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How to engage with the community is the next piece of the puzzle. One of the questions is whether the product, brand or service is “conversational”. In the recent #IncredibleIndia campaign, Google Plus teamed up with the Indian Ministry of Tourism in a one of a kind photography contest. People across the country from all age groups began putting up pictures on Google Plus that got everyone talking. In other cases, it is not that easy to talk about the product because there is so little to say.