Patent Publication Number: US-2018047038-A1

Title: Leveraging hashtags to dynamically scope a target audience for a social network message

Description:
BACKGROUND 
     The present invention relates, generally, to the field of computing, and more particularly to social media. 
     Social media may be a computer-related tool that allows users to interact through the exchange of information, such as videos, images, hyperlinks, and text, across the Internet. A social media service, or social networking service, may relate to a platform, such as an instant messaging service, a short messaging service, a blog, a website, or a community, that allows individuals within a social network to interact. Some social media services allow users to post content with a hashtag which allows for easier identification of the posted content by users with similar interests. A hashtag is a metadata tag typically used by a social media service to group related user posts together. 
     SUMMARY 
     According to one embodiment, a method for identifying a plurality of recipients of a social media correspondence is provided. The method may include receiving a correspondence from a user on a social media network that utilizes a hashtag. The method may also include identifying a subject and a location associated with the received correspondence using a plurality of natural language processing techniques. The method may further include identifying a target audience for the received correspondence based on the identified subject and the identified location. The method may also include transmitting the received correspondence to each individual within the identified target audience. 
     According to another embodiment, a computer system for identifying a plurality of recipients of a social media correspondence is provided. The computer system may include one or more processors, one or more computer-readable memories, one or more computer-readable tangible storage devices, and program instructions stored on at least one of the one or more storage devices for execution by at least one of the one or more processors via at least one of the one or more memories, whereby the computer system is capable of performing a method. The method may include receiving a correspondence from a user on a social media network that utilizes a hashtag. The method may also include identifying a subject and a location associated with the received correspondence using a plurality of natural language processing techniques. The method may further include identifying a target audience for the received correspondence based on the identified subject and the identified location. The method may also include transmitting the received correspondence to each individual within the identified target audience. 
     According to yet another embodiment, a computer program product for identifying a plurality of recipients of a social media correspondence is provided. The computer program product may include one or more computer-readable storage devices and program instructions stored on at least one of the one or more tangible storage devices, the program instructions executable by a processor. The computer program product may include program instructions to receive a correspondence from a user on a social media network that utilizes a hashtag. The computer program product may also include program instructions to identify a subject and a location associated with the received correspondence using a plurality of natural language processing techniques. The computer program product may further include program instructions to identify a target audience for the received correspondence based on the identified subject and the identified location. The computer program product may also include program instructions to transmit the received correspondence to each individual within the identified target audience. 
    
    
     
       BRIEF DESCRIPTION OF THE SEVERAL VIEWS OF THE DRAWINGS 
       These and other objects, features and advantages of the present invention will become apparent from the following detailed description of illustrative embodiments thereof, which is to be read in connection with the accompanying drawings. The various features of the drawings are not to scale as the illustrations are for clarity in facilitating one skilled in the art in understanding the invention in conjunction with the detailed description. In the drawings: 
         FIG. 1  illustrates an exemplary networked computer environment according to at least one embodiment; 
         FIG. 2  is a block diagram of a social media audience targeting program according to at least one embodiment; 
         FIG. 3  is an operational flowchart illustrating a social media audience targeting process according to at least one embodiment; 
         FIG. 4  is a block diagram of transmitting a social media message to a target audience according to at least one embodiment; 
         FIG. 5  is a block diagram of internal and external components of computers and servers depicted in  FIG. 1  according to at least one embodiment; 
         FIG. 6  depicts a cloud computing environment according to an embodiment of the present invention; and 
         FIG. 7  depicts abstraction model layers according to an embodiment of the present invention. 
     
    
    
     DETAILED DESCRIPTION 
     Detailed embodiments of the claimed structures and methods are disclosed herein; however, it can be understood that the disclosed embodiments are merely illustrative of the claimed structures and methods that may be embodied in various forms. This invention may, however, be embodied in many different forms and should not be construed as limited to the exemplary embodiments set forth herein. In the description, details of well-known features and techniques may be omitted to avoid unnecessarily obscuring the presented embodiments. 
     Embodiments of the present invention are related to the field of computing, and more particularly to social media. The following described exemplary embodiments provide a system, method, and program product to, among other things, utilize information within a social media message to target message recipients within a social media network based on the geographic location of each recipient. Therefore, the present embodiment has the capacity to improve the technical field of social media by implementing a system to distribute a social media message to members of a social media network so the message is only visible to social media network members within the geographic region within which the message is directed or as otherwise desired by the user posting the message. 
