154 Design to thrive: Creating social networks and online Communities the entire community what it values, thereby increasing a sense of belonging. However, what's particularly interesting about these podcasts is how useful we're finding them for recruiting new students and new faculty and for explaining and justifying what the department does to administrators outside the department. Perhaps it's because community-based podcasts are still considered novel, but in looking at who is downloading and listening to them, we're finding that poten- tial members of the community are a far more significant portion of the audi- ence than we anticipated when we started the ritual (Figure 6.10). figure 6.10 Podcasts of interviews celebrating members' achievements. 6. estaBlish routines anD protoCols Most of my personal experiences with communities have been as a manager for one of my own networks or as a consultant helping design community architec- tures for corporate clients. As a result, I'm required to spend much of my time dealing with conflicts that inevitably emerge when, for example, members of a virtual team are trying to hash out the design of a new Web site. Most of my