example, prioritize communication threads and/or the use of resources in communicating with the users.

DETAILED DESCRIPTION

Embodiments of the present disclosure include a social networking system that provides content (e.g., promotional offers) associated with a third party (e.g., a merchant) to a user (e.g., potential customer) of the social networking system and generating a communication thread between the user and the third party. In additional embodiments, the social networking system initially automatically communicates (e.g., via a Bot) with the user via the communication thread. In further embodiments, the social networking system determines when the user is prepared (e.g., ready) to communicate directly with the third party and enables communication between the user and the third party via the communication thread. In yet further embodiments, the social networking system tags the communication thread with tags indicating aspects of the communication thread and then utilizes the tags to facilitate management of the communication thread.

As noted above, the social networking system provides content associated with a third party to a user of the social networking system and generates a communication thread between the user and the third party. In particular, the social networking system provides the content to the user via a social networking application (e.g., mobile or web-based) of the social networking system. In some embodiments, the social networking system provides the content to the user within a newsfeed associated with the user. Furthermore, in response to a request from the user, the social networking system can generate a communication thread between the user and the third party. For example, the social networking system can generate a communication thread for communicating using a messaging application (e.g., a messaging application associated with the social networking system).

Because the social networking system utilizes a messaging application to communicate with the user and facilitate communications between the user and the third party, the social networking system provides a more personal and immediate method of communication between the user and the third party in comparison to conventional communication systems (e.g., email). Furthermore, because the social networking system generates a communication thread between the user and the third party within a messaging application, the social networking system provides a less pressuring and less stressful environment for the user and the third party to communicate in comparison to conventional communication systems (e.g., telephone calls). In view of the foregoing, the social networking system can obtain an increased number of communications between users and the third party, and as a result, may result in additional sales and revenue for the third party in comparison to conventional communication systems.

As mentioned briefly above, in addition providing content and generating a communication thread, the social networking system initially automatically communicates with the user via the communication thread (e.g., the messaging application). In particular, the social networking system can initially communicate with the user via the communication thread utilizing a bot and may not initially enable to the user to communicate directly with the third party.

Because the social networking system can initially communicate with the user via the bot, the social networking system can determine whether the user is a legitimate potential customer prior to putting the user in direct communication with the third party. In other words, the social networking system can separate (e.g., weed out) passive users from the legitimate potential customers. As a result, the social networking system helps the third party to direct its resources to legitimate potential customers instead of users that are unlikely to become customers. In view of the foregoing, the social networking system may result in more effective communications between the user and the third party in comparison to conventional communication systems. As a result, the social networking system may result in additional sales and revenue for the third party in comparison to conventional communication systems.

As discussed above, the social networking system can determine when the user is prepared to communicate directly with the third party. For example, the social networking system can determine when the user is ready to make a purchase or is in need of additional assistance from the third party (e.g., from a human associate of the third party). Furthermore, based on received responses from the user, the social networking system can customize messages to the user and through such a process can acquire additional information from the user. Put another way, the social networking system can customize each subsequent message to the user based on one or more previously received responses from the user.

Because the social networking system can customize messages to the user based on previously received responses from the user, and because the social networking system can acquire additional information from the user, the social networking system can, based on the responses from the user, determine a most opportune time to put the user in communication with the third party (e.g., when the user is ready to make a purchase). As a result, the social networking system of the present disclosure may provide more effective communications between the user and the third party in comparison to conventional communication systems.

Furthermore, because the social networking system can determine a most opportune time to put the user in communication with the third party, the social networking system may reduce a duration in which multiple applications are necessarily concurrently operating within the social networking system and/or user device. Furthermore, by avoiding direct communication between the user and the third party until the user is prepared to communicate with the third party, the social networking system may reduce required processing capabilities, power, and memory of the user device and social networking system.

An additional advantage provided by social networking system over conventional communication systems is that, by communicating with the user initially and customizing messages to the user based on previously received responses from the user, the social networking system can more readily determine whether the user is a bot (e.g., fraud user). Accordingly, upon determining that the user is a bot, the social networking system can avoid facilitating further communication between the fraudulent user and the third party.

FIG. 1illustrates a schematic diagram of a communication system100according to an embodiment of the present disclosure. As shown inFIG. 1, the communication system100may include various components for performing the processes and features described herein. For example, the communication system100includes at least one user device102, one or more server(s)101, and a third party system112, which are communicatively coupled through a network108. As used herein, the term “social networking system” refers to a system that supports and enables on-line communication, input, interaction, content sharing, and collaboration between users. Also as illustrated inFIG. 1, a user110interacts with the user device102in order to access content and/or services on or provided by the social networking system104.

In one or more embodiments, the one or more server(s)101may include (e.g., host) a social networking system104and/or a messaging system103(e.g., a server-level messaging system103). In some instances, the messaging system103may be part of the social networking system104. In alternative embodiments, the messaging system103may be separate from the social networking system104and hosted by separate servers than the social networking system104. Furthermore, although the social networking system104and the messaging system103are illustrated on a same server101, the social networking system104and the messaging system103may be on separate servers101. As will be discussed in greater detail below, in some embodiments, the messaging system103may facilitate communication between a user110and the third party system112.

In some embodiments, the user device102may include a social networking application106associated with the social networking system104. The social networking application106of the user device102accesses the social networking system104via the network108. In one or more embodiments, the social networking application106can be a native application installed on the user device102. For example, the social networking application106may be a mobile application that installs and runs on a mobile device, such as a smart phone or a tablet. Alternatively, the social networking application106can be a desktop application, widget, or other form of a native computer program. Alternatively, the social networking application106may be a remote application accessed by the user device102. For example, the social networking application106may be a web application that is executed within a web browser of the client device104.

In one or more embodiments, as illustrated inFIG. 1, the user device102includes a messaging application114for facilitating communication (e.g., reading, composing, and/or sending messages) between the user110and the third party. In some embodiments, the messaging application114can be separate from the social networking application106and/or associated with a separate electronic messaging system (i.e., separate from the social networking system104). In other embodiments, although illustrated as being separate inFIG. 1, the messaging application114can be associated with and/or part of the social networking application106. In other words, the messaging application114can be associated with the social networking system104. Furthermore, in some instances, the messaging application114can be an electronic messaging application (e.g., a messenger, chat application, text messenger, etc.).

The user device102, the social networking system104, and the third party system112communicate via the network108, which may include one or more networks and may use one or more communication platforms or technologies suitable for transmitting data and/or communication signals. In one or more embodiments, the network108includes the Internet or World Wide Web. The network108, however, can include various other types of networks that use various communication technologies and protocols, such as a corporate intranet, a virtual private network (VPN), a local area network (LAN), a wireless local network (WLAN), a cellular network, a wide area network (WAN), a metropolitan area network (MAN), or a combination of two or more such networks. AlthoughFIG. 1illustrates a particular arrangement of the user device102, the social networking system104, the third party system112, and the network108, various additional arrangements are possible. For example, the user device102may directly communicate with the social networking system104and/or the third party system112, bypassing the network108. Additional details relating to the network108are explained below with reference toFIG. 7.

The user110can use the user device102to, for example, access content from the social networking system104and/or third party system112, communicate with the third party, and/or otherwise interact with components of the communication system100. For example, the user110can use the user device102to receive messages from and/or send messages to the social networking system104and/or third party system112. In some embodiments, the user110is an individual (i.e., human user of the social networking system104). However, in alternative embodiments, the user110can be a business entity or other user. AlthoughFIG. 1illustrates only one user110, it is understood that the communication system100can include a plurality of users, with each of the plurality of users interacting with the social networking system104and/or third party system112using corresponding user devices.

In some embodiments, the third party system112can include one or more server devices for providing content and/or services to customers, and/or for facilitating purchases from the third party. For example, the third party system112can include one or more servers that host a web page (e.g., an ecommerce web page) or other web-based application. In further embodiments, the third party system112can include one or more client computing devices for administering and/or managing services for the third party. For example, the third party system112can include a computing device used by a page administrator of the third party to manage a social networking page for the third party on the social networking system104. Furthermore, the page administrator can utilize the third party system112to communicate with the user110. In other words, the third party can use the third party system112to manage direct human interaction with the user110(e.g., to assign one or more administrators to a potential customer and/or manage and track communications with the potential customer). Furthermore, as will be discussed in greater detail below, upon a notification from the social networking system104, the third party system112can communicate with the user device102via the social networking system104within a communication thread generated by the social networking system104for that purpose. The third party system112is described in greater detail below in regard toFIGS. 2A-2D.

The user device102can be any one or more of various types of computing devices. For example, the user device102may include a mobile device such as a mobile telephone, a smartphone, a PDA, a tablet, or a laptop, or a non-mobile device such as a desktop, a server, or another type of computing device. Further, the user device102may run dedicated social networking applications (e.g., such as the social networking application106) associated with the social networking system104to access and interact social networking content (e.g., posts, messages, profiles, etc.), and/or communicate with other users of the social networking system104. Additional details with respect to the user device102are discussed below with respect toFIG. 6.

FIGS. 2A-2Dillustrate a sequence-flow diagram200showing various steps of user device102, social networking system104, and third party system112in accordance with various embodiments of facilitating communications between a third party and users of the social networking system104. The user device102, the social networking system104, and the third party system112shown inFIGS. 2A-2Dmay be example embodiments of the user device102, the social networking system104, and the third party system112described in regard toFIG. 1.

As shown in step202ofFIG. 2A, the social networking system104provides content associated with a third party system112to the user110for display on a user device102. In some embodiments, the social networking system104can provide the content within the social networking application106of the user device102. For example, the social networking system104can provide the content item within the user's newsfeed, wall, timeline, communications threads, etc. of the social networking application106. In particular, the content may include one or more of a post (e.g., a wall post), an event, an advertisement, a message, a notification, or any other suitable object for displaying within the social networking application106, or any combination thereof.

As noted above, the content can be associated with the third party system112. In particular, the content can include an indication (e.g., text in regard to, images of, videos of, etc.) a commodity (e.g., a product, a service, an attraction, etc.) associated with third party system112. Moreover, the content can include at least one selectable element that allows the user110to interact with (e.g., select, like, or share) the content accessed using the social networking application106. The content is described in greater detail below in regard toFIGS. 3A-3E.

In response to receiving the content, the social networking application106and/or user device102displays the content within the social networking application106, as shown in step204. For example, as mentioned above, the social networking application106of the user device102can display the content item within one or more of a user's newsfeed, wall, timeline, communications threads, etc. of the social networking application106. Additionally, in some embodiments, the social networking application106of the user device102can display the content item as a notification within the social networking application106. Furthermore, the social networking application106of the user device102can display the content item via a graphical user interface (e.g., GUI) of the social networking application106, as discussed in further detail in regard toFIGS. 3A-3E.

