1. A computer-executed method for determining an alignment between a web identity for a user and a social media identity of the user, the method comprising: accessing a cookie indicating a plurality of websites visited by the web identity; extracting, from social media content items authored by the social media identity on a social media source, a plurality of web links and a plurality of times when the social media content items including the web links were authored; extracting, from the cookie, the visited websites and a plurality of times when the websites were visited; matching the web links and times associated with the social media content items to the visited websites and times associated with the cookie; determining a number of matches indicative of a probability that the web identity is the social media identity based on the matching; determining that one or more of the social media content items authored by the social media identity reference a television media event aired on a time-based media source; and sending a message related to the television media event to the web identity.