WO2014059426A2 - Social media management system - Google Patents

Abstract

Methods and systems for managing a plurality of social media accounts associated with an entity. One method includes adding potential contributors for the plurality of social media accounts and authorizing the potential contributor to access at least one of the plurality of social media accounts, wherein the potential contributor accessing the at least one of the plurality of social media accounts without receiving the entity's credentials for the at least one of the plurality of social media accounts. The method also includes displaying selectively content posted by a subscriber to the at least one of the plurality of social media accounts to the potential contributor within a graphical user interface, receiving a response from the potential contributor to the content from the potential contributor within the graphical user interface, and posting selectively the response to the content to the at least one of the plurality of social media accounts.

Description

SOCIAL MEDIA MANAGEMENT SYSTEM

RELATED APPLICATIONS

[0001] This claims priority to U.S. Patent Application No. 61/795,139, filed on October 12, 2012, the entire contents of which are fully incorporated herein by reference.

BACKGROUND

[0002] Embodiments of the present application relate to the field of social media management.

SUMMARY

[0003] In one embodiment, the invention provides a method of managing a plurality of social media accounts associated with an entity. The method includes receiving, by at least one processor, a set of constraints from the entity, the set of constraints defining parameters for selecting potential contributors for the plurality of social media accounts, solving, by the at least one processor, an objective function based on the set of constraints to identify a potential contributor, and authorizing, by the at least one processor, the potential contributor to access at least one of the plurality of social media accounts, wherein the potential contributor accessing the at least one of the plurality of social media accounts without receiving the entity's credentials for the at least one of the plurality of social media accounts. The method also includes displaying, by the at least one processor, content posted by a subscriber to the at least one of the plurality of social media accounts to the potential contributor within a graphical user interface, receiving, by the at least one processor, a response from the potential contributor to the content from the potential contributor within the graphical user interface, and posting the response to the content to the at least one of the plurality of social media accounts.

[0004] Receiving the set of constraints can include receiving a minimum number of potential contributors, receiving a maximum number of potential contributors, receiving a cost associated with a predetermined number of potential contributors, receiving at least one of a maximum number and a minimum number of potential contributors from a particular group, and receiving a maximum cost of a potential contributor. The objective function can be solved using a linear programming solving algorithm and/or an integer solving algorithm. [0005] The method can also include sending an invitation to the potential contributor and receiving, by the at least one processor, an acceptance from the potential contributor to access at least one of the plurality of social media accounts. The invitation can include an email message, a text-based message, and a voice message based on preferences specified by the potential contributor. In addition, the method can include generating, by the at least one processor, a score for the content using natural language processing. Furthermore, the method can include providing at least one report tracking activity of the potential contributor.

[0006] Another embodiment of the invention provides a method of managing a plurality of social media accounts associated with an entity. The method includes receiving, by at least one processor, content posted by a subscriber to at least one of the plurality of social media accounts, generating, by the at least one processor, a first score for the content representing a probability that the content belongs in a first category, generating, by the at least one processor, a second score for the content representing a probability that the content belongs in a second category, and calculating, by the at least one processor, an aggregate score based on the first score and the second score. The method also includes displaying, by the at least one processor, the content to at least one contributor at a position within a list of content based on the aggregate score, receiving, by the at least one processor, a response from the contributor to the content at least one of the plurality of content from the contributor within the graphical user interface, and posting the response to at least one of the plurality of social media accounts.

[0007] Generating the first score can include identifying whether the content includes at least one predetermined keyword associated urgent content, wherein the at least one predetermined keyword includes at least one of "91 1", "SOS", and "help." Generating the first score can also include identifying whether the content includes at least one

predetermined keyword associated with unfavorable content, wherein the at least one keyword includes at least one "©," "terrible," or "rude." The method can also include converting short-hand, abbreviations, or emoticons included in the content to text before generating the first score. Calculating the aggregate score can include assigning a first weight to the first score, assigning a second weight to the second score, and linearly combining the weighted first score and the weighted second score. The method can also include monitoring, by the at least one processor, at least one website not associated with the entity and alerting at least one of the entity and the contributor when the at least one website includes content relating to the entity.

[0008] A further embodiment of the invention provides a system for managing a plurality of social media accounts associated with an entity. The system includes a management computer that includes a memory module, an input/output interface, and a processor. The processor is configured to receive a set of constraints from the entity, the set of constraints defining parameters for selecting potential contributors for the plurality of social media accounts, solve an objective function based on the set of constraints to identify a potential contributor, and authorize the potential contributor to access at least one of the plurality of social media accounts, wherein the potential contributor accesses the at least one of the plurality of social media accounts without receiving the entity's credentials for the at least one of the plurality of social media accounts. The processor is also configured to receive content from a plurality of subscribers posted to the plurality of social media accounts, generate a first score for each content representing a probability that the content belongs in a first category, generate a second score for each content representing a probability that the content belongs in a second category, and calculate an aggregate score based on the first score and the second score. In addition, the processor is configured to order the content based on the aggregate score for each content, display the ordered content to the potential contributor, receive a response from the potential contributor based on the ordered content within the graphical user interface, and post the response to at least one of the plurality of social media accounts.

[0009] Embodiments of the invention also provide non-transitory computer-readable medium including executable instructions for managing at least one social media account associated with an entity. The medium including instructions for receiving a set of constraints from the entity, the set of constraints defining parameters for selecting potential contributors for the plurality of social media accounts, solving an objective function based on the set of constraints to identify a potential contributor, and authorizing the potential contributor to access at least one of the plurality of social media accounts, wherein the potential contributor accesses the at least one of the plurality of social media accounts without receiving the entity's credentials for the at least one of the plurality of social media accounts. The medium also includes instructions for receiving content from a plurality of subscribers posted to the plurality of social media accounts, generating a first score for each content representing a probability that the content belongs in a first category, generating a second score for each content representing a probability that the content belongs in a second category, and calculating an aggregate score based on the first score and the second score. In addition, the medium includes instructions for ordering the content based on the aggregate score for each content, displaying the ordered content to the potential contributor, receiving a response from the potential contributor based on the ordered content within the graphical user interface, and posting the response to at least one of the plurality of social media accounts.

[0010] An embodiment of the invention also provides a method of managing a plurality of social media accounts associated with an entity. The method includes adding potential contributors for the plurality of social media accounts and authorizing, by the at least one processor, the potential contributor to access at least one of the plurality of social media accounts, wherein the potential contributor accessing the at least one of the plurality of social media accounts without receiving the entity's credentials for the at least one of the plurality of social media accounts. In addition, the method includes displaying selectively, by the at least one processor, content posted by a subscriber to the at least one of the plurality of social media accounts to the potential contributor within a graphical user interface, receiving, by the at least one processor, a response from the potential contributor to the content from the potential contributor within the graphical user interface, and posting selectively the response to the content to the at least one of the plurality of social media accounts.

[0011] Selecting potential contributors can include receiving, by at least one processor, an objective function which describes mathematically a combination of a set of decision variables and parameters, wherein the objective function is to be either minimized or maximized, receiving, by at least one processor, a set of constraints described mathematically in terms of at least one or more decision variables, solving, by at least one processor, the optimization problem defined by the objective function and the constraints, and adding the potential contributors, based on the solution to the optimization problem. Receiving the set of constraints includes receiving at least one of a minimum number and a maximum number of potential contributors, receiving at least one of a maximum number and a minimum number of potential contributors from a particular group, and receiving a maximum cost for one or more potential contributors. Solving the optimization problem includes solving the optimization problem using a mathematical programming algorithm. The optimization problem can be solved repeatedly in order to capture changing conditions. [0012] The method can also include sending an invitation to the potential contributor and receiving, by the at least one processor, an acceptance from the potential contributor to access at least one of the plurality of social media accounts. Sending the invitation to the potential contributor can include sending at least one of an email message, a text message, a voice message, and a custom-application message to the potential contributor based on at least one preference specified by the potential contributor.

