Mark Glaser asks his readers this week to submit the answer to the following question:
“What would motivate you to contribute to a citizen media site?”
I can’t imagine that anyone is going to be able to answer that question in an interesting way. It’s the wrong question. It’s kind of like asking why do people sing at church? Or why do people meet their friends at the pub?
If the church asks you to sing, you sing. If your friends tell you to meet at the pub, you go to the pub. The community and purpose of doing things together is already implied, so you do whatever everyone else in that community does if you want to be a part of it.
Jon Udell starts to dig into the critical mass hurdles for social networks in a recent post where he quotes Gary McGraw saying:
“People keep asking me to join the LinkedIn network, but I’m already part of a network. It’s called the Internet.”
The real question is not about getting people to do things. There are too many things to do and too many people to socialize with in a day already.
The question is about forming meaningful communities and the kinds of things that will help a community flourish. Meaning comes in millions of different shapes and sizes, but there are lots of precedents in terms of ideologies, aesthetics, and methods.
News, for example, is inherently about being first to report on an event. Successful community-based news sites enable people who care enough about a topic to either be the first to report on it or be clued in before less speedy outlets pick up on something. It feeds into a competitive and sometimes gossipy human nature. Just ask your best reporters why they became reporters. Digg appeals to the reporter in all of us.
I used to attend a charity event called Rebuilding Together where groups of people would assemble and fix up houses and schools around the city of San Francisco. There was a core team who selected applications for fix-it team deployments. Then there was a leader who would drive the work to be done by each team at each site. On the chosen date, people would jump on a project and invite their friends to join. It was impressive to see what a focused group could accomplish in a day, fixing plumbing, painting, cleaning, rebuilding fences, etc.
Why did people do it?
There was a purpose. We were helping people truly in need. The commitment was lightweight. It was 1 day a year. It was well organized. I didn’t have to debate with people about how things should be done. The result was impactful, a total overhaul of a building. It was fun. I had a laugh with my friends and met new people.
Often when people start asking how you get to critical mass, they’re losing the plot. Sure, it would be great to worry about scaling a site rather than fighting for a Digg. But if you and your community are doing something unique and valuable, then size really shouldn’t matter. And in many cases, it makes sense to make the community exclusive and smaller rather than bigger and diluted, anyhow.
The question then becomes, “Are you offering a service that a lot of people find unique and valuable?”
I think a lot of publishers fail to understand the size of a potential market, what’s unique about an offering, and the value of that offering to the people who do actually care about it.
Then there’s also the issue of recognizing what you can actually deliver. You have to play to your strengths.
Yahoo! Answers is a good example of that. The idea of getting immediate answers to any question you can think of from real humans is outrageously ambitious. There are lots of ways to get answers to questions out there. But Yahoo! played to its strengths to get it off the ground, then it just took off. It’s easy. It’s fun. It works. And, therefore, it’s meaningful. And now there’s nothing like it out there anywhere.
Of course, not everybody can point a firehose of traffic at a domain, but there are plenty of cases where Yahoo! failed to create a community by pointing a firehose of traffic at it.
Though perhaps this is all just echo blogging and the real question gets to something people already understand. Maybe the question is simply: “How do you make membership in your community desirable?”
Wikipedia defines “privilege” as follows:
A privilege—etymologically “private law” or law relating to a specific individual—is an honour, or permissive activity granted by another person or a government. A privilege is not a right and in some cases can be revoked.
I think the answer is in there somewhere for everyone who is struggling to get their community to do stuff.