Abstract
Examples are directed to systems and methods that bridge the gap between users and an entity. A metric associated with an article used by social media user is received. The metric is compared with a plurality of thresholds and then a variable indicium is assigned to the social media user. The variable indicium is assigned based on the comparison of the metric with the plurality of thresholds. The variable indicium varies with different thresholds of the plurality of thresholds. Training data associated with the variable indicium is provided to a machine learning algorithm to create the variable indicium. The machine learning algorithm is updated over time with additional variable indicium such that the machine learning algorithm for creating the variable indicium changes over time. A forward-facing element that is engageable to view the articles used by the social media user to achieve the metric is also generated.