[0013] The method can also include generating, by the at least one processor, a score for the content. The score can be generated using natural language processing. The method can also include providing at least one report tracking activity of the potential contributor.

[0014] Another embodiment of the invention provides a method of managing a plurality of social media accounts associated with an entity. The method includes receiving, by at least one processor, content posted by a subscriber to at least one of the plurality of social media accounts, generating, by the at least one processor, one or more scores for one or more categories representing the probability the content belongs to the category, and calculating, by the at least one processor, an aggregate score based on the one or more scores. The method also includes displaying selectively, by the at least one processor, the content to at least one contributor at a position within a list of content based on the aggregate score.

[0015] The method can further include receiving, by the at least one processor, a response from the contributor to the content at least one of the plurality of content from the contributor within the graphical user interface and posting the response to at least one of the plurality of social media accounts. Generating a score can include identifying whether the content includes at least one predetermined keyword associated with a category. The method can also include converting short-hand, abbreviations, or emoticons included in the content to text before generating a score. Furthermore, calculating the aggregate score can include a weighted linear combination of individual scores.

[0016] The method can also include monitoring, by the at least one processor, at least one web resource not associated with the entity and alerting at least one of the entity and the contributor when the at least one web resource includes content relating to the entity.

[0017] Further embodiments of the invention provide a system for managing a plurality of social media accounts associated with an entity. The system includes a management computer including a memory module, an input/output interface, and a processor. The processor is configured to add potential contributors to at least one of plurality of social media accounts, solve an optimization problem consisting of an objective function, to be either minimized or maximized, and a set of constraints that mathematically describe an entity's criteria and constraints for selecting contributors, based on the set of constraints to identify a potential contributor, and authorize the potential contributor to access at least one of the plurality of social media accounts, wherein the potential contributor accesses the at least one of the plurality of social media accounts without receiving the entity's credentials for the at least one of the plurality of social media accounts. The processor is also configured to receive content from a plurality of subscribers posted to the plurality of social media accounts, generate an aggregate score for each content based on one or more scores representing a probability that the content belongs in one or more categories, order the content based on the aggregate score for each content, display selectively ordered content to the potential contributor, receive a response from the potential contributor based on the ordered content within the graphical user interface, and post selectively the response to at least one of the plurality of social media accounts.

[0018] Yet another embodiment of the invention provides non-transitory computer- readable medium that includes executable instructions for managing at least one social media account associated with an entity. The medium includes instructions for adding potential contributors to at least one of plurality of social media accounts, solving an optimization problem consisting of an objective function, to be either minimized or maximized, and a set of constraints that mathematically describe an entity's criteria and constraints for selecting contributors, based on the set of constraints to identify a potential contributor, and authorizing the potential contributor to access at least one of the plurality of social media accounts, wherein the potential contributor accesses the at least one of the plurality of social media accounts without receiving the entity's credentials for the at least one of the plurality of social media accounts. The medium also includes instructions for receiving content from a plurality of subscribers posted to the plurality of social media accounts, generating an aggregate score for each content based on one or more scores representing a probability that the content belongs in one or more categories, ordering the content based on the aggregate score for each content, displaying selectively ordered content to the potential contributor, receiving a response from the potential contributor based on the ordered content within the graphical user interface, and posting selectively the response to at least one of the plurality of social media accounts.

[0019] Other aspects of the invention will become apparent by consideration of the detailed description and accompanying drawings.

BRIEF DESCRIPTION OF THE DRAWINGS

[0020] FIG. 1A illustrates a social media management system according to an embodiment of the invention.

[0021] FIG. IB illustrates a management computer of the system of FIG. 1A.

[0022] FIG. 1C illustrates a user computer of the system of FIG. 1A.

[0023] FIG. 2 schematically illustrates a social media management control application of the system of FIG. 1A.

[0024] FIG. 3 schematically illustrates the social media management system of FIG. 1A.

[0025] FIG. 4 schematically illustrates an objective function performed by the control application of FIG. 2.

[0026] FIG. 5 illustrates a content processing module of the control application of FIG. 2, in the case of the content being text-based messages.

[0027] FIGS. 6-7 schematically illustrate the content processing module of the control application of FIG. 2, in the case of the content being text-based messages.

[0028] FIG. 8 is a flowchart illustrating operation of the system of FIG. 1A.

[0029] FIG. 9 schematically illustrates a social media management system according to a second embodiment of the invention.

[0030] FIG. 10 schematically illustrates a social media management control application of the system of FIG. 9.

[0031] FIGS. 11-12 schematically illustrate a content processing module of the control application of FIG. 10. [0032] FIG. 13 schematically illustrates a social media management system according to a third embodiment of the invention.

[0033] FIG. 14 schematically illustrates a social media management control application of the system of FIG. 13.

[0034] FIG. 15 schematically illustrates a content processing module of the control application of FIG. 14.

[0035] FIG. 16 schematically illustrates a web-browser view for a contributor to an emergency operation center.

[0036] FIG. 17 schematically illustrates a web-browser view for a member of an emergency operation center staff.

[0037] FIG. 18 illustrates a flowchart for an escalation attempt made by a contributor to an emergency operation center staff member.

[0038] FIG. 19 illustrates a flowchart for an emergency operation center staff member to hand a conversation with a subscriber back to a contributor.

DETAILED DESCRIPTION

[0039] Before any embodiments of the invention are explained in detail, it is to be understood that the invention is not limited in its application to the details of construction and the arrangement of components set forth in the following description or illustrated in the following drawings. The invention is capable of other embodiments and of being practiced or of being carried out in various ways. Also, it is to be understood that the phraseology and terminology used herein are for the purpose of description and should not be regarded as limiting. The use of "including," "comprising," or "having" and variations thereof herein are meant to encompass the items listed thereafter and equivalents thereof as well as additional items. Unless specified or limited otherwise, the terms "mounted," "connected,"

"supported," and "coupled" and variations thereof are used broadly and encompass both direct and indirect mountings, connections, supports, and couplings.

[0040] In addition, it should be understood that embodiments of the invention may include hardware, software, and electronic components or modules that, for purposes of discussion, may be illustrated and described as if the majority of the components were implemented solely in hardware. However, one of ordinary skill in the art, and based on a reading of this detailed description, would recognize that, in at least one embodiment, the electronic -based aspects of the invention may be implemented in software (e.g., stored on non-transitory computer-readable medium). As such, it should be noted that a plurality of hardware and software based devices, as well as a plurality of different structural components may be utilized to implement the invention. Furthermore, and as described in subsequent paragraphs, the specific mechanical configurations illustrated in the drawings are intended to exemplify embodiments of the invention and that other alternative mechanical configurations are possible.

[0041] As noted above, embodiments of the present application provide computer- implemented methods and systems for managing social media accounts. Although different embodiments of such systems and methods are described herein, it should be understood that the different embodiments may be configured separately or in various combinations (e.g., to reduce operational costs, manage access control, enforce organizational policies, and increase efficiency of social media communication while minimizing inaccuracy and cost).

Embodiments of the invention may also be integrated with existing and allied systems, such as customer relationship systems, training systems, emergency response systems, marketing systems, and other systems commonly used to manage social media accounts.

[0042] FIG. 1A illustrates a social media management system 10 for managing one or more social media accounts according to one embodiment of the invention. It should be understood that the system 10 can include additional or fewer components than those illustrated in FIG. 1A in other configurations. The system 10 illustrated in FIG. 1A illustrates only one possible configuration. The system 10 includes a management server or computer 12. FIG. IB schematically illustrates the management computer 12 according to one embodiment of the invention. It should be understood that FIG. IB illustrates only one example of components of the management computer 12 and that other configurations are possible. As shown in FIG. IB, the management computer 12 includes a processor 12a, a memory module 12b including computer-readable medium, and an input/output interface 12c. The processor 12a, memory module 12b, and input/output interface 12c are connected by one or more connections, such as a system bus. It should be understood that although only one processor 12a, memory module 12b, and input/output interface 12c are illustrated in FIG. IB, the management computer 12 can include multiple processors 12a, memory modules 12b, and input/output interfaces 12c.

