Great question. I think for twitter your best bet is to use hashtags because otherwise you need to create algorithms or find existing algorithms that do language analysis and improve over time based on user input/feedback.
For facebook you can kind of do what bing implemented a while back. As I covered in this article here:
http://www.socialtimes.com/2010/06/bing-adds-facebook-and-twitter-features-steps-up-social-services/
I wrote: For example, a search for “NBA Finals” will return fan-page content from Facebook, including posts from a local TV station. So if you're trying to augmented NBA related content, you could do a similar search as Bing provides - searching publically available fan-page content the way spiders index them for search engines. I'm not a developer so i'm not sure of the intricacies but I know it can be done.
Also you can display popular shared links from users who are publishing to ‘everyone’ will be aggregated for all non-fan page content. I'm not sure if this is limited to being published to 'everyone' and/or being 'popular' although I would assume so - but you can double check that.
Hope this helps
