1. A method comprising: presenting a plurality of content items maintained by a social networking system to a user of the social networking system; receiving a request from the user to store a content item from the plurality of content items in association with the user, the request identifying the user and identifying the content item; storing the content item identified by the request in association with the user and in association with one or more rules, a rule specifying one or more criteria to be satisfied for the content item to be eligible for presentation to the user and a format for presenting the content item; identifying one or more attributes associated with the user; determining the content item is eligible for presentation to the user if the identified one or more attributes associated with the user satisfy one or more criteria specified by the one or more rules associated with the content item; determining a format for presenting the content item to the user based at least in part on the one or more rules associated with one or more criteria satisfied by the identified one or more attributes associated with the user; including the content item in a selection process identifying content for presentation to the user if the content item is determined to be eligible for presentation to the user; and presenting content to the user based on the selection process.