Disclosed are methods and apparatus for processing social media posts. The methods may include certain multimedia content being identified as multimedia content for which social media posts relating to a broadcast of that multimedia content are to be stored. Using this identifying information, one or more filtering criteria may be provided for use by a filtering module. The filtering module may receive (e.g., from a social networking service) a stream of social media posts, filter the received stream to extract social media posts that relate to the broadcast of the certain multimedia content, and stores the extracted social media posts. Alternatively, a storage module may store the stream of social media posts, and a filtering module may filter the stored social media posts to identify social media posts that relate to the broadcast of the certain multimedia content.