Patent ID: 8606721

Claim:
A method comprising: examining, by one or more processors, a social graph to determine, for a first user represented by a first node of the social graph, a group of users represented by respective other nodes that connect to the first node by respective edges of the social graph; analyzing, by the one or more processors, activity between the first user and each user of the group of users; determining, by the one or more processors, an affinity between the first user and each user of the group of users based at least in part on the analyzed activity; assigning, by the one or more processors, an edge strength indicative of the determined affinity to each of the respective edges of the social graph; and determining, by the one or more processors, a value of a gift for a second user of the group of users, the value of the gift based at least in part on the edge strength between the first user and the second user of the group of users.