Methods, systems, and computer programs are presented for managing interaction between users in a social network. One method includes providing a user account having information that identifies a person associated with the user account. The method further includes receiving interactivity of the person on the user account. The received interactivity identifying endorsements made by the person utilizing the user account, and the endorsements made by the person are associated to a soft following metric. The method also includes identifying entities selected for following by the person of the user account. The selection for following triggered by direct action by the person on the user account to add an entity to one or more groups created at the user account. The selection for following being associated with a hard following metric that allows the entity having an entity account to post data to the user account of the user.