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Why people participate in online communities

2 4 T H M A Y 2 0 0 8 by A YE L E T N O F F

My dear friend Yaniv Golan, CTO of Yedda, had given a brilliant presentation regarding Incentives In Online Social Communities a few weeks ago at The Marker COM.vention and since its unfortunately in Hebrew, I wanted to translate it, include some of my own additions, and share it with you.

Online community participation

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Lets start with the obvious question.Why? Why do users comment? Why do they write blogs? Why do they upload pics to Flickr? Why do they send links to friends? What are the motives behind user participation in social communities? Understanding why users participate can lead us to understand further how to engage users and increase their participation in online communities. Lets first learn a bit more about our users.

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Membership life cycle for online communities

Amy Jo Kim was the first to propose the idea of a members life cycle in an online community (2000). The cycle suggests five phases of a users lifecycle within a community:
1. Peripheral (i.e. Lurker) An outsider, unstructured participation 2. Inbound (i.e. Novice) New user, invested in the community, on his way to full participation 3. Insider (i.e. Regular) Committed participator, member of the community 4. Boundary (i.e. Leader) A member brokering interactions and encouraging/sustaining participation 5. Outbound (i.e. Elder) - On his way to leaving the community, perhaps to another community due to a particular change in the community or personal choice

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Power Law of Participation

According to Ross Mayfield: The vast majority of users will not have a high level of engagement with a given group, and most tend to be free riders upon community
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Why people participate in online com

value. But patterns have emerged where low threshold participation amounts to collective intelligence and high engagement provides a different form of collaborative intelligence Digg is the archetype for low threshold participation. Simply Favorite something you find of interest, a one click action. You dont even have to log in to contribute value, you have Permission to Participate. Del.icio.us taps both personal and social incentives for participation through the low threshold activity of tagging. Remembering the URL is the hardest part, and you have to establish an identity in the system. Commenting requires such identity for sake of spam these days and is an underdeveloped area. Subscribing requires a commitment of sustained attention which greatly surpasses reading alone. Sharing is the principal activity in these communities, but much of it occurs out of band (email still lives). We Network not only to connect, but leverage the social network as a filter to fend off information overload. Some of us Write, as in blog, and some of us even have conversations. But these are all activities that can remain peripheral to community. To Refactor, Collaborate, Moderate and Lead requires a different level of engagement which makes up the core of a community..Participation in communities plots along a power law with a solid core/periphery model provided social software supports both low threshold participation and high engagement. All users activities in online communities whether low threshold or high engagement activities co-exist within a community to create a form of collective intelligence. Therefore it is key for virtual communities to allow both low threshold and high engagement participation so that users in all 5 phases of their lifecycles will be made to feel comfortable within the community.

Participation Inequality
Social Platforms the 1% rule
1. 90% of users are lurkers 2. 9% of users contribute sometimes 3. 1% of users actively participate and are responsible for almost all the action

On Wikipedia for example, participation inequality is even higher. More than 99% of Wikipedias users are lurkers. Only 0.2% are active participants. Wikipedias most active 1,000 people 0.003% of its users contribute about two-thirds of the sites edits. We see here that small groups of people often turn out to be the main value creators of social communities. Over time, their actions fuel widespread interaction that engages the lurkers and attracts new users. If continually nurtured, the community can become a self-sustaining generator of content and value. So lets go back now to our initial question:

Why do users participate in virtual communities?

According to Peter Kollock in The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace, there are three major reasons for why users contribute in online communities:
1. Anticipated Reciprocity A user is motivated to contribute to the community in the expectation that he will receive useful help and information in return. Indeed we have seen such active users receiving more help than lurkers. 2. Increased recognition individuals want recognition for their contributions. the desire

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2. Increased recognition individuals want recognition for their contributions. the desire for prestige is one of the key motivations for individuals contributions in an online community. Contributions will likely increase if they are visible to the whole community and are credited to the contributor. the powerful effects of seemingly trivial markers of recognition (e.g. stars, ranking) are overwhelming. 3. Sense of efficacy Individuals may contribute because the act results in a sense that they have had some effect on the community. Wikipedia is a good example of this.

