I compartmentalize this idea for my customers by trying to convince them that true, honest, authentic participation leads to real live engagement with people.

When you use a tool in the way that it was meant to be used, then you will find more people to engage with. It's magic!

The online “social web” — social networks and social media — allows people to organize their social connections, not simply to put them in order, but to connect and collaborate with others. Evite invitations and Facebook events are clear examples of this, as is Wikipedia.

Increasingly, the social web is teaching everyday folks how to be community organizers.

It's usually gurus, however, who get — or take — the credit for this transformation. On the contrary, I see it as a much more grassroots bubbling-up of organizing skills. Everyone has the ability to organize and inspire others; the current tools are simply making those skills more visible.

Gurus Are Not Enough: A Call for Organizers and Organizing in Social Media
http://rtw.kr/71

It's a great point you make, John — if you want to build a strong community, give people lots of opportunities to bring their friends into the fold.