1. A method for improving information exchange in a social network environment, the method comprising: detecting actions performed on an electronic object; detecting entry of said electronic object in a social networking website; identifying an association between said social networking website and said electronic object; identifying one or more rule patterns based on said detected actions, said detected entry of said electronic object in said social networking website and said identified association between said networking website and said electronic object; storing an indication of said association between said social networking website and said electronic object in terms of concept nodes in a hierarchical tree using said identified one or more rule patterns; and searching, by a processor, for any social networking feeds of interest using said hierarchical tree as well as a current electronic object of a user.