1. A method of managing forums, the method comprising: receiving a search string for searching an electronic catalog of items, the search string including a plurality of search terms; identifying items associated with the search string to create a search result; generating variations of the search string, the variations including a modified arrangement of the plurality of search terms that form the search string; determining whether a forum associated with the search string or with one of the variations of the search string exists b determining if the search string or one of the variations of the search string is associated with at least one of a tag having a tag forum, a category having a category forum, or an existing search term having a search forum; at least partly in response to determining that a forum associated with the search string or one of the variations exists, selecting a forum from at least one of the tag forum, the category forum, or the search forum; at least partly in response to determining that a forum associated with the search string or one of the variations does not exist, creating the forum by logging each variation with an associated weight, the weight being aggregated for each occurrence of the variation to create a variation aggregate score, the forum being created for the variation when the variation aggregate score reaches a threshold value; and causing a display of the selected or created forum as a part of the search result.