1. A computer-implemented method comprising: within a social network service environment, monitoring for and detecting a user-initiated interaction with a web document by a user, the web document having a Universal Resource Identifier (URI); identifying one or more topics to which the web document relates; in response to identifying a single topic to which the web document relates: identifying a single, existing forum of potential interest to the user, the single, existing forum being associated with the identified, single topic; and recommending the single, existing forum of potential interest to the user; and in response to identifying more than one topic to which the web document relates: identifying more than one existing forums of potential interest to the user, each more than one existing forum being associated with at least one topic selected from the identified more than one topic to which the web document relates; identifying a plurality of persons to whom the user has a relationship with, as defined by the social network service environment; determining which of the existing more than one forums to recommend based on activities of selected ones of the identified plurality of persons; and recommending the determined one or more forums to the user.