When moving into social media there are lots of things to learn and take into account. One of the critical lessons to learn is that not everyone will participate.
Research company Forrester shows us that 88% of Australian Online Adults use social technologies at least once a month. However 64% are spectators, that is they are there just to watch.
This research aligns with Jakob Nielsen’s 90-9-1 Rule of Participation when designing social systems.
User participation often more or less follows a 90-9-1 rule:
- 90% of users are lurkers (i.e., read or observe, but don’t contribute).
- 9% of users contribute from time to time, but other priorities dominate their time.
- 1% of users participate a lot and account for most contributions: it can seem as if they don’t have lives because they often post just minutes after whatever event they’re commenting on occurs.
While these figures might make new entrants into social media doubt the value Nielsen provides us with some great tips to encourage more participation in your social media endeavours.
- Make it easier to contribute.
- Make participation a side effect.
- Edit, don’t create.
- Reward — but don’t over-reward — participants.
- Promote quality contributors.
In recruitment terms:
- How can you make it easier for candidates and clients to interact with your organisation?
- Can you make viewing a job or watching a video generate a participation side effect?
- Can candidates help edit and update content on your site?
- Can you reward passive candidates who you are building a long term strategic relationship with?
- Can you create private areas for your strategic sourcing activities?
