Real Relationships Drive Contribution

The idea is that different types of online social relationships drive different levels of engagement. Whereas getting a lot of people to watch your youtube videos will encourage you to post more, you’re likely to get even a greater productivity boost if a lot of your actual friends favorite or comment on your videos.

Luke Wroblewski leaves it with a guess on why this is often the case:

So actual friends (real relationships) are more likely to encourage contribution. Perhaps we can blame this on the 0-1-2 effect which states that the probability of joining an activity when two friends have done it is significantly more than twice the probability of doing it when only one has done so.

Nov 10 2009