A computer-implemented method performed by a social network engine comprising: receiving, from a first communication device (140, 260, 270) that is associated with a first software container (220, 240, 320, 340) related to a first online user identity, data indicating a request to exchange social network data included in a second software container (220, 240, 320, 340) related to a second online user identity, wherein each of the first software container and the second software container is an independent server virtualization instance that is configured to operate independently of other processes operating on a same processing resource as the independent server virtualization instance, and wherein the request comprises at least i) a first network address uniquely identifying the first software container, and ii) a second network address uniquely identifying the second software container; accessing configuration data that specifies pre-determined relationships between the second software container and one or more other software containers, wherein each pre-determined relationship between the second software container and one or more other software containers is specified by a second communication device that is associated with the second software container and permits social network data to be exchanged between the second software container and the one or more other software containers; determining that the configuration data specifies a pre-determined relationship between the second software container and the first software container that permits social network data to be exchanged between the second software container and the first software container; and in response to determining that the configuration data specifies a pre-determined relationship between the second software container and the first software container that permits social network data to be exchanged between the second software container and the first software container, transmitting the social network data included in the second software container to the first software container. receiving, from a first communication device (140, 260, 270) that is associated with a first software container (220, 240, 320, 340) related to a first online user identity, data indicating a request to exchange social network data included in a second software container (220, 240, 320, 340) related to a second online user identity, wherein each of the first software container and the second software container is an independent server virtualization instance that is configured to operate independently of other processes operating on a same processing resource as the independent server virtualization instance, and wherein the request comprises at least i) a first network address uniquely identifying the first software container, and ii) a second network address uniquely identifying the second software container; accessing configuration data that specifies pre-determined relationships between the second software container and one or more other software containers, wherein each pre-determined relationship between the second software container and one or more other software containers is specified by a second communication device that is associated with the second software container and permits social network data to be exchanged between the second software container and the one or more other software containers; determining that the configuration data specifies a pre-determined relationship between the second software container and the first software container that permits social network data to be exchanged between the second software container and the first software container; and in response to determining that the configuration data specifies a pre-determined relationship between the second software container and the first software container that permits social network data to be exchanged between the second software container and the first software container, transmitting the social network data included in the second software container to the first software container.