Presenting supplemental content in context

Abstract

Techniques that may be used for detecting a primary content (e.g., a web page) that the user is viewing and presenting one or more pieces of supplemental content (e.g., social media data) together with the primary content. The supplemental content presented to the user together with the primary content may be content that is matched to the primary content and therefore detected to be relevant to the user. Detection of primary content and matching to supplemental content may be carried out based on a comparison of entities related to the primary and supplemental content. In some embodiments, an analysis of the primary content for entities may include ordering entities according to significance in the primary content and selecting top entities for comparison. Also, in some embodiments, multiple pieces of supplemental content may be displayed to a user categorized based on entity.

1 . A computing system comprising:
 a processor; and   memory that stores instructions that, when executed by the processor, cause the processor to perform acts comprising:
 identifying, in primary content presented on a display to a user, an entity that is referenced in the primary content; 
 responsive to identifying the entity, determining that a social media message posted by a second user also references the entity, wherein the social media message is posted by the second user by way of a social media application; and 
 responsive to determining that the social media message also references the entity, causing the social media message to be displayed concurrently with the primary content on the display, wherein the social media message is caused to be displayed on the display based upon a relationship between the user and the second user in the social media application. 
   
     
     
         2 . The computing system of  claim 1 , the acts further comprising:
 computing a significance score for the entity, wherein the significance score is indicative of a predicted level of interest of the entity to the user, and further wherein the social media message is caused to be displayed on the display based upon the significance score for the entity.   
     
     
         3 . The computing system of  claim 2 , the acts further comprising:
 determining that the significance score exceeds a predefined threshold; and   causing the social media message to be displayed on the display only in response to determining that the significance score exceeds the predefined threshold.   
     
     
         4 . The computing system of  claim 2 , wherein the significance score is based upon a number of social media messages that include the entity, wherein the social media messages are posted by contacts of the user by way of the social media application. 
     
     
         5 . The computing system of  claim 2 , wherein the entity is indicative of a topic of the primary content, and further wherein the significance score is based upon input provided by the user that indicates that the user is interested in the topic. 
     
     
         6 . The computing system of  claim 1 , wherein the social media message is caused to be displayed on the display based upon a number of electronic interactions between the user and the second user by way of the social media application. 
     
     
         7 . The computing system of  claim 1 , wherein the social media message is caused to be displayed on the display further based upon a time when the social media message was posted by the second user by way of the social media application. 
     
     
         8 . The computing system of  claim 1 , wherein the relationship between the user and the second user comprises a degree of trust between the user and the second user, wherein the degree of trust is computed based upon one of explicit input from the user or a number of interactions between the user and the second user by way of the social media application. 
     
     
         9 . The computing system of  claim 1 , wherein the primary content includes several entities that comprise the entity, the acts further comprising:
 ranking the several entities, wherein the entity is a most highly ranked entity from amongst the several entities, and further wherein the social media message is caused to be displayed on the display due to the entity being the most highly ranked entity from amongst the several entities.   
     
     
         10 . The computing system of  claim 1 , wherein the primary content references a second entity, wherein the social media message also references the second entity, and further wherein the social media message is caused to be displayed on the display based upon the social media message referencing both the first entity and the second entity. 
     
     
         11 . A method executed by a processor of a computing system, the method comprising:
 identifying, in primary content presented on a display to a user, an entity that is referenced by the primary content;   responsive to identifying the entity, determining that a social media message posted by a second user also references the entity, wherein the social media message is posted by the second user by way of a social media application; and   responsive to determining that the social media message also references the entity, causing the social media message to be displayed concurrently with the primary content on the display, wherein the social media message is caused to be displayed on the display based upon a relationship between the user and the second user in the social media application.   
     
     
         12 . The method of  claim 11 , further comprising:
 computing a significance score for the entity, wherein the significance score is indicative of a predicted level of interest of the entity to the user, and further wherein the social media message is caused to be displayed on the display based upon the significance score for the entity.   
     
     
         13 . The method of  claim 12 , further comprising:
 determining that the significance score exceeds a predefined threshold; and   causing the social media message to be displayed on the display only in response to determining that the significance score exceeds the predefined threshold.   
     
     
         14 . The method of  claim 12 , wherein the significance score is based upon a number of social media messages that include the entity, wherein the social media messages are posted by contacts of the user by way of the social media application. 
     
     
         15 . The method of  claim 12 , wherein the entity is indicative of a topic of the primary content, and further wherein the significance score is based upon input provided by the user that indicates that the user is interested in the topic. 
     
     
         16 . The method of  claim 11 , comprising:
 causing the social media message to be displayed on the display based upon a number of electronic interactions between the user and the second user by way of the social media application.   
     
     
         17 . The method of  claim 11 , wherein the relationship between the user and the second user comprises a degree of trust between the user and the second user, the method further comprising:
 computing the degree of trust based upon one of explicit input from the user or a number of interactions between the user and the second user by way of the social media application.   
     
     
         18 . A computer-readable storage medium comprising instructions that, when executed by a processor, cause the processor to perform acts comprising:
 identifying, in primary content presented on a display to a user, an entity that is referenced in the primary content;   responsive to identifying the entity, determining that a social media message posted by a second user also references the entity, wherein the social media message is posted by the second user by way of a social media application; and   responsive to determining that the social media message also references the entity, causing the social media message to be displayed concurrently with the primary content on the display, wherein the social media message is caused to be displayed on the display based upon a relationship between the user and the second user in the social media application.   
     
     
         19 . The computer-readable storage medium of  claim 18 , the acts further comprising:
 computing a significance score for the entity, wherein the significance score is indicative of a predicted level of interest of the entity to the user, and further wherein the social media message is caused to be displayed on the display based upon the significance score for the entity.   
     
     
         20 . The computer-readable storage medium of  claim 18 , wherein the social media message is caused to be displayed on the display based upon a number of electronic interactions between the user and the trusted user by way of the social media application.