1. A method, comprising: receiving a message associated with a social media communication, wherein the message comprises at least one metadata field and at least one content field; retrieving a set of metadata filters and text-based filters for a plurality of topics, wherein a metadata filter of the set of metadata filters defines criteria that must be satisfied within the at least one metadata field in a metadata structure of the message, and wherein a text-based filter of the set of text-based filters defines criteria that must be satisfied within the at least one content field in a content structure of the message; analyzing the message against the retrieved metadata and text-based filters, wherein the metadata structure of the message is analyzed against the metadata filters, and wherein the content structure of the message is analyzed against the text-based filters; annotating the message with one or more identifiers associated with a topic based at least in part on whether the metadata filters and text-based filters for the topic are satisfied; and categorizing the message for the topic based at least in part on both: (i) whether the message comprises an annotation corresponding to the metadata filters associated with the topic, and (ii) whether the message comprises an annotation corresponding to the text-based filters associated with the topic.