Embodiments of the present invention address deficiencies of the art in respect to social bookmarking and provide a method, system and computer program product for automated surfacing of tagged content in a vertical application. In an embodiment of the invention, a method for automatically surfacing tagged content in a vertical application can be provided. The method can include parsing text from content in an end user application, comparing the parsed text to social bookmarks and associated metadata in a social bookmarking system and matching portions of the content to respective ones of the social bookmarks based upon the comparison, and visually emphasizing the matched portions of the content in the end user application.