     As previously described, social media may be a computer-related tool that allows users to interact through the exchange of information, such as videos, images, hyperlinks, and text, across the Internet. A social media service, or social networking service, may relate to a platform, such as an instant messaging service, a short messaging service, a blog, a website, or a community, that allows individuals within a social network to interact. Some social media services allow users to post content with a hashtag which allows for easier location of the posted content by users with similar interests. A hashtag is a metadata tag typically used by a social media service to group related user posts together. 
     Typically, messages sent within a social network are distributed to followers or friends of the message sender. If the message sender wishes to indicate a message is related to a particular region, audience, or event, the message sender may include a hashtag within the message. For example, if the message sender wanted to indicate that the message would be of interest to friends or followers within the Washington D.C. area, the sent message may include the text “#DC.” However, even if a hashtag is included within a message, the message would be visible to all friends and followers of the message sender regardless of whether the message applies to a particular friend or follower&#39;s geographic region or interest. For example, in the previous example, the message with the “#DC” hashtag would be visible to all of the message sender&#39;s friends and followers even if some friends or followers of the message sender do not reside within the Washington D.C. area. As such, it may be advantageous, among other things, to implement a system that identifies a target audience for a particular social media message based on text within the sent message, and transmits the message only to the target audience. 
     According to one embodiment, when a social media message is sent by a user, information, such as text, within the sent message may be analyzed to identify a geographic location associated with the social media message. For example, if the message relates to a business conference, the location of the conference may be determined. The identified geographic location may then be associated with the message and distribution of the message may be limited to friends or followers of the user close to the identified geographic location even when the message sender is not located in the identified geographic location when the message is sent. For example, if a user sends a message from San Francisco that references an event taking place in Washington D.C., the target audience may be identified as friends and followers of the user located within or visiting the Washington D.C. area. Therefore, the scope of the message recipients may be dynamically adjusted so that only friends and followers within the Washington D.C. area receive the sent message. In at least one embodiment, the identified target audience may be friends or followers that share common interests as the message sender. For example, in the previous scenario, a friend or follower of the message sender may not be located within the Washington D.C. area but may be attending the event referenced by the message sender. Therefore, the particular friend or follower may be included in the target audience to which the message is distributed. 
     The following described exemplary embodiments provide a system, method, and program product that identifies a target audience for a social media message based on information within the transmitted message. The message may then be distributed only to members of the target audience rather than all friends or followers of the message sender. 
     Referring to  FIG. 1 , an exemplary networked computer environment  100  is depicted, according to at least one embodiment. The networked computer environment  100  may include a client computing device  102  and a server  112  interconnected via a communication network  114 . According to at least one implementation, the networked computer environment  100  may include a plurality of client computing devices  102  and servers  112 , of which only one of each is shown for illustrative brevity. 
     The communication network  114  may include various types of communication networks, such as a wide area network (WAN), local area network (LAN), a telecommunication network, a wireless network, a public switched network and/or a satellite network. The communication network  114  may include connections, such as wire, wireless communication links, or fiber optic cables. It may be appreciated that  FIG. 1  provides only an illustration of one implementation and does not imply any limitations with regard to the environments in which different embodiments may be implemented. Many modifications to the depicted environments may be made based on design and implementation requirements. 
     The client computing device  102  may include a processor  104  and a data storage device  106  that is enabled to host and run a software program  108  and communicate with the server  112  via the communication network  114 , in accordance with one embodiment of the invention. The client computing device  102  may be, for example, a mobile device, a telephone, a personal digital assistant, a netbook, a laptop computer, a tablet computer, a desktop computer, or any type of computing device capable of running a program and accessing a network. Additionally, client computing device  102  and the software program  108  may be capable of communicating with the server  112  to identify a location of the client computing device. As will be discussed with reference to  FIG. 5 , the client computing device  102  may include internal components  502   a  and external components  504   a , respectively. 
     The server computer  112  may be a laptop computer, netbook computer, personal computer (PC), a desktop computer, or any programmable electronic device or any network of programmable electronic devices capable of hosting and running a social media audience targeting program  110  and a database  116  and communicating with the client computing device  102  via the communication network  114 , in accordance with embodiments of the invention. As will be discussed with reference to  FIG. 5 , the server computer  112  may include internal components  502   b  and external components  504   b , respectively. The server  112  may also operate in a cloud computing service model, such as Software as a Service (SaaS), Platform as a Service (PaaS), or Infrastructure as a Service (IaaS). The server  112  may also be located in a cloud computing deployment model, such as a private cloud, community cloud, public cloud, or hybrid cloud. The cloud computing environment will be discussed in further detail below with respect to  FIGS. 6 and 7 . 
