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Microsoft<\/a> has filed for a patent<\/a> related to how users can generate their own advertisements on social networks, according to a published report<\/a>.<\/p>\nIn the patent, the company notes that ads in social networks aren’t that effective because of the low relevance to the users. With this technique, an original, less-effective ad can be supplemented with users reviews, both positive and negative.<\/p>\n
Inventors say that subsequent visitors to the web site are shown reviews based on relevance. In one quoted example, Microsoft says, “Advertisement 400 includes objective information 401 describing a product or service that is the subject of the advertisement 400. The objective information 401 is generally provided by a promoter of the product.”<\/p>\n
“In other information fields 403, 405, and 407, information is presented that was provided by users of the social networking web site. This information can be subjective in nature, such as the accolade provided by “USER1″ in other information field 403.” The user reviews can be presented to other users who are part of the same social network.<\/p>\n
By comparison, Facebook users can choose to “like” an ad, which can help determine what other ads are shown to the same user. Microsoft will measure the level of user engagement and then use that information to determine what ads are shown to the user next.<\/p>\n