Social networking in a virtual space over a network is facilitated. Subscriber computing devices each operated by a subscriber are associated with a subscriber identifier. Each computing device is connected to the network. A subscriber profile is created in a profile datastore, wherein the subscriber profile comprises information about the subscriber and wherein the subscriber profile is associated with the subscriber's subscriber identifier. Subscriber identifiers associated with subscribers who are logged in to a website are monitored. The website defines a virtual space and the logged-in subscribers are characterized as present in the virtual space. A web page is served to the computing devices of the present subscribers via the network. The web page of a first subscriber comprises a first subscriber icon associated with the first subscriber and subscriber icons of other present subscribers. A determination is made whether the first subscriber profile matches the subscriber profile of one or more of the other present subscribers according to matching criteria. An attribute is assigned to the icons of the other present subscribers that match the profile of the first subscriber according to matching criteria. Selected profile information is provided to the first subscriber of a selected one of any of the other present matching subscribers.