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Social Networking for Business: Choosing the Right Tools and Resources to Fit Your Needs by Rawn Shah

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9. Community and Social Experience Management

Joi Ito, CEO of Creative Commons and a venture capitalist, compared completing quests in massively multiplayer games such as World of Warcraft to conducting a symphony.1 Rituals involve members taking on certain transitory roles during the event; only when they act in harmony and synchrony can they meet the end goals. This level of group harmony relies on all participants knowing the situation they face and the actions they need to perform. The participants might need guidance about when to perform their part, and perhaps some help in performing it. A guild leader, community manager, or similar role can help in these situations. This leader’s job is not to order people around, but to elicit their ...

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