1. A method comprising: receiving a plurality of data items imported into a social-networking system by a first user of the social-networking system, the plurality of data items being related to an entity; accessing, by one or more processors associated with one or more computer servers associated with the social-networking system, one or more data stores storing a social graph of the social-networking system, the social graph comprising a plurality of nodes and a plurality of edges between nodes, the nodes comprising user nodes corresponding to users of the social-networking system and concept nodes corresponding to concepts; identifying, by the one or more processors, one or more nodes of the social graph that likely match the entity; determining, by the one or more processors, a confidence score for each of the one or more of the identified nodes, the confidence score indicating a relative likelihood that the identified node matches the entity, wherein the confidence score is based in part on an interaction between the entity and a test message sent to the entity; and updating, by the one or more processors, at least one of the identified nodes with at least one of the data items.