[Air-l] building online communities

[Maciej Kos]

Hi,

I am looking for literature that deals with building online
communities in light of web2.0. I would be especially interested in
market entry strategies - viral marketing, building community's
critical mass, etc. Can you suggest anything valuable?  Of course I
prefer free resources (+elsevier) but a good book or two would be fine
as well.

Kind Regards,
Maciej