35. The apparatus of claim 34 , wherein monitoring the interaction with the social media content item by the users further comprises monitoring a view count of the social media content item.
34. An apparatus, comprising: means for identifying, on a target digital page of a network accessible site, an occurrence of a key phase selected for providing contextually relevant content, the key phrase selected based at least in part on frequency of the key phrase on a peer group of digital pages associated with the target digital page and social media popularity of the key phrase, the peer group of digital pages of a plurality of network accessible sites; means for identifying said peer group of digital pages, at least in part, by identifying at least one of an outbound link from or an inbound link to the target digital page; wherein social media popularity of the key phrase is determined by monitoring interaction, by users of a social media service, with a social media content item that is associated with the key phrase; and means for transforming the occurrence of the key phrase into a user-selectable display element that is configured to initiate a display of the contextually relevant content in a panel on the target digital page in response to actuation of the user-selectable display element.