Abstract: Methods and apparatus for improving word-of-mouth online advertising are provided. Construct a social network including multiple users based on the users' social network data and optionally further based on the users' demographical and/or other personal information. Categorize the users in the social network with respect to a type of product in terms of their propensity to adopt the type of product and to influence others in the social network in adopting the type of product. Determine appropriate content object(s) for each category of users, and send the content object(s) to each category of users via different channels at the appropriate time during the product's lifecycle.

Abstract: Methods and apparatus for improving word-of-mouth online advertising are provided. Construct a social network including multiple users based on the users' social network data and optionally further based on the users' demographical and/or other personal information. Categorize the users in the social network with respect to a type of product in terms of their propensity to adopt the type of product and to influence others in the social network in adopting the type of product. Determine appropriate content object(s) for each category of users, and send the content object(s) to each category of users via different channels at the appropriate time during the product's lifecycle.

Abstract: It is determined that a particular user of network-based services has been presented or additionally has monetized a monetization opportunity (such as an advertisement) offered to the particular user via a computer network. Monetizing the monetization opportunity may include, for an advertisement, clicking on the advertisement such that money is made (typically at least in part by the service provider) as a result. Based on the determination, a monetization opportunity is caused to be referred, via the computer network, to at least one other user of the network-based services, other than the particular user, with whom the particular user has social ties. For example, the particular user may have a social tie with the at least one other user via network-based services, such as instant messaging. The social tie may be other than via network-based services, as well.

Abstract: A method is provided to predict a value for a particular characteristic of a particular user of network-based services. A plurality of other users, other than the particular user, is determined, wherein the particular user has social ties to the plurality of other users. The social ties may be discerned, for example, by examining connections provided by the network-based service. In some examples, the social ties may be inferred by other methods as well. A value is predicted for the particular characteristic of the particular user based on values associated with the particular characteristic of the other users, with whom the particular user is determined to have the social ties. The predicted value for the particular characteristic of the particular user is monetized, such as by selling advertising to be caused to be displayed to at least the particular user.