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Method and System for Dynamically Altering Scheduled Social Media Posts under an Event Condition

IP.com Disclosure Number: IPCOM000235677D
Publication Date: 2014-Mar-19
Document File: 2 page(s) / 37K

Publishing Venue

The IP.com Prior Art Database

Abstract

A method and system is disclosed for dynamically modifying behavior of pre-scheduled social media posts, by correlating an external social event/crisis with the pre-scheduled social media posts. Also, the system dynamically alerts a social business manager of the pre-scheduled social media posts, when an event/crisis is identified which requires an action on the pre-scheduled social media posts.

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Method and System for Dynamically Altering Scheduled Social Media Posts under an Event Condition

Currently, there are many social media services available, which queue up content

to be posted at a predefined schedule. This approach is convenient because the services post the content even when a social business manager is away. However, in case of an unpredicted event or even a disaster, the content gets posted unless the social business manager intervenes to pause or delete the content. For example, when the Boston Marathon bombing and Sandy Hook shooting took place, many brands were criticized because of continual posting of product announcements or contents during the crisis about unrelated topics. This made the brands look aloof, insensitive, or irresponsible and obviously not the desired impact a brand wants to make with social media. Hence, there exists a need for a mechanism to prevent scheduled posts from occurring at an unexpectedly inappropriate time.

Disclosed is a method and system for dynamically modifying behavior of pre-scheduled social media posts, by correlating an external social event/crisis with the pre-scheduled social media posts. Also, the system dynamically alerts a social business manager of the pre-scheduled social media posts, when an event/crisis is identified which requires an action on the pre-scheduled social media posts. The system alerts a social business manager in response to an event/crisis in any preferred type of alert mechanism. The alert mechanism can include for example, but not limited to push notification, Short Message Service (SMS), email, and an Interactive Voice Response (IVR) call out to a landline number.

In one embodiment, the system disclosed herein quantifies importance of an event/crisis. The system calculates a cumulative weighting metric for the event/crisis based on factors of severity, locale and target audience. The severity factor defines varying importance of an event. For example, the severity factor indicates how important should an event/crisis be in order to make action on the scheduled social media posts. The locale defines physical proximity to the event/crisis. For example, the locale factor indicates how important a particular region of the country (or world) is to a brand, when an event/crisis occurs in the particular region. Target audience defines logical proximity to event i.e. a set of followers of a social media account for a particular brand or product. For example, the target audience factor determines how important is the event/crisis to the target audience when compared to the scheduled social media post related to a brand or product.

Further, the system defines the severity of an event/crisis (i.e. high/medium/low) with

an inte...