# Patent

## Title
Apparatus and method for identifying constituents in a social network

## Abstract

A social analytic system collects signals from different social network accounts. Social metrics are derived for the accounts and the accounts classified as different types of constituents for a company or primary account based on the social metrics. The constituents may include any combination of advocates, detractors, influencers, spammers, employees, partners, and/or market. Some of the social metrics used for classifying the different types of constituents may include a volume of the signals, types of message interactions, number of unique messages, sentiment, number of subscribers, alignment of constituent and company messages, and/or average signal length.

## Background
The present application is a continuation-in-part of U.S. patent application Ser. No. 13/601,151, entitled: APPARATUS AND METHOD FOR MODEL-BASED SOCIAL ANALYTICS, filed Aug. 31, 2012, now issued Feb. 2, 2016 as U.S. Pat. No. 9,251,530, and which is incorporated by reference in its entirety.


BACKGROUND
Social networks are used by businesses to advertise and market products. For example, a company may use a social network to announce the launch of a new product. Consumers then write blogs, send messages, etc. discussing and reviewing the new product. The product launch may be considered a success or a failure based on the social network interactions surrounding the new product. For example, the product launch may be considered a success when a large number of consumers generate a large number of positive social network reviews about the new product. The product launch may be considered a failure when there is little “buzz” surrounding the launch and only a small number of consumers generate a relatively small number of social network reviews. The product launch could also be considered a failure when a large number of negative reviews are generated about the new product.
Companies face a challenge monitoring and managing social network interactions regarding their products. For example, a large company may have millions of followers on their social networks that send or post millions of messages related to different products. Companies may not have the human resources to manually monitor and manage such large amounts of social network traffic.
Even if companies had the human resources to monitor related social network traffic, it would still be difficult to quantitatively measure the performance of social network marketing campaigns. For example, the marketing campaign may not necessarily be directed to increasing the sales of a specific product, but may be directed to increasing general product awareness. Reviewing a small window of subjective consumer comments sent over social networks may not provide the quantitative analytics needed to clearly determine the success of the product awareness marketing campaign.



BRIEF DESCRIPTION OF THE DRAWINGS
FIG. 1 depicts an example of a social analytic system.
FIG. 2 depicts an example of how constituent relationships are associated with different accounts.
FIG. 3 depicts an example of how contextual dimensions and relationships are identified for different accounts and signals.
FIG. 4 depicts an example of how a conversation is associated with an account.
FIG. 5 depicts an example process for associating different parameters with a conversation.
FIG. 6 depicts an example of different contextual dimensions and relationships assigned to a signal.
FIG. 7 depicts an example of how analytics may be generated for an account based on an associated conversation.
FIG. 8 depicts in more detail an example of a model based social analytic system.
FIG. 9 depicts an example of an analytics pipeline used in the analytic system.
FIG. 10 depicts an example of collectors used in the analytics pipeline.
FIG. 11 depicts example process performed by the collectors.
FIG. 12 depicts an example of how signals are collected from social networks.
FIG. 13 depicts an example of normalized signal data.
FIG. 14 depicts examples of metadata extracted from the signals.
FIG. 15 depicts an example process for enriching signal data with additional metadata.
FIG. 16 depicts examples of enriched signal data.
FIG. 17 depicts an example process for identifying a signal associated with a contextual dimension for a brand.
FIG. 18 depicts an example of metrics generated from the signals.
FIG. 19 depicts an example process for dynamically adding accounts to the analytics system.
FIG. 20 depicts an example of a process for generating scores for analytic system accounts.
FIG. 21 depicts an example of a process for displaying analytics for different accounts.
FIG. 22 depicts an example of an electronic page displaying social analytics for the different accounts.
FIG. 23 depicts another example of an electronic page displaying social analytics for the different accounts.
FIG. 24 depicts an example of how constituents are identified in an ecosystem.
FIG. 25 depicts an example process for identifying constituents.
FIG. 26 depicts an example process for identifying advocates.
FIG. 27 depicts an example process for distinguishing between advocates and spammers.
FIG. 28 depicts an example process for identifying detractors,
FIG. 29 depicts an example process for identifying influencers.
FIG. 30 depicts an example system for identifying similarity and uniqueness of social signals.
FIG. 31 depicts an example user interface for displaying constituent metrics.
FIG. 32 depicts an example user interface for displaying a social business graph.
FIG. 33 depicts an example of a computing device used for implementing the analytic system.



