The groups functional block represents the extent to which users can form communities and sub-communities. Groups are used to manage relationships and ‘bit’ information into smaller chunks. The two main types are self-created and those reflecting the offline world. Once again firms should consider how their audience would normally group themselves; is it important to be placed in a group (ex. Demographics) or for the audience to manage their own groups. Groups are more than just a list of users, they allow users to selectively share information, group identities, and indicate presence with specific people.