Abstract: Method and system for managing multi-threaded conversations to provide relevant posts to a user. Conversation fragments that relate to or exactly match a user interest are identified wherein each includes a set of branches of the conversation that connect to one another or are separated from one another by a distance below a threshold and each branch is a set of all posts about a common, preceding post and the common, preceding post. Identified fragments are ranked to form a list of fragments. Advertisers form individual conversation threads including a widget that transfers or redirects a user to a website associated with the advertiser such that fragments of advertiser-formed threads are identified. When fragments from the list of ranked fragments are presented to the user, execution of the widget in causes transfer or redirection of the user to the website.