In some embodiments, disclosed techniques may include providing a profile of a first user to a second user, wherein the profile of the first user includes a first profile data; determining that the second user is permitted to modify the profile of the first user, wherein said determination includes determining that a social connection exists between the second user and the first user; receiving a second profile data from the second user, wherein the second profile data is a proposed modification to the first profile data; providing the second profile data to the first user; receiving from the first user an approval of a change to the profile of the first user, wherein the change to the profile of the first user includes the second profile data; and associating the second profile data with the profile of the first user.