As Shirky says, online interaction sometimes gets its true value in face-to-face interaction, a lot like CouchSurfing. It combines people and their resources. This is a wordle I created from a couchsurfing request I sent last summer, great experiences! What is interesting is how big and how centered the word "together" is!
DNA campaign brings people together and encourages them to invent ad campaigns for DNA. Unfortunately it's only in Finnish, but you get the idea. On the website you can create your own version of the ads that are everywhere in the city and be a part of that campaign and "belong" to a group.
Shirky argues that abilities for social media are more equally distributed these days and the only difference is in talents that people have for communicating. Is it true though? Is social media really leveling the playing field?