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"Paradoxically, 'document-orientation' is both the main reason why Wikis are rare in the corporate world and the main reason why Wikis are great for the corporate world."

In this case, there are four key players. Two of them are a couple: a journalist who lives in New York and a social media specialist who lives in London. The other two have roots in Pakistan: a journalist and documentary filmmaker who recently moved to the U.S. and a political commentator in Islamabad. Each of them contributed to a chain of information that turned one man's offhand comments about a helicopter in the middle of the night into an internationally known work of citizen journalism.

Google's fourth and most ambitious attempt at social networking has set Silicon Valley abuzz, with membership soaring past 10 million people in just three weeks. Vic Gundotra and Bradley Horowitz, the two executives in charge of Google+, said in an extended interview that they closely studied Google's previous failures with Orkut, Wave and Buzz to find a better approach. They also found a close-knit team of engineers and designers willing to take a risk.