1. A method for generating conversations in a social network comprising: receiving a first electronic image from a first user device and metadata associated with the first electronic image; performing a visual search of the first electronic image to identify a first mixed media reality (MMR) object; determining whether a discussion group exists that is related to the metadata associated with the first electronic image; responsive to an absence of the discussion group, generating the discussion group; and providing information about the discussion group to the first user device.