But it didn't, and that's why it's here. Some of the book is about the mechanics of building online communities, including a thorough discussion of chat servers, discussion board software, and other tools and toys. Figallo also has useful tips to offer about user interface and site design. But the strength of this book is in Figallo's understanding of the human element of online communities, and by the time you've read up to Chapter Four of Thirteen you have read the heart of his book. But different sites focus on different elements of this list.
Some sites place more weight on content, while others place more weight on conversation.
Figallo's best work comes when he describes the role of the host or relationship manager in an online community. He recognizes the key role of trust and the importance of valuing community members' sense of ownership. 1999 Beware, my philosophy professors told me, of any book written by economists. Their major purpose is not to inform or to predict, but rather, to convince you that the economists were right all along. Cynical, perhaps, but such is the premise of Shapiro and Varian's very valuable book, Information Rules.