A system comprising a hardware storage device storing at least one program and a computer-implemented method for matching social data to a user of a networked-based content publisher are provided. Consistent with some embodiments, the method may access social network entries published on one or more social networks. Social network entries that include a reference to content published by a particular content publisher may be identified. A social network profile corresponding to a first social network entry of the identified social network entries may be identified. The method may further include determining that the social network profile corresponds to a particular user of the content publisher based on information embedded in the reference to the content.