In addition to displaying the content within the social networking application106, the social networking application106and/or user device102detects a user interaction with the content, as shown in step206ofFIG. 2A. For example, the social networking application106of the user device102detects a user interaction with the at least one selectable element of the content. As used herein, the terms “user interaction” mean a single interaction, or combination of interactions, received from a user by way of one or more input devices (e.g., a touch screen display, a keyboard, a mouse, etc.) of the user device102. Furthermore, the user interaction may include one or more of clicking, tapping, or otherwise selecting the at least one selectable element and/or any other portion of the content.

In response to the user device102detecting a user interaction with the content, the social networking system104receives an indication of the user interaction (e.g., that the user110of the user device102interacted with the content), as shown in step208ofFIG. 2A. For example, the social networking system104can receive a communication (e.g., a data package) from the user device102and/or social networking application106of the user device102that indicates that the user110interacted with the content associated with the third party system112. In other words, upon detecting a user interaction with the content, the user device102and/or social networking application106of the user device102can provide an indication of the user interaction to the social networking system104. As an illustration, the user110can use the user device102to select an offer from the third party and the user device102can communicate an indication of that selection to the social networking system104.

Upon receiving the indication of the user interaction with the content, the social networking system104can provide an electronic form to the user110(e.g., to the user device102for display to the user110via the social networking system104), as shown in step210ofFIG. 2A. In some embodiments, the electronic form can include one or more questions and one or more correlating fillable fields (e.g., an input areas) for receiving input (e.g., user responses) from a user. For ease of explanation, the electronic form will be referred to herein as having a plurality of fillable fields. In one or more embodiments, the questions can relate to one or more of the basic contact information of the user110(e.g., address, telephone number, email address, etc.), the general demographic of the user110, the annual income of the user110, a level of interest in the content associated with the third party system112, and/or the best method to directly contact the user110. In some instances, providing the electronic form to the user110can be optional. Specifically, providing the electronic form to the user110is not required in every embodiment. Rather, as is discussed below, the social networking system104can, in some embodiments, merely generate a communication thread with the user and can query the user for information without having the user110respond to the electronic form.

In one or more embodiments, the social networking system104can prefill (e.g., include an anticipated response within) one or more of the plurality of fillable fields of the electronic form based on information available to the social networking system104prior to providing the electronic form to the user110. For example, in some embodiments, the social networking system104can prefill one or more of the plurality of fillable fields based on information available within a user profile of the user110within the social networking system104. In additional embodiments, the social networking system104can prefill one or more of the plurality of fillable fields based on previous responses provided by the user110in regard to other aspects of the social networking system104(e.g., other content associated with an additional third party, communications within the social networking system104, etc.).

In addition to including questions directed to the user110and the correlating plurality of fillable fields, the electronic form can include a selectable option (e.g., an optional request) to communicate with the third party (e.g., to be contacted by an administrator associated with the third party system112via the social networking system104) via the messaging application114of the user device102. For example, in some embodiments, the electronic form can include a markable area (e.g., a check box) where a user can indicate, by marking or by not marking, that the user would like to or would not like to communicate with the third party system112via the messaging application114. In other embodiments, the electronic form can include a question asking permission to contact the user110via the messaging application114and a correlating fillable field where the user110can include a response “YES” or “NO.” Although particular examples are provided in regard to the user110selecting (e.g., requesting or giving permission) to communicate with the third party system112, the present disclosure is not so limited, and the selectable option to communicate with third party system112can include any known methods for selecting an option within an electronic form.

In additional embodiments, the electronic form can enable the user110to select a preferred application to utilize when communicating with the third party system112. In other words, the electronic form provides the user110with a choice of applications to use when communicating with the third party system112. For example, the electronic form can enable the user110to select (e.g., choose) to communicate via the messaging system103, a text messaging application, or any other messaging system/application.

In response to receiving the electronic form, the social networking application106and/or the user device102displays the electronic form within the social networking application106, as shown in step212ofFIG. 2A. For example, the social networking application106of the user device102can display the electronic form via one or more graphical user interfaces associated with the social networking application106, and/or one or more web pages of the social networking system104or third party system112. In any event, the user device102displays the electronic form such that the user110can input one or more responses within the plurality of fillable fields of the electronic form.

In addition to displaying the content, the user device102and/or the social networking application106detects user inputs within the electronic form, as shown in step214ofFIG. 2A. In particular, the social networking application106of the user device102detects the user110providing one or more user responses within the plurality of fillable fields of the electronic form. For example, the social networking application106detects the user110providing textual responses within the plurality of fillable fields of the electronic form. Furthermore, the social networking application106detects a selection of the selectable option to communicate with the third party system112via the messaging application114. In some instances, the social networking application106may not detect the user110providing user responses within every fillable field of the plurality of fillable fields of the electronic form. In other words, the user110may not provide a response for one or more of the questions of the electronic form. Furthermore, the social networking application106can generate a data package representing the detected user responses, indicating questions for which user responses were not detected, an indicating whether the user110would like to communicate with the third party system112via the messaging application114. Upon generating the data package, the social networking application106can provide the data package to the social networking system104.

As shown in step216ofFIG. 2A, the social networking system104can receive the user responses from the user device102. Furthermore, in some embodiments, as mentioned above, the social networking system104may not receive responses for every fillable field of the plurality of fillable fields of the electronic form. In other words, the user may not answer every question of the electronic form. For example, the social networking system104may receive a user response for at least one fillable field of the plurality of fillable fields of the electronic form and may not receive a user response for at least one other fillable field of the plurality of fillable fields. Furthermore, the social networking system104can receive the indication that the user110would like to communicate with the administrator via the messaging application114(e.g., that the user selected the selectable option of the electronic form).

In response to receiving the user responses to the electronic form and the request to communicate with the third party system112from the user110, the social networking system104generates (e.g., creates, initiates) a communication thread between the user110and the third party system112. Furthermore, the social networking system104and/or the social networking application106can provide a communication graphical user interface (“GUI”) for facilitating communication between the user110and the third party system112. In particular, the social networking system104generates a communication thread and associates a unique thread identifier (hereinafter “thread ID”) with the communication thread. As used herein, the term “communication thread” may refer to a two-way communication connection between the user110and the third party system112. Furthermore, “communication thread” refers to a series of communications between the user110and the third party system112(e.g., an administrator associated with the third party system112) wherein each communication (e.g., message) of the user110and the third party is added to the communication thread, associated with the thread ID, and is viewable by both the user110and the third party system112. In some embodiments, the communication thread enables textual communication (e.g., text messages). In additional embodiments, the communication thread enables audio and/or visual (e.g., video) communication. In one or more embodiments, the social networking system104sends a request to one or more of the messaging application114and the messaging system103to generate the thread ID. Furthermore, in some instances, the messaging application114and/or the messaging system103can determine that a communication thread already exists between the user110(via a user ID) and the third party system (via a page ID) and can provide the associated thread ID to the social networking system104.

Furthermore, in some embodiments, the social networking system104can generate the communication thread according to a preferred application (e.g., messaging application). For example, if the user110selected a preferred application within the electronic form, as described above in regard to step214ofFIG. 2A, the social networking system104can generate the communication thread within the preferred application. On the other hand, if the user110did not select a preferred messaging application114, the social networking system104can generate the communication thread within a default application (e.g., the messaging application114and/or the messaging system103). For example, in such embodiments, the social networking system104can initiate the communication thread within a messaging application associated with the social networking application106of the social networking system104.

In addition to generating the communication thread and the communication GUI, the social networking system104can analyze the user responses to determine meanings of the user responses, as shown in step220ofFIG. 2B. In particular, the social networking system104can include a natural language processing (“NLP”) system for processing and deriving meaning from human and/or natural language input (e.g., the user responses within the electronic form). For example, the social networking system104can include any NLP system known in the art. Accordingly, the social networking system104can analyze the user responses via the NLP system to determine and derive meanings of the user responses.

As a few non-limiting examples, in some embodiments, the social networking system104can analyze the user responses to determine a level of interest of the user110in the content associated with the third party system112. For example, the social networking system104can utilize the NLP system to determine meanings of the user responses received via the electronic form, and from the meanings of the user responses, the social networking system104can determine a level of interest of the user110in the content associated with the third party system112. In additional embodiments, via the above-described analysis, the social networking system104can determine that the user responses indicate that the user110is prepared to make a purchase in relation to the content. In one or more embodiments, the social networking system104can analyze the user responses to determine a demographic (e.g., age, sex, education level, income level, marital status, occupation, etc.) of the user110.

In yet further embodiments, the social networking system104can analyze the user responses to determine whether the user110is prepared (e.g., ready) to directly communicate with the third party. For example, based on the user responses received from the user110, the social networking system104can determine that the user110is ready to discuss the content directly with a representative of the third party. As an additional example, based on the user responses received from the user110, the social networking system104can determine that the user110needs assistance (e.g., customer service) from the third party.

Additionally, the social networking system104can customize at least one first automated message to provide to the user110based on the user responses received via the electronic form, as shown in step222ofFIG. 2B. As used herein, the term “customize” when used in regard to a message can refer to the social networking system104adjusting a predetermined message (e.g., changing the language of the message to appropriately correspond to the user responses). Furthermore, the term “customize” can refer to the social networking system104selecting an automated message from a plurality of automated messages that best correlates to the user responses. Additionally, the term “customize” can refer to selecting a series of automated messages from a plurality of series of automated messages that best responds to the user responses. Moreover, the term “customize” can refer to the social networking system104generating at least a portion of an automated message to address the user responses. In some embodiments, the social networking system104can customize the at least one first automated message to concern questions included in the electronic form. In one or more embodiments, the social networking system104can customize the at least one first automated message to determine (e.g., gage, measure, ask about, concern, etc.) the user's interest in the content associated with the third party system112. Each of the foregoing will be described in greater detail below.

As noted above, the social networking system104can customize the at least one first automated message to appertain to questions included in the electronic form. Specifically, in some embodiments, the social networking system104can customize the at least one first automated message to appertain to questions to which user responses were not received (e.g., respective fillable fields that did not receive user responses) and to questions to which user responses were received (e.g., respective fillable fields that received responses). For example, when a user response is not received within one or more fillable fields of the plurality of fillable fields of the electronic form, the social networking system104can customize the at least one first automated message to appertain to the one or more questions (e.g., the fillable fields) for which user responses were not received. Particularly, in some embodiments, the social networking system104can include a message database having stored thereon a plurality of automated messages related to the questions included in the electronic form. Accordingly, if a user response is not received for a particular question included in the electronic form, the social networking system104can query the message database, determine at least one first automated message appertaining to the particular question, and customize, based on other received user responses, the determined automated message to request further information in regard to the particular question.