Why people participate in online com

Yet there are also other elements which can motivate users to become active in online communities:
1. Connections within the community the more friends a user has within a given community, the more important it becomes for him to participate in. Therefore its important for online communities to allow users to form friendships easily and encourage a high level of interaction between users. 2. Emotional Safety a sense of belonging and identifying with the community. Once users become regulars in a community, just like in any offline community, they stop feeling fearful and begin to feel a sense of safety in and identification with the community. The key here is to get these individuals to become regular users in your community and create a cozy and feel good environment for them. 3. Common emotional connection niche communities that are built around a particular emotional connection/cause between members tend to become more cohesive and experience lower percentages of participation inequality. 4. Altruism - Yossi Vardi coined the term Dopamine Over IP each user transfers dopamine to another user.by contributing content, a user knows that he will cause pleasure to those who view it and those users that forward this content onwards, know the same.

For more reasons why people become active participants in social online communities and the key to Web 2.0s success, please see my posts:
Whats Behind the Success of Web 2.0? A Psychological Interpretation Web 2.0 and the new tribalism

So now you ask

What are the ways that online communities can overcome participation inequality and increase users participation?
1. Make it easy for users to contribute, make them feel confident with their contributions, and share their contributions with other members in the community > Feeling of influence 2. Make participation a side effect. Let users participate with zero effort by making their contributions a side effect of something else theyre doing. For example, Amazons people who bought this book, bought these other books recommendations are a side effect of people buying books. You dont have to do anything special to have your book preferences entered into the system. 3. Reward users contributions and allow for markers of their contributions. Promote and feature top contributors -> Sense of recognition, sense of community, fulfill anticipated reciprocation

Allow users to rank each other within the community and comment on contributions -> sense of community, feeling of influence
4. Platform should be flexible enough to transform with the changing needs of its members -> feeling of influence 5. According to virtual community pioneer Jonathan Bishop, online community managers need to also change the beliefs of lurkers on their site in order to increase participation. Lurkers, believe that they do not need to post messages or that they are being helpful by not posting. Such beliefs prevent them from carrying out their desires to be social and participate in the community. Therefore it is up to the community managers to change this attitude by use of persuasive text or by other means.

A few more useful tips for community managers thenextweb.com//why-people-partic

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Why people participate in online com A few more useful tips for community managers
1. Simplicity is key participating in the community should be simple for the user. The simpler it is, the higher the participation rate will be. 2. Allow some actions to be performed by non-registered users. 3. Give people something good to talk about as always, content is king. If your content is interesting and appealing enough, people will be eager to contribute. 4. Display the activity on your site. No one likes to go into an empty restaurant. Already on the homepage show users all the great stuff thats happening within the community. 5. Offline events are a great way to make a community even more cohesive and virtually active.
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Ayelet Noff is the founder and CEO of Blonde 2.0 , a New Media PR agency helping brands create brand awareness and increase social engagement. Check out Ayelet's Blonde 2.0 blog and Twitter.

DISCUSSION 9 C O M M E N TS & P I N G B A C KS

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1. Steven said on May 24, 2008: Thorougher Analysis! But what is the most important reason? and by how far ahead? content is the main reason I suspect, if there is compelling content people will engage! This is probably 90% of the cause. 2. Jurjan said on May 26, 2008: Reply Reply

Thanks for the translation and your additions. Your story is very much in line with a blog post I have written on community management in innovation projects: http://www.innovationfactory.nl/blog/2008/03/18/community-managementin-innovation-projects Although a few differences exist between public communities (like Facebook and Myspace) and enterprise communities (for example communities used to nurture innovation within organisations). 3. Konnects said on July 26, 2008: Great Post. Community participation is vital for community growth. At http://konnects.com we built the community feature for business owners and organizations to only only network but also to conduct business online. 4. Richard Cole said on November 12, 2008: Reply Reply

The motivation of users is a key area of focus for all community managers and this post is a terrific insight.
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1. Experience is Everything Why People Participate in Online Communities says: May 25, 2008 at 12:34 am [...] events are a great way to make a community even more cohesive and virtually active. Ayelet Noff May 24, 2008 Link var gaJsHost = ((https: == document.location.protocol) ? https://ssl. : [...] 2. FreshNetworks Blog Blog Archive Why people participate in online communities says: May 29, 2008 at 4:58 pm

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[...] great post last week from the NEXT web on why people participate in online communities (see post here). Its an interesting read, bringing together various bits of thinking in this [...] 3. separati.st Daily Interesting Shizzle for June 9th says: June 9, 2008 at 8:16 pm [...] del.icio.us: Why people participate in online communities [...] 4. Community Strategy links | Connie Bensen says: November 30, 2008 at 7:57 pm [...] Why people participate in online communities [...] 5. WPO: Optimize Your Web Presence | Canopy Media says: September 30, 2011 at 8:00 pm [...] paying attention to online conversations, picking up on key phrases used by your customers, peers and website visitors, and by simply [...]

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