[0043] The processor 12a retrieves and executes instructions stored in the memory module 12b. The processor 12a can also store data to the memory module 12b. The memory module 12b can include non-transitory computer readable medium and can include volatile memory, non- volatile memory, or a combination thereof. As illustrated in FIG. IB, the input/output interface 12c can exchange information with one or more external devices or systems. For example, as illustrated in FIG. 1A, the external devices can include one or more a user devices 16. For example, in some embodiments, the management computer 12 communicates with one or more user devices 16 over a wired or wireless TCP/IP, LAN or WAN connection. The management computer 12 can also communicate with one or more other servers or computing devices that operate (e.g., directly or indirectly) or are associated with social media platforms, such as Facebook, Twitter, Google +, Linkedln, Instagram, Pinterest (e.g., over a wired or wireless TCP/IP connection). For example, the management computer 12 can communicate with an authentication server associated with one or more social media platforms. Also, in some embodiments, the management computer 12 can also operate one or more social media platforms.

[0044] The user devices 16 can include portable computing devices, such as a tablet computer, a laptop computer, a smartphone, or a smartwatch. However, it should be understood that the user device 16 can include any type of computing device that can communicate with the management computer 12. FIG. 1C schematically illustrates a user device 16 according to one embodiment of the invention. It should be understood that FIG. 1C illustrates only one example of components of a user device 16 and that other configurations are possible. As shown in FIG. 1C, the user device 16 includes a processor 16a, a memory module 16b including computer-readable medium, and an input/output interface 16c. The user device 16 also includes a display (see FIG. 1A). The processor 16a, memory module 16b, and input/output interface 16c are connected by one or more connections, such as a system bus. It should be understood that although only one processor 16a, memory module 16b, and input/output interface 16c are illustrated in FIG. 1C, the user device 16 can include multiple processors 16a, memory modules 16b, and input/output interfaces 16c. [0045] The processor 16a retrieves and executes instructions stored in the memory module 16b. The processor 16a can also store data to the memory module 16b. The memory module 16b can include non-transitory computer readable medium and can include volatile memory, non- volatile memory, or a combination thereof. As illustrated in FIG. 1 C, the input/output interface 16c can exchange information with one or more external devices or systems. For example, as noted above, user devices 16 can communicate with the management computer 12, such as over a wired or wireless TCP/IP, LAN, or WAN connection.

[0046] The management computer 12 and the user devices 16 are used to manage one or more social media accounts. Managing one or more social media accounts can include placing new content on asocial media account, posting content from others on the social media account, monitoring content from others associated with the social media account, responding to content from others posted on the social media account, and performing other tasks. For example, the memory module 12b of the management computer 12 stores a social media management control application 20 executable by the processor 12a. Users can use a user device 16 to communicate with the application 20. For example, the application 20 can be configured to generate one or more user interfaces that a user device 16 can access (e.g., over a TCP/IP connection) and display to a user on the display of the user device 16. As used herein, the term "content" includes text-based messages, graphics, animations, video, images, sound, emoticons, and any other form of communication.

[0047] It should be understood that the management computer 12 can be a cloud configuration that hosts the application 20. Also, to communicate with the application 20, the user device 16 can use a standard browser application. In other embodiments, the user device 16 stores a companion application that allows the user device 16 to communicate with the management computer 12 and the application 20. For example, some of the functionality performed by the output module 32, described below, can be performed by a companion application executed by the user device 16. Furthermore, in some embodiments, the management computer 12 and the user device 16 are the same device, wherein the application 20 is a standalone application installed on a single computing device. Accordingly, the system 10 can be configured in at least one of several forms including, but not limited to, a web-server application; a web-service application; a software application on a personal computer or a workstation computer; a software application on a mobile device; and any combination and/or permutation of those forms.

[0048] FIG. 2 schematically illustrates the social media management control application 20. The application 20 includes a staff augmentation module 22, an authentication and authorization module 24 (referred to herein as the authentication module 24), a content processing module 26, a social media interaction module 28, an input module 30, and an output module 32. It should be understood that the application 20 can include different modules or code functionality than those illustrated in FIG. 2. Furthermore, the modules and associated functionality can be combined and distributed in more or fewer modules. The functionality of these modules is described in more detail below. Also, the modules and associated functionality can be combined within and distributed across in more or fewer devices.

[0049] As illustrated in FIG. 3, the social media management system 10 is used by an entity 34 having one or more social media accounts on one or more social media platforms 36. The entity 34 may be an individual, a government agency, a public safety agency, a for- profit business, a non-profit organization, a student club, or other individual or group of individuals who have one or more social media accounts. Individuals associated with the entity (e.g., employees, independent contractors, volunteers, etc.) and contributing to the entity social media accounts are henceforth referred to as social media ("SM") contributors 38 (henceforth referred to interchangeably as social media contributors and contributors). It should be understood that contributors 38 can also include automated processes (e.g., an application configured to automatically repost relevant news obtained from various sources). Social media platforms 36 can include Facebook, Twitter, Google +, Linkedln, Instagram, Pinterest, and other social media platforms that allow an entity to communicate with a group of people.

[0050] Subscribers 40 are individuals or groups of individuals that have access to one or more of the entity's social media accounts and, therefore, can receive content posted by the entity 34 or contributors 38 associated with the entity 34 on those accounts. In some embodiments, a subscriber 40 can also post content on social media accounts of the entity 34 that a subscriber 40 has access to. The input module 30 of the application 20 executed by the management computer 12 can be configured to receive content posted by subscribers 40 through the social media interaction module 28. In particular, subscribers 40 post content to social media platforms and the social media interaction module 28 obtains or retrieves the content (or a portion thereof). The social media interaction module 28 forwards the content (or a portion thereof) to the input module 30 and the input module 30 forwards the content (or a portion thereof) to the output module 32. The output module provides a graphical user interface that the entity 34 or contributors 38 associated with the entity 34 can access to view and respond to posted content. The output module 32 also provides information to the entity 34 regarding activity to and from subscribers 40.

[0051] As described above, in situations in which the entity's social media accounts generate large volumes of data (e.g., large volume of content from subscribers 40), the entity 34 may not have enough resources (e.g., personnel) to attend to all of the social media activity. In these situations, the staff augmentation module 22 can be configured to automatically increase staff (e.g., social media contributors 38). For example, as illustrated in FIG. 4, the staff augmentation module 22 solves an optimization problem 41 that includes an objective function 42 that mathematically combines different parameters and decision variables relevant to specific implementations. The staff augmentation module 22 uses a mathematical algorithm to solve the objective function 42 according to constraints 44. The parameters and decision variables described by the objective function 42 can include numbers of potential contributors from different groups, cost, quality of service, time to deliver service, efficiency, revenue, and other factors that influence decisions regarding staff utilization. The solution to the objective function 42 generated by the staff augmentation module 22 provides, in some embodiments, combinations of potential contributors who could be added to the entity 34, at least temporarily, to manage the social media activity for the entity 34.

[0052] In some embodiments, the staff augmentation module 22 solves the objective function 42 approximately continuously such that, if at any given point in time the solution for the objective function changes (e.g., due to updated information) and a change in personnel (e.g., an increase or decrease of personnel) is suggested, the social media management control application 20 can attempt to allocate the appropriate resources.

[0053] The optimization problem 41 may be modified by the entity 34. For example, the application 20 (or, in particular, the staff augmentation module 22) can be configured to provide a user interface to the entity 34 (e.g., on a user device 16) where the entity 34 can modify the objective function 42 and associated constraints 44. In some embodiments, the application 20 allows an entity 34 to change the objective function 42 and associated constraints 44 depending on changing priorities. For example, during particular times of year, a priority of the entity 34 might be time to deliver service rather than cost. In other times of the year, a priority of the entity 34 may be revenue rather than time to deliver service.

