(1) Successful web organizing is built around the 5-minute contribution

There's alot of language--crowdsourcing, wisdom of crowds, swarming, the people formerly known at the audience--that makes it seem like great web organizing is all about masses and mobs and the thousands of tiny contributions they make. Stamplicking is the gateway drug for organizing; petitioning is the gateway drug for blogging, right?

Not always true. People grow into leadership roles in different ways. Some start with a small act, others will never stamplick, but be happy to organize a precinct. A work-your-way-up-the-ladder model, without other ways of getting high levels of responsibility, will cut out many people who would be happy with lots of responsibility. While some websites provide opportunities for everyone, some of the most successful are built around providing opportunities for a small set of extraordinary dedicated people. Off the Bus, which is growing fast, is about the high level volunteers; so is Wikipedia, so is Josh Marshall, etc, etc. The high level volunteers then build around the crowd--but the key people are the Mrs. Panstreppon's and her ilk, the people willing to contribute time and intelligence and thoughtfulness.

(2) Successful Websites Make it All About You

Once they've moved away from the control and micromanaging, people seem to lean to the other extreme--pandering. But the customer is not always right. It is not all about you. Good websites show muscular leadership, and then ask you to engage in them as an intelligent adult--they don't nod and agree with everything you're saying. They do not take polls and then follow them.

(3) Great Web Sites are slick

This is so obviously false that it shouldn't need saying, but a review of the major websites of the Presidential candidates shows that it does need saying. People do not like Stepford Sites anymore than they like Stepford friends or Presidents. You can do it cheap--Craigslist--or expensive--Google--but do it accessible. A website is not a car. Mike Huckabee's site has more traffic than all the other Republicans (except Paul) in part because it does not scream complete Stepfordness.

Not slick--but professional. Not overly gushy, but honest. Demanding, and someone who cultivates individual talents, and recognizes that different people bring different possibilities. A great web site is not a cheerleader, not a ticket-taker, and not popcorn salesman. A great website is like Terry Francona.