Profiling user activity to achieve social and governance objectives, including: generating, based on data describing activities within a system, a plurality of activity groupings each including one or more user accounts and corresponding to a particular activity in the system; generating, for each of the plurality of activity groupings, one or more social groupings based on user profiles of the one or more user accounts in a corresponding activity grouping, wherein each of the one or more social groupings corresponds to one or more particular user profile attributes; identifying, for a particular user account, one or more of the activity groupings having a social grouping corresponding to user profile attributes of the particular user account; and modifying one or more user experience features of the system based on the identified one or more activity groupings.