[0054] Once the objective function 42 has been solved, the social media management control application 20 automatically sends specific potential contributors, as determined by the solution to the optimization problem 41, invitations to collaborate on one or more entity social media accounts. The potential contributors may then accept the invitation to collaborate with the entity 34 and become social media contributors 38 for the entity 34. The added contributors can be located in a different geographical location than the entity 34 and can use a user device 16 as described above to connect to the management computer 12.

[0055] In one embodiment, the invitation to potential contributors is sent via phone call, voice message, e-mail, SMS text message, different notification software on a personal computer or mobile device including custom-built software, or other communication means that can communicate with people in distinct geographic locations. In some embodiments, the potential contributors determine, before the invitation is sent, the preferred method of contact. For example, a potential contributor may prefer to receive an email, while another potential contributor may prefer to receive a text message. When the potential contributor accepts the invitation, he/she/it is granted access to one or more social media account of the entity 34.

[0056] For example, the authentication module 24 included in the application 20 authenticates users accessing the management computer 12. In some embodiments, the authentication module 24 authenticates a user's identity by requesting identifying information from the user and issuing the user credentials for accessing the management computer 12. In other embodiments, the authentication module 24 authenticates users based on users' credentials with a social media provider (e.g., by allowing a user to select a "Connect with Twitter" or similar button for a different social media platform). In these embodiments, the authentication module 24 requests that the provider of the social media platform confirm the user's identity (authenticate the user) using, for example, OAuth. [0057] OAuth is an open standard for authorization that provides a process for a user of a service (e.g., a social media platform) to authorize other parties to access the user's resources within the service without requiring the user to share his/her credentials (e.g., a username and password pair) with the other parties.

[0058] Therefore, OAuth allows the entity 34 to grant the application 20 partial or complete access to private resources (i.e., the entity's social media accounts) without sharing the entity's credentials (i.e., the entity's username and password) for the entity's social media accounts. The application 20 in turn can use its granted access to provide contributors 38 access to the entity's social media accounts, by acting as a proxy between the contributors 38 and the entity's social media accounts.

[0059] For example, once a contributor 38 is logged into the social media management application 20, the application 20 acts as an intelligent proxy between the contributors 38 and the entity's social media accounts. In some embodiments, the application 20 re-presents content from the entity's social media accounts to contributors 38 within a custom graphical user interface. The application 20 can restrict the actions the contributors 38 can perform related to a social media account. In particular, a first contributor 38 may be authorized to post text-based messages, images, or videos, and a second contributor 38 may be authorized to post text-based messages, images, and videos only on particular social media accounts. Similarly, a third contributor 38 may only be authorized to read the content of the entity's social media accounts.

[0060] In some embodiments, the entity 34 can change the access rights granted to contributors 38. The entity 34 can manually change access rights to manually add a new contributor 38 or to manually withdraw an existing contributor 38. In some embodiments, a contributor 38 can also or alternatively be granted the right to manually add or withdraw other contributors 38.

[0061] As noted above, content from subscribers 40 to an entity's social media account are received by the input module 30 of the application 20 (e.g., via the social media interaction module 28 and/or from other sources). The input module 30 communicates with the content processing module 26. In particular, once the content is received, the content is processed by the content processing module 26. Depending on a specific implementation, the subscribers 40 communicate with the entity 34 regarding different topics. Also depending on the specific implementation, the contributors 38 respond differently to content from subscribers 40. For example, as noted above, the system 10 can be used to as part of an emergency response system. However, the system 10 can also be used as part of a business' marketing operation (e.g., a marketing campaign).

[0062] In some embodiments, the content processing module 26 processes content received from subscribers 40 to highlight higher-priority content. For example, the content processing module 26 can be configured to perform natural language processing to prioritize different types of content from subscribers 40. FIG. 5 illustrates one embodiment in which the content processing module 26 reorders content from subscribers 40 to place higher- priority content before lower-priority content. The content processing module 26 can be configured to distinguish subscriber content as lower-priority or higher-priority based on a categorization scheme, as shown in FIG. 5. The content processing module 26 can also be configured to score subscriber content according to one or more categories, as shown in FIG. 6.

[0063] FIG. 6 schematically illustrates a priority scoring algorithm performed by the content processing module 26 that includes support vector machines (SVMs) 46. SVMs 46 are supervised learning modules with associated learning algorithms that analyze data and recognize patterns that can be used for classification and regression analysis. SVMs 46 receive a set of training examples 48, where each example, is marked as belonging to one of two or more categories. The SVM 46 executes a training algorithm using the training examples 48 to build a model that assigns examples 48 to a particular category. For example, an SVM model 50 is a representation of the examples 48 as points in space, mapped so that the examples 48 of the separate categories are divided by a clear gap, the classification boundary. After the model 50 is built, the SVMs 46 receive input (i.e., content) and predict a proper classification for the input based on the model 50. In one embodiment, the SVMs 46 maximize a distance between input and a classification boundary. The wider the

classification boundary is, the more accurate the SVMs classifications are. In other words, an SVM 46 can be configured to construct a hyperplane or set of hyperplanes in a high- or infinite-dimensional space, which can be used for classification, regression, or other tasks. Additionally, the SVMs 46 can be configured to assign an input (i.e., content) a score (e.g., a probability between 0 and 1) that reflects the certainty that the input belongs in a particular category. [0064] In particular, as illustrated in FIG. 6, the SVMs 46 can be configured to produce a score for content posted by a subscriber 40 (e.g., an incoming message) that represents a probability that the content belongs in a particular category. The categories may include an "inquiry" category, an "unfavorable opinion/review" category, and any other category that is of interest to the entity 34. Each of the categories is associated with a category scoring unit 52. For example, for a first category, a first category scoring unit 52a scores content posted by a subscriber 40. Similarly, for a second category, a second category scoring unit 52b scores the content. The first category scoring unit 52a may output a priority score, SI, between 0 and 1, although other ranges are also possible. The score reflects the certainty that the content belongs in the first category. In general, the higher the score, the more likely the content belongs in the first category. For example, in some embodiments, the score can be issued on a sliding scale where a score of zero denotes certainty that the content does not belong in the first category and a score of one denotes certainty that the content belongs in the first category. The second category scoring unit 52b also outputs a priority score, S2, between 0 and 1 (although other ranges are also possible). The score represents the probability that the content belongs in the second category. As noted above, in general, the higher the score, the more likely the content belongs in the second category. For example, in some embodiments, the score is issued on a sliding scale between zero and one where a score of zero denotes certainty that the content does not belong in the second category and a score of one denotes certainty that the content belongs in the second category. The scores from the scoring units are combined to form an aggregate score S. For example, the output from the first category scoring unit 52a and the output from the second category scoring unit 52b are combined to generate an aggregate score S. In one embodiment, the outputs from the scoring units can be linearly combined using weights wl and w2 to create the aggregate score S. In some embodiments, weights wl and w2 are both between 0 and 1 and their sum is 1. If more than two categories are used, more category scoring units and more associated weights, w, can be added.

[0065] As illustrated in FIG. 7, the content processing module 26 can be configured to recognize agreed-upon keywords when scoring an incoming message. For example, if content includes the text "#?," the content processing module 26 can be configured to assign the content a predetermined score (e.g., 1) for at least one category (e.g., the inquiry category). As illustrated in FIG. 7, the content processing module 26 can also be configured to inflate common short-hand notations and informal abbreviations to facilitate natural language processing (e.g., before sending content to a category scoring unit). For example, the text "18" may be inflated to the text "late." The inflation of abbreviations allows the application 20 to cope with changing language used in many social platforms. In one embodiment, one or more selected contributors 38 are granted rights to add, delete, or change abbreviations and words that are inflated by the content processing module to customize the application 20 to specific entities 34 and subscribers 40.

[0066] The content processing module 26 can use the aggregate score S described above to reorder content according to priority scores. For example, in one embodiment, the content processing module 26 reorders content from subscribers 40 to display a list of content in decreasing priority order. Thus, the higher-priority content is displayed before the lower- priority content, such that the contributors 38 are able to respond to higher-priority content more promptly.

