Social network system and method of operation

A method performed within a social network system accessible over a data network with a plurality of data input devices connectable to said data network, said social network system including a plurality of entity data records each relating to a corresponding user entity and containing one or more entity attributes including at least one identifying characteristic of said corresponding user entity, said method including providing, via said data network, a given user entity with:

• a virtual, unique, personal, social network (hereinafter ‘social network’) by:
• forming connections between contacts comprising other user entities connected directly or indirectly to the given user entity;
• identifying each of the other user entities by a characteristic representing a node, wherein an identifying characteristic includes a name and contact information for the entity;
• and
• providing a visual display of interconnections between nodes;
• respective interrelationship context information including:
• details of any common entity attributes, between two contacts and/or between a contact and the given user entity;
• access to at least part of at least one of the entity data records;
• the option to take a role in a predetermined activity and/or application via said data network, wherein said role includes at least one of provider or participant, wherein a provider is a user entity providing an item or service to at least one other user entity;
• and
• a participant is a user entity utilising said provider's item or service.