A conversation tool may display messages posted on a social media website. The conversation tool may receive selections of posts from the user interface to send associated reply messages and assign metadata for the selected posts to the associated reply messages. The conversation tool then may receive a request to display a conversation for a particular user. The conversation tool identifies the reply messages with assigned metadata associated with the user and identifies the posts associated with the identified reply messages. The conversation tool displays the identified posts with the identified reply messages as the message conversation. The conversation tool uses the reply messages as a trigger for identifying and tracking conversations between an agent and different users. The conversations allow the agent to more efficiently respond to and manage non-structured messages posted on social media websites.