Tools for enhancing participation in an web-based social network of businesses. For instance, such tools may encourage members of such networks to invite other members, providing viral growth of the network. As another example, the tools may encourage members of such networks to improve their web sites, which effectively will produce more traffic at such web sites. Because, in an aspect, some embodiments also include serving advertisements on web pages at members' web sites, increased traffic at such web sites results in additional “hits” on the served advertisements, producing additional revenue for the member and for the provider that maintains the business social network and/or serves the advertisements.