1. A system comprising: one or more computers; and a computer-readable medium coupled to the one or more computers having instructions stored thereon which, when executed by the one or more computers, cause the one or more computers to perform operations comprising: receiving, from a computing device, a submitted question to be viewed by trusted participants of an online conversation; identifying the trusted participants, wherein the trusted participants include one or more social network friends of the user and a plurality of advertisers; matching one or more advertisers in the plurality of advertisers to the submitted question based on each of the one or more advertisers having expertise in a topic associated with the question; transmitting the submitted question for display in a respective page associated with a respective account of each of the one or more social network friends of the user; receiving a reply to the question from one of the trusted participants; and providing the reply to the trusted participants, wherein providing the reply to the trusted participants comprises providing the reply for display with the submitted question in the respective page associated with the respective account of each of the one or more social network friends of the user.