According to a report from iProspect and JupiterResearch being released this week, one in three Internet users report their purchase decisions are influenced by sites with social content. That's confirms what a lot of us already know.
What was interesting about the reporting of these findings was a comment made in one article about how only 10 percent of community members participate. But here's what's interesting about that number: it's not new! The 90/10 rule of community participation has been true for many years, and it's true offline as well. In any given group, only about percent of us participate.
So when you're thinking about leveraging social media to generate dialog, remember this this and plan accordingly. Your community must be big enough to support only 10 percent participation.