30. A non-transitory computer-readable medium having stored thereon executable code that directs a user computing device to perform a process that comprises: transforming, in a page loaded by a browser on the user computing device, an occurrence of a key phrase into a user-selectable display element that is selectable by a user to initiate a display of contextually related content, wherein the key phrase is transformed into the user-selectable display element as a result of a score generated for said key phrase, said score based at least partly on view counts of social media content items associated with the key phrase; and responding to user selection of the display element by displaying the contextually related content in a panel on the page, said contextually related content including an advertisement associated with the key phrase and further including non-advertisement social media content associated with the key phrase; wherein the executable code comprises a browser-executable component that is loaded by the browser, said browser-executable component configured to cause the browser to generate the panel on the page.
32. The computer-readable medium of claim 30 , wherein the non-advertisement social media content includes a photo on a social media site.