There is disclosed a method of facilitating interaction between users of an electronic community. In an embodiment, the method comprises: reviewing a user activity log for each user in the electronic community; executing a natural language parser to extract significant noun phrases from the user activity log; updating user profiles from the newly extracted noun phrases, based on their usage frequency and importance value; and storing the updated profiles in a user profile and relationship data base; and executing a similarity based clustering algorithm to cluster user profiles, thereby discovering relationships among users and storing them in a user profile and relationship database. The method may further comprise displaying for each user the one or more relationships to which the user is assigned, together with a list of users assigned to the one or more relationships. The method may also comprise storing for each user the relationship to which the user is assigned in a user profile and relationship database.