1. A method, comprising: generating, by a computing device of a social networking system, a plurality of candidate entities within the social networking system for recommendation to a user of the social networking system, wherein a candidate entity is not a personal account of a user of the social networking system; determining, for each of the plurality of candidate entities, a weight based upon an output score generated by an objective value model, wherein the objective value model utilizes one or more input values describing the respective candidate entity that are objectively measurable based upon data stored by the social networking system, and wherein the objective value model generates larger output scores for those of the plurality of candidate entities that would create larger predicted increases in an objectively measurable amount of benefit for the social networking system created by a potential connection being created between the user and the respective candidate entity; selecting, based upon the weights of each of the plurality of candidate entities, a first entity of the plurality of candidate entities; and causing an entity recommendation user interface to be presented to the user through a user device of the user, wherein the entity recommendation user interface comprises a first recommendation module identifying the selected first entity.