The 90-9-1 principle: participation in social marketing

Jake McKee, he of the Community Guy blog, just created a new site called 90-9-1

It’s based on the ‘Participation Inequality’ phenomenon, a phrase coined by researcher Jakob Nielsen.  It states that in community spaces, about 90% of people are ‘audience’, 9% will be ‘editors’, and just 1% will actually create new stuff.


Jake’s going to start gathering together stats, examples, evidence and the like, which has the potential to be a brilliant source of both evidence for clients we work with, and inspiration for how to operate in community spaces more effectively.

He’s after suggestions for things to add to the site, so don’t just sit there being the 90, have a look and be part of the 9…