DETAILED DESCRIPTION
A model-based social analytic system collects social signals for an expansive range of different industries in accordance or consistent with applicable laws or terms. Analytics are derived from the social signals and used as benchmarks for comparing social network performance relative to particular industries, companies, brands, competitors, geographic regions, etc.
The model-based approach used by the social analytic system identifies unique relationships between different social network accounts and social signals. For example, the analytic system may identify conversations related to a particular topic or brand and may distinguish between different constituents participating in the conversations. The analytic system may then derive quantitative analytics for the different industries, companies, brands, geographic regions, etc. based on the related conversations and constituents. The social analytic system can more efficiently derive more accurate quantitative analytics by uniquely identifying and analyzing the social signals that are most relevant to the social network performance of a particular entity.
FIG. 1 depicts an example of a model based social analytic system 100. In one example, data sources 102 may comprise one or more social networks 104, such as Twitter®, Facebook®, YouTube®, Google+®, or the like, or any combination thereof including pre-existing services that aggregate social sources (such as BoardReader®). However, data sources 102 may comprise any computing system or social network that generates or aggregates messages that may be exchanged or reviewed by different users.
Accounts 108 are stored within analytic system 100 and identify corresponding social network accounts within the social networks 104. In one example, accounts 108 may attempt to identify substantially all of the social network accounts for substantially every major company for a variety of different industries. Accounts 108 also may attempt to identify substantially all of the social network accounts for substantially all of the products marketed by each of the companies.
Any combination of computing devices, such as network servers and databases may operate within analytic system 100 and collect signals 106 from Application Programmer Interfaces (APIs) or other collection schemes, including collecting signals 106 from third parties. Signals 106 may contain content and/or metadata for messages sent or posted by the associated network accounts. For example, signals 106 may include the content of the message, the user account information for the social network sending the message, tags identifying the context of the message, a Universal Resource Locator (URL) for the message, a message type identifier, etc.
For explanation purposes, messages may refer to any communications exchanged via a social network 104 and any content or information that may be associated with the communication. For example, messages may comprise posts, blogs, Tweets, re-tweets, sentiment indicators, emails, text messages, videos, wall posts, comments, photos, links, or the like, or any combination thereof.
Accounts 108 and signals 106 may be associated with contextual dimensions, such as companies 110A, brands 110B, geographic regions 110C, etc. Similarly, the accounts 108 and signals 106 may be associated with different types of constituents 111, such as advocates, influencers, partners, detractors, employees, spammers, or market participants. Values of contextual dimensions 110 may be identified a priori or may be determined from the message content or metadata in signals 106. For example, Universal Resource Locators (URLs) or hash tags within signals 106 may identify a particular brand 110B. In another example, the message content in signal 106 may include keywords that refer to brand 110B.
Constituents 111 may be based on the number and types of messages sent from the associated social network accounts and the metrics associated with the associated social network accounts. For example, a first constituent that sends or posts a large number of positive messages related to a particular company may be identified as an advocate of the company. A second constituent that has a relatively large number of followers may be identified as an influencer.
Analytic system 100 may identify different relationships 112 between different signals 106, between different accounts 108, and/or between different signals and different accounts. For example, analytic system 100 may identify different on-line conversations 112 associated with brand 110B. Signals 106 associated with conversations 112 about brand 110B may be assigned associated conversation identifiers.
Analytics system 100 then may generate different social analytics 114 for brand 110B based on the associated conversation 112 and constituents 110D participating in conversation 112. For example, analytic system 100 may generate a quantitative score for one of accounts 108 associated with brand 110B based on the strength of conversations 112 associated with brand 110B. The strength of conversations 112 may be based on the number of signals 106 and number and types of constituents 110 participating in the conversations 112 related to brand 110B.
Contextual dimensions 110, constituents 111, and relationships 112 allow analytic system 100 to derive quantitative performance scores for a wider variety of different definable entities. The modeling provided by contextual dimensions 110, constituents 111, and relationships 112 also allow more efficient and accurate social analytics generation by identifying and processing signals 106 most relevant to accounts 108.
FIG. 2 depicts a conceptual diagram showing in more detail constituent relationships between different accounts. It should be understood that this is just one example of how social data may be modeled by the analytic system. Accounts 108D and 108E may represent social network accounts operated by companies. For example, a car company may operate account 108D. Accounts 108D and 108E may be identified by the analytic system as having a partner relationship. For example, account 108E may be a wholesale or retail company that sells cars for the car company operating account 108D.
Accounts 108A may represent social network accounts operated by individuals. For example, one of accounts 108A may be operated by a consumer that has purchased a vehicle from the car company associated with company account 108D. The analytic system may identify individual accounts 108A as having a market relationship 115A with company account 108D. For example, the analytic system may identify individual accounts 108A that have sent, posted, or viewed messages related to company account 108D. The analytic system may identify other individual accounts 108B that have market relationships 115B with company account 108E.
The analytic system also may identify employee relationships 115C between individual accounts 108C and company account 108 subject in all cases to compliance with applicable laws and regulations. For example, individual accounts 108C may be operated by employees of the company operating company account 108D.
Individual account 108F may be identified as having an influencer relationship 115E with company account 108E. Similarly as for market relationships 115A and 115B, the analytic system may determine that account 108F generates messages, views messages, or has other types of interactions related to company account 108E.
However, individual account 108F may have a greater influence in the social network than individual accounts 108A and 108B having market relationships 115A and 115B, respectively. For example, individual account 108F may be identified as having a large number of followers or subscribers in the social network and therefore may be identified as having an influencer relationship 115E with company account 108E. The market relationships associated with individual accounts 108A and 108B may have been determined to have a fewer number of followers or subscribers that personal accounts with influencer relationships.
Individual account 108G may be identified as having both an employee relationship 115F with company account 108D and an advocate relationship 115G with company account 108E. For example, individual account 108G may be operated by an individual employed by the company operating company account 108D. The employee also may send or post a large number of messages about the company operating company account 108E. The analytic system may determine that the messages generated by individual account 108G related to company account 108E have an overall positive sentiment. Accordingly, the analytic system may identify an advocate relationship 115G between individual account 108G and company account 108D.
Advocate relationships 115G may be different from influencer relationships 155E. Influencer relationships 115E may have some large number of interactions with different accounts but may not necessarily have a large number of interactions specifically with company account 108E. For example, individual account 108F may send or post a large number of messages about a large number of topics, but not necessarily send or post a large number of messages to or about company account 108E. However, as mentioned above, individual account 108F may have a relatively large number of followers. On the other hand, individual account 108G having advocate relationship 115G may send or post a relatively large number of positive messages to or about company account 108E. However, individual account 108G may have a relatively small number of followers or subscribers.
Distinguishing between influencer relationships and advocate relationships may provide valuable analytics for the company operating company account 108E. For example, the company may want to increase or direct more social network interactions or attention to individual account 108F (influencer account) in order to persuade the individual operating individual account 108F to start sending or posting more positive messages about the company.
These directed interactions with individual account 108F may result in a larger positive impact on the social network rating for company account 108E than increasing interactions with individual accounts 108A or 108B (market accounts) or individual account 108G (advocate account). Individual account 108F has been determined to have a relatively large number of subscribers. Therefore, causing individual account 108F to generate more positive messages about company account 108E may have a relatively large positive impact within the social network.
The analytic system has already determined that advocate account 108G generates a relatively large number of positive messages related to company account 108E and has also determined that individual account 108G has fewer followers than individual account 108F. Thus, increasing interactions with individual account 108G may not substantially increase the number of positive messages generated by individual account 108G, increase the number of other social network participants viewing positive messages regarding company account 108E, or increase in the overall social network performance of company account 108E.
FIG. 3 depicts one example of a process for identifying and assigning contextual dimensions to accounts and/or signals and identifying other relationships between the contextual dimensions and other accounts and signals. In operation 150, the analytic system may identify metadata in the signals identifying different contextual dimensions. For example, the signal may include a URL that identifies a particular company, brand, and/or geographic region. For example, the URL may have the following format:
http://www.social_network.com/company/brand.
The signals may contain other tags that identify the contextual dimension. For example, the signal may include a mention field, hash tag, etc. that identifies the company or brand related to the associated message content. In operation 152, the analytic system may assign a unique contextual dimension identifier to the signal identifying the company or brand.
Alternatively, the analytic system in operation 150 may identify keywords in the content of the signals that identify the associated contextual dimension. For example, a user of an account may post or send a message that discusses a particular company, brand, etc. The analytic system may compare keywords in the message with keyword topic clusters associated with the company and/or brand. In operation 152, signals may be assigned contextual dimension identifiers associated with the matching keyword topic clusters.
In operation 154, the analytic system may identify other relationships between the accounts, signals, and/or contextual dimensions. For example, the analytic system in operation 154 may identify the types of constituents associated with the signals. For example, a company X may send or post a message about one of their brands Y. In operation 152, the analytic system may assign a first identifier to the signal identifying the contextual dimension for the signal as brand Y and in operation 156 may assign a second identifier to the signal identifying company X as the sender or poster of the message.
In another example, an employee of company X may send or post a message about brand Y. The analytic system in operation 152 may assign a first identifier to the signal identifying a contextual dimension for the signal as relating to brand Y and in operation 156 assign a second identifier to the signal identifying the sender or poster of the message as an employee of company X. The employee relationship between the signal and brand Y may be determined a priori from information provided by the company or may be determined by the analytic system from the URL for the signal that may indicate the signal was sent from an employee account for company X.
In yet another example, a message may be sent or posted from an account that is not directly associated with company X. For example, a consumer may send or post a message related to brand Y. In operation 154, the analytic system may identify the relationship between the consumer account and the company X based on the number and/or types of signals generated from the consumer account. As explained above, the analytic system may identify the consumer account as an advocate of the company X account when the consumer account generates a large number of positive sentiment messages related to company X.
FIG. 4 depicts in more detail one example of how signals are associated with a same conversation. Users of social networks may conduct conversations regarding different topics. For example, a user may send or post messages regarding the release of a new film. Other users then may respond to the original message and other users may respond to the responses. The responses may repeat the original message, add links to additional information related to the conversation, and/or provide sentiments regarding the conversation topic.
The analytic system relates the communications together as a conversation, identifies the account and contextual dimension related to the conversation, and then generates analytics for the account based on the conversation.
In operation 170, metadata may be identified that associates social signals with a particular conversation. For example, a social network such as Twitter® may embed tags into signals identifying the message as a re-tweet of a prior Tweet message. In operation 172, the analytic system may assign a same conversation identifier to the original Tweet message and the re-tweet message.
The analytic system may analyze the content of the message to discover signals related to the same conversation. For example, the words used in different messages may be compared in operation 174 and topic clusters may be generated from the matching keywords in operation 176. In operation 178, content in the social signals may be compared with the keywords for the topic clusters. Social signals matching the same topic cluster may be associated with a same conversation. In operation 180, the social signals associated with the same conversation may be assigned a same conversation identifier.
In operation 182, the conversations may be associated with different contextual dimensions. For example, conversations may be associated with different companies, brands, geographic regions, etc. The signals may be assigned additional identifiers identifying the contextual dimension related to the associated conversation.
FIG. 5 depicts an example process for associating other metrics with conversations. In operation 188, a contextual dimension may be associated with the conversation. For example, as mentioned above, the conversation may be associated with a company, brand, service, industry, etc.
In operation 190, a start time and a time of a latest addition to the conversation may be identified. In operation 192, other time factors may be identified for the conversation. For example, the number of participants and sentiment of the conversation may be tracked over time.
In operation 194, an account within an ecosystem containing the conversation may be identified. For example, the conversation may be associated with a particular product and the product may be associated with an account for a particular company. The ecosystem for the company may comprise the explicit followers of the company and all the communications generated within the context of the company accounts that are publicly visible.
In operation 196, a root signal initiating the conversation may be identified. For example, the conversation may spawn from a product announcement sent or posted by a company. Operation 198 may identify the social network service associated with the conversation. For example, the conversation may be conducted on a single social network, such as Twitter® or may extend over different social networks such as Twitter®, Facebook®, and YouTube®.
Operation 200 may identify a strength of the conversation. For example, the analytic system may derive an arithmetic average of the percentiles of average discussion length, company/constituent discussion strengths, total discussions, total signal count, constituent signal counts, and company signal count.
Operation 204 may identify the type of communications used in the conversation, such as posts, blogs, videos, comments, etc. and operation 206 may identify a geographic region associated with the conversation. For example, some of the signals associated with the conversation may include videos and most of the signals associated with the conversation may come from accounts located in the United States.
FIG. 6 depicts an example of the contents of a signal 210 containing contextual dimension and conversation identifiers. An account identifier 212A may identify the account in the analytic system associated with signal 210. A signal identifier 212B provides a unique identifier for signal 210 collected from the social network.
A root signal identifier 212C may identify a signal that started a particular conversation. For example, the root signal may be the message sent or posted by a company announcing a new product release. Conversation identifier 212D may identify the conversation associated with signal 210. For example, signal 210 may be a message commenting resending, viewing, re-tweeting, mentioning, etc. the new product release message associated with root signal identifier 212C.
Ecosystem identifier 212E may identify the ecosystem related to signal 210. As explained above, the analytic system may identify an ecosystem as an account for a company and all of the explicit followers of the company and all the communications generated within the context of the company accounts that are publicly visible. Any account or signals associated with the ecosystem may be assigned a same ecosystem identifier 212E and the number of followers in the ecosystem may be identified.
