You are playing a game. Once more than one person is involved games have begun. Online communities must disrupt and gamify to win.
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Building online community is HARD. This post shares the 4th "Pillar" of online community - Gamificaiton. The New SEO: 3 Pillars of Online Community share the other 3:
http://www.crowdfunde.com/seo/3-pillars-community/
and this post is linked to gamificaiton as the 4th Pillar here
http://www.crowdfunde.com/seo/3-pillars-community/