I just posted this to my social software blog, but thought I should cross post it here also.
Social Interaction Design Guide: The Social Engine that Drives Review Sites 2007, pdf, 16 pages. NEW! A Social Interaction Design guide to the social engine and engineering of user motivation and participation on review sites. This lighter-than-usual white paper looks at the social practices engaged in web sites built around user reviews. In particular, the paper examines the way in which reviews can become a kind of personal profiling system for reviewers. It also looks at how reviews create and add value, and poses the question of how business might participate in social marketing of this kind.