Well the thing about WvW and the beauty of GW2 is that you can walk up anywhere, start on the objective and you are technically a part of the group.
Groups are pretty dynamic in their ability to form. Once you look at your global map and see an objective being taken or attacked, people usually rush to defend it. All the sudden you've got 10-20 people who then go decide to take something else, etc, etc.
Also when doing WvW, you can get a commander icon (purchasable with enough gold) and turn it on. Which anyone in the entire zone can see. Our guild got one for our raid leader which was extremely helpful for capturing objectives or forming a group.
It is also a pug magnet. Still a little questionable how those will go @ release, since I am not sure if there is a limit, certain people can have it, etc. Good idea, but we'll see.
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