Methods, systems, and computer programs are presented for managing electronic messages of users in a social network. One method includes an operation for receiving attributes of a profile of a person with a person account that has started following an entity with an entity account, in the social network. Further, the person is added to one or more groups in the entity account based on the attributes. Each of the groups is associated with defined properties for adding persons to each group. Furthermore, messages, created by the entity and addressed to the one or more groups, are distributed to a stream of the person account.