Techniques for leveraging a social graph to facilitate the delivery of relevant recommendations. For example, a recommender is identified based on the recommender being a member of a social networking service who has interacted with an item of web-based content. A recommendee is identified based on the recommendee being another member of the social networking service who is connected to the recommender via a social graph maintained by the social networking service and based on having an affinity score for the item that exceeds a recommendee affinity score threshold and a connection strength to the recommender that exceeds a connection strength threshold. The recommender is sent a communication that invites the recommender to recommend the item to the recommendee. With some example embodiments, the communication is sent to the recommender within a pre-determined time measured from the time the recommender initiated an interaction with the item of web-based content.