Abstract: Individual user interactions with a social networking site, which indicate user engagement with particular commercial media content, can be tracked. User group data is generated from the user interactions. Message content related to the particular commercial media content, and schedule information indicating a time at which the particular commercial media content is scheduled for delivery, can be received. A message content delivery time can be determined based, at least in part, on the schedule information. At the message content delivery time, the message content can be delivered to users of the social networking site based, at least in part, on the user group data.

Abstract: A server retrieves user group data and information that indicates when a selected segment of a commercial media program is to be aired on a first medium. The server also receives content that is related to the selected segment of the commercial media program, and delivers it via a second medium. The server delivers the related content via the second medium based on the user group data, and at about the same time the selected segment is being aired on the first medium. Other embodiments are also disclosed.