A method, apparatus, and computer-readable medium are provided for matching items of user-generated content to entities is provided. Items of user-generated content, such as status updates, are gathered. For each of the items, a machine determines a degree to which the item is associated with an entity. In one aspect, items are matched to an entity by matching the content of the items to attributes of the entity. In another aspect, items are matched to an entity by predicting attributes of an author of the items and determining a distance between the predicted attributes of the author and the attributes of the entity. The distance may be a physical distance between locations of the entity and user or a contextual distance between categories for the entity and posts by the author. Items matched to the entity may be displayed on an interface concurrently with information about the entity.