http://blog.ushahidi.com/index.php/2011/05/05/the-trust-bridge/
"The common denominator for successful deployments that get the crowd involved, where communities are engaged and using the platform for both sending and receiving information, is that they’re run or endorsed by people or organizations that people trust. These entities form what I call the trust bridge. They’re the necessary glue that brings credibility and trust to a deployment so that people are willing to take part."
This article about Ushahidi, the program used to map conflicts/needs/whatever, says that the public who decide to work collectively first need to have trust in the people running the project. I always harken back to my experience with Anonymous, where people didn't even know each other before starting to protest Scientology together. So I'm not sure trust is a necessary ingredient at the beginning. It probably is for people to continue with a project though.
Internet Collective Action is people organizing in a nonhierarchical manner to accomplish a particular goal. The reward is in the doing, and how much or how little anyone participates is completely voluntary, depending on their abilities and commitment to the goal. By this process amazing things can be accomplished. ICA will grow so long as the Internet is free. http://www.lisamcpherson.org/pc.htm is an example of ICA.
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