Embodiments are described herein to identify matching users that share an affinity for particular subjects with a searching user. The embodiments may allow searching users to find and connect with matching users based on parameters, such as physical and/or virtual proximity of the users, one or more shared affinity subjects and/or privacy preferences associated with the users. The embodiments may provide notifications throughout the matching and connecting process and may allow connected users to manually and/or automatically share information with each other.