▁Internet ▁runs ▁on ▁love " ▁to ▁describe ▁the ▁nature ▁of ▁such ▁collabor ations . ▁ ▁In ▁the ▁book , ▁he ▁ ▁discuss es ▁the ▁ways ▁in ▁which ▁the ▁action ▁of ▁a ▁group ▁adds ▁up ▁to ▁something ▁more ▁than ▁just ▁aggreg ated ▁individual ▁action ▁borrow ing ▁the ▁phrase ▁" more ▁is ▁different " ▁from ▁phys ic ist ▁Philip ▁Warren ▁Anderson . ▁ ▁Sh ir ky ▁as ser ts ▁that ▁collabor ative ▁crow ds our ced ▁work ▁results ▁from ▁" a ▁successful ▁fusion ▁ ▁of ▁a ▁pla us ible ▁promise , ▁an ▁effective ▁tool , ▁and ▁an ▁acceptable ▁b arg ain ▁with ▁the ▁users ." ▁He ▁states ▁that ▁the ▁promise ▁of ▁what ▁the ▁user ▁will ▁get ▁out ▁of ▁particip ating ▁in ▁a ▁project ▁leads ▁to ▁a ▁person ' s ▁desire ▁to ▁get ▁involved . ▁Coll abor ators ▁will ▁then ▁choose ▁the ▁best ▁social ▁networking ▁tool ▁to ▁do ▁the ▁job . ▁One ▁that ▁" must ▁be ▁designed ▁to ▁fit ▁the ▁job ▁being ▁done , ▁and ▁it ▁must ▁help ▁people ▁do ▁something ▁they ▁actually ▁want ▁to ▁do ." ▁The ▁b arg ain , ▁Sh ir ky ▁states , ▁defines ▁what ▁collabor ators ▁expect ▁from ▁each ▁other ' s ▁participation ▁in ▁the ▁project . ▁ ▁Sh ir ky ' s ▁' Prom ise , ▁Tool , ▁B arg ain ' ▁prem ise ▁rest ates ▁aspects ▁of ▁the ▁Us es ▁and ▁Gr at ifications ▁Theory ▁of ▁mass ▁media ▁research . ▁ ▁He ▁points ▁to ▁four ▁key ▁steps . ▁The ▁first ▁is ▁sharing , ▁a ▁sort ▁of ▁“ me -