Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for receiving, from a author user, a post data set associated with a post in a social networking service, the post data set including distribution data, the distribution data indicating one or more recipient users to which the first post is to be distributed, determining that at least one recipient user of the one or more recipient users is a non-direct intended recipient, the non-direct intended recipient not being a contact of the author user within the social networking service, receiving a social affinity score, the social affinity score indicating a strength of a relationship between the author user and the non-direct intended recipient, determining that the post is to be distributed to the non-direct intended recipient at least partially based on the social affinity score, and distributing the post to the non-direct intended recipient.