Matching social media user to marketing campaign

An apparatus comprising:

• a processor;
• and
• a memory that contains instructions that are readable by the processor and cause the processor to:
• gather data about “likes” of a user of a social site in different levels of specificity of a category of information;
• assign a weight factor to each level of specificity of the category of information, wherein the weight factor increases when the specificity of the level increases;
• multiply the weight factor for each level of specificity of the category of information to obtain a product for each level of specificity of the category of information;
• and
• add the products obtained to obtain a “like” profile for the user for the category of information.

A storage device comprising instructions that are readable by a processor and cause a processor to:

• recognize that a user of a social site is logging onto the social site;
• access the social site concurrently with the user logging on;
• monitor “like” activity of the user while the user is on the social site;
• gather information concerning the “like” activity of the user while the user is logged onto the social site;
• and
• update the “like” profile of the user using the information gathered concerning the user activity while the user is logged onto the social site.