Dynamic Aggregation of Users

While using an online application, information received or selected by a user is associated with a context. For example, a search query is received from a user and the search query is associated with a context. The user is provided with a recommendation to join a discussion forum that corresponds to the context, thereby dynamically aggregating users. The recommendation may be provided conditionally, if predefined criteria are satisfied. Alternately, in some embodiments a recommendation may be made unconditionally.