many to many, crowdsourcing and folksonomy; essential books can be found here
http://www.amazon.com/Web-2-0-changes-everything/ lm/R1QUCXSIZRQ18X/ref=cm_lmt_dtpa_f_1_rdssss0?pf _rd_p=253462201&pf_rd_s=listmania-center&pf_rd_t=201 &pf_rd_i=0814742815&pf_rd_m=ATVPDKIKX0DER &pf_rd_r=06FCZWTK4VDYQZHEFW8V
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