On the other hand, when a response is received within one or more fillable fields of the electronic form, the social networking system104can customize the at least one first automated message to appertain to one or more of the questions (e.g., the fillable fields) for which user responses were received. For example, the message database of the social networking system104can include one or more automated messages that appertain to each question (e.g., one or more automated messages that expound on the original question and/or request additional information about the question) of the electronic form. Accordingly, if a response is received for a particular question included in the electronic form, the social networking system104can query the message database, determine an automated message in regard to the particular question, and customize, based on the received response to the question, the determined automated message to request further information in regard to and/or expound on a particular question. For example, an original question on the electronic form can ask “Have you ever owned a product associated with [the content], and if so, which?” and if the response received from the user110is “YES, [Product1]”, the social networking system104can query the message database, determine an automated message that concerns the particular question, and customize, based on previously received response to the question, the automated message to recite “On a scale of 1 to 10, how would you rate your experience with [Product1]?”

As mentioned briefly above, in some embodiments, the social networking system104can customize, based on the user responses provided in the electronic form, the at least one first automated message to determine (e.g., gage, ascertain, etc.) a level of interest of the user110in the content associated with the third party system112. In particular, based on the meanings of the user responses derived (e.g., the analysis performed in regard to step220ofFIG. 2B) by the NLP system, the social networking system104can determine an approximate level of interest of the user110in the content associated with the third party system112, and based on the approximate interest, the social networking system104can customize that least one first automated message to further determine (e.g., ascertain) a level of interest of the user110. For example, if the approximate level of interest is relatively high, the social networking system104can provide and/or customize automated messages appertaining to relatively high levels of interest. In other words, the social networking system104can avoid providing and/or customizing automated messages appertaining to relatively low levels of interest (e.g., the social networking system104can skip preliminary questions). On the other hand, if the approximate level of interest is relatively low, the social networking system104can provide and/or customize automated messages appertaining to relatively low levels of interest.

As discussed above, in some embodiments, based on the user responses received via the electronic form, the social networking system104can select one or more particular series of automated messages to customize and provide to the user110. For example, based on the user responses received via the electronic form, the social networking system104can query the message database to determine one or more series of automated messages appertaining to the user responses received via the electronic form and can customize those one or more series of automated messages based on the user response received via the electronic form. A non-limiting example of the social networking system104customizing at least one automated message is described in regard toFIG. 4.

Furthermore, although the at least one automated message is described above as a textual message, the disclosure is not so limited. For example, that at least one automated message can include elements enabling action by the user110. Specifically, the at least one automated message can include multi-select options to select products and/or variations of products, payment options, video content with details on the product and/or related products, audio content, etc. (see, e.g.,FIGS. 3D-3Eand description below).

In addition to customizing at least one first automated message to provide to the user110, the social networking system104can optionally generate a tag and can associate the tag with the communication thread between the third party system112and the user110, as shown in step224ofFIG. 2B. In additional embodiments, the messaging application114and/or the messaging system103can generate a tag and can associate the tag with the communication thread between the third party system112and the user110. As used herein, the term “tag” and any derivative terms refer to associating identifying (e.g., describing) data with the communication thread. Specifically, a tag can indicate aspects (e.g., attributes) of the communication thread. For example, the tags can be utilized to notify the third party system112(e.g., the administrator system) as to the particular situation or status of the communication thread. For instance, the tags can be displayed within an administrator page within the social networking system104and associated with the third party system112. Additionally, the tags can be displayed within a customer relationship management (“CRM”) system of the third party system112. Furthermore, the tags can be displayed within the communication thread and may be viewable only by the third party system112and/or the social networking system104. For instance, as will be described in further detail below, the tags can be displayed within and/or used to organize/sort inboxes (e.g., messaging inboxes) of the administrator page and/or CRM system of the third party system112.

In some embodiments, the social networking system104can tag the communication thread based on the content with which the user110interacted (e.g., the content associated with the third party system112). In additional embodiments, the social networking system104can tag the communication thread based on the analysis performed on the user responses from the user110(e.g., the analysis described above in regard to step220ofFIG. 2A). The foregoing examples will be discussed in further detail below.

As mentioned briefly above, the social networking system104can tag the communication thread based on the content with which the user110interacted. For example, the social networking system104tags the communication thread with a content ID number (e.g., an advertisement ID number) associated with the particular content with which the user110interacted. Furthermore, the social networking system104can tag the communication thread with a page ID number (e.g., a page ID number of a page within the social networking system104associated with the third party).

Furthermore, as noted above, the social networking system104can tag the communication thread based on the analysis performed on the responses from the user110. In some embodiments, the social networking system104can tag the communication thread based on a level of interest of the user110in the content determined via the analysis. In additional embodiments, the social networking system104can tag the communication thread as requiring attention (e.g., assistance) from the third party system112as determined via the analysis. Each of the foregoing examples is described in greater detail below.

As mentioned above, the social networking system104can tag the communication thread based on the level of interest of the user110in regard to the content. In particular, based on the analysis performed on the user responses provided in the electronic form described above in regard to step222ofFIG. 2B, the social networking system104can tag the communication thread to indicate the level of interest. For example, if the determined level of interest is relatively high, the social networking system104can tag the communication thread as having high interest (e.g., with a tag such as “High Interest”). On the other hand, if the determined level of interest is relatively low, the social networking system104can tag the communication thread as having a low interest. Furthermore, if the determined level of interest indicates that the user110is prepared (e.g., ready) to make a purchase in relation to the content, the social networking system104can tag the communication thread as being ready to make a purchase. Moreover, based on the determined level of interest, the social networking system104can tag the communication thread as a high priority thread or as a low priority thread. As will be discussed in greater detail below, the social networking system104can facilitate communication between the user110and the third party system112, and the third party system112can use the tags to categorize the communication threads (e.g., to prioritize the communication threads in order to assign available resources).

As mentioned briefly above, based by the analysis performed by the social networking system104, the social networking system104can tag the communication thread as requiring attention (e.g., assistance) from the third party system112. In other words, the notification can include an indication that the user110requires customer service. For example, if the social networking system104cannot determine the meaning of the received user responses (e.g., the user responses are unclear), the social networking system104can tag the communication thread as requiring attention from the third party system112. As another non-limiting example, if the social networking system104determines via the analysis that the user110is repeatedly asking for an administrator (e.g., a representative), the social networking system104can tag the communication thread as requiring attention (e.g., assistance) from the third party.

Although specific examples of tagging the communication thread are described herein, the present disclosure is not so limited, and the social networking system104can tag the communication to indicate any aspect of the communication thread (e.g., can tag the communication thread to appertain to any received user response). For example, the social networking system104can tag the communication thread to indicate any particular aspect of the demographic of the user110.

In addition to tagging the communication thread, the social networking system104can add the customized at least one first automated message to the communication thread for display to the user110, as shown in step226ofFIG. 2B. For example, the social networking system104can assign the thread ID to (e.g., associate the communication thread ID with) the customized automated message such that the customized automated message is viewable by the user110within the communication GUI. Adding the customized at least one first automated message to the communication thread is described in further detail below in regard toFIGS. 3A-3E.

In response to the social networking system104adding the customized at least one first automated message to the communication thread, the social networking application106and/or the user device102can display the customized at least one first automated message within the messaging application114of the user device102, as shown in step228ofFIG. 2B. As noted above, in some embodiments, the messaging application114is associated with the social networking application106, and in such embodiments, the social networking application106can display the customized at least one first automated message via the communication GUI within the social networking application106(e.g., within a messenger feature of the social networking application106). In additional embodiments, the messaging application114can display the customized at least one first automated message within a messaging window distinct from the social networking application106. In yet further embodiments, the messaging application114can direct the user110to another third party messaging application and can cause the customized at least one first automated message to be displayed within the third party messaging application.

Additionally, the social networking application106and/or the user device102can detect a message response to the customized at least one first automated message from the user110within the communication thread, as shown in step230ofFIG. 2B. In particular, the social networking application106and/or the user device102can detect a message response from the user110within the messaging application114(e.g., a messaging application) of the user device102. For example, the social networking application106can detect a text message input by the user110within the messaging application114. Furthermore, the social networking application106can generate a data package representing the message response and can provide the data package to the social networking system104.

The social networking system104can receive the message response from the user device102, as shown in step232ofFIG. 2C. For example, the social networking system104can receive the data representing the message response through the network108and/or from the messaging application114.

In response to receiving the message response to the customized at least one first automated message, the social networking system104can analyze the message response, as shown in step234ofFIG. 2C. For example, as mentioned above, the social networking system104can include an NLP system, such as any NLP system known in the art, and the social networking system104can utilize the NLP system to determine a meaning of the message response to the customized at least one first automated message. In additional embodiments, the social networking system104can determine an intent of the message response (i.e., an intent of the user) utilizing machine learning techniques (e.g., a neural network). In some embodiments, the social networking system104can determine whether a sufficient response to the customized at least one first automated message (e.g., a response addressing the at least one first automated message) has been received. Furthermore, similar to the analysis described above in regard to step220ofFIG. 2A, by determining a meaning of the message response to the customized at least one first automated message, the social networking system104can determine a level of interest of the user110in the content associated with the third party system112or a demographic of the user110. Additionally, by determining a meaning of the message response to the customized at least one first automated message, the social networking system104can determine any questions that may be included in the message response (e.g., questions presented by the user110). Moreover, the social networking system104can analyze the message response to the customized at least one first automated message according to any of the manners described above in regard to step220ofFIG. 2B.

In addition to analyzing the message response to the customized at least one first automated message, the social networking system104can customize one or more additional automated messages to the user110based on the message response to the customized at least one first automated message, as shown in step236ofFIG. 2C. In some embodiments, the social networking system104can customize one or more additional automated messages to the user110to respond and/or address the message response to the customized at least one first automated message. For example, the social networking system104can customize one or more additional automated messages based on the determined intent of the message response (i.e., user). In additional embodiments, as noted above, based on the message response to the customized at least one first automated message, the social networking system104can determine that a sufficient response has been received in regard to a question appertaining to a first topic (e.g., a question included in the electronic form and/or the customized at least one first automated message), and the social networking system104can customize an additional automated message to appertain to another topic. In one or more embodiments, the social networking system104can customize one or more additional automated messages according to any of the manners described above in regard to step222ofFIG. 2B.

Furthermore, in some embodiments, the social networking system104can at least partially generate the one or more additional automated messages to customize the one or more additional automated messages. For example, the social networking system104can include a natural language generation (“NLG”) system for generating and/or customizing at least a portion of the one or more additional automated messages to respond to the message response to the customized at least one first automated message. In other words, the social networking system104can generate natural language messages from a machine representation system such as a knowledge base and/or a logical form.

Additionally, in one or more embodiments, the social networking system104can customize a series (e.g., a set of sequential messages) of additional automated messages at least partially based on the message response to the customized at least one first automated message and/or the user responses received vice the electronic form (referred to herein collectively as “previous responses from the user”). In such embodiments, based on the previous responses from the user110, the social networking system104determines a series of additional automated messages that is pertinent to (e.g., concerns) one or more of the previous responses from the user110. For example, the social networking system104can query the message database and can determine a series of additional automated messages that is most pertinent to one or more of the previous responses from the user110. In particular, after determining the meaning of the previous responses from the user110, as discussed above, the social networking system104can query the message database to determine a series of additional automated messages that is pertinent to (e.g., responds to, relates to) one or more of the previous responses from the user110.

