A system and method for generating a conversation in a social network based on visual search results. A mixed media reality (MMR) engine indexes source materials as MMR objects, receives images from a user device and identifies matching MMR objects. A content management engine generates metadata corresponding to the MMR objects. A social network application generates conversations corresponding to the MMR object. The conversation includes multiple discussion threads. If a conversation already exists, the social network application provides the user with access to the conversation.