A type identifier 212F may identify a type of message associated with signal 210. For example, the message contained in signal 210 may be a post, tweet, re-tweet, echo, blog, etc. A topic identifier 212G may comprise a set of keywords identifying a particular topic of the message contained in signal 210. Any topic can be identified but in one example the topic may be related to a company or brand.
An industry identifier 212H may identify a particular industry associated with signal 210. A brand identifier 212I may similarly identify a brand associated with signal 210. Again the industry or brand may be identified from metadata contained in the signal 210 or may be determined from the content of the message contained in signal 210 using machine learning algorithms.
A sentiment 212J may identify a sentiment of the message contained in signal 210. For example, the user generating the message may have assigned a like or dislike sentiment identifier to the message or the content 212M of their communication may be identified by the system to be variously positive, neutral, negative, or otherwise. A time indicator 212K may identify when signal 210 was generated or collected from the social network. Strength value 212L may identify the strength of the conversation based on the number of other signals and the types of constituents participating in the conversation. Content 212M comprises the content of the message contained in signal 210. For example, content 212M may comprise a text message. links, photos, videos, or the like, or any combination thereof.
FIG. 7 depicts one example process for generating analytics for an account based on associated conversations. Again, FIG. 7 shows just one example of any combination of parameters that may be used for generating any type of analytics. In operation 230, the analytic system may identify conversations for an account associated with a particular contextual dimension. For example, the conversation may be related to a particular product.
In operation 232, the analytic system may identify the different types of constituents participating in the conversation. In operation 234, a sentiment and/or influence of the constituents may be identified. As described above, some social networks may allow constituents to attach sentiment ratings to messages. In another example, the analytic system may derive the sentiment ratings from the messages using machine learning algorithms. The sentiments of messages generated by a particular constituent during the conversation may be averaged to determine an overall sentiment for the constituent.
The analytic system may also derive influence values for the constituents. As also mentioned above, the analytic system may identify the number of messages sent or posted by the constituents, the number of followers of the constituents, the number of messages of the constituents resent in other messages, etc. Any combination of these influence factors may be combined to derive influence values for the constituents participating in the conversation.
Operation 236 may determine the size and strength of the conversations. For example, the analytic system may determine an overall size and strength of the conversations based on the number of constituents participating in the conversation, the influence of the constituents participating in the conversation, the number of messages sent during the conversation, etc.
In operation 238, the analytic system may generate analytics for an account based on any of the above conversation metrics. For example, the analytic system may generate a quantitative score for a brand associated with the conversation based on any combination of the types and number of constituents, influence and sentiment of the constituents, and overall size and strength of the conversation about the brand.
FIG. 8 depicts a more detailed example of the analytic system 100. Analytic system 100 may comprise an array of local and/or cloud-based computing and storage devices, such as servers and database systems for accessing and processing data collected from different social networks 104. A computing device 308, such as a personal computer, computer terminal, mobile device, smart phone, electronic notebook, or the like, or any combination thereof may be used for viewing the analytic data 306 generated by analytic system 100. For example, computing device 308 may access and display analytic data 306 via a web browser or mobile device application. In other embodiments, some or all of analytic data 306 may be generated by computing device 308.
All of the different computing devices within analytic system 100 may be coupled together via one or more buses or networks. Similarly, analytic system 100 may be coupled to social networks 104 and computing device 308 via one or more buses or networks. The busses or networks may comprise local area networks (LANs), wide area networks (WANs), fiber channel networks, Internet networks, or the like, or any combination thereof.
In one example, analytic system 100 may continuously track social performance for thousands of companies and create one or more accounts 108 for each of the companies. As mentioned above, accounts 108 may be associated with accounts on different social networks 104, such as Twitter® accounts, Facebook® accounts, YouTube® accounts, or any other data source where social signals 106 may be generated. The accounts on social networks 104 may be operated by companies, individuals, or any other entity.
The analytics system 100 may assign contextual dimension identifiers to accounts 108 identifying the companies, brands, services, individuals, or any other entity operating the associated accounts in social networks 104. One of accounts 108 associated with a company may be referred to as a company account. The company account 108 may have an associated social graph consisting of other related accounts 108. The set of all accounts 108 related to the company account may be referred to as an ecosystem of the company account. The ecosystem for the company account may comprise both a static social graph and a dynamic social graph.
The static social graph may comprise the set of all accounts 108 that either follow or are followed by the company account and may comprise a statically defined relationship between the accounts. For example, an account 108 associated with a brand or subsidiary of the company account may be identified as having a static relationship with the company account.
The dynamic social graph may be a set of accounts 108 that have interacted with the company account in some way whether or not there is a static relationship. For example, an account 108 may mention in a message the company associated with the company account or may forward a message from the company account.
The ecosystem for the company account also may be delineated based on constituent type. As mentioned above, examples of constituents may include the company itself, employees, partners, advocates, detractors, market, and influencers. For example, employees may be employees of the company, and partners may be distributors, retailers, or subsidiaries having a business relationship with the company. Advocates may be associated with accounts that frequently generate positive messages about the company and detractors may be associated with accounts that frequently generate negative messages about the company.
Influencers may have a relatively large influence on the social network. For example, influencer accounts may have a large number of social network followers. Market may comprise any other accounts that may send, post, or view messages related to the company.
Analytic system 100 may comprise an analytic pipeline 300, a measures module 302, and a social business index module 304. Analytics pipeline 300 may comprise software configured to collect signals 106 from the different social networks 104 associated with accounts 108. Measures module 302 may comprise software configured to generate metrics from the social signal data collected by analytic pipeline 300. Social business index (SBI) 304 may comprise software configured to use the data collected and generated by analytics pipeline 300 and the measures module 302 to display social analytic data 306 identifying social business performance, adoption, and any other social activity. For example, social analytic data 306 may display quantitative scores for different companies, social relationships between brands and their engaged audiences of various constituents, and provide real-time benchmarking for industries, companies, brands, competitors, or geographic regions.
FIG. 9 depicts one example of analytics pipeline 300 in more detail. Multiple collectors 320 are configured to interact with various social networks 104 to collect signals 106. Collectors 320 may collect signals 106 in a native or raw form provided by social networks 104 and store the signals as raw data 328. Signals 106 may comprise the messages generated from the social network accounts and the metadata associated with the messages. For example, the messages may comprise text, audio, video, links sent or posted from a social network account. The messages may be in any format, such as a blog, post, Tweet, etc.
The metadata associated with the messages may identify any static or dynamic relationship between the social network account and other social network accounts on the same network. For example, static relationship data may identify social network accounts for employees, brands, etc. located under a domain for a company network account. As described above, these static account relationships may alternatively be referred to as the static social graph for the company account.
The metadata may also identify dynamic relationships between social network accounts. For example, the metadata in one of signals 106 may indicate the signal mentioned or resent another message from another social network account. As also described above, the dynamic relationship between signals and accounts may be alternatively referred to as the dynamic social graph for the account.
Normalize module 322 may convert raw data 328 into normalized data 330. For example, normalize module 322 may convert the different formats of the messages generated by the different social networks 104 into a generic format and load the content and metadata for the messages into columns of a table. The original format used in the messages may be identified in the table.
Enrichment module 324 may identify or generate additional metadata that identifies contextual dimensions, constituents, and relationships for signals 106. For example, enrichment module 324 may identify signals 106 related to specific brands and may identify signals 106 that form conversations about those brands. Analysis module 326 may generate additional metrics 332 for the normalized/enriched data 330. For example, analysis module 326 may generate a score for an account based on the number and types of conversations and constituents associated with the account.
A workflow coordinator 318 may coordinate the operations performed by the different modules in analytic pipeline 300. For example, workflow coordinator 318 may determine how often collectors 320 collect signals 106 from social networks 104 and when normalize module 322, enrichment module 324, and analysis module 326 process the signals.
FIG. 10 shows a more detailed example of collectors 320. Collectors 320 may use application programmers interfaces (APIs) to collect the social signals 106 from the social network accounts within social networks 104. Two different types of collectors 320 may be used. Polling collectors 320A may be used as a client-initiated pulling mechanism to make API calls to associated social networks 104A. In one example, the polling collector 320A may be scheduled by workflow coordinator 318 to run at regular periodic intervals, such as every 15 minutes, 30 minutes, hour, etc.
Streaming collectors 320B may use a server-initiated push mechanism where APIs in social networks 104B continuously push new signals to streaming collectors 320B in real-time. Collectors 320 may operate independently from other processing modules in the analytics pipeline to improve performance.
Collectors 320 may continuously collect social signals 106 for entire industries. For example, collectors 106 may collect social signals 106 from substantially every known social network account operated by car companies. An initial set of seed accounts 108 may be provided to collectors 320 and may identify substantially all of the social network accounts for the different car companies. For example, one of the seed accounts 108 may identify a first account on Facebook® for a car company and a second seed account 108 may identify a second account on Twitter® for the same car company. Seed accounts 108 also may identify social network accounts for different car brands marketed by the car companies. For example:
Seed Account #1=http://Twitter@car company
Seed Account #2=http://Twitter@car company_car brand
New accounts 108 may be added to the collection process via social business index (SBI) 304. For example, a user may use a SBI interface to identify a new company account or individual account in a social network for collecting social signals. The new account may be validated by one of collectors 320 and then synchronized into a master list with existing accounts 108.
Analysis module 326 may dynamically identify and add new accounts 108. For example, analysis module 326 may identify messages generated about a product. Some of the signals containing the messages may have come from a social network account that does not currently exist in accounts 108. For example, one of the social network accounts may belong to a company that does not currently have an associated analytic system account 108. In another example, the social network account may be owned by an individual that sends or posts large numbers of messages about products sold by the company.
Analysis module 326 may identify the social network account as a source, influencer or advocate for the company and automatically add a new account 108 to the analytic system that identifies the social network account. Collectors 320 then may start periodically collecting signals from the newly identified social network account.
FIG. 11 depicts an example process for the collectors. In operation 360, the collectors identify accounts in an account database of the analytic system for collecting social signals. Some accounts may be provided a priori and used as seed accounts. For example, a company may provide all of the social network accounts associated with their company, all social network accounts for with any products sold by that company, and/or all social network accounts for employees that work for the company.
In operation 361, new accounts may be dynamically added to the existing accounts either manually by users via the social business index interface or automatically by the analytic module. In operation 362, the collectors are triggered to poll signals from the social networks identified by the accounts. For example, some social signals may be collected from the social networks every 15 minutes. Other signals may be continuously streamed from the social networks to the collectors.
In operation 364, some signals may be missing. For example, the servers operating the polling or streaming APIs may temporarily go down or be overloaded and lose connectivity with the collectors. In operation 366, the collectors may automatically poll the social networks for the missing signals.
In operation 368, the collectors may extract all necessary content, account, and metadata contained in the signals. For example, the collectors may extract the content of the messages that are posted or sent from the account, extract metadata that identifies the types of messages, and extract account information that identifies the static relationship of the account to other accounts. Operation 370 may store the social signals in time buckets. For example, all of the social signals collected during a particular time period may be assigned to the same time bucket. The time buckets allow the analytic system to generate analytics for any definable time period, such as for a particular hour, day, month, year, etc.
FIG. 12 depicts another example of how collectors 320 may extract data from the signals generated by different social networks. Accounts 108 may identify a first social network (SN_104A) containing an account for a business A (SN_104A@BIZ_A). Accounts 108 may identify a second social network (SN_104B) containing an account for a constituent A (SN_104B@CONSTITUENT_A) and an account for a constituent B (SN_104B@CONSTITUENT_B).
Collectors 320 collect the signals from the social networks 104A and 104B associated with accounts 108. In one example, collectors 320 may collect a signal #1 that contains a message generated from the social network account of business A announcing the launch of a new phone. Collectors 320 may collect a second signal #2 from the social network account of constituent A providing a favorable review of the new phone. Collectors 320 also may collect a third signal #3 from the social network account of constituent B providing a negative review of the new phone. Collectors 320 may store the contents of signals #1, #2, and #3 as raw signal data 328.
Collectors 320 may also extract metadata associated with the signals. For example, a Tweet message may contain a mention tag identifying the new phone. The collectors extract and store the mention tag with the Tweet message. The analytic system may use the mention tag to associate the signal with a contextual dimension. For example, the mention tag may identify the brand name of the new phone and an associated brand identifier may be assigned to the signal. Similarly, collectors 320 may extract and store hash tags from the messages identifying different contextual dimensions for the signals.
FIG. 13 depicts a conceptual example of normalized signal data generated by the normalize module 322 for the analytic pipeline shown in FIG. 9. This of course is just a small example of different content, metadata, and other parameters that may be extracted from the social signals. Different content and metadata may be extracted from the raw signal data and loaded into associated columns of table 380.
Each column of table 380 may represent a different parameter associated with a signal and each row of table 380 may contain the parameter values for a different signal. For example, column 382A may identify the social network account that posted or sent the message and column 382B may identify the social network account where the message was sent. Field 382B may be null when a message is posted and not sent to a specific network account. Column 382C may identify the social network producing the signal. Column 382D may identify the date and time the signals are generated or collected and column 382E may assign unique identifiers to each signal.
Column 382F may identify the type of message associated with the signal. For example, signal #1 may contain a message posted on a Facebook® account, signal #2 may contain a Tweet message sent from the Twitter® account for constituent A, and signal #3 may contain a re-tweet message sent from the Twitter® account for constituent B. Column 382G may contain the content of the message. For example, column 382G may contain the text messages posted or sent from the different social network accounts.
The normalize module converts the signals from the different social networks into a generic format for easier analytic system processing. However, the normalization process still maintains the signal metadata that may identify static or dynamic relationships with other signals or accounts. For example, the retweet identifier in column 382F may indicate signal #3 contains a previously sent message from signal #2 and therefore may identify signal #2 and signal #3 as being part of the same conversation related to the new phone.
FIG. 14 shows other examples of information that may be extracted from the social signals and loaded into table 380. Again these are just examples of any number of parameters that may be extracted from the social signals.

