1. A method for determining that multiple social media profiles correspond to a common entity, the method comprising: identifying, by a social media analysis tool executed by a processor, a first profile for a first social media platform, a second profile for a second social media platform, and a third profile for a third social media platform, wherein the first and the third profile have a first attribute, a second attribute, and a third attribute, wherein the second profile has the first attribute and lacks the second and third attributes, wherein the second attribute describes an entity name and the third attribute describes a geographical location; determining, by the social media analysis tool based on the first profile and the second profile having different values for the first attribute, that a probability of both the first profile and the second profile corresponding to the common entity is less than a threshold; determining, by the social media analysis tool, a uniqueness score for a combination of values of the second attribute and the third attribute in the first profile, wherein the uniqueness score indicates a likelihood of the second and third attributes having the combination of values, wherein determining the uniqueness score comprises determining a uniqueness of a name identified by the entity name from the second attribute being associated with the geographical location from the third attribute; selecting, by the social media analysis tool based on the determined uniqueness score, the second and third attributes as a basis of comparison between the first profile and the third profile; matching, by the social media analysis tool, the first profile to the third profile based on comparing the values in the first profile for the selected second and third attributes with values in the third profile for the selected second and third attributes; matching, by the social media analysis tool, the second profile and the third profile based at least in part on the second and third profiles having corresponding values for the first attribute; and updating, by the social media analysis tool, the probability of both the first profile and the second profile corresponding to the common entity so that the probability exceeds the threshold, wherein the probability is updated based on matching the first profile to the third profile using the second and third attributes and matching the second profile to the third profile using the first attribute.