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; 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.