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Daniel (my first name, btw), glad you posted this. I've been thinking about how to incorporate game design techniques into my social-networking-enabled project, as the post states, to encourage further participation.
One thing I bump up against is "gaming" the game, that is, ways to spam or otherwise tamper with the system a la moderation points and other notorious areas of influence fraud.
Step one is doing something. Step two is realizing that what you're doing is a game. Step three is realizing that everything is a game. Step four is inventing a new metaphor for it.