Website network and advertisement analysis using analytic measurement of online social media content

Abstract

Methods, apparatuses, and computer-readable media for generating a website network graph to model one or more networks of websites relevant to subject matter of interest in a category, wherein generating the website network graph includes performing one or more searches relating to the subject matter of interest in a search engine API using one or more relevant keywords in combination with the subject matter of interest, extracting search results from the one or more searches, and identifying online social media websites with content most relevant to the subject matter of interest based on the website network graph.

1 . A method comprising:
 generating a website network graph to model one or more networks of websites relevant to subject matter of interest in a category, wherein generating the website network graph includes:
 performing one or more searches relating to the subject matter of interest in a search engine application programming interface (API) using one or more relevant keywords in combination with the subject matter of interest; 
 extracting search results from the one or more searches; and 
   identifying online social media websites with content most relevant to the subject matter of interest based on the website network graph.   
     
     
         2 . The method of  claim 1 , wherein the website network graph is generated to model search behaviors of search engine users to determine online social media websites with content relevant to subject matter of interest. 
     
     
         3 . The method of  claim 1 , wherein the most relevant websites include one or more of:
 websites most likely to be reached in online searches for information relating to the subject matter of interest; and   websites where high-affinity social media participants are exchanging opinions and making purchasing decisions; and   
     
     
         4 . The method of  claim 2 , further comprising performing website and link scraping on websites found in search results including:
 entering the websites found in the search results;   following links in each of the websites found in the search results to locate additional websites related to the subject matter of interest in the category; and   compiling a list of websites including the websites found in the search results and the additional websites related to the subject matter.   
     
     
         5 . The method of  claim 4 , wherein the website and link scraping further comprises:
 following additional links in each of the additional websites related to the subject matter in the category to find further additional websites related to the subject matter of interest; and   adding the further additional websites to the list of websites.   
     
     
         6 . The method of  claim 5 , further comprising performing website network processing on the list of websites including:
 determining frequency of occurrence of each website in the list of websites in conjunction with the subject matter of interest in the category;   determining relatedness of each website in the list of websites to the subject matter of interest; and   generating a website network graph to model a website network relating to the subject matter of interest based the frequency of occurrence of each website in the list of websites in conjunction with the subject matter of interest in the category and the relatedness of each website in the list of websites to the subject matter of interest.   
     
     
         7 . The method of  claim 6 , wherein the website network processing further comprises:
 counting website links between the websites that contain conversations relevant to the subject matter of interest to obtain an indication of how strongly each of the websites in the list of websites is interconnected; and   applying a betweenness centrality algorithm on the website network graph to obtain centrality values indicating how strongly connected a given website is to other relevant websites in the website network graph.   
     
     
         8 . A method of  claim 7 , further comprising performing website advertisement network processing to obtain a list of most relevant advertisement networks on which to advertise the subject matter of interest including:
 utilizing link patterns to identify advertisement networks placing advertisements within the websites in the list of websites;   compiling a list of the advertisement networks; and   storing the list of most relevant advertisement networks.   
     
     
         9 . A method for enhancing targeted advertising campaigns comprising:
 retrieving a website network graph stored in a database, the website network graph to model one or more networks of websites relevant to a product or service to be advertised;   identifying online social media websites with content most relevant to the product or service to be advertised based on the website network graph; and   enhancing targeted advertising campaigns based on the most relevant websites.   
     
     
         10 . The method of  claim 9 , wherein the most relevant websites include one or more of:
 websites most likely to be reached in online searches for information relating to the product or service; and   websites where high-affinity social media participants are exchanging opinions and making purchasing decisions regarding the product or service.   
     
     
         11 . The method of  claim 10 , further comprising identifying most relevant advertisement networks associated with the most relevant websites. 
     
     
         12 . An article of manufacture comprising:
 a computer-readable storage medium providing instructions which, when executed by a computer, cause the computer to perform a method, the instructions comprising:
 instructions to generate a website network graph to model one or more networks of websites relevant to subject matter of interest in a category, wherein generating the website network graph includes:
 instructions to perform one or more searches relating to the subject matter of interest in a search engine application programming interface (API) using one or more relevant keywords in combination with the subject matter of interest; 
 instructions to extract search results from the one or more searches; and 
 
 identifying online social media websites with content most relevant to the subject matter of interest based on the website network graph. 
   
     
     
         13 . The article of manufacture of  claim 12 , wherein the website network graph is generated to model search behaviors of search engine users to determine online social media websites with content relevant to subject matter of interest. 
     
     
         14 . The article of manufacture of  claim 12 , wherein the most relevant websites include one or more of:
 websites most likely to be reached in online searches for information relating to the subject matter of interest; and   websites where high-affinity social media participants are exchanging opinions and making purchasing decisions.   
     