     According to the present embodiment, the social media audience targeting program  110  may be a program capable of identifying a target audience for a social media message based on information, such as text or images, included within the message and distributing the message to the identified target audience. The text within the message used to identify the target audience by the social media audience targeting program  110  may reference a geographic location, an event, a common interest, or any other item that may be used to group together friends or followers of the message sender. Components of the social media audience targeting program  110  are explained in further detail with respect to  FIG. 2 . The social media audience targeting method is explained in further detail below with respect to  FIG. 3 . 
     Referring now to  FIG. 2 , a block diagram of a social media audience targeting program is depicted, according to at least one embodiment. The social media audience targeting program  110  may include an event locator  202 , a hashtag geography linker  204 , a hashtag geography relationship model  206 , a hashtag geography relationship searcher  208 , a message scope broadcaster  210 , and a target audience distribution resolver  212 . 
     The event locator  202  may be a component capable of mining data from a social media message to identify references to a public or private subject or event within the social media message. The event locator  202  may search for the identified reference in a variety of sources, such as a calendar, a web search, company information directory, or a data repository (e.g. database  116 ), for details of the event, such as date and location. The event locator  202  may query the client computing device  102  for the location of the user when the user sends a social media message. 
     The hashtag geography linker  204  may link a hashtag mentioned in the social media message with the geographical location of the subject or event. For example, if a user sends a message that references an event that takes place in Washington D.C. and utilizes a hashtag, such as “#event,” the hashtag geography linker  204  may associate the “#event” hashtag mentioned in the message with the particular event taking place in Washington D.C. or associate the “#event” hashtag directly with the location. 
     The hashtag geography relationship model  206  may be a data repository, such as database  116 , capable of storing information detailing hashtag and geographical location relationships. For example, the hashtag geography relationship model  206  may be a table with column headings that include an event name, a hashtag associated with an event, an event location, an event date, and an event type (e.g. public or private). Once hashtag information has been linked by the hashtag geography linker  204 , the hashtag information may be stored within the hashtag geography relationship model  206  on which subsequent queries may be executed. 
     The hashtag geography relationship searcher  208  may be a component capable of querying the hashtag geography relationship model  206  to search for hashtag information related to a particular area or event. For example, if a user sends a social media message that uses a hashtag associated with a particular event, the hashtag geography relationship searcher  208  may query the hashtag geography relationship model  206  for the hashtag information associated with the particular event. 
     The target audience distribution resolver  212  may generate the distribution list of the target audience. For example, hashtag geography relationship searcher  208  may identify the event mentioned within the user&#39;s social network message is associated with the hashtag “#event” and the location is “Washington D.C.” The target audience distribution resolver  212  can identify a list of social network users that are near the proximity of the Washington D.C. area who are attending the event, interested in the event, or subscribe to the hashtag “#event,” regardless of whether they are following the user or not. When a user posts a message in a social network, a query may be executed to identify the target audience distribution list. The target audience distribution resolver  212  may search the hashtag geography relationship model  206  for stored information of existing hashtag and geographical location relationships. If the query is the first query to be executed for a specific hashtag, then the target audience distribution resolver  212  may not locate any stored information within the hashtag geography relationship model  206 . 
     The message scope broadcaster  210  may be capable of broadcasting the user message to a target audience that may be interested in the related hashtag. As previously described, the target audience distribution list may be generated by the target audience distribution resolver  212 . For example, the target audience distribution list may include individuals who are within a specific distance of a geographic location of an event associated with a hashtag or individuals who follow or subscribe to a hashtag. 
     Referring now to  FIG. 3 , an operational flowchart illustrating a social media audience targeting process  300  is depicted, according to at least one embodiment. At  302 , the social media audience targeting program  110  receives a social media message. A user may compose a social media message, such as a wall post, tweet, image caption, video caption, or any other type of social media correspondence, to transmit to friends and/or followers. The composed social media message may describe a subject, such as an event, a location, or a topic. Furthermore, the composed social media message may include a hashtag, a hyperlink, an image, a video, or any other supporting characteristic. The supporting characteristics (e.g. hashtag or image) may be used to highlight the subject of the message or some other item of importance. 
     Then, at  304 , the social media audience targeting program  110  identifies a subject and a location associated with the message. The subject of the message may be any category of interest to the user (e.g. an event, a location, or a topic). The social media audience targeting program  110  may identify the subject by implementing known natural language processing techniques, such as machine learning. If the subject of the message is identified as a location, the social media audience targeting program  110  may identify the location as the same as the subject. For example, the user may be eating at a popular restaurant in Miami, Fla. and append the message with the text “Miami.” In such a situation, the social media audience targeting program  110  may identify both the subject and the location as “Miami.” If the social media audience targeting program  110  identifies the subject associated with the message as an event, the social media audience targeting program  110  may utilize the event locator  202  to determine characteristics of the event, including the event location. As previously described, the event locator  202  may search for the identified reference in a variety of sources, such as a calendar, a web search, company information director, or a data repository (e.g. database  116 ), for details of the event, such as date and location. Additionally, the social media audience targeting program  110  may identify the subject of the message as a topic relevant to the user composing the social media message. For example, the user may include text describing the user&#39;s favorite movie or the user&#39;s favorite basketball team. Since some topics may not be related to a specific location, the social media audience targeting program  110  may identify all locations as associated with the message when a topic is not about an event or activity. 
