Yikes. Ok, here's my advice:

First:
http://www.gamedev.net/community/forums/showfaq.asp?forum_id=15

Second:
"Designing Virtual Worlds" by Richard Bartle
"Massively Multiplayer Game Development" edited by Thor Alexander

Third:
"Massively Multiplayer Game Development 2" edited by Thor Alexander
"Developing Online Games" by Jessica Mulligan and Bridgette Patrovsky


Hmmmm... yeaup, that ought to do it.