There are provided a system, a method and a computer program product for creating the social group whose participants are involved in an online conversation. The system aggregates data associated with the online conversation and a group profile, of the social group. The system determines, based on the online conversation data and the group profile, a context of the online conversation and a goal of the social group. The system receives, based on the determined context and the goal, a first bidding from each provider, the first bidding associated with the determined context and the goal, the each provider providing one or more of: goods, services or discounts associated with the context and the goal.