     Furthermore, the social media audience targeting program  110  may identify the subject of the message immediately upon one receiving the composed message, if the message can be obviously mapped to the subject. For example, the social media audience targeting program  110  may map a message with the text “Miami Beach is so beautiful today” to a subject of “Miami” immediately since the text may relate to the city of Miami. If the social media audience targeting program  110  is unable to clearly identify a subject immediately, the social media audience targeting program  110  may wait until a preconfigured number of users utilize the similar language so that the context in which the text is used may be analyzed with known natural language processing techniques to determine the subject. For example, if the user includes the hashtag “#blue” in a message, the social media audience targeting program  110  may not be able to determine the subject of the message since the hashtag “#blue” is generic. However, if the social media audience targeting program  110  analyzes social media messages from other users, the social media audience targeting program  110  may determine that the hashtag “#blue” is commonly use to describe a music festival titled “Bluebird Festival” in Phoenix, Ariz. The social media audience targeting program  110  may then associate hashtag “#blue” and the user&#39;s message with the location Phoenix, Ariz. 
     Then, at  306 , the social media audience targeting program  110  associates the identified location with a hashtag used in the message. The social media audience targeting program  110  may associate the hashtag with the identified location and other hashtags associated with the identified location. For example, if the hashtag subject relates to an event located in Washington D.C., the social media audience targeting program  110  may associate the hashtag for the event with a hashtag related to the Washington D.C. location, such as “#DC.” In at least one embodiment, the social media audience targeting program  110  may prompt the user to confirm the association between the identified subject and identified location through user interactions with a graphical user interface. 
     Next, at  308 , the social media audience targeting program  110  identifies a target audience of users of the social media network associated with the location. As previously described, the social media network may be an instant messaging service, a short messaging service, a blog, a website, or a community. The social media audience targeting program  110  may identify a target audience by identifying users of the social media network who are associated with the location. For example, if the identified location of the hashtag or the subject of the message is Washington D.C., the social media audience targeting program  110  may identify users who live in, are currently located in or around, or recently visited the Washington D.C. area. Furthermore, if the subject is an event, the social media audience targeting program  110  may identify a user as being in the target audience if the user will be travelling to the identified location during the time frame in which the identified event will occur. For example, if a user has indicated travel plans to Washington D.C. during the identified event, the user may be included in the target audience. The social media audience targeting program  110  may be able to determine a user&#39;s travel plans by analyzing a calendar or a social media profile for the user. Additionally, the social media audience targeting program  110  may identify an individual as a member of the target audience if the individual has subscribed to a hashtag related to the identified subject and/or location. For example, an individual may be subscribed to “#DC.” Furthermore, the user posting the social media message may preconfigure individuals for the social media audience targeting program  110  to include in the target audience based on user interactions with a graphical user interface associated with a user device, such as the client computing device  102 . For example, a client computing device  102 , such as a smartphone, may capture the user&#39;s recent activities in Washington D.C. The social media audience targeting program  110  may query the client computing device  102  on the device&#39;s location to determine if the user is in a target audience. Additionally, once identified, the social media audience targeting program  110  may store the target audience in the hashtag geography relationship model  206  for later use by the social media audience targeting program  110  when a subsequent social media message uses the same hashtag. Furthermore, the identified target audience may include user accounts associated with individual users of the social media network. 
     As an additional example, if a user posts a social media message using a hashtag that is identified as relating to an event taking place in Washington D.C., the posted social media message may be sent to individuals who are located in or visiting the Washington D.C. area, individuals who are attending other events in the Washington D.C. area at the same time as the event in the user&#39;s post, and/or individuals that posted messages about Washington D.C. The identified target audience may be a subset of the user&#39;s followers or users that do not currently follow the user. 
