An affinity mapping service system allowing a video service provider to perform one or more automatic actions related to a video content item (e.g., automatically recording the video content item, recommending similar video content, automatically tuning to a channel airing the video content item, providing a notification when the video content item is airing, etc.) based on an affinity selection made by a user for a content object related to the video content item is provided. The user is enabled to selectively pair a social networking service identifier (e.g., username, handle, etc.) with a video service account. An affinity selection made by the user via a social networking service in association with a video content item is communicated to the video service provider and mapped to an automatic action for the video service provider to take based on action preferences selected by the user.