This article analyzes the Facebook page Justice for Mike Brown-set up during the 2014 Ferguson protests-in order to rethink the role of memory work within contemporary digital activism. We argue that, as a particular type of discursive practice, memory work on the page bridged personal and collective action frames. This occurred in four overlapping ways. First, the page allowed for affective commemorative engagement that helped shape Brown's public image. Second, Brown's death was contextualized as part of systematic injustice against African Americans. Third, the past was used to legitimize present action, wherein the present was continually connected to the past and future. And fourth, particular discursive units became recognizable symbolic markers during the protests and for future recall. Based on this typology, we show that memory work, although multidirectional and in flux, is stabilized by the interactions between the page administrator, users, and Facebook's operational logic.