Posted by Ross Mayfield

Bottom-up phenomena has accelerated in recent years because of social software. A relatively simple decentralized pattern of enabling more connections and groups to form has complex results. These results (for example: open source, the long tail, heterarchical organization, emergent democracy, wikipedia and participatory media) hold great promise. Bottom-up production is driven by social incentives, comes at a lower cost, realizes economies of speed and enhances quality through diverse and greater participation. Despite these benefits, Bottom-up phenomena is perceived as a significant risk because the dynamic of control is uncertain. But every risk has its rewards and can be managed if known.

Where the bottom-up and top-down meet -- middlespace -- is the realm of policy, metrics, incentives, cooperation and sharing control. The practice and politics of this realm are best explored through new case studies.

Incenting Middlespace

The point of the above stories is that when rules are kept simple and incentives are provided from the Top-down, the energies of the Bottom can be realized for mutual gain. However, negotiating the sharing of control is both ripe with risk and opportunity.

Several mechanisms can be used to fuse the top and bottom. The Friendster case is an example of how the emergent property can be simply claimed by the top, but there is still the opportunity to share the property and take advantage of metrics and incentives. The AOL Journals case is a perfect example of using metrics and incentives. Wikinews adds editorial process to the result (at a moment in time) of emergent practice to produce a marketable good.

Experienced community managers recognize these examples as levers for fostering participation. Community Management itself is a renewing domain, with new tools and practices. This expertise should now be a core competency for most businesses -- as customers change from consumers of what the Top produces to participants in productive networks.

Community management has been more of an art than a science, something that is going to have to change if for no other reason than managing risk.