Stephen Abram’s post on Stehpen’s Lighthouse this weekend [http://stephenslighthouse.sirsidynix.com/archives/2008/10/study_influence.html] about influencers on social media sites is interesting:
Study: Influencers are Alive and Well on Social Media Sites
‘The fact that 10% of users create 90% of user-generated content on any given social media site has become a standard trope in discussions around social media. Because of this gap between mainstream users and the enthusiasts who contribute frequently and tend to dominate the discussion, many companies have decided that participating in online communities is not worth their time, as these companies assume that it doesn’t allow them to reach their average consumer. According to a recent study by Rubicon Consulting, however, they do so at their own peril, as these active users are also the most likely to influence their peers’ buying decisions.’
Full report is here:
Online Communities and Their Impact on Business: Ignore at Your Peril …”
