A dynamic selection of content from social shares to display in a user interface is performed. A request for a user interface (UI) document is received. A set of identifiers is associated with the UI document. The set of identifiers includes a page identifier for the UI document. An identifier list for a social share associated with the UI document is obtained in view of the page identifier. The identifier list associated with the social share is updated in view of the set of identifiers associated with the UI document. The UI document is modified to provide a representation associated with an identifier selected from the updated identifier list for the social share.