In one aspect, a method of retrieving a social media (SM) content item by a computing system operable to access a plurality of SM platforms. The computing system stores multiple sets of platform-specific rules for retrieving SM content items from multiple SM platforms. Each set corresponds to a respective one of the SM platforms. The method includes (i) accessing, by a computing system, one of the SM platforms, (ii) selecting, by the computing system, a SM content item published on the accessed SM platform, (iii) responsive to selecting the SM content item, selecting, by the computing system, from among the sets of platform-specific rules, a set of platform-specific rules corresponding to the accessed SM platform, (iv) using, by the computing system, the selected set of platform-specific rules to retrieve the selected SM content item, and (v) integrating, by the computing system, the retrieved SM content item into a video program.