2.3. Network Roles and Responsibilities
Conventional wisdom holds that for a community to succeed, its members must truly feel ownership of the community, which motivates a range of behaviors that are necessary for its success. Studies suggest that leaders naturally emerge over time as conversations happen among members and as those who care the most about the success of the community step forward. As with its network formation experience, ConocoPhillips found out early in the process that this conventional wisdom actually harmed the company's efforts. When members saw a swirling, unfocused mass of interactions, they had trouble seeing how they fit in.
The company therefore went against the traditional perspective by explicitly formalizing a ...
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