15. The method of claim 12 , wherein determining the topic comprises performing a search of a search index using the first search query to identify the topic; and wherein the method further comprises correlating the topic to the second search query, the second search query relating to the topic but being different from the first search query.
12. A method performed by a server system, comprising: receiving a first search query from a user; determining a topic associated with the first search query; associating a second search query with the topic, wherein the second query is a suggested query to guide the user into interaction with other users who have submitted similar search queries, the second search query being different from the first search query; and establishing an online social group for which participation is suggested in response to: receiving the second query; determining a second query traffic volume, the second query traffic volume indicating a number of times the second search query has been received from other users within a time window; and determining that the second query traffic volume is greater than a predetermined threshold traffic volume, the threshold traffic volume being indicative of a level of interest in the topic.