Tom Bureau from CNET Networks ( 115 million monthly unique users) spoke about CNET’s approach to architected participation. He says they avoid the ‘true freaks’ but target the ‘avid contributors’ and ‘smart consumers’.

Architected participation has some challenges around brand values as advertisers care about the environment, he says. Social environments can wither without a centre of gravity which means strong brands can have an advantage.

His advice: set the bar high – must register, must have used the site for several weeks etc. Allow users to promote themselves alongside the journalist’s copy.