1. A computer-implemented method comprising: interfacing with a search engine, the search engine to produce search results from one or more content datastores by matching a search query with content items stored in the one or more content datastores; receiving a sponsored concept from a sponsoring company at a server computer via a data network; receiving a first search query corresponding to a search by a first user, the first search query being used by the search engine to match with content items stored in the one or more content datastores, the first search query also being used to determine if the sponsored concept and the first search query fit within match criteria; determining, by use of a data processor, if the sponsored concept and the first search query fit within match criteria; generating for the first user, by use of the data processor, if the sponsored concept and the first search query fit within match criteria, a first link enabling the first user to initiate a conversation between the first user and an agent of the sponsoring company, the first link being a user interface element that can be activated by the first user; initiating a conversation between the first user and the agent of the sponsoring company upon activation of the first link; receiving a second search query corresponding to a search by a second user, the second search query being used by the search engine to match with content items stored in the one or more content datastores; determining if the first search query and the second search query fit within match criteria; generating for the first user, if the first search query and the second search query fit within match criteria, a second link enabling the first user to initiate a conversation between the first user and the second user, the second link being a user interface element that can be activated by the first user, the second link including at least a portion of the second search query from the second user; and initiating a conversation between the first user and the second user upon activation of the second link.
2. The computer-implemented method as claimed in claim 1 wherein the conversation initiated upon activation of the first link is initiated without installing application-specific software on the first user's system.