Intimacy and interest
Malcolm Gladwell, author of Tipping Point, Blink & Outliers, a student of human behaviour, illustrates the value of being a [hub] in several social circles.
In other words, going outside of natural affinities can increase the value of your social assets.
A "book", or perhaps, a [media collaboration], by 2 dozen players in and around social media, illustrates ways in which business alliances can be profitable and can build credibility.
Notice the click-throughs to their networks (an open invitation to connect) as well as [media links] to personalize each contributor.