The Reid Hoffman Story (Part 2): Make everyone a hero
Masters of Scale
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LinkedIn Networks - How to Build a Social Network
LinkedIn got to critical mass by opening up their signups, but they also innovated relentlessly on the techniques that would engage and reengage users based on social interactions. Among their innovations was the now common practice of showing new users the people in their own network who are already on the site. When people arrived at LinkedIn, Reed wanted them to immediately see people who were like them. The best way to do that showed them people they actually know.
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