Methods and apparatus are provided for analyzing user activity and for recording such user activity in an entity relationship model. A network is searched for materials associated with a user and content analysis techniques are performed on the associated materials to extract one or more characteristics from the associated materials based on predefined criteria. The extracted information is stored in an entity relationship model that relates the user to the extracted characteristics. The characteristics may include activity information, expertise information and location information. The entity relationship model can thereafter be searched to identify and optionally contact one or more users having desired characteristics.