SYSTEMS AND METHODS FOR PROMOTING CONTENT ITEMS

1 . A computer-implemented method comprising:

determining, by a social networking system, a content item to be promoted to one or more users of the social networking system;

determining, by the social networking system, at least one seed content item in the social networking system that is similar to the content item to be promoted;

determining, by the social networking system, a set of interests based at least in part on the at least one seed content item; and

determining, by the social networking system, one or more interests in the set as suggestions for promoting the content item to users, wherein promoting the content item using a first interest causes the content item to be presented to users of the social networking system that are associated with the first interest.

2 . The computer-implemented method of claim 1 , wherein the content item is one of a page accessible through the social networking system, a website associated with a page that is accessible through the social networking system, or a post that is accessible through the social networking system.

3 . The computer-implemented method of claim 1 , wherein determining the set of interests based at least in part on the at least one seed content item further comprises:

determining, by the social networking system, a set of topic tags using the at least one seed content item, wherein each topic tag describes subject matter reflected in the seed content item, and wherein each topic tag corresponds to an interest.

4 . The computer-implemented method of claim 1 , wherein determining the set of interests based at least in part on the at least one seed content item further comprises:

determining, by the social networking system, one or more interests that are used to target fans of the at least one seed content item.

5 . The computer-implemented method of claim 1 , wherein determining the set of interests based at least in part on the at least one seed content item further comprises:

determining, by the social networking system, one or more interests that have previously been used to promote the at least one seed content item over a period of time.

6 . The computer-implemented method of claim 1 , wherein determining the set of interests based at least in part on the at least one seed content item further comprises:

determining, by the social networking system, at least one category corresponding to the at least one seed content item; and

determining, by the social networking system, one or more interests that are associated with the at least one category.

7 . The computer-implemented method of claim 1 , wherein determining the set of interests based at least in part on the at least one seed content item further comprises:

determining, by the social networking system, one or more interests that are associated with at least one image included in the at least one seed content item.

8 . The computer-implemented method of claim 1 , wherein determining the set of interests based at least in part on the at least one seed content item further comprises:

determining, by the social networking system, at least one content source that is referenced by a link included in the at least one seed content item; and

determining, by the social networking system, a set of topic tags using text in the content source, wherein each topic tag describes subject matter reflected in the text, and wherein each topic tag corresponds to an interest.

9 . The computer-implemented method of claim 1 , wherein determining the one or more interests in the set as suggestions further comprises:

determining, by the social networking system, a respective score for each interest in the set using a model, wherein the model is trained to determine a score for an interest using a respective set of features that associated with the interest;

removing, by the social networking system, interests in the set having a corresponding score that does not satisfy a threshold score; and

ranking, by the social networking system, the set of interests based at least in part on the respective scores.

10 . The computer-implemented method of claim 9 , wherein interests in the set that are determined more likely to be selected for promoting the content item are ranked higher than other interests in the set.

11 . A system comprising:

at least one processor; and

a memory storing instructions that, when executed by the at least one processor, cause the system to perform:

determining a content item to be promoted to one or more users of the social networking system;

determining at least one seed content item in the social networking system that is similar to the content item to be promoted;

determining a set of interests based at least in part on the at least one seed content item; and

determining one or more interests in the set as suggestions for promoting the content item to users, wherein promoting the content item using a first interest causes the content item to be presented to users of the social networking system that are associated with the first interest.

12 . The system of claim 11 , wherein the content item is one of a page accessible through the social networking system, a website associated with a page that is accessible through the social networking system, or a post that is accessible through the social networking system.

13 . The system of claim 11 , wherein determining the set of interests based at least in part on the at least one seed content item further causes the system to perform:

determining a set of topic tags using the at least one seed content item, wherein each topic tag describes subject matter reflected in the seed content item, and wherein each topic tag corresponds to an interest.

14 . The system of claim 11 , wherein determining the set of interests based at least in part on the at least one seed content item further causes the system to perform:

determining one or more interests that are used to target fans of the at least one seed content item.

15 . The system of claim 11 , wherein determining the set of interests based at least in part on the at least one seed content item further causes the system to perform:

determining one or more interests that have previously been used to promote the at least one seed content item over a period of time.

16 . A non-transitory computer-readable storage medium including instructions that, when executed by at least one processor of a computing system, cause the computing system to perform a method comprising:

determining a content item to be promoted to one or more users of the social networking system;

determining at least one seed content item in the social networking system that is similar to the content item to be promoted;

determining a set of interests based at least in part on the at least one seed content item; and

determining one or more interests in the set as suggestions for promoting the content item to users, wherein promoting the content item using a first interest causes the content item to be presented to users of the social networking system that are associated with the first interest.

17 . The non-transitory computer-readable storage medium of claim 16 , wherein the content item is one of a page accessible through the social networking system, a website associated with a page that is accessible through the social networking system, or a post that is accessible through the social networking system.

18 . The non-transitory computer-readable storage medium of claim 16 , wherein determining the set of interests based at least in part on the at least one seed content item further causes the computing system to perform:

determining a set of topic tags using the at least one seed content item, wherein each topic tag describes subject matter reflected in the seed content item, and wherein each topic tag corresponds to an interest.

19 . The non-transitory computer-readable storage medium of claim 16 , wherein determining the set of interests based at least in part on the at least one seed content item further causes the computing system to perform:

determining one or more interests that are used to target fans of the at least one seed content item.

20 . The non-transitory computer-readable storage medium of claim 16 , wherein determining the set of interests based at least in part on the at least one seed content item further causes the computing system to perform:

determining one or more interests that have previously been used to promote the at least one seed content item over a period of time.