Architecture that monitors interaction data (e.g., search queries, query results and click-through rates), and provides users with links to other users that fall into similar categories with respect to the foregoing monitored activities (e.g., providing links to individuals and groups that share common interests and/or profiles). A search engine can be interactively coupled with one or more social networks, and that maps individuals and/or groups within respective social networks to subsets of categories associated with searches. A database stores mapped information which can be continuously updated and reorganized as links within the system mapping become stronger or weaker. The architecture can comprise a social network system that includes a database for mapping search-related information to an entity of a social network, and a search component for processing a search query for search results and returning a link to an entity of a social network based on the search query.