Embodiments are directed to users viewing and referring cards of content to other users. A user may refer a card by endorsing the card. By friending other users, users form a social network. Thus, a user may refer a card to friends, friends of friends, and other users. Cards may include one or more card tallies that are specific to a particular user. Card tallies may refer to the number of friends, of the particular user, that have endorsed the card, the number of friends of friends that have endorsed the card, and other users that have endorsed the card. By viewing the card tallies, the particular user may determine a utility of the card based on the number of the user's friends that have endorsed the card, the number of friends of friends that have endorsed the card, and the number of other users that have endorsed the card.