Here's a really nice post that succinctly captures four principles of social computing. Not sure I buy into this completely, but I think it may be a good start. Found this on the Communities Dominate Brands blog (another concept I like in theory, but I'm not sure I buy yet).
Read it and leave your comments. I may post again on this in the future as it seems worthwhile to lay down some ground rules when you're working in a new area. I like that these rules make it easier to win the game.