CommunityGuy Jake McKee has created a new site called 90-9-1.com where he explains a concept crucial to understanding how social media participation works. Jake’s 90-9-1 methodology states “In social groups, some people actively participate more than others.”
This is crucial understanding for any corporate social media program because it offers a snapshot of what typical social media participation looks like in real-world conditions. ROI and goal projections should be adjusted accordingly.
For those that want to turn more of the 90% audience into active Creators or Editors, Jake offers these recommendations:
- Make contributing easy for everyone.
- Encouraging editing over creating.
- Reward participants.
- Identify both power users and up and coming users.
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Remember in high-school where you always had a handful of people that raised their hand to answer questions and sat in front of the class? The rest of the class tried to sit in the back of the classroom to avoid participating. As we grow older things don’t really change much. You have people that actively participate in the PTA for their kids or social events at work while the majority of people don’t. This 90-9-1 representation seems to reflect our natural behavior. McKee is right that one of the ways to engage the 90% audience is find ways to reward participation. People engage when they benefit from the exchange – thus is human nature.
Thanks for shoutout!
I know there’s a lot of discussion, good healthy discussion about how this principle plays out, but I think at it’s core idea, it’s a great spot on idea.
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