How to pay special attention to your top community contributors

Just got hold of this recent study from HP Labs which demonstrates the feedback loop between attention and contributions to online communities. The abstract provides a nice introduction:

A significant percentage of online content is now published and consumed via the mechanism of crowdsourcing. While any user can contribute to these forums, a disproportionately large percentage of the content is submitted by very active and devoted users, whose con- tinuing participation is key to the sites’ success. As we show, people’s propensity to keep participating increases the more they contribute, suggesting motivating factors which increase over time.

This paper demonstrates that submitters who stop receiving attention tend to stop contributing, while prolific contributors attract an ever increasing number of followers and their attention in a feedback loop. We demonstrate that this mechanism leads to the observed power law in the number of contributions per user and support our assertions by an analysis of hundreds of millions of contributions to top content sharing websites Digg.com and Youtube.com.

What’s important about this is helping frame community management strategies to ensure the valuable ‘advocates’ in a community remain active, by ensuring the value of peer attention is factored into sustaining their involvement. This the author’s recognise if paramount as “a disproportionate number of contribution to online peer production efforts are made by a small number of very active users”. And here’s the maths that supports this:

The maths of attentionSo what sustains this feedback loop? The authors suggest that to answer this question “one needs to look into the constituents of a contributor’s potential audience”, or to put it simply the number of fans/subscribers they have — a feature of both Digg and YouTube — could well be the missing evolutionary link:

Because a considerable portion of attention a contributor receives can be attributed to her fans, the contributor’s publicity (measured by the number of fans) could act as the important missing link between popularity and productivity. A contributor with many past contributions (high productivity) naturally has many fans (high publicity). Her fans naturally pay a lot of attention to her next contribution (high popularity). This in turn incentivizes the contributor to make more contributions.

Conclusion? (1) Have a strategy to support your top contributors. (2) As part of this measurable strategy make sure the means for them to gain attention work well.

Getting these right could make the difference between success and failure in the long term. After all don’t 90% of posts get created by 1% of users, according to Jakob Nielsen?

This is why top contributors matter

Indeed, Nielsen adds a useful caveat to this question to highlight quantity vs quality regarding contributions:

If you display all contributions equally, then people who post only when they have something important to say will be drowned out by the torrent of material from the hyperactive 1%. Instead, give extra prominence to good contributions and to contributions from people who’ve proven their value.

Feedback loops of attention in peer production, Fang Wu, Dennis M. Wilkinson and Bernardo A. Huberman , 2009/05/12, arXiv:0905.1740 (pdf). Thanks to the Complexity Digest for the initial research reference.

Update May 2010: A simple way to boost influencers’ (not precisely the same as ‘top contributors’ but still relevant) credibility with your users is by making their content more searchable, & by promoting it via tweets & bookmarking: http://ow.ly/1FUtM

Trolls, spammers, sock puppets & free speech

Personally I don’t like to work too hard on researching blog posts only to get someone respond with a comment rubbishing it! But I do like to be in the right place/right time. And today that has yielded a post about blog posts, well specifically blog comments, inspired by one expert community panel discussion and another from the Editor of the Leicester Mercury on removing comments for posts about the McCanns.

Exhibit one from community guru Patrick O’Keefe (I’m waiting for his cool community book to arrive from CA via Amazon). Called “How to Deal with Trolls, Spammers & Sock Puppets.” Here is the panel description from Patrick, with the video of the discussion below:

You just wrote the greatest blog post you’ve ever written. You researched the subject, spoke with sources, conducted interviews and completed a well thought out, well written article. You hit the post button and your baby is up. Here comes the praise! The first comment you receive? “You’re stupid, you’re ugly and you’re writing sucks.” Whether you call them trolls, haters or griefers, they’re out there, waiting to ruin your day, harm your community and taint your world.

Or maybe the first comment was something like, “Hey, nice article, check out mine!” Just like there are people who’d like to harm you, there are also people who’d like to cheaply benefit from your work and your audience. Spammers can do their own sort of damage.

But, neither of these two groups need harm you, if you know how to deal with them. This panel will give you the knowledge you need to tackle it.

Exhibit two, the blog of the Leicester Mercury Editor Keith Perch, and my home town newspaper. Now what’s really interesting here is the fact he has to deal with people wanting to leave comments about the McCann’s, but he has been forced to withdraw the facility due to trolls. Interested? Then read this on the subject of ‘Free Speech’, with extracts below from Keith Perch’s blog:

One very irate reader – probably ex-reader – emailed me with a bitter complaint about the Mercury’s’decision to deny freedom of speech’ to our readers.

She wrote: ‘I am of course referring to your apparent decision to omit an ‘add comment’ facility for the most recent story about the McCanns … the British media’s generally misplaced sympathy for the McCanns and lack of ability to acknowledge that the parents deserve to be criticised (and convicted) for their negligence makes me suspicious that this a deliberate move by the Mercury to gag their readers.

I’m not convinced the name or email address supplied were genuine, but she was clearly very angry. It is a very difficult area for us – we give our readers the ability to comment on articles on our website without requiring them to register and without us putting in any form of pre-moderation (ie we moderate posts after they show up on the website, removing those which we think create a legal issue or which are in some other way offensive).

We certainly allow things on to the website which we would not allow into the paper – I guess we think it is clear that it is the opinion of the reader and not something that we would necessarily agree with. But we do have to draw the line somewhere.

So what about the McCanns? It is true that we don’t allow comments on any stories about Maddy or her parents. Why is that? We used to allow posts, but there is a small group of people out there who are convinced that they know what happened to Maddy – they have no evidence, but they are happy to make their allegations publicly and forcefully. Every time we have allowed comments on our stories about this family, the articles have become swamped with baseless accusations.

However, the right to free speech comes with a responsibility and the bile that is poured out by a minority on this issue, leaves us with little choice. I don’t like the decision, but I don’t see what else we can do without using resources we don’t have to moderate more quickly. I am considering changing our comment system to allow only those who have registered to comment. This, I think, would give our readers more commitment to the site and it would be much easier to build a system of trust that meant we didn’t need to moderate at all or where the readers themselves could moderate.

But that’s for the future. For now, I’m sticking with the ban even though it cost us a reader.