A method, system, and devices for online inserting messages in at least one social network content application of a plurality of social network content applications of at least one social network platform is described. The method includes collecting a plurality of social network messages originating from the plurality of social network content applications, determining a set of messages having a certain degree of similarity from the plurality of social network messages, by comparing each message with each further message of the plurality of message, extracting a topic from the plurality of social network messages included in the set of messages having at least the certain degree of similarity, and determining a second certain degree of similarity between the topic and an second message of a plurality of second messages based on the degree of similarity between respective suffix trees corresponding to each message of the messages.