Beyond customizing the one or more additional automated messages, the social networking system104can optionally tag and/or adjust a tag of the communication thread based on the message response to the customized at least one first automated message, as shown in step238ofFIG. 2C. For example, the social networking system104can tag the communication thread in any of the manners described above in regard to step224ofFIG. 2B. Furthermore, if the communication thread has already been tagged, the social networking system104can adjust (e.g., change) the tag and/or add an additional tag to the communication thread based on the message response to the customized at least one first automated message. For example, if based on the message response to the customized at least one first automated message, the social networking system104determines (e.g., determines through the analysis described above in regard to step234ofFIG. 2C) that a level of interest of the user110has changed and/or that the user110is interested in content different than the content with which the user110interacted, the social networking system104can adjust (e.g., change) the tag and/or add an additional tag to the communication thread to indicate the change in interests. Furthermore, the social networking system104can tag the communication thread according to anything included in the message response to the customized at least one first automated message.

Furthermore, upon customizing the one or more additional automated messages, the social networking system104adds the one or more additional automated messages to the communication thread for display to the user110of the user device102, as shown in step240ofFIG. 2C. For example, the social networking system104can assign the communication thread ID to (e.g., associate the communication thread ID with) the customized one or more additional automated messages such that the customized one or more additional automated messages are viewable to the user110within the messaging application114. Adding the customized one or more additional automated messages to the communication thread is described in further detail below in regard toFIGS. 3A-3E.

In response to the social networking system104adding the customized one or more additional automated messages to the communication thread, the social networking application106of the user device102can display the customized one or more additional automated messages to the user110of the user device102, as shown in step242ofFIG. 2B. For example, the social networking application106can display the customized one or more additional automated messages within the messaging application114of the user device102. As noted above, in some embodiments, the messaging application114is associated with the social networking application106, and in such embodiments, the social networking application106can display the customized one or more additional automated messages via a communication GUI within the social networking application106(e.g., within a messenger of the social networking application106). In additional embodiments, the messaging application114can display the customized one or more additional automated messages within a messaging window distinct from the social networking application106. In yet further embodiments, the messaging application114can direct the user110to another third party messaging application and can cause the customized one or more additional automated messages to be displayed within the third party messaging application.

Additionally, the social networking application106and/or the user device102can detect one or more additional message responses to the customized one or more additional automated messages from the user110within the communication thread, as shown in step244ofFIG. 2C. In particular, the social networking application106and/or the user device102can detect one or more additional message responses from the user110within the messaging application114(e.g., a messaging application) of the user device102. For example, the social networking application106can detect one or more text-based messages input by the user110within the messaging application114. Furthermore, the social networking application106can generate a data package representing the one or more additional message responses and can provide the data package to the social networking system104.

The social networking system104can receive the one or more additional message responses from the user device102, as shown in step246ofFIG. 2D. For example, the social networking system104can receive the data representing the one or more additional message responses through the network108and/or from the messaging application114.

In response to receiving the one or more additional message responses to the customized one or more additional automated messages, the social networking system104can analyze the one or more additional message responses, as shown in step248ofFIG. 2D. As mentioned above, the social networking system104can include a NLP system and the social networking system104can utilize the NLP system to determine meanings of the one or more additional message responses to the customized one or more additional automated messages. Furthermore, similar to the analysis described above in regard to step220ofFIG. 2B, by determining the meaning of the one or more additional message responses to customized one or more additional automated messages, the social networking system104can determine a level of interest of the user110in the content associated with the third party system112and/or a demographic of the user110. Additionally, by determining the meaning of the one or more additional message responses to the customized one or more additional automated messages, the social networking system104can determine any questions that may be included in the one or more additional message responses (e.g., questions presented by the user110).

In some embodiments, the social networking system104can repeat steps234-248ofFIGS. 2C and 2Das described above as many times as is deemed necessary by the social networking system104or as necessary to receive sufficient responses to messages, questions, etc. For example, in some embodiments, the social networking system104can customize a first additional automated message to the user110, add the customized first additional automated message to the communication thread, receive a first additional response to the customized first additional automated message, and customize a second additional automated message to the user110based on the first additional response to the customized first additional automated message. Furthermore, the social networking system104can repeat the above-described procedure with a third additional automated message, a fourth additional automated message, a fifth additional automated message, etc. In other words, the social networking system104can customize the additional automated messages to the user110on a message by message basis with each subsequent message being customized based on any of the previous responses received from the user110.

In addition to customizing one or more additional automated messages, based on one or more of the user110responses to the electronic form, the message response to the customized at least one first automated message, and/or the one or more additional message responses to the one or more additional messages responses (referred to hereinafter collectively as “received responses from the user”), the social networking system104can trigger a notification to the third party system112, as shown in step250ofFIG. 2D. In some embodiments, the social networking system104can trigger (e.g., generate) a notification to the administrator system associated with the third party system112. In one or more embodiments, the notification may include an indication that the user110is in a condition (e.g., is ready) to communicate with the third party directly.

The social networking system104can determine to trigger the notification to the third party system112in response to an occurrence of a threshold event. In some embodiments, the threshold event includes the social networking system104receiving a predetermined number of responses from the user110(e.g., received responses from the user110). In additional embodiments, the threshold event includes the social networking system104receiving a predetermined response from the user110(e.g., a predetermined response within the received responses from the user110). In one or more embodiments, the threshold event includes the social networking system104providing a predetermined set of customizable automated messages to the user110. Each of the foregoing examples is discussed in greater detail below.

As mentioned briefly above, the threshold event can include the social networking system104receiving a predetermined number of responses from the user110(e.g., a predetermined number of responses including any of the received responses from the user110). In other words, the threshold event can include the social networking system104receiving, for example, 2, 5, 10, or more responses from the user110. Put another way, after the social networking system104receives the predetermined number of responses from the user110, the social networking system104triggers the notification to the third party system112that the user110is ready to communicate with the third party directly (e.g., for direct human interaction).

Also, as noted above, the threshold event can include the social networking system104receiving a predetermined response from the user110(e.g., a predetermined response within the received responses from the user110). In some embodiments, the threshold event can include the social networking system104receiving a positive response from the user110in regard to making a purchase. In additional embodiments, the threshold event can include the social networking system104receiving an affirmative response from the user110that the user110is ready to communicate directly with the third party. In additional embodiments, the threshold event can include the social networking system104receiving a response that the user110requires customer service. Regardless, upon receiving the predetermined response, the social networking system104triggers the notification to the third party system112that the user110is ready to communicate with the third party directly.

Furthermore, as discussed above, the threshold event can include the social networking system104providing a predetermined set of customizable automated messages to the user110. In other words, the threshold event occurs when the social networking system104has provided the predetermined set of customizable automated messages to the user110. In particular, as discussed briefly above in regard to step236ofFIG. 2C, the social networking system104can have a predetermined set (e.g., series) of customizable automated messages to provide to the user110through the methods described above in regard to steps234-248ofFIGS. 2A-2D. Furthermore, upon providing the predetermined set of customizable automated messages to the user110, the social networking system104triggers the notification to the third party system112that the user110is ready to communicate with the third party directly.

In some embodiments, the notification can include one or more of a message, an email, an event, a pop-up, an alert, a task notification, an addition to a task list, an audio notification, etc. Additionally, the notification can include an indication of the tags associated with the communication thread. In other words, the notification can include within, for example, the content of the notification, the tags associated with the communication thread to indicate a status of the communication and/or the necessary attention required from the third party. The notification can further include content from the communication thread itself (e.g., messages from the user and/or a summary of the information gathered by the social networking system104). Furthermore, in one or more embodiments, the notification can include a selectable element to initiate direct communication with the user110.

Upon triggering the notification to the third party system112, the social networking system104can provide the notification to the third party system112, as shown in step252ofFIG. 2D. In some embodiments, the social networking system104can provide the notification to the third party system112via the network108using any suitable communication protocols. For example, the social networking system104can add the notification to an administrator page/system associated with the third party's page on the social networking system. In other embodiments, as noted above, the social networking system104can integrate with a CRM system of the third party system112and provide the notification via the CRM system and/or add one or more tasks associated with the user110to be assigned to administrators of the third party system112. Furthermore, the social networking system104can add the communication thread, the notification, and any associated tags to a particular inbox (e.g., an inbox of the administrator page/system and/or an inbox of the CRM system of the third party system112) based on tags associated with the communication thread. For example, the social networking system104can add the communication thread and the notification to an inbox for a particular customer service representative of the third party system112that is tasked with a particular tag (e.g., a tag indicating a product category, a tag indicating a category of required assistance, a tag indicating a level of interest, etc.) associated with the communication thread. For instance, if the communication thread includes a tag indicating a High Interest level, as described above in regard to step224ofFIG. 2B, the social networking system104can add the communication thread and notification to an inbox of a customer service representative of the third party system112tasked with communicating with users having high interest levels.

Furthermore, upon notifying (e.g., providing the notification to) the third party system112, the social networking system104can facilitate continued communication between the user110and the third party system112via the communication thread, as shown in step254ofFIG. 2D. In some embodiments, the social networking system104can facilitate continued communication between the user110and the third party system112via the messaging application114(e.g., messaging application). In one or more embodiments, the social networking system104can facilitate continued communication between the user110and the third party system112via the social networking system104(e.g., via the social networking application106). Furthermore, the social networking system104can facilitate continued communication between the user110and the third party system112via any of the communication forms described above in regard to step218ofFIG. 2B.

In further embodiments, a messaging system (e.g., messaging system103) performs one or more of the steps illustrated as being performed by the social networking system104inFIGS. 2A-2D. For example, the messaging system103can perform one or more of steps218,220,222,224,226,232,234,236,238,240,246,248,250,252, or254.

FIGS. 3A-3Eillustrate a flow of user interfaces including features of the communication system100according to an embodiment of the present disclosure. As will be described in more detail below, the components of the communication system100as described in regard toFIGS. 1-2Dcan provide, alone and/or in combination with the other components, one or more graphical user interfaces (“GUIs”). In particular, the components can allow a user110to interact with a collection of display elements for a variety of purposes. In particular,FIGS. 3A-3Eand the description that follows illustrate various example embodiments of the user interfaces and features that are in accordance with one or more embodiments of the present disclosure.

For example,FIG. 3Aillustrates a user device302of a social networking system user (e.g., the user110ofFIG. 1) that may implement one or more of the components or features of the communication system100. As shown inFIG. 3A, in some embodiments, the user device302is a handheld device, such as a mobile phone device (e.g., a smartphone). As used herein, the term “handheld device” refers to a device sized and configured to be held/operated in a single hand of the user110. In additional or alternative examples, however, any other suitable computing device, such as, but not limited to, a tablet device, larger wireless device, laptop or desktop computer, a personal digital assistant device, and/or any other suitable computing device can perform one or more of the processes and/or operations described herein.

