At the end of January, I was one of 150 participants in a conference on online community management at the Hotel Rosendahl in Tampere. Keynote speaker Antti Isokangas believes that all media are becoming more and more social, and content sharing by media professionals is increasing as well. According to him, topics first arise on TV and in newspapers; only later are they discussed in social media. My experience is just the opposite: increasingly, topics first appear on social media; traditional media report on the topic after a few hours or days, often without mentioning their social-media sources. This trend seems to get stronger all the time. From a company perspective, Marko Suomi and Janne Ruohisto wonder how to get employees to use the available social tools. One answer was provided by Pirjo Friedrich, who presented F-Secure’s crowdsourced project, carried out on the Owela platform. They encouraged volunteers by making weekly assignments, sending email updates, and rewarding participation – that is to say, in the same way as in online instruction. Of course, the assignments need to be interesting and have a personal touch, otherwise people won’t participate.