1. A computer-implemented method comprising: determining interests for each of a plurality of users of a social networking system, a respective interest for each user based on information provided by the respective user; inferring a preference of each user for a first content item over a second content item in a pair-wise comparison of the first and second content items, the inferring based on at least one of the determined interests for the respective user; identifying at least one predictive factor associated with each inferred preference; for each identified predictive factor, determining a feedback coefficient for the identified predictive factor based on at least a subset of the inferred preferences; and storing the feedback coefficients for the identified predictive factors in a computer-readable storage medium.