Content of a private profile/site of a user is derived based on analysis of the user's friend's profiles/sites. A mapping module maps a social networking group with a number of members. A pattern module determines a pattern of publishing activity of each of the members in posting content on sites of other of the members. A profiling module defines a member usage profile for each member based on the pattern. An identification module identifies a private site of a private member of the social networking group to be analyzed. An analysis module analyzes content posted by the private member on public sites of public members of the social networking group. A prediction module predicts responses of the public members to the content posted by the private member based on the member usage profiles of the public members. An estimation module estimates the type and amount of content posted on the private site based on the analysis of the public sites and the prediction based on the member usage profiles.