Blogs, wikis, and other web 2.0 accoutrements are revolutionizing the social order, a development that has cause for more excitement than alarm. This book contextualizes the digital networking age with philosophical, sociological, economic, and statistical theories and points to its major successes and failures. Grassroots activism stands among the winners as well as user/contributor-managed sites that throw traditional corporate hierarchy out the window. Assesses what makes or breaks group efforts online by using real-life success situations that relied on the fusion of a plausible promise, an effective tool, and an acceptable bargain with the users.