System and method for measuring and improving the efficiency of social media campaigns

Abstract

A system and method for measuring the efficiency of social media campaigns. The system collects searchable activity data of members of a social network and processes this data locally to extract interaction data happening on the profile page of the social media campaign on the social network. The interaction data is then weighed in accordance with its type. The system may also determine an effort score representing a monetary value of the profile page based on the volume of contribution by the owners of the social media campaign. The efficiency score may then be determined based on a relationship between the number of interactions, the weight associated with each interaction, and the effort score.

1 . A computer-implemented method for measuring an efficiency of a social media campaign (campaign) presented on a profile page on a social network, comprising:
 collecting searchable activity data which is publicly available on profile pages associated with members of the social network, from a remote server of the social network using a communication network;   extracting, from the activity data, interaction data representing audience feedback on the campaign;   assigning a weight to each interaction based on a type of the interaction;   estimating an amount of money spent in developing the campaign based on the profile page of the campaign;   determining an efficiency score of the campaign as a ratio between the amount of money and a number calculated based on the amount of interactions and the weight associated with each interaction.   
     
     
         2 . The method of  claim 1  further comprising:
 determining an efficiency score for the campaign on more than one social network; 
 assigning a weight to each social network; and 
 determining a global efficiency score for the campaign, the global efficiency score representing an overall efficiency of the campaign using the efficiency score and the weight associated with each social network. 
 
     
     
         3 . The method of  claim 1  further comprising:
 determining, using the activity data of all members, an efficiency score for all members in an industry to which the social campaign belongs; 
 determining an industry efficiency score by averaging the efficiency scores of all members of the industry; 
 presenting the industry efficiency score concurrently with the campaign efficiency score on a display for viewing. 
 
     
     
         4 . The method of  claim 3 , wherein upon detecting that the campaign efficiency score is below a predetermined threshold:
 collecting ranking rules of the social network from the remote server of the social network using the communication network;   mapping the ranking rules to the activity data;   in view of the mapping, generating one or more recommendations for improving a campaign's visibility and/or efficiency score on the social network.   
     
     
         5 . The method of  claim 1  further comprising:
 collecting ranking rules of the social network from the remote server of the social network using the communication network; 
 analyzing the activity data in view of the ranking rules; 
 in view of the analyzing, generating one or more recommendations for improving a campaign's visibility and/or efficiency score on the social network. 
 
     
     
         6 . The method of  claim 5 , wherein the analyzing comprises mapping the ranking rules to the activity data. 
     
     
         7 . The method of  claim 6 , further comprising weighting the ranking rules in view of their relevancy. 
     
     
         8 . The method of  claim 7 , further comprising re-ordering the ranking rules in view of the weight assigned to each rule, whereby the activity data is analyzed in view of the most relevant rule first. 
     
     
         9 . The method of  claim 1 , further comprising:
 performing the steps of extracting, assigning, estimating, determining and presenting in real time, in response to receiving a member request of campaign efficiency score.   
     
     
         10 . The method of  claim 9 , wherein the measuring of the efficiency is provided as a Software as a Service (SaaS) to a remote member using a communication network. 
     
     
         11 . The method of  claim 1 , wherein the interaction data comprises actions performed by other members on the profile page, said actions comprising at least one of: viewing, liking, disliking, commenting, and sharing content of the social campaign. 
     
     
         12 . The method of  claim 1 , wherein the activity data include any one of: viewing, liking, disliking, commenting, sharing, posting new materials, updating profile, commenting on content outside of the social campaign profile page. 
     
     
         13 . The method of  claim 1 , wherein the relationship is a ratio between the effort score and the sum of each interaction multiplied by its weight. 
     
     
         14 . A system for measuring an efficiency of a social media campaign (campaign) presented on a profile page on a social network, comprising:
 an input adapted to collect searchable activity data which is publicly available on profile pages of members of the social network, from a remote server of the social network using a communication network;   a memory for storing the collected activity data for processing;   an intelligence module comprising a processor having access to computer readable instructions which when executed by the processor cause the processor to:
 extract, from the activity data, interaction data representing audience feedback on the campaign; 
 assign a weight to each interaction based on a type of the interaction; 
 estimate an amount of money spent in developing the campaign based on the profile page of the campaign; 
 determine an efficiency score of the campaign as a ratio between the amount of money and a number calculated based on the amount of interactions and the weight associated with each interaction; 
   an output adapted to send the efficiency score to a remote user for displaying on a display device.   
     
     
         15 . The system of  claim 14 , wherein the intelligence module is further adapted to
 determine an efficiency score for the campaign on more than one social network;   assign a weight to each social network; and   determine a global efficiency score for the campaign, the global efficiency score representing an overall efficiency of the campaign using the efficiency score and the weight associated with each social network.   
     
     
         16 . The system of  claim 14 , wherein the intelligence module is further adapted to:
 collect ranking rules of the social network from the remote server of the social network using the communication network;   analyze the activity data in view of the ranking rules;   generate, in view of the analysis, one or more recommendations for improving a campaign's visibility and/or efficiency score on the social network.   
     
     
         17 . The system of  claim 16 , wherein the intelligence module is adapted to map the ranking rules to the activity data. 
     
     
         18 . The system of  claim 16 , wherein the intelligence module is adapted to weight the ranking rules in view of their relevancy. 
     
     
         19 . The system of  claim 19 , wherein the intelligence is adapted to re-order the ranking rules in view of the weight assigned to each rule, whereby the activity data is analyzed in view of the most relevant rule first. 
     
     
         20 . A computer-implemented method for measuring an efficiency of a social media campaign (campaign) presented on a profile page on a social network, comprising:
 collecting searchable activity data of members having profile pages on the social network from a remote server of the social network using a communication network;   extracting, from the activity data, interaction data representing actions performed by other members on the profile page, the profile page of the campaign being one of the profile pages on the social network, the actions comprising at least one of: viewing, liking, disliking, commenting, and sharing content of the social campaign;   assigning a different weight to each different interaction based on a type of the interaction;   estimating an effort score for the campaign, the effort score representing a monetary value spent in developing the campaign;   determining an efficiency score of the campaign as a ratio between the amount of money and a number calculated based on the amount of interactions and the weight associated with each interaction;   collecting ranking rules of the social network from the remote server of the social network using the communication network;   mapping the ranking rules to the activity data;   in view of the mapping, generating one or more recommendations for improving a campaign's visibility and/or efficiency score on the social network; and   sending the efficiency score of the campaign and the recommendations to a remote computing device.