1. A method comprising: by a computer server, accessing, 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; and by the computer server, for each of a plurality of object nodes in the social graph, each object node connected to a plurality of attribute nodes, calculating a match coefficient between the user node and an individual object node, wherein the calculating comprises: calculating, for each attribute node in a set of all attribute nodes connected to both the user node and the object node, a first coefficient between the user node and the attribute node and a second coefficient between the object node and the attribute node; and obtaining the sum-product of all the first and second coefficients.