     Then, at  310 , the social media audience targeting program  110  transmits the social media message to the target audience. Once the target audience is identified in step  308 , the social media audience targeting program  110  may transmit (i.e. broadcast) the social media message to the user account associated with each individual within the identified target audience. Therefore, any individuals of the social network that are not in the target audience may not receive the posted message. In at least one embodiment, the social media audience targeting program  110  may display subsequent social media messages posted by the user about the subject only to the target audience. For example, if the user posts an original message that uses a hashtag related to an event in the Washington D.C. area for which a target audience was identified, any subsequent social media messages utilizing the same hashtag related to the event may only be broadcast to the previously identified target audience. Since the target audience has already been identified and the relationships among the subject of the event, hashtags used in the message, and the location of the event are stored within the hashtag geography relationship model  206 , the social media audience targeting program  110  may search social network participants from the social network provider based on the hashtag geography relationship model  206  for the corresponding target audience when a particular hashtag is used in a subsequent social media message. For example, if the user posts an original message on a social network that is determined to relate to an event in the Washington D.C. area for which a target audience is identified, then the social media audience targeting program  110  may query the social media network&#39;s user directory to generate a target audience distribution list dynamically based on the hashtag geography relationship model  206  for the message. 
     In at least one other embodiment, if the user posts a social media message about an approaching event, the social media audience targeting program  110  may periodically broadcast the posted social media message to the target audience. Furthermore, once the event occurs, the social media audience targeting program  110  may cease the scope adjustment of the posted message so the scope is no longer reduced to the target audience. 
     Referring now to  FIG. 4 , a block diagram of transmitting a social media message to a target audience is depicted, according to at least one embodiment. User A  402  sends a message that discusses an event and uses the hashtag “#eventX” using a client computing device  102 , such as a smartphone. User A  402  may have four followers  404 - 410 . Two of User A&#39;s followers (i.e. Follower A  404  and Follower B  406 ) may be located in Austin, Tex. while the rest of User A&#39;s followers (i.e. Follower C  408  and Follower D  410 ) may be located in Washington D.C. Without implementing the social media audience targeting program  110 , all four of User A&#39;s followers  404 - 410  would receive the message regardless of whether the event of which User A  402  posted is relevant to each follower. Through known natural language processing techniques, the social media audience targeting program  110  may identify the location of the event as Washington D.C. The social media audience targeting program  110  may identify a target audience, and only display User A&#39;s message on a news feed associated with Follower C  408  and Follower D  410 . Since Follower A  404  and Follower B  406  are not included within the target audience due to their physical locations in Austin, Tex., User A&#39;s message may not be displayed on the news feed associated with Follower A  404  and Follower B  406 . 
     It may be appreciated that  FIGS. 2, 3, and 4  provide only an illustration of one implementation and do not imply any limitations with regard to how different embodiments may be implemented. Many modifications to the depicted environments may be made based on design and implementation requirements. 
     The present invention may be a system, a method, and/or a computer program product at any possible technical detail level of integration. The computer program product may include a computer readable storage medium (or media) having computer readable program instructions thereon for causing a processor to carry out aspects of the present invention. 
     The computer readable storage medium can be a tangible device that can retain and store instructions for use by an instruction execution device. The computer readable storage medium may be, for example, but is not limited to, an electronic storage device, a magnetic storage device, an optical storage device, an electromagnetic storage device, a semiconductor storage device, or any suitable combination of the foregoing. A non-exhaustive list of more specific examples of the computer readable storage medium includes the following: a portable computer diskette, a hard disk, a random access memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or Flash memory), a static random access memory (SRAM), a portable compact disc read-only memory (CD-ROM), a digital versatile disk (DVD), a memory stick, a floppy disk, a mechanically encoded device such as punch-cards or raised structures in a groove having instructions recorded thereon, and any suitable combination of the foregoing. A computer readable storage medium, as used herein, is not to be construed as being transitory signals per se, such as radio waves or other freely propagating electromagnetic waves, electromagnetic waves propagating through a waveguide or other transmission media (e.g., light pulses passing through a fiber-optic cable), or electrical signals transmitted through a wire. 
     Computer readable program instructions described herein can be downloaded to respective computing/processing devices from a computer readable storage medium or to an external computer or external storage device via a network, for example, the Internet, a local area network, a wide area network and/or a wireless network. The network may comprise copper transmission cables, optical transmission fibers, wireless transmission, routers, firewalls, switches, gateway computers and/or edge servers. A network adapter card or network interface in each computing/processing device receives computer readable program instructions from the network and forwards the computer readable program instructions for storage in a computer readable storage medium within the respective computing/processing device. 
