9. The method of claim 1 , further comprising automatically using the score to determine whether to convert an occurrence of the key phrase on the web page into a link for displaying related content.
9. The method of claim 1 , further comprising automatically using the score to determine whether to convert an occurrence of the key phrase on the web page into a link for displaying related content. 10. The method of claim 9 , further comprising responding to user selection of the link by causing content related to the key phrase to be displayed in a panel on the web page, said content including an advertisement associated with the key phrase and non-advertisement social media content associated with the key phrase.