1. A method comprising: retrieving contextually relevant data for a plurality of concepts within an entity graph of the social network system; retrieving socially relevant data for a user's node within a social graph of the social network system including (a) socially relevant data of the user's node describing relationships to friend nodes of the user's node within the social graph and (b) one or more linked concept nodes within the entity graph expressly related to the user's node within the social graph or to the friends nodes of the users nodes or both, by (i) retrieving a list of entity objects representing the plurality of concepts within the entity graph of the social network system, (ii) filtering the retrieved list of entity objects by eliminating any entity object representing a linked concept expressly related to the user's node within the social graph, (iii) referencing a plurality of sub-concepts of the remaining entity objects within the filtered list of entity objects by accessing linked entity objects within the entity graph representing the plurality of sub-concepts, the linked entity objects expressly related to the entity objects, and (iv) querying the remaining entity objects within the filtered list of entity objects and the plurality of sub-concepts of the remaining entity objects for metadata of the respective entity objects, wherein the contextually relevant data is the metadata, and the plurality of concepts within the entity graph are not linked to the user's node within the social graph; identifying intersects between the plurality of concepts within the entity graph and the social relevant data for the user's node within the social graph; selecting one of the plurality of concepts within the entity graph based on the intersects identified; and displaying the one of the plurality of concepts within the entity graph at a user interface associated with the user's node.
2. The method of claim 1 : wherein the plurality of concepts within the entity graph of the social network system correspond to real-world concepts, places, and/or things and do not correspond to any user of the social network system; and wherein the user's node within the social graph of the social network system corresponds to a human user of the social network system.