     Computer readable program instructions for carrying out operations of the present invention may be assembler instructions, instruction-set-architecture (ISA) instructions, machine instructions, machine dependent instructions, microcode, firmware instructions, state-setting data, configuration data for integrated circuitry, or either source code or object code written in any combination of one or more programming languages, including an object oriented programming language such as Smalltalk, C++, or the like, and procedural programming languages, such as the “C” programming language or similar programming languages. The computer readable program instructions may execute entirely on the user&#39;s computer, partly on the user&#39;s computer, as a stand-alone software package, partly on the user&#39;s computer and partly on a remote computer or entirely on the remote computer or server. In the latter scenario, the remote computer may be connected to the user&#39;s computer through any type of network, including a local area network (LAN) or a wide area network (WAN), or the connection may be made to an external computer (for example, through the Internet using an Internet Service Provider). In some embodiments, electronic circuitry including, for example, programmable logic circuitry, field-programmable gate arrays (FPGA), or programmable logic arrays (PLA) may execute the computer readable program instructions by utilizing state information of the computer readable program instructions to personalize the electronic circuitry, in order to perform aspects of the present invention. 
     Aspects of the present invention are described herein with reference to flowchart illustrations and/or block diagrams of methods, apparatus (systems), and computer program products according to embodiments of the invention. It will be understood that each block of the flowchart illustrations and/or block diagrams, and combinations of blocks in the flowchart illustrations and/or block diagrams, can be implemented by computer readable program instructions. 
     These computer readable program instructions may be provided to a processor of a general purpose computer, special purpose computer, or other programmable data processing apparatus to produce a machine, such that the instructions, which execute via the processor of the computer or other programmable data processing apparatus, create means for implementing the functions/acts specified in the flowchart and/or block diagram block or blocks. These computer readable program instructions may also be stored in a computer readable storage medium that can direct a computer, a programmable data processing apparatus, and/or other devices to function in a particular manner, such that the computer readable storage medium having instructions stored therein comprises an article of manufacture including instructions which implement aspects of the function/act specified in the flowchart and/or block diagram block or blocks. 
     The computer readable program instructions may also be loaded onto a computer, other programmable data processing apparatus, or other device to cause a series of operational steps to be performed on the computer, other programmable apparatus or other device to produce a computer implemented process, such that the instructions which execute on the computer, other programmable apparatus, or other device implement the functions/acts specified in the flowchart and/or block diagram block or blocks. 
     The flowchart and block diagrams in the Figures illustrate the architecture, functionality, and operation of possible implementations of systems, methods, and computer program products according to various embodiments of the present invention. In this regard, each block in the flowchart or block diagrams may represent a module, segment, or portion of instructions, which comprises one or more executable instructions for implementing the specified logical function(s). In some alternative implementations, the functions noted in the blocks may occur out of the order noted in the Figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, depending upon the functionality involved. It will also be noted that each block of the block diagrams and/or flowchart illustration, and combinations of blocks in the block diagrams and/or flowchart illustration, can be implemented by special purpose hardware-based systems that perform the specified functions or acts or carry out combinations of special purpose hardware and computer instructions. 
       FIG. 5  is a block diagram  500  of internal and external components of the client computing device  102  and the server  112  depicted in  FIG. 1  in accordance with an embodiment of the present invention. It should be appreciated that  FIG. 5  provides only an illustration of one implementation and does not imply any limitations with regard to the environments in which different embodiments may be implemented. Many modifications to the depicted environments may be made based on design and implementation requirements. 
     The data processing system  502 ,  504  is representative of any electronic device capable of executing machine-readable program instructions. The data processing system  502 ,  504  may be representative of a smart phone, a computer system, PDA, or other electronic devices. Examples of computing systems, environments, and/or configurations that may represented by the data processing system  502 ,  504  include, but are not limited to, personal computer systems, server computer systems, thin clients, thick clients, hand-held or laptop devices, multiprocessor systems, microprocessor-based systems, network PCs, minicomputer systems, and distributed cloud computing environments that include any of the above systems or devices. 
     The client computing device  102  and the server  112  may include respective sets of internal components  502   a,b  and external components  504   a,b  illustrated in  FIG. 5 . Each of the sets of internal components  502  include one or more processors  520 , one or more computer-readable RAMs  522 , and one or more computer-readable ROMs  524  on one or more buses  526 , and one or more operating systems  528  and one or more computer-readable tangible storage devices  530 . The one or more operating systems  528 , the software program  108  in the client computing device  102  and the social media audience targeting program  110  in the server  112  are stored on one or more of the respective computer-readable tangible storage devices  530  for execution by one or more of the respective processors  520  via one or more of the respective RAMs  522  (which typically include cache memory). In the embodiment illustrated in  FIG. 5 , each of the computer-readable tangible storage devices  530  is a magnetic disk storage device of an internal hard drive. Alternatively, each of the computer-readable tangible storage devices  530  is a semiconductor storage device such as ROM  524 , EPROM, flash memory or any other computer-readable tangible storage device that can store a computer program and digital information. 
