The key lessons:
- Make the top 25% advocates gather and share the great stories.
- Do it on a site that sends people to the stories, not fence them in.
Lego Launches a New Social Media Platform http://www.wired.com/geekdad/2012/01/lego-rebrick/ by GeekDad @ Wired.com
See also: ROI of social media
Complexity is a Matter of Perspective 
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