The user device302includes a touch screen display316that can display user interfaces. Furthermore, the user device302receives and/or detects user input via the touch screen display316. As used herein, a “touch screen display” refers to the display of a touch screen device. In one or more embodiments, a touch screen device may be the user device302with at least one surface upon which a user110may perform touch gestures (e.g., a laptop, a tablet computer, a personal digital assistant, a media player, a mobile phone, etc.). Additionally or alternatively, the user device302may include any other suitable input device, such as a touch pad or those described below with reference toFIG. 6.

As shown inFIG. 3A, the touch screen display316of the user device302displays a social networking application GUI306a(e.g., provided by a social networking application installed on the user device302). The social networking application GUI306adisplays a user's newsfeed318. The newsfeed318includes content350(e.g., a post) associated with a third party merchant (i.e., “Solitude Camping”) that may be representative of the third party associated with the third party system112described above in regard toFIGS. 1-2D. The content350may include one or more interactive features whereby the user110can view and interact with the content350. As illustrated inFIG. 3A, the content350may include details regarding an offer, images of a product associated with the offer, a service, and/or an attraction associated with the third party system112and at least one selectable element322to interact with the content350(e.g., a selectable element to receive more information and/or register for the offer).

Referring toFIGS. 3A and 3Btogether, the user device302and/or social networking application may detect a user interaction (e.g., clicking or tapping) with the at least one selectable element322of the content350via the touch screen display316. As discussed in greater detail above in regard toFIGS. 2A-2D, in response to detecting a user interaction with the at least one selectable element322of the content350, the social networking system104provides and the social networking application106of the user device302displays an electronic form352having a plurality of questions and/or fillable fields354a,354b,354c. The plurality of fillable fields354a,354b,354c(referred to collectively herein as “the plurality of fillable fields354”) each include an input area for receiving input (e.g., responses) from the user. The user can interact with the electronic form352to provide one or more responses within the electronic form352. Although,FIG. 3Bprovides examples for the plurality of fillable fields354, one will appreciate that the electronic form352can include any number of additional or alternative fields to solicit any other information from the user as may suit a particular implementation. For example, the electronic352can solicit additional information regarding the user, the user's prior use of related products, the user's prior purchasing history of related products, the user's current purchasing interests, etc.

As mentioned above, when providing the electronic form352, the social networking system104can prefill (e.g., include an expected response within) one or more of the plurality of fillable fields354of the electronic form352based on information available to the social networking system104(e.g., from a user profile) prior to providing the electronic form to the user. For example, the social networking system104can prefill one or more of the plurality of fillable fields354of the electronic form352according to any of the manners described above in regard to step210ofFIG. 2A.

Moreover, as discussed above in regard to step210ofFIG. 2A, the electronic form352can include a selectable option356to request or permit communication with the third party (e.g., be contacted by a representative of the third party). For example, as illustrated inFIG. 3B, in some embodiments, the electronic form can include a markable area (e.g., a check box or radio button) whereby the user can indicate, by marking or by not marking, that the user would like or would not like to communicate with the third party (e.g., via the messaging application114). Also, as discussed above, in other embodiments, the electronic form352can include a question asking permission to contact the user (e.g., via the messaging application) and a correlating fillable field where the user110can include a response “YES” or “NO.”

Referring still toFIG. 3B, the user device302and social networking application106can detect one or more user inputs (e.g., responses) within the plurality of fillable fields354of the electronic form352and a selection of the selectable option356(e.g., indication or request) to communicate with the third party. In response to receiving the user responses and the request to communicate with the third party, the social networking system104generates a communication thread358and/or adds one or more messages to the communication thread358between the user and the third party, as shown inFIG. 3C. To illustrate, in one example, the social networking system104(or messaging system103) creates new communication thread between the user and the third party and assigns a unique identifier to the new communication thread. In another example, if a communication thread between the user and the third party already exists, the social networking system (or messaging system103) identifies the pre-existing communication thread (using a corresponding thread ID) and uses the identified communication thread to communicate with the user on behalf of the third party. For example, the system can provide one or more automated messages to the user by way of the communication thread and then facilitate subsequent communication between the third party and the user by way of the same communication thread.

As illustrated inFIG. 3C, in some embodiments, the communication thread358can be displayed within a messaging application (e.g., separate from or associated with the social networking application106). Furthermore, the communication thread358can be displayed within a common window360for displaying messages from both of the user and the third party. Moreover, the graphical user interface can include an input area362for adding messages to the common thread. The graphical user interface can further include a plurality of selectable elements (e.g., for sending communications from the user, attaching content to a message, etc.).

As discussed above in regard toFIG. 2A-2D, the social networking system104can customize one or more automated messages and can add the customized messages to the communication thread358. For example, after receiving input from the user via the electronic form352, the social networking system104can generate a first automated message358aand add the first automated message358ato the communication thread358(e.g., to be sent to or accessed by the user). As shown, the first automated message358aincludes a welcome message (“Welcome to Solitude Camping!”) as well as a question for the user (“How can I help you?”). In response to the first automated message358a, the user can provide a first response358b. As shown, in the first response358b, the user responds to the first automated message358aby expressing interest in purchasing a tent (“I am interested in purchasing a new tent”).

As discussed above, the social networking system104can continue to communicate with the user by generating and providing additional automated messages to the user via the communication thread358. As shown inFIG. 3D, for example, the social networking system104can generate a second automated message358cand add it to the communication thread358in response to the first response358breceived from the user. In particular, based on the user's expressed interest in purchasing a tent, the social networking system104generates the second automated message358cto obtain additional information regarding the type of tent of interest to the user. To illustrate, the second automated message358cincludes a question regarding the type of tent of interest to the user (“What type of tent are you looking for?”) as well as instructions for browsing through and selecting from a plurality of available options within the second automated message358c(“Swipe through and select one of the options below”).

As mentioned above, the social networking system104can customize automated messages to include a variety of different types of content as well as interactive options for the user to respond to the automated messages. To illustrate, the second automated message358cincludes an interactive swipe feature, by which the user can navigate a plurality of images associated with different types of tents. In further embodiments, in addition to or in place of images, an automated message can include other content, such as video clips, audio clips, etc. using the interactive swipe feature of the second automated message358c, navigate from the option displayed inFIG. 3Dto any other available options. To illustrate,FIG. 3Eillustrates the second automated message358cafter the user has navigated from an initially-displayed option (an option corresponding to “3 Man Tents”) to another available option (an option corresponding to “4 Man Tents”). After browsing the available options, the user can select the desired option by, for example, tapping on the image associated with the desired option within the second automated message358c. AlthoughFIGS. 3D-3Eprovide one example of an automated message including varieties of content and interactive features, one will appreciate the social networking system104can configure an automated message to include any other suitable graphical elements and/or interactive elements (e.g., scroll bars, radio buttons, icons, links, lists of options, etc.) as may suit a particular purpose and/or in order to obtain additional information from the user in a way that is user-friendly and engaging for the user.

As discussed above, once the communication thread358is ready for human interaction, the social networking system104can notify the third party and a representative of the third party can continue to communicate with the user by way of the communication thread358. Whether a message is automated by the social networking system or composed by a human representative of the third party, its appearance in the communication thread358can be substantially the same. As such, the user is given the impression that all of the messages originate from a human representative of the third party.

In some embodiments, the social networking system104can create and customize automated messages to the user utilizing a Bot (e.g., an automated artificial intelligence messaging system). The Bot can function in accordance with Bot Logic (i.e., a Bot Engine) that includes the rules, machine learning models, and/or heuristics by which the Bot operates. In essence, the Bot Engine guides the Bot through various conversational paths in interacting with a user. In particular, at any point in a conversation with a user, the Bot Engine determines an intent of the user or one or more characteristics of a conversational situation and identifies an appropriate action to take to address the intent of the user or the specific situation. In other words, the Bot Engine can identify or predict the next action the Bot will need to execute at each step in a conversation based on rules and/or machine learning models.

As mentioned, the Bot Engine can guide the actions of a Bot in accordance with machine learning models. For example, the Bot Engine can train one or more conversation models using a training dataset including example conversations. The training dataset gives examples of at least some probable conversation paths, and based on the training dataset, the Bot Engine builds a machine learning model that overfits the training dataset. Put another way, the Bot Engine uses the conversations of the training dataset similar to rules. However, unlike rules, the example conversations can ignore each other, and when new conversations are added to the training dataset, there is no need to account for the previous stories. Accordingly, each time a new conversation is added to the dataset, the Bot Engine's machine learning model is rebuilt/updated to account for the conversational possibilities/paths represented by the new conversation. As one will appreciate, the training dataset can be specific to a particular merchant so that the machine learning model of the Bot Engine is specific to the conversational paths desired and anticipated by the merchant. In other words, the merchant can provide a training dataset of conversations between human representatives of the merchant and users, and the Bot Engine can train the machine learning model using the provided dataset. As such, the logic of the machine learning model will be tailored to the particular merchant.

As mentioned above, a Bot can operate in accordance with a corresponding Bot Engine or Bot logic. Although the principles described herein can be implemented in accordance with various Bot Engines,FIG. 4illustrates one example of a rule-based Bot logic400that can guide a Bot through various conversational paths with a user. In other words, a system (e.g., the social networking system104or messaging system103) can utilize the Bot logic ofFIG. 4to identify the appropriate actions to take at various steps in a conversation with a user. As shown inFIG. 4, the Bot logic400can include determining whether the user provided a response to each question of an electronic form (e.g., as described in more detail above), as shown in step402. For example, the Bot can analyze the responses to an electronic form filled out by the user to determine if any information is missing. The Bot can further compare the received information to a list of information the third party requires before initiating human interaction with the user.

If the Bot determines that the user provided a response to each question of the electronic form, the Bot can provide at least one first automated message that pertains to a question, for which a response was received from the user, as shown in step404ofFIG. 4. For example, if an answer from the user can indicate one of two possible results, the Bot can provide an automated message to determine which of the two results is correct. Furthermore, the Bot can customize the at least one first automated message in accordance with responses provided by the user. For example, the Bot can utilize the NLP system and NLG system described above in regard toFIGS. 2A-2Dto customize the at least one first automated message. In other embodiments, the Bot logic400can define a specific automated message to provide at step404.

If, on the other hand, the Bot determines that the user did not provide a response to at least one question of the electronic form, the Bot can provide at least one first automated message that pertains to a question, for which no response was received, as shown in step406ofFIG. 4. Furthermore, the Bot can customize the at least one first automated message to accord with other responses provided by the user. For example, the Bot can utilize the NLP system and NLG system described above in regard toFIGS. 2A-2Dto customize the at least one first automated message. In other embodiments, the Bot logic400can define a specific message to provide at step406. In some embodiments, the Bot can repeat the step of providing at least one automated message that pertains to a question for which a response was not received until responses are received for each question of the electronic form.

