“Most UGC sites try to spend time converting lurkers to contributors. Don’t. 90% of all users will never contribute anything to your company. They are there to ingest content.
I wish Twitter understood this better. If they did then they would run marketing campaigns to let users know that “it’s OK to turn up and just consume content. Twitter’s great for that, too. You don’t ever need to send a Tweet to love Twitter.” I never understood why they don’t communicate that more broadly because I think most people’s fear of Twitter is that they don’t want to tell the world what they ate for lunch.”
