Devices, systems, and methods are directed towards ranking of messages based on a hop distance a forwarded message travels through a social network. As a message is forwarded by a member of the social network the hop distance increases. As the message is forwarded, recipients and/or senders may view the hop distance in real-time. The hop distance may reflect a number of times the message is forwarded to reach a recipient, or the maximum number of times the message is forwarded. The message may be displayed to a member in a rank ordering based on the hop distance, and messages with hop distances below a defined value may be deleted from a displayed list after a period of time. In one embodiment, a message may be forwarded anonymously to, for example, encourage members to forward the message.