Still referring to step406ofFIG. 4, if the Bot receives responses for each question of the electronic form, the Bot can provide at least one first automated message that pertains to a question for which a response was received, as described above in regard to step404ofFIG. 4. Conversely, if the user repeatedly refuses to provide responses to the questions, repeatedly provides unclear responses, or repeatedly asks for an administrator (e.g., a supervisor, representative, etc.) (referred to herein collectively as “Response C”), the Bot can trigger a notification to the third party system, as described above in regard to step252ofFIG. 2D.

Referring again to step404ofFIG. 4, if, in response to providing at least one first automated message, the Bot receives a first response (referred to hereinafter as “Response A”), the Bot can provide a series of automated messages pertaining to Response A as defined by the Bot logic400, as shown in step408ofFIG. 4. Furthermore, the Bot can customize each automated message of the series of automated messages to accord with one or more previous responses received from the user. In some embodiments, the Bot can utilize the NLP system and NLG system described above in regard toFIGS. 2A-2Dto customize each automated message of the series of automated messages.

If, on the other hand, the Bot receives a second response (referred to hereinafter as “Response B”), the Bot can provide a series of automated messages pertaining to Response B, as shown in step410ofFIG. 4. Furthermore, the Bot can customize each automated message of the series of automated messages to coincide with one or more previous responses received from the user110. For example, the Bot can utilize a machine learning model or the NLP system and NLG system described above in regard toFIGS. 2A-2Dto customize each automated message of the series of automated messages based on the responses from the user and/or the specifics of a particular conversational path.

Referring to steps408and410together, after providing the series of automated messages for a respective response (e.g., Response A and/or Response B), the Bot can trigger a notification to the third party. In other words, after receiving responses from the user in regard to the series of automated messages, the Bot can trigger the notification to a third party system, as shown in step412ofFIG. 4. Further, while providing the series of automated messages for a respective response, the Bot can trigger the notification to the third party for any of the threshold events discussed above in regard to step250ofFIG. 2D. In other words, the Bot logic400can define when the Bot should pass the conversation on to a representative of the third party.

Referring again to step404, in some embodiments, the Bot can receive Response C (e.g., user repeatedly refuses to provide responses to the questions, repeatedly provides unclear responses, or repeatedly asks for an administrator) in response to providing at least one automated message. In response, the Bot can trigger the notification to the third party, as shown in step412ofFIG. 4.

For purposes of facilitating explanation, the Bot is described as receiving one of three responses (e.g., Response A, Response B, and Response C). However, one of ordinary skill in the art will readily recognize that the Bot can receive any number of different responses, and the Bot can provide any number of different series of automated messages in response to the any number of different responses. Furthermore, one will appreciate that Bot logic400is merely a simplified example of how a Bot would determine what action to take at each step in a conversation. The Bot disclosed herein can operate using a variety of different Bot logics and corresponding heuristics.

FIG. 5illustrates a flowchart of one example method500of facilitating communications between a third party and a social networking system user. The method500can be implemented by a social networking system as described above. The method500involves an act510of providing an electronic form to a user. For example, act510can include providing, to a user for display on a user device, via a social networking system, an electronic form having at least one fillable field. In particular, act510can include providing an electronic form having a plurality of fillable fields. Additionally, act510can include any of the actions described above in regard to step210ofFIG. 2A.

Additionally, the method500involves an act520of receiving a response from the user via the electronic form. Act520, for example, can include receiving one or more responses from the user via the electronic form. In particular, the act520may include receiving a response from the user correlating to at least one first fillable field of the plurality of fillable fields and not receiving a response from the user correlating to at least one second fillable field of the plurality of fillable fields. Furthermore, act520can include any of the actions described above in regard to step216ofFIG. 2A.

Furthermore, the method500involves an act530of generating a communication thread. For example, act530can include initiating a new communication thread and assigning the communication thread a unique thread ID. The act530can include generating a communication thread between the third party and the user. In particular, act530can include generating a communication thread between the third party and the user within a social networking application or a messaging application. Moreover, act530can include any of the actions described above in regard to step218ofFIG. 2B.

The method500also involves an act540of customizing a message to the user110. For example, act540can include, based on the one or more responses received via the electronic form, customizing a first automated message to the user. In particular, act540may include customizing the first automated message at least partially based on a user profile of the social networking system and associated with the user. Furthermore, act540may include customizing the at least one automated message to relate to the at least one second fillable field of the plurality of fillable fields for which a response from the user was not received. Additionally, act540can include any of the actions described above in regard to step222ofFIG. 2B.

Moreover, the method500can further include act550of adding the message to the communication thread for display to the user. For example, act550can include adding the first automated message to the communication thread for display to the user via a messaging application on the user's device. Moreover, act550can include any of the actions described above in regard to step226ofFIG. 2B.

Furthermore, the method500involves an act560of receiving a response from the user. For example, act560can include receiving a response to the first automated message from the user added to the communication thread via the messaging application. Moreover, act560can include any of the actions described above in regard to step232ofFIG. 2C.

Additionally, the method500involves an act570of triggering a notification to the third party. For example, act570can include triggering, based at least on the one or more responses received via the electronic form and the response to the first automated message, a notification to a third party system or administrator associated with the third party. Moreover, act570may include triggering the notification after receiving a predetermined number of responses from the user. Likewise, act570can include triggering the notification after receiving a predetermined response from the user. Additionally, act570can include triggering the notification after providing a predetermined set of customizable automated messages to the user. Also, act570can include triggering the notification to an administrator page associated with the third party system112and within the social networking system. Moreover, act570can include any of the actions described above in regard to step250ofFIG. 2D.

The method500further involves an act580of facilitating communication between the user and the third party. For example, act580can include facilitating continued communication between the user and the third party via the communication thread and/or messaging system and corresponding applications. In particular, act580may include enabling an administrator associated with the third party to add messages to the communication thread via a messaging application. Moreover, act580can include any of the actions described above in regard to step254ofFIG. 2D.

Additionally, the method500can include, based on the received response to the first automated message, customizing one or more additional automated messages to the user, adding the one or more additional automated messages to the communication thread for display to the user via the messaging application on the user device, and receiving one or more additional responses to the one or more additional automated messages from the user added to the communication thread via the messaging application. Furthermore, the method500can include triggering, based at least partially on the one or more additional responses, the notification to an administrator associated with the third party. Moreover, the method500can include prefilling at least one fillable field of the electronic form based on a user profile of the social networking system and associated with the user. Additionally, the method500can include receiving, via the electronic form, a request to communicate with the third party system via the messaging application. Likewise, the method500can include tagging the communication thread between the third party system and the user with one or more tags based at least partially on the one or more responses received via the electronic form, the response to the at least one automated message, and the one or more additional responses.

FIG. 6illustrates a block diagram of exemplary computing device600that may be configured to perform one or more of the processes described above. One will appreciate that one or more computing devices such as the computing device600may implement the communication system100. As shown byFIG. 6, the computing device600can comprise a processor602, a memory604, a storage device606, an I/O interface608, and a communication interface610, which may be communicatively coupled by way of a communication infrastructure612. While an exemplary computing device600is shown inFIG. 6, the components illustrated inFIG. 6are not intended to be limiting. Additional or alternative components may be used in other embodiments. Furthermore, in certain embodiments, the computing device600can include fewer components than those shown inFIG. 6. Components of the computing device600shown inFIG. 6will now be described in additional detail.

In one or more embodiments, the processor602includes hardware for executing instructions, such as those making up a computer program. As an example and not by way of limitation, to execute instructions, the processor602may retrieve (or fetch) the instructions from an internal register, an internal cache, the memory604, or the storage device606and decode and execute them. In one or more embodiments, the processor602may include one or more internal caches for data, instructions, or addresses. As an example and not by way of limitation, the processor602may include one or more instruction caches, one or more data caches, and one or more translation lookaside buffers (TLBs). Instructions in the instruction caches may be copies of instructions in the memory604or the storage606.

The memory604may be used for storing data, metadata, and programs for execution by the processor(s). The memory604may include one or more of volatile and non-volatile memories, such as Random Access Memory (“RAM”), Read Only Memory (“ROM”), a solid state disk (“SSD”), Flash, Phase Change Memory (“PCM”), or other types of data storage. The memory604may be internal or distributed memory.

The storage device606includes storage for storing data or instructions. As an example and not by way of limitation, storage device606can comprise a non-transitory storage medium described above. The storage device606may include a hard disk drive (HDD), a floppy disk drive, flash memory, an optical disc, a magneto-optical disc, magnetic tape, or a Universal Serial Bus (USB) drive or a combination of two or more of these. The storage device606may include removable or non-removable (or fixed) media, where appropriate. The storage device606may be internal or external to the computing device600. In one or more embodiments, the storage device606is non-volatile, solid-state memory. In other embodiments, the storage device606includes read-only memory (ROM). Where appropriate, this ROM may be mask programmed ROM, programmable ROM (PROM), erasable PROM (EPROM), electrically erasable PROM (EEPROM), electrically alterable ROM (EAROM), or flash memory or a combination of two or more of these.

The communication interface610can include hardware, software, or both. In any event, the communication interface610can provide one or more interfaces for communication (such as, for example, packet-based communication) between the computing device600and one or more other computing devices or networks. As an example and not by way of limitation, the communication interface610may include a network interface controller (NIC) or network adapter for communicating with an Ethernet or other wire-based network or a wireless NIC (WNIC) or wireless adapter for communicating with a wireless network, such as a WI-FI.

As mentioned above, the system100can comprise a social networking system104. A social networking system104may enable its users (such as persons or organizations) to interact with the system and with each other. The social networking system104may, with input from a user, create and store in the social networking system104a user profile associated with the user. The user profile may include demographic information, communication-channel information, and information on personal interests of the user. The social networking system104may also, with input from a user, create and store a record of relationships of the user with other users of the social networking system104, as well as provide services (e.g., posts, photo-sharing, event organization, messaging, games, or advertisements) to facilitate social interaction between or among users.

The social networking system104may store records of users and relationships between users in a social graph comprising a plurality of nodes and a plurality of edges connecting the nodes. The nodes may comprise a plurality of user nodes and a plurality of concept nodes. A user node of the social graph may correspond to a user of the social networking system104. A user may be an individual (human user), an entity (e.g., an enterprise, business, or third party application), or a group (e.g., of individuals or entities). A user node corresponding to a user may comprise information provided by the user and information gathered by various systems, including the social networking system104.

For example, the user may provide his or her name, profile picture, city of residence, contact information, birth date, gender, marital status, family status, employment, educational background, preferences, interests, and other demographic information to be included in the user node. Each user node of the social graph may have a corresponding web page (typically known as a profile page). In response to a request including a user name, the social networking system104can access a user node corresponding to the user name, and construct a profile page including the name, a profile picture, and other information associated with the user. A profile page of a first user may display to a second user all or a portion of the first user's information based on one or more privacy settings by the first user and the relationship between the first user and the second user.