    
    
        SIGNAL_ID: A unique identifier for the signal.
        TIME: The time the signal was generated.
        TIME BUCKET: A monitored time period associated with the signal.
        SIGNAL TYPE: POST, REPLY, ECHO.
        CONTENT TYPE: Tweet, wall post, blog, forum, video, comment, photo, etc.
        SERVICE ACCOUNT ID: Identifier of the account that originated the signal.
        ECOSYSTEM ACCOUNT ID: Identifier of the account for an ecosystem containing this signal.
        SERVICE: The social network used for generating the signal, such as Twitter®, Facebook®, YouTube®, etc.
        URL: The URL for the social network account that generated the signal.
        PARENT SIGNAL ID: The identifier of the original signal for a reply or echoed signal.
        TAGS: Hash tags tagged to the signal.
        LINKS: URL links embedded in the signal.
        CONTENT: Content of signal.
    
    


FIG. 15 depicts an example of a process for enriching normalized signal data. In operation 400, account identifiers are assigned to the collected signals. For example, signals received from a particular social network account may be assigned an account identifier associated with the social network account. In operation 402, contextual dimensions may be assigned to the signals. As discussed above, the analytic system may identify an industry, company, brand, etc. with the account or the signal. For example, the signal may be collected from a social network account associated with a particular car brand sold by a car company. The signal may be assigned an industry identifier associated with the automobile industry, assigned a company identifier associated with the car company, and/or assigned a brand identifier associated with the car brand.
Operation 406 may associate geographic regions with accounts or signals. For example, a social network may include social network accounts for different geographic regions, such as North America, Europe, Asia, etc. The analytic system may assign location identifiers to the accounts and signals identifying the associated geographic regions. The geographic region identifiers provide yet another contextual dimension for generating social analytics.
Operation 408 may identify constituent types associated with the accounts. As discussed above, one account may be associated with a car company and a second account may be associated with an individual who frequently comments on the products produced by the car company. An identifier may be assigned to the individual account identifying the individual account as a particular type of constituent of the car company, such as an advocate, detractor, influencer, market, partner, etc.
Operation 410 may identify a size and/or strength of the networks associated with the contextual dimensions, accounts, signals, etc. For example, the company account may have a number of members, subscribers, employees, followers, etc. The total number of these associations may be counted and identified as the network size for the company account. The number of signals that are sent, posted, received, and/or viewed by on the company account also may be tracked. The network strength for the company account may be derived from the number of signals associated with the account for a give time period, size of the company account, types of constituents associated with the company account, and/or any other parameters that may indicate a robustness of the social interactions for a particular account.
Operation 412 may identify conversations associated with different signals and/or accounts. As explained above, different signals may be associated with a same contextual dimension or topic of conversation and assigned an associated conversation identifier. FIG. 16 depicts one example of a table 420 containing some of the metadata described in FIG. 15 that is added to the signals.

    
    
        INDUSTRY_ID: Identifier of industry associated with signal. The identifier may be obtained from the signal content, a domain database, or from a conversation associated with the signal.
        BRAND_ID: Identifier of brand associated with the signal. The identifier may be obtained from the signal source, domain database, or associated conversation.
        ECOSYSTEM_ACCOUNT_ID: Identifier of an account that owns an ecosystem associated with a signal. The ecosystem can be any accounts, signals, or contextual dimension associated with the account.
        REGION ID: Identifier of the geographic region associated with the signal. The identifier may be gathered from the signal source, company account, or conversation.
        NETWORK_SIZE: Size of network reached by the signal.
        NETWORK STRENGTH: Strength of network associated with the signal. For example, a signal broadcast to a network with a large number of subscribers may a larger strength value than a network with fewer subscribers.
        CONVERSATION_ID: Identifier of a conversation the signal belongs to.
    
    


FIG. 17 shows one example of how signals may be associated with a particular brand. This is just one example of how signals can be associated with any contextual dimension. In operation 428, the analytic system may identify a brand associated with a particular account. As discussed above, the brand may be identified and associated with a particular social account based on a priori data provided by a company or the brand may be dynamically derived, discovered, and/or associated with the account by the analytic system. An identifier associated with the brand may be assigned to the account.
In operation 430, the brand may be mentioned in messages contained in the signals. In operation 432, signals may mention competitive brands. For example, a message may compare the brand to other similar competitive brands in a same industry. In operation 434, words in the signal messages may be aligned with company content targeted toward the brand. For example, a topic cluster of keywords may be derived from the social signals generated by the company account that markets the brand. A topic vector for the topic cluster may be compared with the words in other signals.
In operation 436, signals may have previously been associated with the brand or associated with conversations discussing the brand. Other signals that take part in the conversations may be identified as related to the brand. In operation 438, the analytic system may assign the brand identifier to signals having any combination of the brand relationships described above.
FIG. 18 depicts an example of metrics that may be generated by analysis module 326 in FIG. 9. The following are only examples of any variety of metrics that may be generated by the analytic system and added to a metrics table for an account and/or signal.

    
    
        RATING: Identities an overall rating for a signal or an account. The rating may be based on a score generated from any combination of metrics.
        SIGNAL COUNT: Identifies a number of signals relating to the account for a particular time period. For example, the signal count may identify the number of messages generated for a particular brand within the time period.
        RATING_COUNT: Number of ratings received by the account. Some social networks allow users to rate signals, accounts, etc. For example, the users may rate an article or product with a like, dislike, star rating, etc.
        LIKES: Number of times the signal was assigned a like or other positive rating.
        DISLIKES: Number of times the signal was assigned a dislike or other negative rating.
        FAVORITES: The number of times the signal was given a favorite rating.
        IMPRESSIONS: The number of times the signal has been viewed.
        LISTINGS: The number of times the signal has been added to a signal list.
        MENTIONS: The number of times another signal has mentioned by another account or signal.
        SENTIMENT: A sentiment score based on sentiment classifiers, such as a negative, neutral, or positive rating assigned to the signal.
    
    


