According to a study carried out by Rubicon Consulting on 3000 US Internet users, the use of social media for a company is very important. Indeed, contrary to the idea that we have about what helps the user to make a decision for such and such a product (or service), it is not the comments of professionals, but those of users who will ultimately encourage the Internet user to take the step. Hence the importance of taking into account features such as user rating, comments and other media tools or channels, such as social networks, allowing users to express themselves and each other.
We often think, rightly, that only a few users will take the time and the courage to express themselves online. Indeed, according to the study, 80% of user-generated content is produced by only 10% of Internet users. Despite this, this content remains more interesting from a decision-making point of view for users and therefore for companies and their products than professional marketing content. The company, if it wants to appropriate the favors of this public, must play the game. Indeed, it is precisely this interaction and this game between the employees and the contributing users which will generate an education, persuasion or other , as the case may be, and which will feed the site for the 90% (plus) passive users.
The mistake not to make is to allow users to generate content, but not display it afterwards. Similarly, if the content is moderated a priori rather than a posteriori, this moderation must be done in record time. Indeed, in the absence of this speed of action, the user will believe, as is the case on the Voir.ca site , that its content will never be displayed. This most unpleasant experience will cause the user to lose confidence in the site for which he "worked" for free. Moreover, if this was the user's first experience of creating content, he will be so frustrated with the time he has spent and the energy he has put in to overcome his fear of becoming active on the web, that it won't produce anything for a long time. Thus, you will not be able to increase the mass of active users, the very one who could have brought you content and life on your site which would have increased its traffic and therefore the importance of your business on the web.
This observation, of the 10% of users who produce 80% of the content, therefore encourages us to better understand these users who contribute frequently in order to know how to communicate with them and how to interest them. Overall, these users are more ethnically diverse, have more technical skills, are predominantly single, and work in technology, communications, or entertainment companies. In addition, their average age is low: under 22!
However, it is clear that this generality is only interesting from a reflexive point of view. Indeed, according to the subject of your site, its content and its context of use, you will not be able, most of the time, to rely on this generality. It is therefore a priority to target users for your site, but even more to do research focused on your actual and potential users in order to set up or use the right social communication channels. Thus, you will be able to reach your base of content-generating users that you need to energize your site and give it importance in the eyes of all users (active and passive).
