The present invention relates generally to the field of computer and network software, and more particularly it relates to a method and apparatus for promoting and facilitating interactions between users in virtual worlds. According to some aspects, the invention provides a way of allowing a user to easily identify other users that the user may want to connect with for any purpose. According to other aspects, the invention allows users to specify items, interests, friends, demographics and/or preferences, and the system automatically identifies other users who meet those criteria. The system can further provide mechanisms to alert and/or introduce users who share similar interests, demographics and/or meet other matching criteria, and allow them to interact with each other. According to still further aspects, the invention can automatically determine criteria for motivating and/or facilitating interactions between users. According to still further aspects, the invention can motivate and/or facilitate interactions between users while they are casually surfing the web, as opposed to visiting a special web site or specific network location.