FIG. 19 depicts one example of how new accounts may be dynamically identified and added to the analytic system. In operation 441, the analysis module may identify signals from a social network account that are related to a particular contextual dimension. For example, the social network account may comprise a Twitter® account that is not currently identified in the analytic system. The analysis module may identify different signals associated with the same conversation. Some of the signals in the conversation may come from the Twitter® account. For example, some signals in the conversation may be replies to signals coming from the Twitter® account.
Operation 442 may determine if the number of signals generated by the Twitter® account is above a first threshold. For example, the analysis module may identify the number of signals generated by the Twitter® account during the conversation or the number of signals that relate to a particular contextual dimension. The Twitter® account might not be added to the analytic system if the number of signals is below the first threshold.
Operation 444 may determine if a strength of the Twitter® account is above a second threshold. For example, the strength may be based on the number of followers for the Twitter® account. The Twitter® account might not be added to the analytic system if the strength of Twitter® account is below the second threshold.
Operation 446 may determine an overall sentiment for the signals from the Facebook® account related to a particular contextual dimension. For example, the analysis module may determine the overall sentiment for messages sent or posted from the Facebook® account that relate to company X. Operation 448 may identify the Facebook® account as an advocate of company X when the messages from the Facebook® account have any overall positive sentiment. Operation 447 may identify the Facebook® account as a detractor of company X when the messages from the Facebook® account have any overall negative sentiment. Operation 448 may identify the Facebook® account as an influencer of company X when the messages from the Facebook® account have a mixed sentiment and the strength of the Facebook® account is above a particular level identified in operation 444.
In operation 450, the analytic system may determine if the Twitter® account currently exists in the analytic system. For example, the analytic system may determine if any of the accounts stored in the analytic pipeline contain the URL for the Twitter® account. If not, the Twitter® account may be added to the analytic system in operation 452. The Twitter® API operated by the collector may be automatically configured to start periodically polling or streaming signals from the Twitter® account.
Thus, the analytic system identifies and adds new accounts that generate the most relevant signals for the contextual dimensions and associated accounts.
FIG. 20 depicts one example of how scores may be generated for accounts. Again, this is just one example of any number of different scores that may be generated by the analytic system for any account or defined contextual dimension. Operation 461 may identify conversations associated with an account. As previously described, the account may be associated with a brand and the conversations may discuss the brand. Operation 462 may identify constituents associated with the account. As also previously described, accounts participating in the conversations may be identified as advocates, detractors, partners, employees, influencers, or market.
In operation 464, counts may be accumulated for the conversations and the constituents. For example, the counts may include the number of signals in the conversations, the number of conversations for the account, and the number of signals in the conversations associated with each of the different constituents.
In operation 466, the strength of the conversations associated with the account may be determined. For example, the strength of conversations may be based on the number of constituents associated with the conversations, the number of signals generated by each of the constituents, the strength of the constituents, the length of the conversations, the sentiment of the conversations, etc. Some counts may be weighted differently based on other relationship with the account. For example, the count for an influencer constituent may be given a greater weight than the count for a market constituent since the influencer constituent has a relatively larger number of followers.
In operation 468, a score may be derived for the account based on the strength of the conversations associated with the account. In operation 470, the overall score for the account may be normalized with the scores for other accounts. For example, scores may vary based on the size of the accounts. Normalization allows different accounts to be ranked independently of account size.
In operation 472, scores may be distributed, benchmarked, and/or applied to any selectable contextual dimension. For example, the score for an account associated with a particular product may be compared with an overall score for all products in the same industry. The product score also may be compared with scores for competing products or compared other products in similar geographic regions.
In another example, the account may be associated with a car brand and the analytic system may identify durations of different conversations associated with the car brand. The conversation durations for all other car brands may be averaged together to generate an overall average conversation duration for the car industry. The average length of social network conversations in the car industry can then be used as a benchmark and compared to the average conversation duration for the particular car brand associated with the account. The same rollup averaging and comparisons can be performed for competitor brands, geographic regions, or any other definable contextual dimension. Thus, the relationship identifiers and scores derived by the analytic system allow metrics to be distributed and compared over a large number of selectable axes.
FIG. 21 depicts an example process performed by the social business index 304 in FIG. 8. In operation 480, key metrics may be identified for index members. The key metrics are the metrics needed to generate scores for particular contextual dimensions. For example, scores for accounts related to products in a particular industry may use the number of mentions of the accounts, number followers of the accounts, etc. In operation 482, scores may be generated from the metrics for the different index members. For example, scores may be generated for each brand of each company of each industry with accounts in the analytic system.
Operation 484 may rank all index members based on their associated scores. In operation 486, the scores and the rankings may be displayed on a user interface based on industry or any other user definable contextual dimension. In operation 488, the scores may be filtered based on industry, brand, or any other contextual dimension. For example, scores may be ranked and displayed for computer companies or for smart phones.
FIG. 22 depicts one example of an electronic page 500 generated by the social business index. A row 500A within electronic page 500 may identify a particular company selected by a user. A row 500B may contain a field for selecting a contextual dimension for providing comparisons. For example, the user may direct the social business index to display metrics for different clothing brands. The comparisons can be displayed for different selectable time periods, such as for a last week or a last month.
Row 500C may display names of the different brands that the social business index is comparing. In one example, a first column identifies metrics for a line of golf clothing sold by company A. A second column may identify a purple label brand sold by company A. A third column may identify a brand #1 sold by a different company B and a fourth column may identify a brand #2 sold by company B. A fifth column may identify a particular clothing product, such as rugby shirts.
Row 500D may identify account strength for the different brands based on any of the previously described metrics. For example, the golf line for company A may have an account strength of 7.9 and brand #2 for company B may have an account strength of 2.7. The account strength provides a quantitative score for the quantity and quality of social signals related to the brands.
Row 500E may identify a count of the number positive signals for the brands. For example, row 500E may identify the number of signals that liked or provided positive ratings for the brand. Row 500F may identify the number of followers for the brand accounts.
Row 500G may identify the overall conversation strengths for the brands as described above. For example, the account for the purple label brand sold by company A may have a conversation strength of 6.21 and the account for brand #2 sold by company B may have a conversation strength of 2.9. As described above, conversation strength may take into account an average discussion length, customer/influencer discussion strength, total discussions, total signal count, influencer signal count, etc.
A graph 500H may display a timeline for the account strength of company A. In one example, the account strength may include a count for the number of followers company A has across all of the social networks and all associated social accounts. This may include the number of followers for all accounts associated with company A including the accounts for any subsidiaries of company A. Graph 500H may display the account strength along a multiple week, month, or year time line.
Section 500I may provide different selectable fields 502 for displaying other metrics. For example, one field 502A may display metrics for competitor accounts, a field 502B may display an industry composite metric, and a field 502C may display an index composite for all other accounts.
FIG. 23 depicts another example of an electronic page 520 generated by the social business index. A graph 522 may display a timeline of composite business index scores for multiple different industries.
A field 524 allows a user to display the ranking for any particular business. Section 525 allows users to filter rankings based on business size and industry. Sections 526A-526E shows the five highest ranked companies, identifies the industries associated with the companies, and shows the previous week rankings for the companies.
Constituent Classification
FIG. 24 depicts one example of how social analytic system 100 may classify constituents 111. As mentioned above, signals 106 are collected from one or more social networks 104 and stored in accounts 108. For explanation purposes, some accounts 108 may be referred to as company or primary accounts 490A and some accounts may be referred to as candidate accounts 490B. Company accounts 490A may be associated with primary operators of ecosystems 492 and candidate accounts 490B may be associated with any other participants within the ecosystem.
For example, company accounts 490A and candidate accounts 490B may be associated with any entity, organization, business, company, user individual, etc. Ecosystems 492 may be associated with specific social network accounts. For example, one ecosystem 492 may comprise a Twitter® account in the United States for a car company and a second ecosystem 492 may comprise a Twitter® account in France for the same car company.
Collectors may associate signals 106 with different ecosystems 492. For example, a company X may have a Twitter account @companyX. An individual may have an account in the company ecosystem @companyX_fan. The individual may explicitly re-tweet a signal from @companyX. Since the signal from @companyX_fan contains an explicit link to @companyX, the collector may associate the signal with the ecosystem @companyX. Some signals 106 may not have enough context to be initially assigned to an ecosystem 492. In this case, the signals 106 may go through an enrichment process where content of the signal is analyzed and matched with a most relevant ecosystem 492.
An account and signal analyzer 550 may generate social metrics based on accounts 490, the content of signals 106 associated with accounts 490, and the relationships between signals 106. In the example where company account 490A is operated by a car company, the car company may post messages about a new car. An individual may post original messages about the new car and/or may reply to messages posted by the car company from one of candidate accounts 490B.
Analyzer 550 may identify and aggregate all of the signals generated from the car company account 490A and separately aggregate the signals generated by the individual candidate account 490B. Analyzer 550 then may derive social metrics from the aggregated signals. For example, analyzer 550 may identify the number and types of messages sent from and sent to accounts 490 over the last month and the number of subscribers for accounts 490. Signal analyzer 550 also may determine the sentiment of the signals generated by candidate accounts 490B and how well signals generated from candidate accounts 490B align with signals generated from company account 490A.
A constituent classifier 552 may use the social metrics to classify candidate accounts 490B as different types of constituents 111. For example, constituent classifier 552 may identify some of candidate accounts 490B that generate a certain number of positive messages about the car company and/or the new car sold by the car company as advocates 111A.
Constituent classifier 552 also may identify spam accounts 111B that may generate spam messages or otherwise generate signals that are annoying to the company operating the ecosystem. Candidate accounts 490B generating a relatively high number of negative signals about the company may be classified as detractors 111C. Candidate accounts 490B having a certain level of social network influence, but not having a particularly strong sentiment regarding the company ecosystem, may be classified as influencers 111D. Candidate accounts 490B for employees of the company may be classified as employees 111E. Candidate accounts 490B that are not associated with any other type of constituent 111A-111E may be classified as market 111F.
As mentioned above, classifying candidate accounts 490B as different types of constituents 111 allow companies to more efficiently operate and manage their social network ecosystems 492. For example, a company can allocate personnel to interact with important advocate accounts 111A and may decide to ignore or filter signals associated with spam accounts 111B. Other corporate intelligence may be gleaned from detractor accounts 111C that have an overall negative sentiment regarding the company ecosystem 492.
As also mentioned above, differentiating between advocate accounts 111A and influencer accounts 111D also may help companies allocate resources. For example, an influencer 111D may have a particularly high influence within a coffee industry social networks but may not have a strong impression or knowledge regarding a particular coffee company associated with ecosystem 492. The coffee company may assign more personnel to the influencer account 111D in an attempt to convert the influencer into an advocate 111A.
Employee accounts 111E may provide more relevant social network analysis for other constituent accounts 111. For example, marketing managers of companies may frequently qualify as advocates 111A. Reclassifying the marketing managers as employees 111E may provide more accurate social metrics regarding non-employee advocates 111E. Distinguishing employee accounts 111E also allow the ecosystem to determine if messages generated by employees are aligned with the messages generated by the company. Of course other metrics and information also may be derived from employee 111E accounts and the other constituent accounts. Market accounts 111F may provide any other general social networking information or metrics related to ecosystem 492 operated by the company.
FIG. 25 depicts one example process for classifying constituents for an ecosystem. In operation 600, signals may be collected from the social networks for a collection period. For example, signals may be collected from thousands of social network accounts associated with thousands of different companies and/or brands. Other signals relating to the company or brands sold by the companies may be collected from millions of individual accounts. The signals may be collected and aggregated over a collection period, such as 90 days. In operation 602, the signals may be associated with different ecosystems. For example, all of the messages that are sent, posted, forwarded, blogged, etc. within a particular company social network account may be associated with a same company ecosystem.
Accounts identified in operation 604 as employees or partners of the company ecosystem may be classified in operation 618 as employee accounts or partner accounts. For example, the company operating the ecosystem may provide a list of employees to the social analytic system. The list of employees may be compared with candidate accounts associated with the ecosystem and the matching accounts may be classified as employee accounts.
The company also may provide a list of business partners, such as distributors, retailers, subsidiaries, affiliates, of the like, or any combination thereof. The list of business partners may be compared with the candidate accounts and the matching accounts may be classified as partner accounts in operation 618.
Operation 606 may identify the number of signals generated by each account. For example, a user associated with a particular candidate account may have sent, posted, replied, blogged, forwarded, tweeted, re-tweeted, etc. 300 messages over a last 90 days that were all associated with a particular company. For example, the messages may have been posted in the company account, sent to the company account, or contain content related to the brands or services provided by the company.
In operation 608, types of interactions associated with the signals may be identified. For example, some signals may be original messages posted by individuals and other signals may be messages forwarding, re-tweeting, replying, etc. messages originating from other accounts. The social analytic system may identify a ratio between a number of original messages posted from an account and a total number of messages generated from the account.
