IDENTIFYING POSTS IN A SOCIAL NETWORKING SYSTEM FOR PRESENTATION TO ONE OR MORE USER DEMOGRAPHIC GROUPS

摘要

To promote an object maintained by a social networking system, an advertiser identifies the object to the social networking system. Based on the user interaction with one or more posts associated with the object, the social networking system selects one or more candidate posts from the one or more posts. Promotion efficacies of each candidate post for a group of users having one or more common demographic characteristics are determined and a candidate post is selected based at least in part on the promotion efficacies. The selected candidate post may be identified to the advertiser or presented to additional users having the common demographic characteristic by the social networking system.

主权项

1. A method comprising:
receiving from an advertiser at a social networking system an indication of an object in the social networking system to be promoted; selecting a set of candidate posts from a plurality of posts associated with the object based at least in part on observed user interactions with the plurality of posts; measuring a promotion efficacy of each candidate post for each of a plurality of user demographic groups having demographic characteristics associated with one or more users of the social networking system, the promotion efficacy for each demographic group based at least in part on the observed interactions with the candidate post by users within a user demographic group; and selecting a candidate post from the set of candidate posts for presentation to one or more additional users in a target user demographic group based at least in part on the measured promotion efficacy of one or more candidate posts for the target user demographic group.