Another key point voiced at OMMA Social (which I actually already had in my head if you believe me) related to success in social media, which we have seen played out in promotions and other marketing efforts. It's just a simple thing to remember: To engage your audience, or potential audience, don't ask them to marry you right off the bat. Start slow, and build. In other words
Keep the hurdles low
The 90-9-1 rule is pretty well-known. There are far more lurkers out there than there are posters or creators. People will test you out first, before they commit to any kind of relationship. Social engagement (a C word again!) is no different.
I hadn't heard of the 90-9-1 rule but it makes perfect sense. I wonder if that rule doesn't also represent the evolution of an individual or community. Do people progress through? If yes, than it speaks to the importance of taking care of your lurkers.
Posted by: Chris Clegg | January 29, 2010 at 10:19 AM
Chris, the 90-9-1 rule was developed about 3 years ago. In our campaigns it has held so true it's almost scary. I think the research could be revisited because it was done before Facebook really took off.
Posted by: Jonathan Hutter | January 29, 2010 at 05:49 PM