Everyone knows about blogs and social networks such as Facebook and Twitter. And they've heard about someone who has used them to grow a huge customer base. Everyone wants to be hands-on, grass roots and interactive. But what does this mean? And more to the point, how do you do it? This talk gets to the heart of how people interact and exchange information in online communities: through social capital, or as Cory Doctorow of BoingBoing calls it, Whuffie. The key to growing customers in online communities is through growing your social capital. You will learn the 5 lessons of raising Whuffie through online communities in this presentation.