A concept node may correspond to a concept of the social networking system104. For example, a concept can represent a real-world entity, such as a movie, a song, a sports team, a celebrity, a group, a restaurant, or a place or a location. An administrative user of a concept node corresponding to a concept may create or update the concept node by providing information of the concept (e.g., by filling out an online form), causing the social networking system104to associate the information with the concept node. For example and without limitation, information associated with a concept can include a name or a title, one or more images (e.g., an image of cover page of a book), a web site (e.g., an URL address) or contact information (e.g., a phone number, an email address). Each concept node of the social graph may correspond to a web page. For example, in response to a request including a name, the social networking system104can access a concept node corresponding to the name, and construct a web page including the name and other information associated with the concept.

An edge between a pair of nodes may represent a relationship between the pair of nodes. For example, an edge between two user nodes can represent a friendship between two users. For another example, the social networking system104may construct a web page (or a structured document) of a concept node (e.g., a restaurant, a celebrity), incorporating one or more selectable option or selectable elements (e.g., “like”, “check in”) in the web page. A user can access the page using a web browser hosted by the user's client device and select a selectable option or selectable element, causing the client device to transmit to the social networking system104a request to create an edge between a user node of the user and a concept node of the concept, indicating a relationship between the user and the concept (e.g., the user checks in a restaurant, or the user “likes” a celebrity).

As an example, a user may provide (or change) his or her city of residence, causing the social networking system104to create an edge between a user node corresponding to the user and a concept node corresponding to the city declared by the user as his or her city of residence. In addition, the degree of separation between any two nodes is defined as the minimum number of hops required to traverse the social graph from one node to the other. A degree of separation between two nodes can be considered a measure of relatedness between the users or the concepts represented by the two nodes in the social graph. For example, two users having user nodes that are directly connected by an edge (i.e., are first-degree nodes) may be described as “connected users” or “friends.” Similarly, two users having user nodes that are connected only through another user node (i.e., are second-degree nodes) may be described as “friends of friends.”

A social networking system104may support a variety of applications, such as photo sharing, on-line calendars and events, gaming, instant messaging, and advertising. For example, the social networking system104may also include media sharing capabilities. Also, the social networking system104may allow users to post photographs and other multimedia content items to a user's profile page (typically known as “wall posts” or “timeline posts”) or in a photo album, both of which may be accessible to other users of the social networking system104depending upon the user's configured privacy settings. The social networking system104may also allow users to configure events. For example, a first user may configure an event with attributes including time and date of the event, location of the event and other users invited to the event. The invited users may receive invitations to the event and respond (such as by accepting the invitation or declining it). Furthermore, the social networking system104may allow users to maintain a personal calendar. Similarly to events, the calendar entries may include times, dates, locations and identities of other users.

FIG. 7illustrates an example network environment700of a social networking system702(which may represent an example of social networking system104). Network environment700includes a client device706, a social networking system702, and a third party system708connected to each other by a network704. AlthoughFIG. 7illustrates a particular arrangement of client device706, social networking system702, third party system708, and network704, this disclosure contemplates any suitable arrangement of client device706, social networking system702, third party system708, and network704. As an example and not by way of limitation, two or more of client device706, social networking system702, and third party system708may be connected to each other directly, bypassing network704. As another example, two or more of client device706, social networking system702, and third party system708may be physically or logically co-located with each other in whole or in part. Moreover, althoughFIG. 7illustrates a particular number of client devices706, social networking systems702, third party system708, and networks704, this disclosure contemplates any suitable number of client devices706, social networking systems702, third party system708, and networks704. As an example and not by way of limitation, network environment700may include multiple client device706, social networking systems702, third party system708, and networks704.

This disclosure contemplates any suitable network704. As an example and not by way of limitation, one or more portions of network704may include an ad hoc network, an intranet, an extranet, a virtual private network (VPN), a local area network (LAN), a wireless LAN (WLAN), a wide area network (WAN), a wireless WAN (WWAN), a metropolitan area network (MAN), a portion of the Internet, a portion of the Public Switched Telephone Network (PSTN), a cellular telephone network, or a combination of two or more of these. Network704may include one or more networks704.

Links may connect client device706, social networking system702, and third party system708to communication network704or to each other. This disclosure contemplates any suitable links. In particular embodiments, one or more links include one or more wireline (such as for example Digital Subscriber Line (DSL) or Data Over Cable Service Interface Specification (DOCSIS)), wireless (such as for example Wi-Fi or Worldwide Interoperability for Microwave Access (WiMAX)), or optical (such as for example Synchronous Optical Network (SONET) or Synchronous Digital Hierarchy (SDH)) links. In particular embodiments, one or more links each include an ad hoc network, an intranet, an extranet, a VPN, a LAN, a WLAN, a WAN, a WWAN, a MAN, a portion of the Internet, a portion of the PSTN, a cellular technology-based network, a satellite communications technology-based network, another link, or a combination of two or more such links. Links need not necessarily be the same throughout network environment700. One or more first links may differ in one or more respects from one or more second links.

In particular embodiments, client device706may be an electronic device including hardware, software, or embedded logic components or a combination of two or more such components and capable of carrying out the appropriate functionalities implemented or supported by client device706. As an example and not by way of limitation, a client device706may include a computer system such as a desktop computer, notebook or laptop computer, netbook, a tablet computer, e-book reader, GPS device, camera, personal digital assistant (PDA), handheld electronic device, cellular telephone, smartphone, other suitable electronic device, or any suitable combination thereof. This disclosure contemplates any suitable client devices706. A client device706may enable a network user at client device706to access network704. A client device706may enable its user to communicate with other users at other client devices706.

In particular embodiments, client device706may include a web browser, such as MICROSOFT INTERNET EXPLORER, GOOGLE CHROME or MOZILLA FIREFOX, and may have one or more add-ons, plugins, or other extensions, such as TOOLBAR or YAHOO TOOLBAR. A user at client device706may enter a Uniform Resource Locator (URL) or other address directing the web browser to a particular server (such as server, or a server associated with a third party system708), and the web browser may generate a Hyper Text Transfer Protocol (HTTP) request and communicate the HTTP request to server. The server may accept the HTTP request and communicate to client device706one or more Hyper Text Markup Language (HTML) files responsive to the HTTP request. Client device706may render a web page based on the HTML files from the server for presentation to the user. This disclosure contemplates any suitable web page files. As an example and not by way of limitation, web pages may render from HTML files, Extensible Hyper Text Markup Language (XHTML) files, or Extensible Markup Language (XML) files, according to particular needs. Such pages may also execute scripts such as, for example and without limitation, those written in JAVASCRIPT, JAVA, MICROSOFT SILVERLIGHT, combinations of markup language and scripts such as AJAX (Asynchronous JAVASCRIPT and XML), and the like. Herein, reference to a web page encompasses one or more corresponding web page files (which a browser may use to render the web page) and vice versa, where appropriate.

In particular embodiments, social networking system702may be a network-addressable computing system that can host an online social network. Social networking system702may generate, store, receive, and send social-networking data, such as, for example, user-profile data, concept-profile data, social-graph information, or other suitable data related to the online social network. Social networking system702may be accessed by the other components of network environment700either directly or via network704. In particular embodiments, social networking system702may include one or more servers. Each server may be a unitary server or a distributed server spanning multiple computers or multiple datacenters. Servers may be of various types, such as, for example and without limitation, web server, news server, mail server, message server, advertising server, file server, application server, exchange server, database server, proxy server, another server suitable for performing functions or processes described herein, or any combination thereof. In particular embodiments, each server may include hardware, software, or embedded logic components or a combination of two or more such components for carrying out the appropriate functionalities implemented or supported by server. In particular embodiments, social networking system702may include one or more data stores. Data stores may be used to store various types of information. In particular embodiments, the information stored in data stores may be organized according to specific data structures. In particular embodiments, each data store may be a relational, columnar, correlation, or other suitable database. Although this disclosure describes or illustrates particular types of databases, this disclosure contemplates any suitable types of databases. Particular embodiments may provide interfaces that enable a client device706, a social networking system702, or a third party system708to manage, retrieve, modify, add, or delete, the information stored in data store.

In particular embodiments, social networking system702may provide users with the ability to take actions on various types of items or objects, supported by social networking system702. As an example and not by way of limitation, the items and objects may include groups or social networks to which users of social networking system702may belong, events or calendar entries in which a user might be interested, computer-based applications that a user may use, transactions that allow users to buy or sell items via the service, interactions with advertisements that a user may perform, or other suitable items or objects. A user may interact with anything that is capable of being represented in social networking system702or by an external system of third party system708, which is separate from social networking system702and coupled to social networking system702via a network704.

In particular embodiments, social networking system702may be capable of linking a variety of entities. As an example and not by way of limitation, social networking system702may enable users to interact with each other as well as receive content from third party system708or other entities, or to allow users to interact with these entities through an application programming interfaces (API) or other communication channels.

In particular embodiments, a third party system708may include one or more types of servers, one or more data stores, one or more interfaces, including but not limited to APIs, one or more web services, one or more content sources, one or more networks, or any other suitable components, e.g., that servers may communicate with. A third party system708may be operated by a different entity from an entity operating social networking system702. In particular embodiments, however, social networking system702and third party system708may operate in conjunction with each other to provide social-networking services to users of social networking system702or third party system708. In this sense, social networking system702may provide a platform, or backbone, which other systems, such as third party system708, may use to provide social-networking services and functionality to users across the Internet.

In particular embodiments, a third party system708may include a third party content object provider. A third party content object provider may include one or more sources of content objects, which may be communicated to a client device706. As an example and not by way of limitation, content objects may include information regarding things or activities of interest to the user, such as, for example, movie show times, movie reviews, restaurant reviews, restaurant menus, product information and reviews, or other suitable information. As another example and not by way of limitation, content objects may include incentive content objects, such as coupons, discount tickets, gift certificates, or other suitable incentive objects.

In particular embodiments, social networking system702also includes user-generated content objects, which may enhance a user's interactions with social networking system702. User-generated content may include anything a user can add, upload, send, or “post” to social networking system702. As an example and not by way of limitation, a user communicates posts to social networking system702from a client device706. Posts may include data such as status updates or other textual data, location information, photos, videos, links, music or other similar data or media. Content may also be added to social networking system702by a third party through a “communication channel,” such as a newsfeed or stream.

FIG. 8illustrates example social graph800. Referring toFIGS. 7 and 8together, in particular embodiments, social networking system702may store one or more social graphs800in one or more data stores. In particular embodiments, social graph800may include multiple nodes—which may include multiple user nodes802or multiple concept nodes804—and multiple edges806connecting the nodes. Example social graph800illustrated inFIG. 8is shown, for didactic purposes, in a two-dimensional visual map representation. In particular embodiments, a social networking system702, client device706, or third party system708may access social graph800and related social-graph information for suitable applications. The nodes and edges of social graph800may be stored as data objects, for example, in a data store (such as a social-graph database). Such a data store may include one or more searchable or query able indexes of nodes or edges of social graph800.

