A system, method and article of manufacture that selects at least keyword from a taxonomy of a publication system; used the at least one keyword for performing data mining of a social network to detect conversations relating to products; compared elements of the conversations with functions of the publication system; and responsive to comparing, uses the elements of the conversation to change the taxonomy or the offering of products on the publication system. The conversations comprise posts relating to a product, the functions of the publication system comprise searches relating to the product, and changing the taxonomy comprises adding a category to the taxonomy.