Users of social networking computer systems provide location information that is transformed into geo-coded coordinates specifying user locations. Providers of content, such as messages or documents, also participate in the social networking system and use drawing tools or provide data files that define one or more geographical areas or regions of a map, which may define a larger geographical area that encompasses the users of the social networking system. Data specifying the areas is stored. The content providers create one or more messages and associate each of the one or more messages with one or more of the areas. The users communicate requests for messages to the social networking system; in response, the system associates the user location data with the stored areas and messages and returns only those messages that have been associated with the particular areas in which the users are located. As a result, users receive only messages for their areas, and only messages that the content providers have designated as intended for or relevant to their areas.