25. The medium of claim 21 , wherein determining a level of social interest in the event based upon the set of mappings further comprises: determining a score by aggregating the mappings, the mappings weighted based on at least one weight determined based on the social media content item.
21. A non-transitory computer readable medium storing instructions, the instructions when executed cause a processor to: access a plurality of social media content items authored by users of a social networking system; access programming information regarding an event of time based broadcast media aired during a segment of time; annotate the event with one or more metadata instances that has semantic information about the event, the annotating using an alignment function to estimate the likelihood that the event is described by one or more of the metadata instances; generate a set of mappings, each of the mappings generated by: performing a feature extraction process on a pair including the annotated event and one of the social media content items, the feature extraction process converting data to a common format by generating at least one content feature that identifies co-occurring textual information between the social media content item and one of the metadata instances of the annotated event, and generating a score for the content feature indicating whether the social media content item refers to the annotated event, using a feature specific sub-function for the content feature; and determine a level of social interest in the event based upon the set of mappings.