1. A method comprising: detecting a publication that was shared by a member of an on-line social networking system; determining that the publication includes a name entity, the name entity comprising a string of characters; selecting one or more candidate profiles from a plurality of member profiles in the on-line social networking system, based on the name entity; selecting a matching profile from the candidate profiles, utilizing one or more disambiguation techniques, the one or more disambiguation techniques comprising utilizing data from a candidate profile from the one or more candidate profiles and data from one or more profiles of connections of the candidate profile; and identifying, using at least one processor, the matching profile from the candidate profiles as a member profile in the on-line social networking system that represents a member referenced by the name entity.