1. A computer implemented method comprising: identifying a set of objects associated with a social networking system, the identified objects related to a subject or interest; selecting users associated with the objects, wherein each user is selected based on a measure of interactions of the user with the objects; selecting a set of candidate objects associated with the selected users, wherein the candidate objects are potentially related to the subject or interest; receiving, by a computer, keywords associated with the subject or interest and searching for keyword occurrences in content associated with each candidate object provided by users of the social networking system; determining a level of association of each candidate object with the subject or interest based on the keyword occurrences; and storing information describing the level of association of one or more of the candidate objects with the subject or interest.