Disclosed is a computer-implemented method, system and program product for prioritizing social media posts and recommending action(s) to a user for the prioritized of social media posts. The computer-implemented method includes monitoring, by the data processing system, interaction(s) of a user on social media accounts of the user, receiving, by the data processing system, input from the user including information about the user and goal(s) of the user with respect to the social media accounts, learning, by the data processing system, additional information about the user, and cognitively analyzing, by the data processing system, the interaction(s) of the user, the input from the user and the additional information about the user to derive preference(s) of the user regarding the social media accounts, the preference(s) including topic(s) of relevance to the user. The computer-implemented method further includes cognitively prioritizing, by the data processing system, social media post(s) from among the social media accounts based on the topic(s) of relevance and the user preference(s), the cognitively prioritizing resulting in prioritized social media posts, and cognitively recommending action(s) to the user based on the prioritized social media posts, the topic(s) of relevance and the user preference(s).