- social networks are not a must do, they make sense in some cases, don’t in other, and can easily backfire
- social networks = not the whole public despite general perception
- talk about the trade off between attention given to an action and returns (don’t expect user generated content to be a magic formula, and people have an almost surreal capacity to detect bulkmailings and not pay attention to them)
- general crisis on attention = different possibilities, things that used to work don’t anymore
- general crisis on accounts (don’t expect users to register on your community)
- tension between social network’s model (=keep audience captive) and organizers needs
- what worked / didn’t work for Lift
- the time needed to have a community understand some mechanisms (like proposing presentations, voting, etc)