     Each set of internal components  502   a,b  also includes a R/W drive or interface  532  to read from and write to one or more portable computer-readable tangible storage devices  538  such as a CD-ROM, DVD, memory stick, magnetic tape, magnetic disk, optical disk or semiconductor storage device. A software program, such as the social media audience targeting program  110 , can be stored on one or more of the respective portable computer-readable tangible storage devices  538 , read via the respective R/W drive or interface  532 , and loaded into the respective hard drive  530 . 
     Each set of internal components  502   a,b  also includes network adapters or interfaces  536  such as a TCP/IP adapter cards, wireless Wi-Fi interface cards, or 3G or 4G wireless interface cards or other wired or wireless communication links. The software program  108  in the client computing device  102  and the social media audience targeting program  110  in the server  112  can be downloaded to the client computing device  102  and the server  112  from an external computer via a network (for example, the Internet, a local area network or other, wide area network) and respective network adapters or interfaces  536 . From the network adapters or interfaces  536 , the software program  108  in the client computing device  102  and the social media audience targeting program  110  in the server  112  are loaded into the respective hard drive  530 . The network may comprise copper wires, optical fibers, wireless transmission, routers, firewalls, switches, gateway computers and/or edge servers. 
     Each of the sets of external components  504   a,b  can include a computer display monitor  544 , a keyboard  542 , and a computer mouse  534 . External components  504   a,b  can also include touch screens, virtual keyboards, touch pads, pointing devices, and other human interface devices. Each of the sets of internal components  502   a,b  also includes device drivers  540  to interface to computer display monitor  544 , keyboard  542 , and computer mouse  534 . The device drivers  540 , R/W drive or interface  532 , and network adapter or interface  536  comprise hardware and software (stored in storage device  530  and/or ROM  524 ). 
     It is understood in advance that although this disclosure includes a detailed description on cloud computing, implementation of the teachings recited herein are not limited to a cloud computing environment. Rather, embodiments of the present invention are capable of being implemented in conjunction with any other type of computing environment now known or later developed. 
     Cloud computing is a model of service delivery for enabling convenient, on-demand network access to a shared pool of configurable computing resources (e.g. networks, network bandwidth, servers, processing, memory, storage, applications, virtual machines, and services) that can be rapidly provisioned and released with minimal management effort or interaction with a provider of the service. This cloud model may include at least five characteristics, at least three service models, and at least four deployment models. 
     Characteristics are as follows: 
     On-demand self-service: a cloud consumer can unilaterally provision computing capabilities, such as server time and network storage, as needed automatically without requiring human interaction with the service&#39;s provider. 
     Broad network access: capabilities are available over a network and accessed through standard mechanisms that promote use by heterogeneous thin or thick client platforms (e.g., mobile phones, laptops, and PDAs). 
     Resource pooling: the provider&#39;s computing resources are pooled to serve multiple consumers using a multi-tenant model, with different physical and virtual resources dynamically assigned and reassigned according to demand. There is a sense of location independence in that the consumer generally has no control or knowledge over the exact location of the provided resources but may be able to specify location at a higher level of abstraction (e.g., country, state, or datacenter). 
     Rapid elasticity: capabilities can be rapidly and elastically provisioned, in some cases automatically, to quickly scale out and rapidly released to quickly scale in. To the consumer, the capabilities available for provisioning often appear to be unlimited and can be purchased in any quantity at any time. 
     Measured service: cloud systems automatically control and optimize resource use by leveraging a metering capability at some level of abstraction appropriate to the type of service (e.g., storage, processing, bandwidth, and active user accounts). Resource usage can be monitored, controlled, and reported providing transparency for both the provider and consumer of the utilized service. 
     Service Models are as follows: 
     Software as a Service (SaaS): the capability provided to the consumer is to use the provider&#39;s applications running on a cloud infrastructure. The applications are accessible from various client devices through a thin client interface such as a web browser (e.g., web-based e-mail). The consumer does not manage or control the underlying cloud infrastructure including network, servers, operating systems, storage, or even individual application capabilities, with the possible exception of limited user-specific application configuration settings. 
     Platform as a Service (PaaS): the capability provided to the consumer is to deploy onto the cloud infrastructure consumer-created or acquired applications created using programming languages and tools supported by the provider. The consumer does not manage or control the underlying cloud infrastructure including networks, servers, operating systems, or storage, but has control over the deployed applications and possibly application hosting environment configurations. 
     Infrastructure as a Service (IaaS): the capability provided to the consumer is to provision processing, storage, networks, and other fundamental computing resources where the consumer is able to deploy and run arbitrary software, which can include operating systems and applications. The consumer does not manage or control the underlying cloud infrastructure but has control over operating systems, storage, deployed applications, and possibly limited control of select networking components (e.g., host firewalls). 
