Notice : This article has statistics that are now out-of-date.
As Jakob Nielsen stated, 90% of the users are lurkers who never contribute, 9% of the users contribute a little, and 1% of the users account for almost all the action. Though it's pretty obvious that especially in big communities there is only a small group that acctually contributes. Take for example Jainesoutpost.com a website I have been for ages. They actually have 18% of limited contributors and about 2% of significant contributors (As in contribute on a daily basis).
Lurkers - One of the `silent majority' in a electronic forum; one who posts occasionally or not at all, but is known to read the group's postings regularly.
Reading through his article, and finding a couple solutions to overcome Participation Inequality, and comparing them to the situation on JainesOutpost.
Make it easier to contribute
For every registered user it's possible to add information, edit information or add a category of information. This system has been widely used but also caused the problem of having categories with little information, though the easy way of contributing made that most categories got filled up over time.
Make participation a side effect.
Is this needed? I would say yes, this could be a good feature. Though, after using it on JainesOutpost I also see the possible down effect of it. By example a most viewed topic/page function wasn't that appricated because it got out date very quickly, by the fast growing visitor count, so making sure only to apply these kinds of functions on already steady websites(in terms of information flow) is really important. Personalisation of the information gathered out of data (side effect information) would be the key to delivering valueable information for the user.
Edit don't create.
This is a point where I would disagree with Jakob Nielsen, there is a bigger group on JainesOutpost.com who actually wants to create content rather than edit existing content. We have about 20% of users who actually create content for JainesOutpost, though about 11% of them actually creates new pages instead of editing existing pages. You could see 2 different types of contributors on JainesOutpost.com :
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Author(s) (11%)
- A person who finds joy in creating information that can be extremely valueable for the target group, this person takes only small interest in the reward of his work.
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Editor (9%)
- A person who quickly looks through information, and would only consider editing it if it would be of great value for JainesOutpost.com. This person also takes big interest into the reward part of his work.
Reward -- but don't over-reward -- participants.
We reward our Contributors simply by giving them Contribution points, this system seems to have encouraged other people to also contribute a little. It pretty much created a viscious circle where contributing to the system became popular only to have the Contribution tag below your profile.
Promote quality contributors.
We managed this by giving special titles to contributors (Advanced Member) who have been contributing regularly to the forum or content section with interest in the quality and structure of their information. Though we tried to take this away from the website since it can also promote people who place no special interest into this aspect.
But are these all the solutions? I would say no. If you start looking into the real reason why the vast majority (Lurkers) actually don't contribute, you will find out that they all contribute in some way. Lurkers are those as explained above who posts occasionally or not at all, but are known to read the group's postings regularly. But lurkers are as Jakob Nielson noted most likely 90% of your community, so the additude of your contributors is vital to the growth of your community.
Control your Contributors
The attitude of your Contributors controls the possiblity Lurkers will increase their contribution to the community/webiste. But how to control your Contributors? Most likely this answer will lay in how your Moderators and Administrators will handle flaming on 'stupid questions', and support topics of great value.Though you don't want too many contributors or too many lurkers, a good balance between these will most likely bring forth a succesfull and active community. Too many lurkers will probably be a community with only a few posts a week, with interesting information for the contributors, but not for the vast majority of lurkers. Though too many Contributors will result in 40 pages long topics which are impossible to read trough, or 100 pages of information with little value for the common user.
Every website with or without a community, in some way has a balance of lurkers and contributors. The balances between these are different on every website, and I would say not ever to take the 90-9-1 rule as a basis, because it's different to each website category. But like Jakob said, thinking about it will become more important because of the Web's social networking services which continue to grow. Jakob Nielson's entry.
Discussion
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