A process for generating social recommendations is provided. For each user, a user profile index is accessed to determine reading interests of the user. Further, relevance matching is performed to determine matching users having at least one publishing interest that is relevant to the reading interests of the user. Next, the matching users are ranked. Based on the ranking, one or more top ranked matching user(s) are determined. Additionally, a social recommendation for each of the top ranked matching user(s) is enabled to be made to the user.