20. The system of claim 15 , wherein the identification of one or more nodes of the social graph that likely match the entity further comprises: comparing respective name text strings of the nodes to a name text string of the entity based on a Levenshtein distance algorithm.
15. A system comprising: one or more processors; and a memory coupled to the processors comprising instructions executable by the processors, the processors operable when executing the instructions to: receive 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; access 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; identify one or more nodes of the social graph that likely match the entity; determine, 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 update at least one of the identified nodes with at least one of the data items.