Techniques for identifying mutual interests between users of a social networking system are disclosed herein. In one embodiment, a method includes steps of identifying, in a social networking system, a content object that has been interacted by a first user of the social networking system; associating, in the social networking system, a keyword with the first user, the keyword having been previously associated with the content object; and determining, in the social networking system, a mutual interest for the first user and a second user of the social networking system by identifying a match between the keyword associated with the first user with a keyword associated with the second user.