A system and method of adjusting an affinity score between an entity pair in a social network is disclosed. The method may include determining, with a processor, whether a first member of the entity pair is a heavy user member. The method further includes if the first member is the heavy user member, determining, with the processor, an affinity adjustment factor between the first member and the second member, and adjusting, with the processor, the affinity score between the first member and the second member of the entity pair in accordance with the adjustment factor to determine an adjusted affinity score. The method may include determining, with the processor, whether a number of interactions on content items indicates that the first member is the heavy user member. The second member is associated with a content item that is being considered for display to the first member.