A social networking system includes a mechanism for customizing display of content from an external web page. Nodes associated with a web page are included in the social graph based on one or more tags included in a web page, which contain meta-information for defining the node in the social networking system, such as the type of the node. The social networking system retrieves the tags from the markup language document and stores their information in connection with the node for the web page while using the tags to identify a template that describes display of content from the web page. The template may include user interface elements for receiving input, allowing a user to interact with a node in the social graph associated with the web page, allowing user interactions with the web page content to be tracked by and reflected back within the social networking system.