Some embodiments provide a communication tool that directly sends messages to accounts of different entities across different social media sites by automatically identifying and associating the accounts of the entities when the entities are referenced in the contents of the messages. Such identification and association is performed without the message originator manually specifying the accounts as intended recipients for the messages. The communication tool also automatically sends messages to different social media accounts of the message originator. The communication tool also blasts messages to an information aggregator that aggregates messages to develop a database from which the messages that target a particular entity can be presented irrespective of whether the particular entity has registered an account with any social media site, irrespective of which social media site the messages are originally destined for, and irrespective of whether a recipient is explicitly specified for the messages by the message originator.