Disclosed are methods, apparatus, systems, and computer readable storage media for providing a reference to a content object in a user interface using an on-demand database service. A computing device can receive data regarding identification of a content object, where the content object is stored in a data repository external to the on-demand database service. The data regarding the content object can be stored in a persistent object in a database of the on-demand database service. A reference can be provided representing the persistent object to a display device operable to display the reference in a user interface when the display device accesses the on-demand database service. One or more graphical representations can be exposed regarding the content object for display in the user interface by the display device, where the exposed graphical representations depend at least in part on the data repository.