In one embodiment, one or more computing systems may implement a social networking environment and may be operable to access, in a social graph associated with one or more computing systems of a social network environment, a user node representing a particular user, the user node connected to a plurality of attribute nodes. The social graph may comprise a plurality of object nodes in the social graph, each object node being connected to a plurality of attribute nodes. The systems may be further operable to calculate a match coefficient between the user node and an individual object node. The calculation may include operations to, for each attribute node in a set of all attribute nodes connected to both the user node and the object node, calculate a first coefficient between the user node and the attribute node.