Abstract: Techniques for identifying mutual interests between users of a social networking system are disclosed herein. In one embodiment, a method includes identifying, by a social networking system, a content object with which a first user of the social networking system has interacted. The social networking associates a keyword phrase with the first user. The keyword phrase has been previously associated with the content object. The social networking system further determines a mutual interest for the first user and a second user of the social networking system by identifying a match between the keyword phrase associated with the first user with a keyword phrase associated with the second user.