No One Is In Control - But That's OK

David Weinberger has a great habit of throwing light on thorny issues that arise on the modern web and does so again in this Supernova interview with observations such as: "Explicit governance is a second resort online."  It may  sound like a grand statement but it's quite the opposite.  He's simply saying that if it's not fairly clear what's going on in an online group or community after a few minutes - a rulebook probably won't help.  I think we all know the feeling.  You wonder into any social situation and instead of being given time to check out the surroundings and the people there, to see what they are saying and wearing, you are given some directions about how to enjoy yourself.  Certainly a good host to show you the ropes and explain what's happening can be very welcome, but being asked to spell your name, postcode and exact purpose upon arrival feels like Organised Fun.  In fact, encouraging people's willingness to participate in some way, even if that's just an invite to hang around, is better than handing out leaflets about preferred objectives.  "That's why lurking is so important," says Weinberger.  However, no one is saying you can't do anything to help an online network or community develop and grow.  It just requires putting your efforts into the right places.  If your community is flat and you want to encourage participation, more direction probably isn't the answer.  But a greater focus on visitors' behaviour, clear invites and permission to join in may do the trick.  And this all goes for design and coding too.  Focusing on an intuitive space is better than creating a chrome and glass box with extreme signage.  In short, Weinberger suggests, if your online social network is refusing to go social don't reach for the rulebook.  Take a deep breath, drop the clipboard and let The Ooomph Factor grow...