People are the core

     At the core of this are people. Everything that has come before this doesn't work a lick until you understand the people you intend to reach, the people you hope will contribute, and the people who will share their time with you on all angles. If, for instance, you start a blogging platform at work, and then complain that people are using it, they won't use it. If you build a social network dedicated to talking about how great your company or products are, that will get old really fast.

     Do you know humankind's greatest need? The need to feel wanted. If you consider the incentives behind most people's actions in a given day (especially mean people), what's at the core of it is to feel that they're doing something important, interesting, and worthwhile. That has to be at the center of your motivations and perspective if you're launching a project like this. Make it worth it for the people, and they will participate.

     Source: Social Media and Social Networking Starting Points (Chris Brogan) e-book