A networking environment accessible by a plurality of computing devices is established to facilitate communications between participants associated with the computing devices, where content is generated and shared by participants via the networking environment. An item of content is shared with a group of recipients associated with computing devices via the networking environment, where the shared item of content includes one or more tags associated with the content, and each tag includes an initial weight value associated with the tag. A relevance factor associated with the group is determined, where the relevance factor is based upon information obtained from profiles of recipients from the group, and the initial weight value of each tag associated with the shared item of content is adjusted based at least in part upon the collective relevance factor associated with the group.