Operation 608 also may identify a uniqueness of the signals generated from the candidate accounts. For example, some messages may comprise only a few words, acronyms, symbols, etc. Some accounts may also repeated send out the same or similar messages. Other messages may comprise a large amount of unique text describing a particular product or event. The social analytic system may generate uniqueness values quantifying the uniqueness of the signals generated by the candidate accounts.
Operation 610 may identify how closely signals from candidate accounts align with messages generated by a company or primary account (ecosystem messages). For example, a first term vector may be generated from all of the ecosystem messages. A second term vector may be generated from all of the messages generated from a particular candidate account. The alignment between the two term vectors may indicate how well the company communicates with constituents. For example, the company may use unique terms to promote a brand. A candidate account that adopts the same unique terms in subsequent messages may be considered to be more “in-tune”, “aligned” or knowledgeable about the company messages or products.
In operation 612, the social analytic system may determine the overall sentiment for the signals generated from a candidate account. For example, the signals may include like or dislike tags that identify a sentiment of the user for a particular company product, service, message, subject, etc. Sentiment of other signals may be determined from the particular negative or positive terms used in the messages.
Operation 614 may identify social graph metrics for the candidate accounts. For example, the social analytic system may identify the number of subscribers, followers, friends etc. for each candidate account. Other social graph metrics may include the number of responses or replies to the messages generated by the candidate accounts. These social graph metrics may indicate an influence or “reach” the candidate account may have in a particular subject area.
In operation 616, the above described social metrics may be used to classify the candidate accounts. As explained above, based on any combination of these social metrics, the candidate accounts may be classified as advocates, spam, detractors, influencers, employees, partners, or market.
FIG. 26 depicts one example of social metrics that may be used for identifying advocates. Advocates may represent influential accounts in the ecosystem that generate generally positive messages regarding the company or brands associated with the ecosystem. In one example, advocate accounts may be based on sentiment of the signals, sustained signal activity, and the types of interactions associated with the signals. In operation 620, the social analytic system identifies the signals for one of the candidate accounts associated with the ecosystem.
In operation 622, the signal volume is compared to a threshold value. For example, the number of signals generated by the candidate account over the past 90 days may be compared to the threshold value. Signals unrelated to the company ecosystem might not be counted. The threshold value can be determined based on any a priori or real time data and may represent candidate accounts with sufficient signal activity to be considered for advocate status. For example, the threshold value may be based on a percentage of the total, or average, number of signals generated by the candidate accounts in the ecosystem over some time period. Other thresholds could also be used, such as thresholds based on the candidate accounts with the highest number of signals.
Operation 624 starts generating an activity profile for the candidate account when signal volume is above the threshold value. The activity profile may comprise applying a series of filters to the candidate account signals that work as a series of penalties and boosts to an overall advocate score. For example, the number of signals generated by the candidate account over the last 90 days may be used as an advocate score base value. Amounts may be are added or subtracted from the base value based on different metrics. For example, the advocate score may be increased or decreased based on a nuisance factor of the messages, account activity, signal sentiment, and/or how well the candidate account messages align with company messages.
The activity profile may also be based on the level of sustained activity over a monitoring time period. For example, the candidate account may have generated a burst of signals two months ago and may recently have generated very few signals. The candidate account may have generated the burst of signals in response to a particular company promotion and then signal activity may have faded. The candidate account still may be relevant to the company ecosystem but may no longer be considered an advocate due to the lack of sustained signal activity.
Operation 626 may determine the types of interactions for the candidate account. Advocates may have a greater mix of message interactions then detractors. For example, advocates may echo messages from other accounts, such as by forwarding posts and/or relaying or re-tweeting messages. On the other hand, detractors may tend to promote their own agendas by creating more original posted messages and echoing a fewer percentage of messages from other accounts.
For example, a coffee company may publish an article regarding the low environmental footprint of their coffee. An advocate may reply to the article with a comment indicating the containers used for the coffee are not recyclable. The advocate also may post general messages asking the coffee company to consider using recyclable containers. Thus, the advocate account may have a mix of signal interactions that engage in different meaningful ways with the company ecosystem. On the other hand, a detractor may primarily post original messages complaining about the price or quality of the company coffee. Operation 626 may increase or decrease the advocate score based on the number of original messages and echoed messages.
Operation 628 may identify the number or ratio of unique signals to total signals generated by the candidate account. In one example, an ecosystem may comprise a Twitter® account for an energy drink company. A user may send 40 messages each asking the energy drink company to follow the user on a Twitter® account. The repetitive messages may not be considered particularly meaningful to the company compared with messages from other accounts that engage in different meaningful ways with the company ecosystem. Accordingly, a high ratio of unique signals to total signals may increase the advocate score for the candidate account and a low ratio of unique signals to total signals may decrease the advocate score for the candidate account.
Operation 630 may identify the sentiment of the messages. As explained above, the sentiment can be determined from metadata that indicates a candidate account likes or dislikes the company, company brand, or company message. Word terms also may be analyzed to determine the message sentiment.
Operation 632 may identify an alignment of candidate account signals with company signals. For example, a car company may release a new line of fuel efficient cars during the summer and may initiate a promotional campaign from the car company account promoting the fuel efficiency of the new car line. A candidate account may generate a large number of messages during the summer regarding vehicle fuel efficiency. The candidate account messages do not necessarily have to be directed just to the new car line released by the car company but also may be directed to electric cars and other fuel efficient cars sold by other car companies.
The candidate account also may post negative fuel efficiency messages about a pickup truck sold by a second car company and may post some positive fuel efficiency messages about a hybrid vehicle sold the second car company. The two groups of messages may not discuss the new line of cars released by the first car company, but operation 632 still may determine that the messages are aligned with the latest marketing campaign of the first car company that promotes fuel efficient vehicles.
Other factors may also determine how well candidate account messages align with the company ecosystem message. For example, the user of the candidate account may adopt unique or distinctive terms, trademarks, tag lines, etc. from the car company marketing campaign. Adoption of the unique company terms may increase the advocate score for the candidate account. In another example, the car company ecosystem may comprise a Twitter® account for the United States. The candidate account may post messages in Spanish to the United States Twitter® account. Using a non-native language to post messages may decrease the advocate score for the candidate account.
The advocate score also may be changed based on interactions with the company account. For example, a candidate account may post a message criticizing a feature in the new car line. However, the car company may respond by thanking the user and notifying the user that the problem is under investigation. The positive acknowledgment by the car company may indicate a high level of importance given to the candidate account from the car company compared with messages from other candidate accounts that may be ignored by the car company. Accordingly, the advocate score may be increased for positive company responses and may be decreased for negative company responses or no company responses.
Operation 634 may identify the social graph metrics for the ecosystem accounts. As mentioned above, the social graph metrics may identify the number of people/accounts that follow the candidate accounts and the number of accounts that the candidate accounts follow. The social graph metrics may represent a reach of the candidate accounts indicating one level of social influence in the social networks. The advocate score may be increased when the social graph metrics indicate a relatively large influence and may be decreased when the social graph metrics indicate a relatively low influence.
Operation 636 may determine if the candidate account qualifies as an advocate account in the company ecosystem based on any combination of social metrics described above. For example, if the advocate score is above a threshold value, the candidate account is classified as an advocate. The candidate accounts that qualify as advocates then may be ranked in operation 638. With everything else equal, advocate ranking may take into account the recency of the signals and the consistency of the signals over a given time period. For example, an advocate account that has interacted with the company ecosystem in a meaningful way over a last day may be ranked higher than another advocate account that has not interacted with the company ecosystem for several weeks.
The social analytic system may continuously update the advocate scores. For example, an existing advocate score may continuously be increased or decreased based on the latest social metrics calculated for a current day. If the latest social metrics increase the overall advocate score, the account may be ranked higher amount the ecosystem advocates. If the latest social metrics reduce the advocate score below a given threshold, the account may be reclassified from advocate to some other type of constituent. For example, the threshold may be a percentage of the average for the top two advocate scores. Any accounts with overall advocate scores falling below the threshold may be reclassified as influencers or markets.
Thus, companies can more efficiently and effectively allocate resources by responding to advocate messages, and/or following or friending advocate accounts. Accounts that stop interacting with the company ecosystem may eventually be removed as advocates and company resources may be directed to other accounts.
FIG. 27 depicts one example of how spam accounts may be distinguished from advocates and other constituents. As mentioned above, a spam account may send messages considered to be an annoyance or nuisance to the company ecosystem. For example, spam accounts may generate a high volume of messages with few unique signals. The spam account may generate 200 signals in the company ecosystem with only 50 unique signals and 150 signals that are substantially the same or have little substance or original content.
In operation 650, signals are identified for one of the candidate accounts. In operation 652, a ratio is determined between the number of unique signals generated by the account and a total number of signals generated by the account over a time period. For example, the total number of signals may comprise the number of messages generated by the candidate account within the company ecosystem over a last week.
As mentioned above, the number of unique signals may be determined by comparing the words used in the messages. For example, the social analytic system may convert the text of the messages into term vectors. A similarity between the term vectors may be calculated using a vector space model that calculates the cosine of the angle between the vectors. Messages may be identified as unique when term vector angles compared with other term vectors are outside of some threshold.
A ratio is calculated between the number of unique signals and the total number of signals generated by the candidate account. The advocate score may be increased in operation 658 for a high number of unique signals in relation to the total number of signals. A spam score may be increased in operation 660 when the number of unique signals is relatively low in relation to the total number of signals.
In operation 654 the advocate score and spam score may be adjusted based on the alignment of the candidate account signals with company messages. As explained above in FIG. 26, advocates may generate messages that are aligned with company messages. Conversely, a spam account may generate messages that have little relevance with company ecosystem messages.
As also explained above, the alignment of candidate messages with company messages may be determined by combining all of the messages generated by the company and generating a term vector from the combined messages. A second term vector may be generated for all of the candidate account messages. The two term vectors may be compared. The social analytic system may increase the advocate score in operation 658 when angles for the two term vectors are closely aligned. The spam score may be increased in operation 660 when the two term vectors are orthogonal or not closely aligned.
Operation 656 may identify an average signal length for the candidate account messages. Spam accounts may generate messages with a small number of terms with irrelevant or insignificant content. For example, spam messages may only include a smiley face, a few non-descript words, or non-senseical phrases. These short messages may be computer generated “bot messages” or may be associated with individuals that did not put much thought or substance into the message.
The number and types of terms used in the candidate account messages may be identified in operation 656. Particular terms with higher contextual substance may be given additional weight. For example, unique words used by the company ecosystem may be given a higher weight compared with conventional words. The social analytic system may increase the advocate score in operation 658 when the account signals have a relatively long average signal length and may increase the spam score in operation 660 when the account signals have a relatively short average signal length.
In operation 662, the candidate account may be classified as an advocate account or a spam account based on the advocate score and/or the spam score. As mentioned above, thresholds may be determined based on the number of candidate accounts, highest and lowest advocate and spam scores, etc. Any candidate account with an advocate score above the advocate score threshold may be classified as an advocate account and any candidate account with a spam score above the spam score threshold may be classified as a spam account. Of course other factors may also be taken into account when classifying the advocate and spam accounts.
FIG. 28 depicts one example of social metrics that may be taken into account to identify detractors. Detractors like advocates may generate a lot of signal activity in the company ecosystem. However, the detractors may have an overall negative sentiment where advocates may have an overall positive sentiment. In operation 670, the signals are identified for one of the candidate accounts. Similar to advocates, accounts with low signal volumes may be given less priority than accounts generating a large number of messages. Accordingly, operation 672 may consider the candidate account for possible detractor classification when the signal volume is above a threshold value.
As mentioned above, detractors may be more interested in promoting their own agenda, as opposed to advocates that may be more interested in more substantive discussions related to company brands and issues. Detractors also may exhibit less social interaction within the company ecosystem. Accordingly, detractors may be less likely to echo messages from other accounts and more likely to post original messages promoting their own agenda. Operation 674 determines the ratio of posted messages to total number of messages. For example, a Twitter message sent to @CompanyX may be considered a post into the CompanyX ecosystem. The message may alternatively be referred to as a mention of CompanyX, but still be classified as a post. A candidate account with a high ratio of posted messages may remain in the running for detractor status.
Operation 676 may identify the overall sentiment of the messages. Operation 678 may identify the candidate account as a detractor based on the social metrics identified in operations 672-676. On an aggregate, detractors also may maintain their negativity over a relatively long period of time. Thus, the amount of time the candidate account maintains any of the social metrics in operations 672-676 also may be taken into account when identifying detractor accounts.
FIG. 29 depicts an example process for identifying influencers within the company ecosystem. An influencer may represent an account with a relatively large influence in social networks and also may have interests similar with the company ecosystem. For example, the company associated with the ecosystem may sell coffee. The influencer may have a general interest in coffee and may actively discuss coffee in social networks. The influencer may not interact enough with the coffee company ecosystem to qualify as an advocate or detractor. However, the influencer does have an interest in the same subject matter or issues promoted by the coffee company and may have a relatively large number of subscribers.
