Chapter 9. The Megalophone

It is in vain to say human beings ought to be satisfied with tranquillity: they must have action; and they will make it if they cannot find it.

—Charlotte Brontë

Keeping up with friends is the viral part of what keeps the social web growing, but it is the sites with intense activity around a topic that keep people coming back over and over again, and this activity often provides the core around which these communities are built. It’s the there, there.