23. A method for providing contextually related content to a user, the method comprising: detecting an occurrence of a key phrase on a page of a site; transforming the occurrence of the key phrase on the page, as loaded by a browser on a user computing device, 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 based on 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 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, said panel generated on the page by execution by the browser of a browser-executable component loaded by the browser.
23. A method for providing contextually related content to a user, the method comprising: detecting an occurrence of a key phrase on a page of a site; transforming the occurrence of the key phrase on the page, as loaded by a browser on a user computing device, 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 based on 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 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, said panel generated on the page by execution by the browser of a browser-executable component loaded by the browser. 27. The method of claim 23 , wherein the score is dependent upon a rate of change in popularity of the key phrase.