first ▁collaboration ” ▁in ▁which ▁the ▁social ▁effects ▁are ▁aggreg ated ▁after ▁the ▁fact ; ▁people ▁share ▁links , ▁URLs , ▁tags , ▁and ▁eventually ▁come ▁together ▁around ▁a ▁type . ▁This ▁type ▁of ▁sharing ▁is ▁a ▁reverse ▁of ▁the ▁so - called ▁old ▁order ▁of ▁sharing , ▁where ▁participants ▁con greg ate ▁first ▁and ▁then ▁share ▁( examples ▁include ▁F lick r , ▁and ▁Del icious ). ▁The ▁second ▁is ▁conversation , ▁that ▁is , ▁the ▁synchron ization ▁of ▁people ▁with ▁each ▁other ▁and ▁the ▁coming ▁together ▁to ▁learn ▁more ▁about ▁something ▁and ▁to ▁get ▁better ▁at ▁it . ▁The ▁third ▁is ▁collaboration , ▁in ▁which ▁a ▁group ▁forms ▁under ▁the ▁purpose ▁of ▁some ▁common ▁effort . ▁It ▁requires ▁a ▁division ▁of ▁labor , ▁and ▁team work . ▁It ▁can ▁often ▁be ▁character ized ▁by ▁people ▁wanting ▁to ▁fix ▁a ▁market ▁failure , ▁and ▁is ▁motiv ated ▁by ▁increasing ▁access ibility . ▁ ▁The ▁fourth ▁and ▁final ▁step ▁is ▁collect ive ▁action , ▁which ▁Sh ir ky ▁says ▁is ▁“ main ly ▁still ▁in ▁the ▁future .” ▁The ▁key ▁point ▁about ▁collect ive ▁action ▁is ▁that ▁the ▁fate ▁of ▁the ▁group ▁as ▁a ▁whole ▁becomes ▁important . ▁ ▁Sh ir ky ▁also ▁introdu ces ▁his ▁theory ▁of ▁mass ▁amateur ization : ▁ ▁Com b ined ▁with ▁the ▁lower ing ▁of ▁transaction ▁costs ▁associated ▁with ▁creating ▁content , ▁mass ▁amateur ization ▁of ▁publishing ▁changes ▁the ▁question ▁from ▁" Why ▁publish ▁this ?" ▁to ▁" Why ▁not ?" ▁T ied ▁to ▁mass ▁amateur ization