1. A method comprising: storing associations between a plurality of objects and a plurality of users in a social networking system; identifying a target user of the social networking system; identifying objects associated with the target user based on the stored associations; retrieving an influence metric associated with each of the identified objects, each influence metric identifying the influence of an associated object on a plurality of users associated with the object; generating a relevance metric for the target user based on an aggregation of the retrieved influence metrics, the relevance metric describing an aggregated relevance of the identified objects with which the target user is associated in the social networking system; and storing the relevance metric.