In one aspect, a computer-implemented method includes, at a social media playback system comprising one or more computer processors and in communication with a data communications network, receiving data representing social media content from at least one social media service in communication with the communications network, the social media content comprising elements of social media, receiving, from a media provider in communication with the communications network, schedule data pertaining to a first media program, calculating, based at least in part on the schedule data, a relevance score for a first keyword identified in the social media content, the relevance score indicative of the relevance of the first keyword to the first media program, determining that the relevance score calculated for the first keyword satisfies a relevance score threshold, and storing data associating the first keyword and the first media program.