I really enjoyed the section in Made to Stick about the Curse of Knowledge. The idea is that company leaders who construct obscure ideas for business strategies that don't relate to the rest of the staff or the customers can't really be very effective, even if the leader has a clear goal in mind. It's all about how you relay that message in an understandable way that determines your success. Heath and Heath explain that what works instead are stories. People understand your company completely when you give them a story or a concrete vision. They give examples of the FedEx delivery drivers who go the distance on foot if they have to in order to get packages mailed on time, regardless of the obstacles they face. That portrays the FedEx company goals and values much more than any vague business statement could.
I think this really applies to the social media encyclopedia entries the class is working on. Many times we feel the tendency to review the site's "mission statement" or "about us" section to understand what exactly the site's objective or usability is. However, what's usually more effective is when people take you through the site, showing its specific features and telling stories about how the site works or doesn't work. Often, the mission statements for companies are just rhetoric that doesn't really get at the heart of what they do and how well they do it.