The disclosed systems and methods are directed to monitoring events generated by a social networking service and determining whether the generated events relate to members of the social networking service. The events may be generated by members of the social networking service or by external websites being monitored by the social networking service. When the social networking service determines that an event relates to a given member, the social networking service may update the given member accordingly. The social networking service further conducts various types of processing on content associated with the event to determine whether the given member should be notified of the event. The types of processing performed on the content associated with the event depend on whether the event was generated by a member of the social networking service or by an external website. This processing helps to raise the given member's awareness of meaningful events.