[0067] In other embodiments, the content processing module 26 includes other methods for processing content received from subscribers 40. For example, the content processing module 26 may implement Hidden Markov Models or other natural language processing algorithms to better decipher content from subscribers 40.

[0068] After content from subscribers 40 has been processed by the content processing module 26, contributors 38 may respond to specific content depending on the content. In some embodiments, subscriber content is presented to particular contributors 38 based on various parameters. For example, content from subscribers can be presented to contributors 38 based on the geographic location of the subscriber 40, the geographic location of the contributor 38, etc. Also, in some embodiments, a sequence of messages from a particular subscriber 40 is presented to a particular contributor 38 (e.g., to maintain continuity of a discussion).

[0069] The entity 34 may also decide to use the entity's social media accounts to post content communicating a particular event or piece of information to subscribers 40. For example, as described above, the social media interaction module 28 serves as a gateway between the social media platforms 36 and the management computer 12. In particular, the module 28 guides and/or shapes the interaction between contributors 38 and subscribers 40. In particular, the social media interaction module 28 can be configured to control content posted on the entity's social media accounts. The social media interaction module 28 can filter content received from subscribers 40 according to specified criteria, can filter content generated by contributors 38 according to specified criteria, can control when content from subscribers is presented to contributors, can control when content from contributors 38 gets posted to the social media platform 36, etc. For example, a contributor 38 can specify that at 7:00 AM (EST) on Monday, October 07, 2013 content that includes the text "Remember to come to City Hall to pick up food baskets today" gets posted on the entity's Facebook and Twitter accounts, but not on the entity Linkedln account. Thus, it is not necessary for the contributor 38 to remember to post the content on Monday morning. The social media interaction module 28 can also reorder the sequence of either content received from the social media platform 36 or content created by a contributor 38.

[0070] The social media interaction module 28 can also be configured to track the activity on other websites separate from the entity social media accounts. When the social media interaction module 28 detects information about the entity 34 in another website, a notification is sent via the output module 32 to the entity 34 and/or the contributors 38. The entity 34 and/or contributors 38 may then respond to content regarding the detected information about the entity 34.

[0071] In some situations, a particular contributor 38 may not know how to respond to subscriber content. In these situations, the social media management control application 20 can be configured to allow the contributor 38 to escalate the subscriber content to a different contributor 38 or the entity 34, who may have a better idea of how to respond to subscriber content.

[0072] The output module 32 generates a graphical user interface for a contributor 38 that the contributor 38 can use to navigate the entity's social media accounts, receive content, create content, communicate with other contributors 38, and communicate with the entity 34. The graphical user interface can also display what entity social media accounts a particular contributor 38 has access to and what contributions he/she may make on those particular entity social media accounts.

[0073] The output module 32 also allows an entity 34 to analyze past use of the entity's social media accounts and contributions from contributors 38. For example, the output module 32 can be configured to generate reports based on content from subscribers 40, activity by subscribers 40, content from contributors 38, activity by contributors 38, activity on various entity social media accounts, activity related to the entity on other websites not related to the entity social media accounts, or other parameters useful for managing social media accounts. To generate the reports, the output module 32 retrieves information stored in the memory module 12b of the management computer 12. The information stored in the memory module 12b can include content created by each contributor 38, activity by subscribers 40, activity by contributors 38, activity related to the entity on external websites, and other parameters useful in managing social media accounts.

[0074] FIG. 8 is a flowchart illustrating operation of the social media management system 10 according to one embodiment of the invention. It should be understood that all of the functionality illustrated in FIG. 8 is not required, and that the functionality illustrated in FIG. 8 can be performed individually or in combinations in various configurations. As illustrated in FIG. 8, a set of constraints is defined by the entity 34 (at block 56). The set of constraints may differ for different entities 34 and at different times for the same entity 34 depending on changing priorities of the entity 34. The entity 34 can define the constraints through a user interface generated by the application 20. Once the set of constraints is set, the objective function 42 is solved by the staff augmentation module 22 (at block 58) and a possible solution is presented indicating how many additional contributors 38 should be recruited and granted access to the entity's social media accounts. The specified contributors 38 (if they accept the invitation) are then granted access (at block 60) as determined by the authentication module 24. Since each contributor 38 may be adding different content to the social media accounts, the authentication module 24 can be configured to grant each contributor 38 a different type of access (at block 62). The type of access may be based on the number of social media accounts the contributor 38 has access to, the type of content that the contributor 38 may post on particular social media accounts, etc. In some embodiments, one or more contributors 38 may be granted full access to one or more of the entity's social media accounts.

[0075] Content from subscribers 40 are received by the input module 30 of the application 20 (at block 64) (through the social media interaction module 28). The content processing module 26 processes the content to score the content for one or more categories (at block 66). After the content is scored, the content can be prioritized as described above. The output module 32 can display the prioritized content as part of a graphical user interface accessible by a contributor 38 using a user device 16 (at block 68). The contributors 38 may decide if they need to respond to particular subscriber content or if they need to post general content visible to all the subscribers 40 (at block 70). The contributor 38 can use a graphical user interface (e.g., provided by the output module 32) to respond to a particular subscriber content or post general content. Content generated by a contributor 38 is communicated to one or more social media platforms by the social media interaction module 28.

[0076] For example, through a graphical user interface generated by the output module 32, which is accessible by a contributor 38 on a user device 16, the contributor 38 can determine when and on what social media accounts to post content (at block 72). The entity 34 and/or contributors 38 associated with the entity can also use the graphical user interface to access information saved on the management computer 12. In particular, the entity 34 and/or contributors 38 can create reports based on different information saved on the management computer 12 (at block 74). For example, the entity 34 may want to create a report based on the content posted by all or a subset of contributors 38 during a particular time period (e.g., a particular day, or a particular month). The entity 34 can analyze the reports and adopt strategies that help the entity 34 more efficiently manage the entity's social media accounts.

[0077] In some embodiments, the social media management control application performs additional functions including: ensuring that content from a contributor placed on a social media account conforms to restrictions of the social media account's social media platform; ensuring that content from a contributor placed on a social media account conforms to restrictions of the entity; ensuring that a subscriber does not wait too long for a response from a contributor by redirecting the subscriber to another contributor; allowing indicators to identify the individual contributor to subscribers; providing metrics that quantify the "buzz" related to the entity on various social media accounts; providing metrics that quantify the "buzz" related to the entity on various websites; identifying content related to the entity on websites not owned by the entity; identifying content related to the entity on social media accounts not owned by the entity; enabling contributors to conduct activities on behalf of the entity on websites not owned by the entity; enabling contributors to conduct activities on behalf of an entity on social media accounts not owned by the entity; allowing the entity to provide feedback to contributors; and allowing the entity to respond to content from subscribers. [0078] FIG. 9 illustrates a social media management system 110 specialized for an emergency operation center 134. The social media management system 1 10 includes similar components as the social media management system 10 and performs similar functionality of the social media management system 10 as described above. The emergency operation center 134 is, for example, a government agency that aids residents of areas affected by natural disasters. It should be understood that the emergency operation center 134 can be a national emergency management agency (e.g., FEMA) or local jurisdictional emergency management units. The center 134 has one or more social media accounts to keep subscribers 140 (e.g., residents, concerned citizens, and concerned media outlets) informed about emergency alerts and warnings, financial help, shelter places, weather alerts, and other information pertinent to individuals or entities in an area affected by a natural disaster. When a disaster affects a particular area, the staff of an emergency operation center 134 assigned to that particular area begins to organize response efforts and help for those affected by the disaster. During and after the disaster, the number of messages sent from subscribers 140 to the social media accounts of the emergency operation center increases significantly. Subscribers 140 may send several types of messages including messages that provide situational information, messages that request assistance, messages that request information about how to respond, and any other type of messages related to the disaster. The increase in number of messages from subscribers 140 during and after a disaster can be overwhelming for the staff of the emergency operation center 134.

