Abstract: A social media system directs content data to users according to content affinity data received from users. A server program assigns work queue pipelines on the server a processing priority in numeric order of (i) expressed affinity data, (ii) calculated affinity data, (iii) collaborative filtering affinity data, (iv) content-based affinity data, and (v) global user average affinity data. Collaborative filtering affinity data comprises item based collaborative filtering data and user based collaborative filtering data with item based data being granted a higher processing priority than user based data. The processing priority at the server determines how quickly content data at an end user device can be updated. The user devices, accessed by a user with an account on the social network described herein, displays content data received from the server in accordance with processed affinity data received by the server.