In one aspect, a method is provided, including the following method operations: receiving a request to generate a first post data item for display at a first location, the first post data item including a reference to a content item located at a second location; determining, based on the reference to the content item, a content identifier associated with the content item; associating the content identifier with the post data item; retrieving one or more post data items based on the content identifier and displaying the one or more post data items at the second location, the one or more post data items including the first post data item.