176 design to thrive: Creating Social networks and online Communities foCuS on teChnique Managers can take advantage of the impact of hubs on network topologies with the fol- lowing techniques: n Participate in influential communities to create trails back to your own. n Make connections with other leaders in social media. See Techniques #3 and #5. As Thompson says, "In modern marketing, this idea--that a tiny cadre of con- nected people triggers trends--is enormously seductive. It is the very premise of viral and word-of-mouth campaigns: Reach those rare, all-powerful folks, and you'll reach everyone else through them, basically for free." influentialS and uSer ManualS In her study, "Process, Product, and Profit: The Politics of Usability in a Software Venture," Barbara Mirel conducted an ethnographic study of software manuals and training materials in organizational settings. Mirel found that in large workplace