[0079] The emergency operation center 134 can temporarily augment its staff for the purposes of processing messages sent from subscribers 140, by temporarily adding contributors 138. The staff augmentation module 122 of the social media management control application 120 determines who may be able to help. For example, off-duty emergency responders, other public safety professionals, public safety students in training, and trusted civilian volunteers may all be considered to increase the number of people responding to the emergency. The additional staff may help to manage a large portion of the social media traffic for the emergency operation center so that the staff of the emergency operation center 134 can devote more of their resources to responding to the disaster e.g., assisting those needing aid.

[0080] The objective function 42 included in the staff augmentation module 122 helps determine optimal selections of people to help the emergency operation center 134. In particular, the optimization problem 41 for the emergency operation center 134 can help determine optimal combinations of groups of people (e.g., other public safety professionals, public safety students in training, etc.). For example, the objective function 42 to be minimized by the optimization problem is illustrated Equation 1 below:

Q ·¾¾ 4·'*· Φ Equation 1 where k is the number of groups from which additional contributors 138 could be obtained, Ni is the number of potential contributors for Group i, and ci is the cost of each contributor from Group i. For example, for Group 1 (e.g., other public safety professionals), Nl is the number of contributors from Group 1, and cl is the cost associated with each contributor from Group 1. The objective function 42 as shown in Equation 1 reflects the total cost in terms of each group's cost per contributor 138 and the number of contributors 138 from each group.

[0081] The objective function as shown in Equation 1 can be subject to the following first set of constraints 44:

where the a's represent a minimum number of contributors 138 from one or more groups. For example, the first constraint in the first set of constraints reflects that the emergency operation center 134 may want a minimum number of contributors 138 from one particular group (e.g., Group 1). The emergency operation center 134 may also want to have a minimum collective number of contributors 138 from two or more groups as illustrated by the second and last constraints in the first set of constraints.

[0082] The objective function 42 can also be subject to the following second set of constraints 44: ¾ 3 ¾

.¾≥® -i_f is where βί is the maximum number of potential contributors from Group i. The second set of constraints 44 reflects that the emergency operation center 134 cannot exceed a maximum number of potential contributors from each group. For example, from Group 1 (e.g., other public safety professionals) there are five (β=5) people who could potentially help the emergency operation center. By indicating that l should be less than β ΐ, the solution for the objective function 42 cannot indicate that six other public safety professionals should help the emergency operation center 134.

[0083] The objective function 42 in Equation 1 and its associated constraints 44 form an integer programming problem with a special structure that allows the problem to be solved as a linear programming problem that can be solved using one or more algorithms for solving linear programming problems. For example, the problem may be solved using the Simplex algorithm. The problem may also be solved with other algorithms for solving linear programming problems such as interior-point methods. Furthermore, the problem can be solved based on known approaches for solving integer programming problems.

[0084] Once the optimization problem 41 is solved, the social media management control application 120 invites potential contributors to become contributors 138, in a manner that strives to match the number of contributors 138 from each group indicated by the solution to the optimization problem. The potential contributors (who accept the invitation) become contributors 138 and are able to log into one or more of the social media accounts for the emergency operation center 134 via the social media management control application 120. In particular, as described above, each added contributor 138 has credentials (e.g., new credentials or existing credentials) for accessing the emergency operation center's social media accounts through the social media management control application 120. As discussed previously, each contributor 138 may have different types of access to different social media accounts. [0085] The subscribers 140 may communicate with the emergency operation center 134 regarding their situation through the social media accounts. To improve efficiency, the content processing module 126 helps determine what subscriber content requires immediate attention. For example, as described above, the content processing module 126 uses SVMs 146 to prioritize incoming content from subscribers 140. The SVMs 146 can be configured to produce a score for incoming subscriber content that represents the probability that the content belongs in a particular category.

[0086] For example, as illustrated in FIG. 1 1, the content processing module 126 can include a scoring unit 152 that provides a probability of a subscriber 140 message being a request-for-assistance message. This scoring unit 152 will henceforth be referred to as the urgent content scoring unit 152. The content processing module 126 can include a second scoring unit 153 that provides a probability of a subscriber 140 message being an inquiry message. The second scoring unit 153 will henceforth be referred to as the inquiry content scoring unit 153. The urgent content scoring unit 152 outputs a priority score, SI, between 0 and 1 for a subscriber message. The score represents the probability that the subscriber message is a request-for-assistance message. In general, the higher the score, the more likely that the message is a request-for-assistance message. For example, in some embodiments, the score is issued on a sliding scale where a score of zero denotes certainty that the message is not a request-for-assistance message and a score of one denotes certainty that the message is a request-for-assistance message. Similarly, the inquiry content scoring unit 153 outputs a priority score, S2, between 0 and 1 for a subscriber message. This score represents the probability that the subscriber message is an inquiry message. In general, the higher the score, the more likely that the message is an inquiry message. For example, in some embodiments, the score is issued on a sliding scale where a score of zero certainty that the message is not an inquiry message and a score of one denotes certainty that the message is an inquiry message. The scores from each scoring unit are combined to form an aggregate score. For example, the output from the urgent content scoring unit 152 and the output from the inquiry content scoring unit 153 can be linearly combined using weights wl and w2 to create the aggregate score S. The weights wl and w2 can both be between 0 and 1 and the sum of the weights can be 1. The aggregate score, S, is used for reordering content from subscribers 140 according to handling priority. For example, in one embodiment, the content processing module 126 reorders the content from subscribers 140 to display a list of content in decreasing handling priority to contributors 138. The contributors 138 are then able to attend to subscriber content in most need of attention.

[0087] As shown in FIG. 12, the content processing module 126 can be configured to recognize agreed-upon keywords when scoring content. For example, if subscriber content includes the text "#SOS", "#help", or "#91 1", the content processing module 26 can be configured to assign the content a predetermined score (e.g., 1) in at least one category (e.g., by the urgent content scoring unit 152). As illustrated in Fig. 12, the content processing module 26 can also be configured to inflate common short-hand notations or information abbreviations to facilitate natural language processing.

[0088] After subscriber content has been prioritized by the content processing module 126, the contributors 138 may view and optionally respond to the content using the application 120. As previously discussed, in some embodiments, the application 120 also allows contributors 138 to review information from other sources (e.g., other websites) regarding a particular emergency or emergency operation center (e.g., to verify that the information is correct). For example, a volunteer group of vigilante residents may create their own social media account and disseminate information regarding an emergency, such as geographical areas affected by the emergency, current places to seek shelter, current financial help being offered, etc. The social media interaction module 128 can be configured to collect this information and the collected information can be displayed to a contributor 138. A contributor 138 may verify that the information provided by the volunteer group is correct, and if not, correct the information on the volunteer group's website or on the entity's social media accounts or take other responsive actions.

[0089] As also described above, the output module 132 generates a graphical user interface that allows the contributors 138 to navigate the entity social media accounts, create content, and communicate with other contributors 138 and the entity 134. The output module 132 of the emergency social media management system 110 also provides reports to the emergency operation center 134 and/or contributors 138 regarding various aspects of the emergency and the social media interactions with subscribers 140. For example, the output module 132 can create a report showing the number of subscribers 140 who used social media accounts to ask for help, the number of total content received during an emergency, common problems reported by subscribers 140, and other parameters relevant to managing an emergency. [0090] Using the emergency social media management system 1 10, an emergency operation center 134 can temporarily and effectively increase its personnel to manage social media traffic for the emergency operation center 134 while minimizing costs. The social media management system 1 10 allows contributors 138 to identify higher-priority content and address the needs of subscribers 140 asking for help. The social media management system 1 10 also allows the emergency operation center 134 to ensure that correct information regarding a particular emergency and aid programs are provided through other data sources separate from the emergency operation center's social media accounts.

[0091] FIG. 13 illustrates another social media management system 210 specialized for a business 234 (e.g., a for-profit business). The social media management system 210 includes similar components as the social media management system 10 and performs similar functionality of the social media management system 10 as described above. In the illustrated embodiment, a business 234 uses the business social media management system 210 to manage the social media accounts associated with the business. As described above, the staff augmentation module 222 increases and decreases personnel managing the social media accounts associated with the business 234.

