The chapter delves into an unexplored phenomenon within the realm of social media: “role expansion” of social media groups. The focus is on investigating situations in which groups that were initially formed with specific purposes gradually shift their focus towards related goals that exceed their original intentions. This study employs a dual methodology of content analysis, analyzing social media posts from two prominent Facebook groups advocating justice for Roman Zadorov in Israel, and conducting interviews with group administrators. Through this combined approach, the chapter not only highlights instances of role expansion, but also offers an initial background to better understand this intriguing phenomenon.