     
         15 . The article of manufacture of  claim 13 , further comprising instructions to perform website and link scraping on websites found in search results including:
 instructions to enter the websites found in the search results;   instructions to follow links in each of the websites found in the search results to locate additional websites related to the subject matter of interest in the category; and   instructions to compile a list of websites including the websites found in the search results and the additional websites related to the subject matter.   
     
     
         16 . The article of manufacture of  claim 15 , wherein the website and link scraping further comprises:
 instructions to follow additional links in each of the additional websites related to the subject matter in the category to find further additional websites related to the subject matter of interest; and   instructions to add the further additional websites to the list of websites.   
     
     
         17 . The article of manufacture of  claim 16 , further comprising instructions to perform website network processing on the list of websites including:
 instructions to determine frequency of occurrence of each website in the list of websites in conjunction with the subject matter of interest in the category;   instructions to determine relatedness of each website in the list of websites to the subject matter of interest; and   instructions to generate a website network graph to model a website network relating to the subject matter of interest based the frequency of occurrence of each website in the list of websites in conjunction with the subject matter of interest in the category and the relatedness of each website in the list of websites to the subject matter of interest.   
     
     
         18 . The article of manufacture of  claim 17 , wherein the website network processing further comprises:
 instructions to count website links between the websites that contain conversations relevant to the subject matter of interest to obtain an indication of how strongly each of the websites in the list of websites is interconnected; and   instructions to apply a betweenness centrality algorithm on the website network graph to obtain centrality values indicating how strongly connected a given website is to other relevant websites in the website network graph.   
     
     
         19 . The article of manufacture of  claim 18 , further comprising instructions to perform website advertisement network processing to obtain a list of most relevant advertisement networks on which to advertise the subject matter of interest including:
 instructions to utilize link patterns to identify advertisement networks placing advertisements within the websites in the list of websites;   instructions to compile a list of the advertisement networks; and   instructions to store the list of most relevant advertisement networks.   
     
     
         20 . An article of manufacture comprising:
 a computer-readable storage medium providing instructions which, when executed by a computer, cause the computer to perform a method for enhancing targeted advertising campaigns, the instructions comprising:
 instructions to retrieve a website network graph stored in a database, the website network graph to model one or more networks of websites relevant to a product or service to be advertised; 
 instructions to identify online social media websites with content most relevant to the product or service based on the website network graph; and 
 instructions to enhance targeted advertising campaigns based on the most relevant websites. 
   
     
     
         21 . The article of manufacture of  claim 20 , wherein the most relevant websites include one or more of:
 websites most likely to be reached in online searches for information relating to the product or service; and   websites where high-affinity social media participants are exchanging opinions and making purchasing decisions regarding the product or service.   
     
     
         22 . The article of manufacture of  claim 21 , further comprising identifying most relevant advertisement networks associated with the most relevant websites. 
     
     
         23 . An apparatus comprising:
 a website network graph processing module configured to generate a website network graph to model one or more networks of websites relevant to subject matter of interest in a category; and   a website graph database to store the website network graph.   
     
     
         24 . The apparatus of  claim 23 , further comprising:
 a search queue configured to stage one or more search definitions to perform one or more searches relating to the subject matter of interest in the category;   a search engine application programming interface (API) configured to run one or more searches relating to the subject matter of interest using relevant keywords in combination with the subject matter of interest; and   a website and link scraping module configured to extract search results from the search engine API and compile a list of websites found in the search results.   
     
     
         25 . The apparatus of  claim 24 , wherein the website and link scraping module is further configured to:
 locate additional websites related to the subject matter in the category by following links in each of the websites found in the search results; and   add the additional websites to the list of websites found in the search results.   
     
     
         26 . The apparatus of  claim 25 , further comprising memory to store the list of websites. 
     
     
         27 . The apparatus of  claim 26 , wherein the website network graph processing module is configured to:
 determine frequency of occurrence of each website in the list of websites in conjunction with the subject matter in the category;   determine relatedness of each website found in the list of websites to the subject matter in the category; and   generate a website network graph to model a website network relating to the subject matter in the category.   
     
     
         28 . The apparatus of  claim 23 , wherein the website network graph processing module is configured to determine most relevant websites based on the website network graph. 
     
     
         29 . The apparatus of  claim 28 , wherein the most relevant websites include websites most likely to be reached when running the one or more searches relating to the subject matter of interest. 
     
     
         30 . The apparatus of  claim 23 , further comprising a website advertisement network processing module configured to generate a website advertisement network graph including a list of one or more most relevant advertisement networks for advertising the subject matter of interest.