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.
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. 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.