A computer-implemented method, comprising the steps of: analyzing a plurality of messages provided by a plurality of users of a social network; extracting a plurality of different user-provided brand identifiers from the analyzed plurality of messages; aggregating the plurality of different user-provided brand identifiers into two or more aggregate identity groups based on a predetermined algorithm, wherein each one of the two or more aggregate identity groups comprises similar user-provided brand identifiers and the step of aggregating comprises the step of comparing the different user-provided brand identifiers; receiving a content subscription request of a user from a social network message post, the content subscription request comprising a first brand identifier and being a request to subscribe the user to the first brand identifier for providing content associated with the first brand identifier to the user, wherein the first brand identifier is not currently associated with the aggregate identity groups when the content subscription request is received; and providing the content associated with the first brand identifier to the user, wherein the providing of the content associated with the first brand identifier comprises: determining that the first brand identifier is associated with one or more second brand identifiers in the plurality of different user-provided brand identifiers; associating, in response to determining that the first brand identifier is associated with the one or more second brand identifiers, the first brand identifier with at least one of the aggregate identity groups; and providing, in response to the step of associating the first brand identifier, content items comprising one or more other brand identifiers of the at least one aggregate identity group to a user associated with the content subscription request. analyzing a plurality of messages provided by a plurality of users of a social network; extracting a plurality of different user-provided brand identifiers from the analyzed plurality of messages; aggregating the plurality of different user-provided brand identifiers into two or more aggregate identity groups based on a predetermined algorithm, wherein each one of the two or more aggregate identity groups comprises similar user-provided brand identifiers and the step of aggregating comprises the step of comparing the different user-provided brand identifiers; receiving a content subscription request of a user from a social network message post, the content subscription request comprising a first brand identifier and being a request to subscribe the user to the first brand identifier for providing content associated with the first brand identifier to the user, wherein the first brand identifier is not currently associated with the aggregate identity groups when the content subscription request is received; and providing the content associated with the first brand identifier to the user, wherein the providing of the content associated with the first brand identifier comprises: determining that the first brand identifier is associated with one or more second brand identifiers in the plurality of different user-provided brand identifiers; associating, in response to determining that the first brand identifier is associated with the one or more second brand identifiers, the first brand identifier with at least one of the aggregate identity groups; and providing, in response to the step of associating the first brand identifier, content items comprising one or more other brand identifiers of the at least one aggregate identity group to a user associated with the content subscription request. determining that the first brand identifier is associated with one or more second brand identifiers in the plurality of different user-provided brand identifiers; associating, in response to determining that the first brand identifier is associated with the one or more second brand identifiers, the first brand identifier with at least one of the aggregate identity groups; and providing, in response to the step of associating the first brand identifier, content items comprising one or more other brand identifiers of the at least one aggregate identity group to a user associated with the content subscription request.