In operation 690, the signals are identified for one of the candidate accounts in the company ecosystem. In operation 692 the social analytic system may determine if messages from the candidate account are topically aligned with the company messages. For example, in the social analytic system may compare a company topic vector with a candidate account topic vector. The candidate account messages may be determined to be topically aligned with the company messages when the two topic vectors are in relatively close alignment.
Operation 694 may identify the number of subscribers for the candidate account. For example, the candidate account may have 1000 followers and/or friends. The number of subscribers may also take into account the number of times the candidate account messages are echoed, retweeted, or relayed, etc. by other accounts. A small number of subscribers may disqualify the candidate account as an influencer since a relatively few number of individuals are likely to read messages from the account. If the number of subscribers is above a threshold value, the candidate account may be identified as an influencer in operation 696.
A list of company employees may be downloaded to the social analytic system subject in all cases to compliance with applicable laws and regulations. Alternatively, users may register as employees of the company. The social analytic system may identify the candidate accounts corresponding to the employee list as employee accounts. A variety of different signals may be collected from the employee accounts and some of the signals unrelated to the company brands or topics may be filtered out. Social metrics for the employee accounts may be separated from the social metrics derived for other candidate accounts. This may provide more accurate constituent classifications and rankings, since company employees may naturally generate large number of signals related to their company brands.
Employee accounts may be ranked based on any of the social metrics described above. For example, employee accounts may be ranked based on signal volume, signal recency, signal alignment with company message, message sentiment, and/or employee influence. Alignment of employee messages with company messages and positive employee sentiment may help determine if employees are properly representing the company message. For example, low employee ratings may indicate employees are discussing subjects that off topic from the brands or services that the company is currently promoting.
Partner lists also may be downloaded by the company to the social analytic system. For example, a list of accounts for company affiliates, subsidiaries, retailers, wholesalers, etc. may be downloaded. The candidate accounts associated with the partner list may be identified as partner accounts. Any other candidate accounts in the company ecosystem may be identified as market accounts. Any of the metrics described above also may be used for both ranking the partner accounts or market accounts and determining if the partner or market account messages are aligned with company messages.
The constituent classifications may be determined in any order. For example, the employee and partner accounts may be initially identified and separated from other candidate accounts. Advocate accounts then may be identified. Spam accounts may be identified while identifying advocates or may be identified during a separate identification process.
The constituent classifications help determine the effectiveness of company social networking. For example, the social analytic system may identify around 200,000 advocates, 20,000 thousand influencers, and around 80,000,000 market accounts for 20,000 company ecosystems. A company with a relatively few number of advocates and detractors may have a brand identity problem, since advocates and detractors may tend to seek out certain brands.
FIG. 30 depicts one example of how the social analytic system may determine signal alignments between candidate accounts and company/primary accounts and determine the number of unique signals associated with candidate accounts. This is just one example of how the context of natural language messages can be determined and compared with the context of other natural language messages.
Messages 700A may be generated from a company account and may be accumulated into one of more files. Messages 700A may be accumulated for some recent time period, such as for the last 30 days. For example, messages 700A may contain posts generated from a coffee company account regarding a coffee machine sold by the company. Signals echoed from the company account might not be used since they may contain messages that do not originate from the coffee company account.
All of the messages 700B for a candidate account may be accumulated in one of more files over the same 30 day monitoring period. For example, messages 700B may include posts from an individual discussing coffee machines and coffee drinks.
A term vector calculator 702A may generate a company term vector 703A from company messages 700A. A term vector calculator 702B may generate a candidate term vector 703B from all of the messages posted from the candidate account. Company term vectors 703A and candidate term vectors 703B may be generated for every social network account monitored by the social analytic system.
Term vectors 703 may have different dimensions and weightings corresponding to different terms. For example, terms in messages 700 may be weighted using a Term Frequency Time Inverse Document Frequency (TFIDF) weighting mechanism. The TFIDF weighting mechanism may identify and apply higher weights to unique terms in the company ecosystem.
For example, a coffee company may sell espresso machines that produce a thin layer of foam on top of a cup of espresso coffee. The thin layer of foam is sometimes referred to as crema and the company may post messages describing their coffee machines as producing the best crema. The term crema may frequently be used in the messages posted by the coffee company but might not be widely used outside of the coffee company ecosystem. Other coffee companies may use the term crema, but may not use the term as prominently as the coffee company associated with the ecosystem. An individual associated with the candidate account may post messages discussing certain espresso drinks with superior crema. Company term vector calculator 702A may assign a high weight to the word crema, since the term is important to the coffee company ecosystem.
Alignment calculator 704 may compare company term vector 703A with candidate term vector 703B and generate an alignment value 706. For example, alignment calculator 704 may calculate a cosine of the angle between term vectors 703A and 703B that corresponds with alignment value 706.
Alignment value 706 may be used to identify candidate accounts with similar interests as the coffee company ecosystem. For example, a high alignment value 706 may indicate the individual associated with the candidate account is interested in crema but may not necessarily be familiar with the coffee company associated with the ecosystem that is promoting crema. Alignment value 706 also may identify accounts that the coffee company should have known had similar interests but that somehow slipped through the cracks or accounts that were known but erroneously classified.
Term vector calculators 702 and vector alignment calculator 704 also may be used to identify the number of unique signals associated with an account. For example, two messages posted by the same account may contain substantially the same text or subject matter. Term vector calculator 702B may generate term vectors 703B for each of the two posted messages. Vector alignment calculator 704 may generate high alignment values for two non-unique messages.
Term vectors and TFIDF weighting mechanisms are known and therefore not described in further detail. For example, vector space modeling is described in A VECTOR SPACE MODE FOR AUTOMATIC INDEXING, Communications of the ACM, Volume 18, Issue 11, November 1975; and Mahout, CREATING VECTORS FROM TEXT, https://cwiki.apache.org/confluence/display/MAHOUT/Creating+Vectors+from+Text which are both herein incorporated by reference.
FIG. 31 depicts one example of an electronic page 740 displayed by the social analytic system showing social metrics for one of the advocate accounts for a company X. A field 750A may identify the company X associated with the displayed metrics. A field 750B may identify the number of advocates currently associated with company X as well as identify a ranking of the company based on the number of advocates. For example, based on the number and ranking of advocates, company X may be ranked in the 97th percentile.
A field 750C may identify the total number of advocate discussions detected in the company ecosystem over the monitored time period and a company ranking based on the number of discussions. Field 750D may identify a total number of subscribers for the company advocates. For example, the number of subscribers may include all followers, friends, etc. for the company advocates. Field 750E may identify other companies where the accounts are identified as advocates. For example, company X may have 18 advocates that are also advocates for company B.
A section 752 may display social metrics for individual advocates. For example, an individual with the nickname CoffeeMan may be ranked as the number one advocate for company X. The account for CoffeeMan may be http://twitter.com/coffeeman. The last signal generated from the CoffeeMan account may have been 4 hours ago and the account may have an audience of 631. For example, the audience may comprise a number of followers. Friends may be a sub-set of the followers. The advocate account may have a conversation strength of 56 and an overall advocate score of 30,167. The conversation strength and the advocate score may be based on any of the social metrics described above.
Section 753 may identify additional metrics for the advocate account. For example, a tab 754A may identify the number of posts generated from the advocate account that are related to company X. A tab 754B may identify a number of followers of the advocate account and a tab 754C may identify the average sentiment for the messages relating to company X generated by the advocate account. A tab 754D may identify a number of signals echoed by the advocate account or the number of advocate signals that have been echoed by other accounts.
A tab 754E may select a time period for displaying advocate metrics, such as for a last week, a last month, a last two months, etc. Graph 756 may show the number of messages posted from the advocate account for different days over the designated time period in tab 754E.
FIG. 32 depicts an example visualization of a Social Business Graph (SBG) 760 identifying the strength of constituent accounts for a company ecosystem and the strength of the conversations among the constituents. The circles on the graph represent the constituent accounts, such as market accounts (M), company accounts (C), advocate accounts (A), influencer accounts (I), and detractor accounts (D). The size of each circle/globe may be based on a percentile rank of the constituent population for the company. For example, the size of the A advocate globe in the SBG will be large for a company that ranks in the top 97th percentile of number of advocates compared to another company whose advocate population ranks in the 17th percentile.
The social analytic system may generate an overall social index score 762A for the company ecosystem based on any combination of the social metrics described above. Some of the social metrics may be associated with the number and types of constituents that have been identified for the company ecosystem. The company may be assigned a ranking 762B based on the social index score 722A. A previous week ranking 762C and/or a previous month ranking 762D may be displayed. The ranking can be based on all companies in the social analytic system or may be based on particular industries associated with the company ecosystem, such as apparel, food, automobiles, etc.
The x-axis of social business graph 760 may identify conversation participants and may indicate the level of participation in conversations. For example, the x-axis may show how much constituents talk mostly to each another and how much constituents talk to others. X positions farther from the origin may indicate more cohesiveness in the community.
The y-axis may identify conversation topics that show the diversity or topic similarity of the constituency. For example, the y-axis may indicate how closely constituents work together or the diversity of constituent ideas. For example, circles further from the origin of the y-axis may indicate more closely aligned term vectors. The connections between the circles may have several aspects. For example, the thickness of the lines may represent sustained conversations, frequency of burst conversations, or the volume of the burst conversations.
In the following observations may be derived from SBI graph 760. Company X appears to have strong advocates based on the large size of circle A. Advocates may communicate closely with the company X based on the similar position of circles A and C along the y-axis. For example, the high y-axis value of advocates A may indicate advocates A and company X have closely aligned term vectors.
Graph 760 may also indicate a small number of detractors based on the small size of circle D. The detractors also do not appear to have close communications with company X based on the small y-axis value of circle D. For example, the low y-axis value may indicate the term vectors for detractors are not closely aligned with the term vector for company X.
FIG. 33 shows a computing device 1000 that may be used for operating the social analytic system and performing any combination of the social analytics discussed above. The computing device 1000 may operate in the capacity of a server or a client machine in a server-client network environment, or as a peer machine in a peer-to-peer (or distributed) network environment. In other examples, computing device 1000 may be a personal computer (PC), a tablet, a Personal Digital Assistant (PDA), a cellular telephone, a smart phone, a web appliance, or any other machine or device capable of executing instructions 1006 (sequential or otherwise) that specify actions to be taken by that machine.
While only a single computing device 1000 is shown, the computing device 1000 may include any collection of devices or circuitry that individually or jointly execute a set (or multiple sets) of instructions to perform any one or more of the operations discussed above. Computing device 1000 may be part of an integrated control system or system manager, or may be provided as a portable electronic device configured to interface with a networked system either locally or remotely via wireless transmission.
Processors 1004 may comprise a central processing unit (CPU), a graphics processing unit (GPU), programmable logic devices, dedicated processor systems, micro controllers, or microprocessors that may perform some or all of the operations described above. Processors 1004 may also include, but may not be limited to, an analog processor, a digital processor, a microprocessor, multi-core processor, processor array, network processor, etc.
Some of the operations described above may be implemented in software and other operations may be implemented in hardware. One or more of the operations, processes, or methods described herein may be performed by an apparatus, device, or system similar to those as described herein and with reference to the illustrated figures.
Processors 1004 may execute instructions or “code” 1006 stored in any one of memories 1008, 1010, or 1020. The memories may store data as well. Instructions 1006 and data can also be transmitted or received over a network 1014 via a network interface device 1012 utilizing any one of a number of well-known transfer protocols.
Memories 1008, 1010, and 1020 may be integrated together with processing device 1000, for example RAM or FLASH memory disposed within an integrated circuit microprocessor or the like. In other examples, the memory may comprise an independent device, such as an external disk drive, storage array, or any other storage devices used in database systems. The memory and processing devices may be operatively coupled together, or in communication with each other, for example by an I/O port, network connection, etc. such that the processing device may read a file stored on the memory.
Some memory may be “read only” by design (ROM) by virtue of permission settings, or not. Other examples of memory may include, but may be not limited to, WORM, EPROM, EEPROM, FLASH, etc. which may be implemented in solid state semiconductor devices. Other memories may comprise moving parts, such a conventional rotating disk drive. All such memories may be “machine-readable” in that they may be readable by a processing device.
“Computer-readable storage medium” (or alternatively, “machine-readable storage medium”) may include all of the foregoing types of memory, as well as new technologies that may arise in the future, as long as they may be capable of storing digital information in the nature of a computer program or other data, at least temporarily, in such a manner that the stored information may be “read” by an appropriate processing device. The term “computer-readable”may not be limited to the historical usage of “computer” to imply a complete mainframe, mini-computer, desktop, wireless device, or even a laptop computer. Rather, “computer-readable” may comprise storage medium that may be readable by a processor, processing device, or any computing system. Such media may be any available media that may be locally and/or remotely accessible by a computer or processor, and may include volatile and non-volatile media, and removable and non-removable media.
Computing device 1000 can further include a video display 1016, such as a liquid crystal display (LCD) or a cathode ray tube (CRT)) and a user interface 1018, such as a keyboard, mouse, touch screen, etc. All of the components of computing device 1000 may be connected together via a bus 1002 and/or network.
For the sake of convenience, operations may be described as various interconnected or coupled functional blocks or diagrams. However, there may be cases where these functional blocks or diagrams may be equivalently aggregated into a single logic device, program or operation with unclear boundaries.
Having described and illustrated the principles of a preferred embodiment, it should be apparent that the embodiments may be modified in arrangement and detail without departing from such principles. Claim is made to all modifications and variation coming within the spirit and scope of the following claims.

