Techniques are described herein that are capable of providing a link to a portion of a media object (e.g., video, audio, etc.) in real time in a social networking update. For example, a user in a social networking system may generate a social networking update that references a media object while the user is consuming the media object. A determination may be made that the user is consuming the media object and that the user generates the social networking update while the user is consuming the media object. A link is inserted in the social networking update that references a portion of the media object that corresponds to a time instance at which the user generates the social networking update. For instance, the link may be automatically inserted in the social networking update.