A full multimedia content is broadcasted or multicasted to end users from a network node (2; 2A). The end users select a respective multimedia content from the full multimedia content and send a respective index associated with the respective selected multimedia content to a network node (2; 2B) to trigger uploading of the respective selected multimedia content or a version thereof on a social networking server (4) on behalf of the end users. The embodiments thereby end users to upload multimedia content on their accounts at social networking servers (4) also in situations with limited uplink capacity by merely sending indices associated with the multimedia content instead of the actual multimedia content itself.