[0092] In particular, the staff augmentation module 222 includes a specific optimization problem 41 that includes an objective function 42 and criteria 44 specific to the business 234. For example, the objective function 42 for a small business can be defined by maximizing Equation 2 below:

Equation 2 where M is the total number of potential contributors, and m references a potential contributor. For example, Xm is a binary value (i.e., 0 or 1) depending on if potential contributor m is actively contributing to the business social media accounts. V denotes the collective value of the contributions made by potential contributors to the social media accounts, and vm denotes the value of the contributions made by a specific potential contributor m.

[0093] The objective function 42 as shown in Equation 2 can be subject to the constraints

44: where the first set of constraints ensures that the value of Xm is binary (i.e., 0 or 1). [0094] The objective function 42 can also be subject to the following constraints 44:

where μ'8 are predetermined budgets for specific potential contributors and the function Cm(Xm) denotes the cost associated with the specific potential contributor m. Thus, the cumulative cost for the potential contributor is constrained to remain below a predetermined budget for the specific potential contributor. The predetermined budgets can be set for and the cumulative costs can be calculated for a particular period e.g., a week, a month, etc.

[0095] The objective function 42 and the constraints 44 illustrated above form an optimization problem 41 that is a 0-1 integer programming problem that can be solved based on mature approaches for solving integer programming problems. The optimization problem 41 can also be solved by performing exhaustive enumeration of all possible solutions and selecting the solution that maximizes the objective function 42. In some embodiments, the staff augmentation module 22 can solve the optimization problem 41 approximately continuously, such that changes in personnel can be made promptly in view of continuously changing costs (e.g., Cm(Xm)) to maintain the business operating more efficiently.

[0096] Once the optimization problem 41 has been solved, the social media management system 210 sends specific potential contributors, as determined by the solution to the optimization problem 41, invitations to become contributors 238. The potential contributors may then accept the invitation to collaborate with the business 234. Contributors 238 can be in a different geographical location than the business 234 and can use a user device 16 to manage the business' social media accounts. Also, the social media management system 210 can alert active contributors 238 to cease contribution for the current period. For example, if the cumulative cost for an active contributor is more than the budget for that contributor, then the solution to the optimization problem may set Xm corresponding to the contributor to zero, at which point the social media management system 210 can alert the contributor to cease contribution for the current period, and can also limit the access of the contributor to the social media management control application 220 for the remainder of the period. [0097] In some embodiments, the potential contributors include an external agency. The external agency may be treated by the optimization problem 41 as a single potential contributor and the value of contribution and the predetermined budget can be adjusted accordingly. In another embodiment, the optimization problem 41 can specify each of the people working for the external agency as separate contributors and a budget can be determined for each contributor from the external agency.

[0098] Each contributor 238 can be granted, by the authentication module 224, total or partial access to one or more of the business' social media accounts. The authorization module 224, as described earlier, can be configured to grant specific types and/or levels of access to different contributors 238 without giving up the business' credentials for one or more of the business' social media accounts. Rather, the authentication module 224 can be configured to grant each contributor 238 credentials to access the social media management control application 220, which controls the type of access each contributor 238 has for a specific social media account.

[0099] Subscribers 240 (e.g., customers or potential customers) post content on a business' social media account. For example, subscribers 240 may post reviews regarding the specific business 234, post questions about a specific topic, ask if a particular promotion is still active, or provide any other comments or questions related to a business 234.

Similarly, the business 234 may use the business' social media accounts to launch a new product, advertise a specific event or sale (e.g., an anniversary celebration, a holiday sale, etc.), inform subscribers 240 about topics related to the business 240, or any other interaction of value to the business 234 and its subscribers 240.

[00100] The content processing module 226 manages content posted by subscribers 240 to help contributors 238 respond to the content if needed. As previously discussed, the content processing module 226 can perform natural language processing to prioritize different types of content from subscribers 240 and evaluate the overall sentiment of a specific content from a subscriber 240. In one embodiment, the content processing module 226 includes SVMs and training examples to score subscriber content for at least one category, such as an "inquiry" category, an "unfavorable opinion/review" category. However, it should be understood that different categories can be used based upon the needs of and/or information of value for the business 234. [00101] For example, as shown in FIG. 15, the content processing module 226 can include an unfavorable content scoring unit 252 and an inquiry content scoring unit 253. The unfavorable content scoring unit 252 outputs a priority score, SI, between 0 and 1 for particular subscriber content. In general, the higher the score, the higher the probability the subscriber content is unfavorable for the business 234. For example, in some embodiments, the score is issued on a sliding scale where a score of zero denotes certainty that the content is not unfavorable and a score of one denotes certainty that the content is unfavorable.

Similarly, the inquiry content scoring unit 253 outputs a priority score, S2, between 0 and 1 for customer content. In general, the higher the score, the higher the probability the subscriber content is an inquiry. For example, in some embodiments, the score is issued on a sliding scale where a score of zero denotes certainty that the content is not an inquiry and a score of one denotes certainty that the content is an inquiry. The scores from each scoring unit are combined to form an aggregate score S. For example, the output from the unfavorable content scoring unit 252 and the output from the inquiry content scoring unit 253 are linearly combined using weights wl and w2 to create an aggregate score S. In some embodiments, the weights wl and w2 are both between 0 and 1 and their sum is 1. The aggregate score, S, is used to reorder content. For example, the content processing module 226 can be configured to reorder the content from subscribers 240 to display a list of content in order of decreasing priority.

[00102] The content processing module 226 can be configured to recognize keywords when scoring content. For example, if customer content includes a frowning emoticon (i.e., "©" or "#©"), the content processing module 226 can be configured to assign the content a predetermined score (e.g., 1) in at least one category (e.g., the unfavorable category).

Similarly, the content processing module 226 can be configured to assign content including the text "#awesome," "#great," "#timely," "#terrible," or "#rude," a predetermined score (e.g., 0 or 1) for at least one category (e.g., the unfavorable category). In some embodiments, the content processing module 225 can also be configured to inflate common short-hand notations or information abbreviations to facilitate natural language processing (e.g., before sending content to a category scoring unit).

[00103] After subscriber content has been scored and reordered accordingly, contributors 238 may respond to the content. As described above, the social media management control application 220 guides interaction between contributors 238 and subscribers 240. The social media interaction module 228 displays content posted by subscribers 240 to contributors 238. The social media management control application 220 controls the content and the publication of the content created by contributors 238. The social media interaction module 228 can also be used to track activity regarding the business 234 in sources (e.g., websites) separate from the entity's social media accounts. For example, the social media management control application 220 can be configured to alert contributors 238 and/or the business 234 when the business 234 has been mentioned in an external website so that contributors 238 and/or the business 234 can respond to the information on the external website appropriately. When a contributor 238 does not know how to properly respond to customer content, the social media interaction module 228 can be configured to allow the contributor 238 to escalate the content to another contributor 238 or to the business 234 itself who may have a better idea of how to respond to particular content.

[00104] The output module 232 generates a graphical user interface for the contributor 238 through which to navigate content associated with the business' social media accounts and create content as described above. The output module 232 can also be configured to generate different types of reports for the contributors 238 and the business 234 depending on selected parameters.

[00105] Therefore the social media management system 210 allows a business 234 to establish an effective communication channel with existing and potential customers on social media platforms. In particular, the business 234 is able to efficiently manage several business social media accounts through the social media management system 210.

