The Paradox of Social Media: The Many and the Few.

A colleague recently asked me what I knew about user participation and engagement on social media platforms, knowing that I had both created an online social media group that had been running for 15 years, and had participated in other online groups.?

We discussed the use of these networks and how communities of users interact with them; the split between those who create content, those who comment and those who just browse without commenting or adding an emoji to indicate their reaction .?

I explained that I had attended a lecture by Jimmy Wales, the co-founder of Wikipedia, back in 2005, and that over the four years since its launch in 2001, his analysis had shown that there was a phenomenon, he called the 80 10 rule. In this he put forward the idea that 10% of all users made 80% of all edits.?

Additionally, he found that less than 1% of all users created new content; this over time became known as the 1% rule.?

A year later, in October 2006, Jacob Nielson (co-founder of the Nielsen Norman Group) explained what he called the 90 9 1 rule.

From his blog: In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action.?

He went on to say:?

All large-scale, multi-user communities and online social networks that rely on users to contribute content or build services share one property: most users don't participate very much. Often, they simply lurk in the background.?

In contrast, a tiny minority of users usually accounts for a disproportionately large amount of the content and other system activity. This phenomenon of participation inequality was first studied in depth by Will Hill in the early '90s, when he worked down the hall from me at Bell Communications Research.?

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Since then, the landscape of social media platforms has grown considerably and the participation he talks about varies with the “social norms and expectations” of the platform. For example, some platforms, like Twitter (now called X), are heavily focused on public discourse and debate, encouraging an active participation.?

But with all of these platforms there is one issue that can have an enormous impact on the behaviour of users, privacy! Some users may be hesitant to share their thoughts publicly due to privacy concerns. They may prefer to express their opinions privately or through direct messaging to the author of a post.?

And certainly, this is my experience. When I post on Linkedin, some people are happy to “publish” their thoughts openly in the “comments” section, but far more in a ratio of around 10:1 are more comfortable sending a message or e-mail with their comments; this is a perfectly normal “human” reaction to the possibility of their comments being visible globally.?

Also, the design of the platform can either encourage or discourage participation. Some video platforms allow users to just add a thumbs-up ?? or thumbs-down ??, with no link to their name, so both easy and anonymous. In short, the design of a social media platform can significantly influence user engagement. Features like easy sharing, commenting, and liking can encourage participation.?

In more recent platforms “social media algorithms” play a significant role in shaping user behaviour. These algorithms determine which content is shown to users, influencing what they see and how they interact with the platform. This can lead to “echo chambers,” where users are primarily exposed to content that aligns with their existing beliefs and preferences, potentially reducing their motivation to engage with diverse perspectives.?

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Are things changing??

In 2012 the BBC published a blog and report where they said that the 1 9 90 rule is outmoded, although this referred to “digital media” rather than just social media platforms.?

The author, Holly Goodier, found in a sample of around 7,500 users, 23% were passive, 77% reacted in some way and 17% were “intensive” in their participation. She went on to say that her data showed that 60% of the UK online population now participates, from sharing photos to starting a discussion.?

Moving forward twelve years to 2024, there is extraordinarily little “hard research data” on the participation or engagement in social media platforms; the data currently available is published by the platforms themselves and is primarily focused on marketing.?

It seems clear, however, that TikTok has a higher engagement rate than platforms like Instagram and YouTube. This is likely due to its unique algorithm, which prioritises content that is entertaining, creative, and addictive.?

The evolution of social media platforms, coupled with changes in user behaviour and platform algorithms, has led to a more nuanced distribution of user activity. While a sizable portion of users may still be passive consumers, the rise of platforms like TikTok and Instagram, which emphasise visual content and short-form video, has encouraged a larger number of users to create and share content.???

But the 90 9 1 rule's core principle still holds true: a small percentage of users contribute most content. This is evident in the popularity of influencers and content creators who generate a significant amount of engagement and have a large following.?

So, while the 90 9 1 rule remains a useful heuristic, it is important to recognise that the dynamics of social media are constantly evolving.?

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In conclusion, while a few users may contribute most of the content, the impact of these active users can be significant. They shape conversations, set trends, and influence public opinion. However, it's important to recognise that the majority of users are passive consumers of content, rather than active creators.

Understanding these dynamics is crucial for businesses, marketers, and policymakers who seek to leverage the power of social media.?

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