1. A method implemented by a computing device, the method comprising: personifying a plurality of software agents in a user interface to be selectable as friends in a social network service for inclusion with representations of one or more user accounts of the social network service that are selected as friends, each said software agent is executable to make one or more recommendations based on criteria of the software agent, respectively, and the personifying corresponding to a modality for content consumption crafted as a personality for use in the social network service; and communicating recommendations made by particular said software agents via user accounts of the social network service that have selected the particular said software agents as friends such that: the recommendations are communicated for inclusion a network feed that includes at least one status update from at least one said user account of the social network service that is selected as a friend; and at least one user account of the social network service that did not select the particular said software agents as friends do not receive the recommendations.