## Claims

1. A method for a model-based social analytic system including a database system for accessing and processing data collected from different social networks to identify different candidate accounts, the method comprising:
using the database system to access the different social networks via a network to extract and store different signals including different posted messages;
identifying with the database system the signals associated with a company account;
identifying with the database system the signals associated with a candidate account of the different candidate accounts, the candidate account being an account within the company account or regarding a topic associated with the company account;
identifying with the database system a number of the signals generated by the candidate account regarding the topic;
identifying with the database system a sentiment for the signals associated with the candidate account regarding the topic;
identifying with the database system the candidate account as an advocate account when the sentiment for the signals associated with the candidate account regarding the topic is positive and the number of the signals generated by the candidate account regarding the topic is above a first threshold;
identifying with the database system the candidate account as an detractor account when the sentiment for the signals associated with the candidate account regarding the topic is negative and the number of the signals generated by the candidate account regarding the topic is above the first threshold;
identifying with the database system the candidate account as an influencer account when the number of the signals generated by the candidate account regarding the topic is above a second threshold lower than the first threshold and the candidate account has a third threshold number of subscribers;
counting with the database system a number of original messages generated and posted by the candidate account for a time period;
counting with the database system a number of total messages sent by the candidate account for the time period; and
classifying with the database system the candidate account as one of the advocate account, the detractor account, and the influencer account based on a ratio of the number of original messages generated and posted by the candidate account for the time period, and the number of total messages sent by the candidate account for the time period.

2. The method of claim 1, further comprising:
identifying different types of social interactions for the signals associated with the candidate account; and
classifying the candidate account based on the types of social interactions for the signals associated with the candidate account.

3. The method of claim 2, wherein the different types of social interactions comprise posted messages and echoed messages.

4. The method of claim 1, further comprising:
generating a first term vector from the signals associated with the company account;
generating a second term vector from the signals associated with the candidate account; and
detecting an alignment between the first term vector and the second term vector.

5. The method of claim 1, further comprising:
identifying a ratio of the number of original signals generated by the candidate account to a number of the original signals and echoed signals sent by the candidate account;
classifying the candidate account as the detractor based on a first value for the ratio; and
classifying the candidate account as the advocate based on a second value for the ratio lower than the first value.

6. The method of claim 1, further comprising:
identifying signal lengths for the signals associated with the candidate account; and
identifying the candidate account as the advocate account or a spam account based on the signal lengths.

7. The method of claim 1, further comprising:
identifying a ratio of unique signals written by the candidate account to a combination of the unique signals and other signals repeated or forwarded by the candidate account;
increasing an advocate score when the ratio is above a first amount and increasing a spam score when the ratio is below a second amount lower than the first amount;
increasing the advocate score for the signals associated with the candidate account aligned with the signals associated with the company account;
increasing the spam score for the signals associated with the candidate account not aligned with the signals associated with the company account;
identifying an average length of the signals associated with the candidate account;
increasing the advocate score when the average length of the signals is above a first length;
increasing the spam score when the average length of the signals is above a second length less than the first length; and
identifying the candidate account as the advocate account or a spam account based on the advocate score and the spam score.

8. The method of claim 1, further comprising ranking the company account with other company accounts based on a number of different types of constituents associated with the company account.

9. The method of claim 1, further comprising:
ranking the advocate, detractor, or influencer account with other, detractor, or influencer accounts associated with the company account based on the number of signals, the sentiment, and the number of subscribers associated with the candidate account.

10. A database system to access and process data collected from different social networks to identify different candidate accounts, the database system comprising:
a processor coupled to a memory;
the processor configured to:
access the different social networks via a network to extract and store different signals including different posted messages;
identify the signals associated with a company account;
identify the signals associated with a candidate account of the different candidate accounts, the candidate account being an account within the company account or regarding a topic associated with the company account;
identify a number of the signals generated by the candidate account regarding the topic;
identify a sentiment for the signals associated with the candidate account regarding the topic;
identify the candidate account as an advocate account when the sentiment for the signals associated with the candidate account regarding the topic is positive and the number of the signals generated by the candidate account regarding the topic is above a first threshold;
identify the candidate account as an detractor account when the sentiment for the signals associated with the candidate account regarding the topic is negative and the number of the signals generated by the candidate account regarding the topic is above the first threshold;
identify the candidate account as an influencer account when the number of the signals generated by the candidate account regarding the topic is above a second threshold lower than the first threshold and the candidate account has a third threshold number of subscribers;
count a number of original messages generated and posted by the candidate account for a time period;
count a number of total messages sent by the candidate account for the time period; and
classify the candidate account as one of the advocate account, the detractor account, and the influencer account based on a ratio of the number of original messages generated and posted by the candidate account for the time period, and the number of total messages sent by the candidate account for the time period.

11. The database system of claim 10, wherein the processor is further configured to:
identify different types of social interactions for the signals associated with the candidate account; and
classify the candidate account based on the types of social interactions for the signals associated with the candidate account.

12. The database system of claim 11, wherein the different types of social interactions comprise posted messages and echoed messages.

13. The database system of claim 10, wherein the processor is further configured to:
generate a first term vector from the signals associated with the company account;
generate a second term vector from the signals associated with the candidate account; and

detect an alignment between the first term vector and the second term vector.

14. The database system of claim 10, wherein the processor is further configured to:
identify a ratio of the number of original signals generated by the candidate account to a number of the original signals and echoed signals sent by the candidate account;
classify the candidate account as the detractor based on a first value for the ratio; and
classify the candidate account as the advocate based on a second value for the ratio lower than the first value.

15. The database system of claim 10, wherein the processor is further configured to:
identify signal lengths for the signals associated with the candidate account; and
identify the candidate account as the advocate account or a spam account based on the signal lengths.

16. The database system of claim 10, wherein the processor is further configured to:
identify a ratio of unique signals written by the candidate account to a combination of the unique signals and other signals repeated or forwarded by the candidate account;
increase an advocate score when the ratio is above a first amount and increase a spam score when the ratio is below a second amount lower than the first amount;
increase the advocate score for the signals associated with the candidate account aligned with the signals associated with the company account;
increase the spam score for the signals associated with the candidate account not aligned with the signals associated with the company account;
identify an average length of the signals associated with the candidate account;
increase the advocate score when the average length of the signals is above a first length;
increase the spam score when the average length of the signals is above a second length less than the first length; and
identify the candidate account as the advocate account or a spam account based on the advocate score and the spam score.

17. The database system of claim 10, wherein the processor is further configured to rank the company account with other company accounts based on a number of different types of constituents associated with the company account.

18. The database system of claim 10, wherein the processor is further configured to:
rank the advocate, detractor, or influencer account with other, detractor, or influencer accounts associated with the company account based on the number of signals, the sentiment, and the number of subscribers associated with the candidate account.