In particular embodiments, a user node802may correspond to a user of social networking system702. As an example and not by way of limitation, a user may be an individual (human user), an entity (e.g., an enterprise, business, or third party application), or a group (e.g., of individuals or entities) that interacts or communicates with or over social networking system702. In particular embodiments, when a user registers for an account with social networking system702, social networking system702may create a user node802corresponding to the user, and store the user node802in one or more data stores. Users and user nodes802described herein may, where appropriate, refer to registered users and user nodes802associated with registered users. In addition or as an alternative, users and user nodes802described herein may, where appropriate, refer to users that have not registered with social networking system702. In particular embodiments, a user node802may be associated with information provided by a user or information gathered by various systems, including social networking system702. As an example and not by way of limitation, a user may provide his or her name, profile picture, contact information, birth date, sex, marital status, family status, employment, education background, preferences, interests, or other demographic information. In particular embodiments, a user node802may be associated with one or more data objects corresponding to information associated with a user. In particular embodiments, a user node802may correspond to one or more web pages.

In particular embodiments, a node in social graph800may represent or be represented by a web page (which may be referred to as a “profile page”). Profile pages may be hosted by or accessible to social networking system702. Profile pages may also be hosted on third party websites associated with a third party server708. As an example and not by way of limitation, a profile page corresponding to a particular external web page may be the particular external web page and the profile page may correspond to a particular concept node804. Profile pages may be viewable by all or a selected subset of other users. As an example and not by way of limitation, a user node802may have a corresponding user-profile page in which the corresponding user may add content, make declarations, or otherwise express himself or herself. As another example and not by way of limitation, a concept node804may have a corresponding concept-profile page in which one or more users may add content, make declarations, or express themselves, particularly in relation to the concept corresponding to concept node804.

In particular embodiments, a concept node804may represent a third party web page or resource hosted by a third party system708. The third party web page or resource may include, among other elements, content, a selectable or other icon, or other inter-actable object (which may be implemented, for example, in JavaScript, AJAX, or PHP codes) representing an action or activity. As an example and not by way of limitation, a third party web page may include a selectable icon such as “like,” “check in,” “eat,” “recommend,” or another suitable action or activity. A user viewing the third party web page may perform an action by selecting one of the icons (e.g., “eat”), causing a client device806to send to social networking system702a message indicating the user's action. In response to the message, social networking system702may create an edge (e.g., an “eat” edge) between a user node802corresponding to the user and a concept node804corresponding to the third party web page or resource and store edge806in one or more data stores.

In particular embodiments, a pair of nodes in social graph800may be connected to each other by one or more edges806. An edge806connecting a pair of nodes may represent a relationship between the pair of nodes. In particular embodiments, an edge806may include or represent one or more data objects or attributes corresponding to the relationship between a pair of nodes. As an example and not by way of limitation, a first user may indicate that a second user is a “friend” of the first user. In response to this indication, social networking system702may send a “friend request” to the second user. If the second user confirms the “friend request,” social networking system702may create an edge806connecting the first user's user node802to the second user's user node802in social graph800and store edge806as social-graph information in one or more of data stores. In the example ofFIG. 8, social graph800includes an edge806indicating a friend relation between user nodes802of user “A” and user “B” and an edge indicating a friend relation between user nodes802of user “C” and user “B.” Although this disclosure describes or illustrates particular edges806with particular attributes connecting particular user nodes802, this disclosure contemplates any suitable edges806with any suitable attributes connecting user nodes802. As an example and not by way of limitation, an edge806may represent a friendship, family relationship, business or employment relationship, fan relationship, follower relationship, visitor relationship, subscriber relationship, superior/subordinate relationship, reciprocal relationship, non-reciprocal relationship, another suitable type of relationship, or two or more such relationships. Moreover, although this disclosure generally describes nodes as being connected, this disclosure also describes users or concepts as being connected. Herein, references to users or concepts being connected may, where appropriate, refer to the nodes corresponding to those users or concepts being connected in social graph800by one or more edges806.

In particular embodiments, an edge806between a user node802and a concept node804may represent a particular action or activity performed by a user associated with user node802toward a concept associated with a concept node804. As an example and not by way of limitation, as illustrated inFIG. 8, a user may “like,” “attended,” “played,” “listened,” “cooked,” “worked at,” or “watched” a concept, each of which may correspond to an edge type or subtype. A concept-profile page corresponding to a concept node804may include, for example, a selectable “check in” icon (such as, for example, a clickable “check in” icon) or a selectable “add to favorites” icon. Similarly, after a user clicks these icons, social networking system702may create a “favorite” edge or a “check in” edge in response to a user's action corresponding to a respective action. As another example and not by way of limitation, a user (user “C”) may listen to a particular song (“Ramble On”) using a particular application (SPOTIFY, which is an online music application). In this case, social networking system702may create a “listened” edge806and a “used” edge (as illustrated inFIG. 8) between user nodes802corresponding to the user and concept nodes804corresponding to the song and application to indicate that the user listened to the song and used the application. Moreover, social networking system702may create a “played” edge806(as illustrated inFIG. 8) between concept nodes804corresponding to the song and the application to indicate that the particular song was played by the particular application. In this case, “played” edge806corresponds to an action performed by an external application (SPOTIFY) on an external audio file (the song “Imagine”). Although this disclosure describes particular edges806with particular attributes connecting user nodes802and concept nodes804, this disclosure contemplates any suitable edges806with any suitable attributes connecting user nodes802and concept nodes804. Moreover, although this disclosure describes edges between a user node802and a concept node804representing a single relationship, this disclosure contemplates edges between a user node802and a concept node804representing one or more relationships. As an example and not by way of limitation, an edge806may represent both that a user likes and has used at a particular concept. Alternatively, another edge806may represent each type of relationship (or multiples of a single relationship) between a user node802and a concept node804(as illustrated inFIG. 8between user node802for user “E” and concept node804for “SPOTIFY”).

In particular embodiments, social networking system702may create an edge806between a user node802and a concept node804in social graph800. As an example and not by way of limitation, a user viewing a concept-profile page (such as, for example, by using a web browser or a special-purpose application hosted by the user's client device706) may indicate that he or she likes the concept represented by the concept node804by clicking or selecting a “Like” icon, which may cause the user's client device706to send to social networking system702a message indicating the user's liking of the concept associated with the concept-profile page. In response to the message, social networking system702may create an edge806between user node802associated with the user and concept node804, as illustrated by “like” edge806between the user and concept node804. In particular embodiments, social networking system702may store an edge806in one or more data stores. In particular embodiments, an edge806may be automatically formed by social networking system702in response to a particular user action. As an example and not by way of limitation, if a first user uploads a picture, watches a movie, or listens to a song, an edge806may be formed between user node802corresponding to the first user and concept nodes804corresponding to those concepts. Although this disclosure describes forming particular edges806in particular manners, this disclosure contemplates forming any suitable edges806in any suitable manner.

In particular embodiments, an advertisement may be text (which may be HTML-linked), one or more images (which may be HTML-linked), one or more videos, audio, one or more ADOBE FLASH files, a suitable combination of these, or any other suitable advertisement in any suitable digital format presented on one or more web pages, in one or more e-mails, or in connection with search results requested by a user. In addition or as an alternative, an advertisement may be one or more sponsored stories (e.g., a news-feed or ticker item on social networking system702). A sponsored story may be a social action by a user (such as “liking” a page, “liking” or commenting on a post on a page, RSVPing to an event associated with a page, voting on a question posted on a page, checking in to a place, using an application or playing a game, or “liking” or sharing a website) that an advertiser promotes, for example, by having the social action presented within a pre-determined area of a profile page of a user or other page, presented with additional information associated with the advertiser, bumped up or otherwise highlighted within news feeds or tickers of other users, or otherwise promoted. The advertiser may pay to have the social action promoted. As an example and not by way of limitation, advertisements may be included among the search results of a search-results page, where sponsored content is promoted over non-sponsored content.

In particular embodiments, an advertisement may be requested for display within social-networking-system web pages, third party web pages, or other pages. An advertisement may be displayed in a dedicated portion of a page, such as in a banner area at the top of the page, in a column at the side of the page, in a GUI of the page, in a pop-up window, in a drop-down menu, in an input field of the page, over the top of content of the page, or elsewhere with respect to the page. In addition or as an alternative, an advertisement may be displayed within an application. An advertisement may be displayed within dedicated pages, requiring the user to interact with or watch the advertisement before the user may access a page or utilize an application. The user may, for example view the advertisement through a web browser.

A user may interact with an advertisement in any suitable manner. The user may click or otherwise select the advertisement. By selecting the advertisement, the user may be directed to (or a browser or other application being used by the user) a page associated with the advertisement. At the page associated with the advertisement, the user may take additional actions, such as purchasing a product or service associated with the advertisement, receiving information associated with the advertisement, or subscribing to a newsletter associated with the advertisement. An advertisement with audio or video may be played by selecting a component of the advertisement (like a “play button”). Alternatively, by selecting the advertisement, social networking system702may execute or modify a particular action of the user.

An advertisement may also include social-networking-system functionality that a user may interact with. As an example and not by way of limitation, an advertisement may enable a user to “like” or otherwise endorse the advertisement by selecting an icon or link associated with endorsement. As another example and not by way of limitation, an advertisement may enable a user to search (e.g., by executing a query) for content related to the advertiser. Similarly, a user may share the advertisement with another user (e.g., through social networking system702) or RSVP (e.g., through social networking system702) to an event associated with the advertisement. In addition or as an alternative, an advertisement may include social-networking-system context directed to the user. As an example and not by way of limitation, an advertisement may display information about a friend of the user within social networking system702who has taken an action associated with the subject matter of the advertisement.

In particular embodiments, one or more servers may be authorization/privacy servers for enforcing privacy settings. In response to a request from a user (or other entity) for a particular object stored in a data store, social networking system702may send a request to the data store for the object. The request may identify the user associated with the request and may only be sent to the user (or a client device806of the user) if the authorization server determines that the user is authorized to access the object based on the privacy settings associated with the object. If the requesting user is not authorized to access the object, the authorization server may prevent the requested object from being retrieved from the data store, or may prevent the requested object from be sent to the user. In the search query context, an object may only be generated as a search result if the querying user is authorized to access the object. In other words, the object must have a visibility that is visible to the querying user. If the object has a visibility that is not visible to the user, the object may be excluded from the search results. Although this disclosure describes enforcing privacy settings in a particular manner, this disclosure contemplates enforcing privacy settings in any suitable manner.

The foregoing specification is described with reference to specific exemplary embodiments thereof. Various embodiments and aspects of the disclosure are described with reference to details discussed herein, and the accompanying drawings illustrate the various embodiments. The description above and drawings are illustrative and are not to be construed as limiting. Numerous specific details are described to provide a thorough understanding of various embodiments.