A method performed by one or more server devices of an action link provider configured to provide action links, comprising: after receiving a document at a client device from a content provider, the document comprising a content item section (517, 610) including a content item (517, 610) and an action frame section (519, 620) including a link to the action link provider, receiving, at a processor associated with the one or more server devices (220, 230, 240) of the action link provider from the client device according to the link to the action link provider, an action frame content request relating to the document being processed by the client device and including a request for one or more action links that are to be inserted into the document for disseminating the content item (517, 610), wherein each one of the action links references a corresponding service for disseminating the content item (517, 610); identifying, by a processor associated with the one or more server devices (220,230,240), the one or more action links based on preferences of the content provider and based on preferences of the user of the client device, each of the one or more action links providing an opportunity for the user of the client device to disseminate the content item (517, 610), and the preferences of the user of the client device comprising a list of services preferred by the user; generating, by a processor associated with the one or more server devices (220,230,240), content which describes the one or more action links; and providing, by a processor associated with the one or more server devices (220,230,240) to the client device, the content which describes the one or more action links for presentation within the document, the presented document including the content item section (517, 610) and the content which describes the one or more action links. after receiving a document at a client device from a content provider, the document comprising a content item section (517, 610) including a content item (517, 610) and an action frame section (519, 620) including a link to the action link provider, receiving, at a processor associated with the one or more server devices (220, 230, 240) of the action link provider from the client device according to the link to the action link provider, an action frame content request relating to the document being processed by the client device and including a request for one or more action links that are to be inserted into the document for disseminating the content item (517, 610), wherein each one of the action links references a corresponding service for disseminating the content item (517, 610); identifying, by a processor associated with the one or more server devices (220,230,240), the one or more action links based on preferences of the content provider and based on preferences of the user of the client device, each of the one or more action links providing an opportunity for the user of the client device to disseminate the content item (517, 610), and the preferences of the user of the client device comprising a list of services preferred by the user; generating, by a processor associated with the one or more server devices (220,230,240), content which describes the one or more action links; and providing, by a processor associated with the one or more server devices (220,230,240) to the client device, the content which describes the one or more action links for presentation within the document, the presented document including the content item section (517, 610) and the content which describes the one or more action links.