There is seldom a formula for predicting participation rates but research suggests that the majority of digital engagement exercises follow the 90-9-1 rule. That is, in a collaborative website such as a wiki, 90% of the participants of a community only view content, 9% of the participants edit content, and 1% of the participants actively create new content. These percentiles are not dissimilar to public consultation where, even on salient issues, participation rates of 1% of the affected population is normal.
In a more dialogic setting, the split of those who visit can be further segmented –spectators (c.33%), joiners (c.20%), collectors (c.15%), critics (c.19%) and creators (c.13%)[1]. However, these proportions vary as a function of age. For example, those aged 40 and over are less likely to be online critics and more likely to be web inactive.
It is worth noting that, in terms of the above breakdown, social media sites have different member profiles. For example, YouTube users are much more likely to be spectators than creators compared to Facebook. The type of engagement is also relevant. For example, on Twitter participants are two times more likely to share a tweet than to promote it and only one in five interactions is likely to pledge action.
While engagement ratios are disappointing, high participation rates can still be achieved as a result of increased volume. There is also scope for improvement. Based on the number of UK adults who prefer expert involvement and information only, our estimate is that participation rates of 20% of all visitors exposed to an online dialogue could actually be achieved.
Good design can improve participation rates. For example, of the various factors to consider in terms of improving response rates to survey alone, industry research[2] suggests that survey invitations sent at the beginning of a work-day receive more and faster responses. The same report suggests that half of survey responses arriving within one day, and nearly all (96.5%) arrive within two weeks and that personalised invitations to respond can help increase responsiveness.
Similarly, an empty online forum will often stay empty until there is a critical mass of activity – the number and nature of existing activity is a contributing factor in terms of take-up. There are two strategies for overcoming this – either nudge the willing into an early a provocative conversation or wait until there is enough pre-registered participants to open the space.
[1] http://www.forrester.com/NACTAS+Q1+2006+Devices+Access+Online+Survey/-/E-SUS471
[2] http://www.supersurvey.com/papers/supersurvey_white_paper_response_rates.pdf
This article originally appeared on tCI Wiki