[00106] In some embodiments, contributors and emergency operation center staff members access the social media application management control application via a web- browser. FIG. 16 illustrates schematically one possible web-browser view for a contributor. The view consists of three frames. Frame 1 81 provides a list of emergency operation center staff members and other contributors 84 with whom the contributor has an open chat conversation. The list includes a special item, namely "All" 85, which refers to a many-to- many chat conversation intended for all contributors and emergency operation center staff members to be in one chat conversation. When the contributor clicks on one of the items in list 84, the chat history for the chat conversation associated with that item appears in box 86 in Frame 3 83. The contributor can add to the chat conversation by typing in text box 87, and click on "Send" 88. In FIG. 16, "All" 85 is highlighted indicating that the "All" chat conversation is active in boxes 86 and 87. Frame 3 83 also includes an Announcements box that are announcements originated by the emergency operation center staff primarily as a broadcast to the contributors. Frame 2 82 contains elements related to conversations with Subscribers. The list 89 is a log for a conversation with a Subscriber, whereby messages from the subscriber are messages that were posted to a social media account associated with the emergency operation center, and messages from the Contributor are entered in the chat box 92. The contributor can highlight a particular message from a subscriber 90 by clicking on it, at which point a pop-up 91 appears, giving the contributor the option of escalating the message to an EOC staff member, while indicating the type of message e.g., a request- for- assistance message, an inquiry message etc. The classification/categorization of the message by the Contributor can later be used as part of training data 148 in subsequent training/retraining to improve the basic scoring model 150.

[00107] FIG. 17 illustrates schematically one possible web-browser view for an emergency operation center staff member. It consists of three frames. The first frame 94 lists the parties with who the emergency operation center staff member can have a text-based conversation. This includes subscriber, but only those whose messages were escalated 97, contributors who have specifically requested a conversation with the emergency operation center staff member 98, and all other emergency operation center staff 99. The text-based conversation is conducted in the second frame 95. In the case of a conversation with a subscriber, the with the emergency operation center staff member can send the conversation back to a contributor (e.g., once the subscriber's escalated information request message has been answered by the emergency operation center staff member). The third frame 96 is used for sending announcements to the contributors.

[00108] Thus, the invention provides, among other things, a system to efficiently recruit staff and manage several social media accounts without jeopardizing the security of the social media accounts. As described above, the systems and methods described herein can be used by different types of entities, including an emergency operation center and a for-profit business. Furthermore, as noted above, it should be understood that in some embodiments, the functionality performed by the social media management control application 20 is executed by the management computer 12 and accessed by user devices 16 through a standard browser application. In other embodiments, a user device 16 can store a specific application that allows the device 16 to communicate with the management computer and/or perform some of the functionality described above as being performed by the social media management control application. Also, in some embodiments, the social media management control application can be a stand-alone application executable on a user device 16.

Accordingly, it should be understood that the functionality described herein can be performed in various configurations including distributed or dedicated data processing.

[00109] Various features and advantages of the invention are set forth in the following claims.

Claims

CLAIMS What is claimed is:

1. A method of managing a plurality of social media accounts associated with an entity, the method comprising: adding potential contributors for the plurality of social media accounts; authorizing, by the at least one processor, the potential contributor to access at least one of the plurality of social media accounts, wherein the potential contributor accessing the at least one of the plurality of social media accounts without receiving the entity's credentials for the at least one of the plurality of social media accounts; displaying selectively, by the at least one processor, content posted by a subscriber to the at least one of the plurality of social media accounts to the potential contributor within a graphical user interface; receiving, by the at least one processor, a response from the potential contributor to the content from the potential contributor within the graphical user interface; and posting selectively the response to the content to the at least one of the plurality of social media accounts.

2. The method of claim 0, wherein selecting potential contributors includes

receiving, by at least one processor, an objective function which describes mathematically a combination of a set of decision variables and parameters, wherein the objective function is to be either minimized or maximized; receiving, by at least one processor, a set of constraints described mathematically in terms of at least one or more decision variables; solving, by at least one processor, the optimization problem defined by the objective function and the constraints; and adding the potential contributors, based on the solution to the optimization problem.

3. The method of claim 2, wherein receiving the set of constraints includes receiving at least one of a minimum number and a maximum number of potential contributors.

4. The method of claim 2, wherein receiving the set of constraints includes receiving at least one of a maximum number and a minimum number of potential contributors from a particular group.

5. The method of claim 2, wherein receiving the set of constraints includes receiving a maximum cost for one or more potential contributors.

6. The method of claim 2, wherein solving the optimization problem includes solving the optimization problem using a mathematical programming algorithm.

7. The method of claim 2, wherein the optimization problem is solved repeatedly in order to capture changing conditions.

8. The method of claim 0, further comprising sending an invitation to the potential contributor and receiving, by the at least one processor, an acceptance from the potential contributor to access at least one of the plurality of social media accounts.

9. The method of claim 8, wherein sending the invitation to the potential contributor includes sending at least one of an email message, a text message, a voice message, and a custom-application message to the potential contributor based on at least one preference specified by the potential contributor.

10. The method of claim 1, further comprising generating, by the at least one processor, a score for the content.

11. The method of claim 10, wherein the score is generated using natural language processing.

12. The method of claim 0, further comprising providing at least one report tracking activity of the potential contributor.

13. A method of managing a plurality of social media accounts associated with an entity, the method comprising: receiving, by at least one processor, content posted by a subscriber to at least one of the plurality of social media accounts; generating, by the at least one processor, one or more scores for one or more categories representing the probability the content belongs to the category; calculating, by the at least one processor, an aggregate score based on the one or more scores; and displaying selectively, by the at least one processor, the content to at least one contributor at a position within a list of content based on the aggregate score;

14. The method of claim 13 further comprising: receiving, by the at least one processor, a response from the contributor to the content at least one of the plurality of content from the contributor within the graphical user interface; and posting the response to at least one of the plurality of social media accounts.

15. The method of claim 13, wherein generating a score includes identifying whether the content includes at least one predetermined keyword associated with a category.

16. The method of claim 13, further comprising converting short-hand, abbreviations, or emoticons included in the content to text before generating a score.

17. The method of claim 13, wherein calculating the aggregate score includes a weighted linear combination of individual scores.

18. The method of claim 13, further comprising: monitoring, by the at least one processor, at least one web resource not associated with the entity; and

alerting at least one of the entity and the contributor when the at least one web resource includes content relating to the entity.

19. A system for managing a plurality of social media accounts associated with an entity, the system comprising: a management computer including a memory module, an input/output interface, and a processor, wherein the processor is configured to:

add potential contributors to at least one of plurality of social media accounts, solve an optimization problem consisting of an objective function, to be either minimized or maximized, and a set of constraints that mathematically describe an entity's criteria and constraints for selecting contributors, based on the set of constraints to identify a potential contributor,

authorize the potential contributor to access at least one of the plurality of social media accounts, wherein the potential contributor accesses the at least one of the plurality of social media accounts without receiving the entity's credentials for the at least one of the plurality of social media accounts;

receive content from a plurality of subscribers posted to the plurality of social media accounts,

generate an aggregate score for each content based on one or more scores representing a probability that the content belongs in one or more categories,

order the content based on the aggregate score for each content, display selectively ordered content to the potential contributor, receive a response from the potential contributor based on the ordered content within the graphical user interface, and

post selectively the response to at least one of the plurality of social media accounts.

20. Non-transitory computer-readable medium including executable instructions for managing at least one social media account associated with an entity, the medium comprising instructions for: adding potential contributors to at least one of plurality of social media accounts,

solving an optimization problem consisting of an objective function, to be either minimized or maximized, and a set of constraints that mathematically describe an entity's criteria and constraints for selecting contributors, based on the set of constraints to identify a potential contributor,

authorizing the potential contributor to access at least one of the plurality of social media accounts, wherein the potential contributor accesses the at least one of the plurality of social media accounts without receiving the entity's credentials for the at least one of the plurality of social media accounts;

receiving content from a plurality of subscribers posted to the plurality of social media accounts,

generating an aggregate score for each content based on one or more scores representing a probability that the content belongs in one or more categories,

ordering the content based on the aggregate score for each content, displaying selectively ordered content to the potential contributor, receiving a response from the potential contributor based on the ordered content within the graphical user interface, and

posting selectively the response to at least one of the plurality of social media accounts.