     Deployment Models are as follows: 
     Private cloud: the cloud infrastructure is operated solely for an organization. It may be managed by the organization or a third party and may exist on-premises or off-premises. 
     Community cloud: the cloud infrastructure is shared by several organizations and supports a specific community that has shared concerns (e.g., mission, security requirements, policy, and compliance considerations). It may be managed by the organizations or a third party and may exist on-premises or off-premises. 
     Public cloud: the cloud infrastructure is made available to the general public or a large industry group and is owned by an organization selling cloud services. 
     Hybrid cloud: the cloud infrastructure is a composition of two or more clouds (private, community, or public) that remain unique entities but are bound together by standardized or proprietary technology that enables data and application portability (e.g., cloud bursting for load-balancing between clouds). 
     A cloud computing environment is service oriented with a focus on statelessness, low coupling, modularity, and semantic interoperability. At the heart of cloud computing is an infrastructure comprising a network of interconnected nodes. 
     Referring now to  FIG. 6 , illustrative cloud computing environment  50  is depicted. As shown, cloud computing environment  50  comprises one or more cloud computing nodes  100  with which local computing devices used by cloud consumers, such as, for example, personal digital assistant (PDA) or cellular telephone  54 A, desktop computer  54 B, laptop computer  54 C, and/or automobile computer system  54 N may communicate. Nodes  100  may communicate with one another. They may be grouped (not shown) physically or virtually, in one or more networks, such as Private, Community, Public, or Hybrid clouds as described hereinabove, or a combination thereof. This allows cloud computing environment  50  to offer infrastructure, platforms and/or software as services for which a cloud consumer does not need to maintain resources on a local computing device. It is understood that the types of computing devices  54 A-N shown in  FIG. 6  are intended to be illustrative only and that computing nodes  100  and cloud computing environment  50  can communicate with any type of computerized device over any type of network and/or network addressable connection (e.g., using a web browser). 
     Referring now to  FIG. 7 , a set of functional abstraction layers  700  provided by cloud computing environment  50  ( FIG. 6 ) is shown. It should be understood in advance that the components, layers, and functions shown in  FIG. 7  are intended to be illustrative only and embodiments of the invention are not limited thereto. As depicted, the following layers and corresponding functions are provided: 
     Hardware and software layer  60  includes hardware and software components. Examples of hardware components include: mainframes  61 ; RISC (Reduced Instruction Set Computer) architecture based servers  62 ; servers  63 ; blade servers  64 ; storage devices  65 ; and networks and networking components  66 . In some embodiments, software components include network application server software  67  and database software  68 . 
     Virtualization layer  70  provides an abstraction layer from which the following examples of virtual entities may be provided: virtual servers  71 ; virtual storage  72 ; virtual networks  73 , including virtual private networks; virtual applications and operating systems  74 ; and virtual clients  75 . 
     In one example, management layer  80  may provide the functions described below. Resource provisioning  81  provides dynamic procurement of computing resources and other resources that are utilized to perform tasks within the cloud computing environment. Metering and Pricing  82  provide cost tracking as resources are utilized within the cloud computing environment, and billing or invoicing for consumption of these resources. In one example, these resources may comprise application software licenses. Security provides identity verification for cloud consumers and tasks, as well as protection for data and other resources. User portal  83  provides access to the cloud computing environment for consumers and system administrators. Service level management  84  provides cloud computing resource allocation and management such that required service levels are met. Service Level Agreement (SLA) planning and fulfillment  85  provide pre-arrangement for, and procurement of, cloud computing resources for which a future requirement is anticipated in accordance with an SLA. 
     Workloads layer  90  provides examples of functionality for which the cloud computing environment may be utilized. Examples of workloads and functions which may be provided from this layer include: mapping and navigation  91 ; software development and lifecycle management  92 ; virtual classroom education delivery  93 ; data analytics processing  94 ; transaction processing  95 ; and adjusting social media message scope  96 . Adjusting social media message scope  96  may relate to leveraging a hashtag included within a posted social media message to identify a target audience that is most likely to be interested in the posted social media message. Furthermore, the posted social media message may only be broadcast to the news feeds associated with each member of the identified target audience. 
     The descriptions of the various embodiments of the present invention have been presented for purposes of illustration, but are not intended to be exhaustive or limited to the embodiments disclosed. Many modifications and variations will be apparent to those of ordinary skill in the art without departing from the scope of the described embodiments. The terminology used herein was chosen to best explain the principles of the embodiments, the practical application or technical improvement over technologies found in the marketplace, or to enable others of ordinary skill in the art to understand the embodiments disclosed herein.