The engagement pyramid is a simple yet powerful PR model.
How do you maximise the engagement for a digital PR campaign?
Getting 1% to offer their engagement as co-creators is a good result. However, to launch a successful social media campaign, you must also attract contributors and lurkers — even if you can’t expect them to invest as much engagement as your top creators.
How does this work?
Here we go:
The Engagement Pyramid (1−9−90)
The Engagement Pyramid
The 1% rule of online engagement was mainly an urban legend on the internet. Still, a peer-reviewed paper from 2014 entitled The 1% Rule in Four Digital Health Social Networks: An Observational Study confirmed the 1% rule of thumb.
Active publics distribute themselves in a way proven scientifically by sociologists — long before the internet and social media emerged.
The engagement pyramid divides publics into three distinct groups:
When studying internet forums specifically, it’s not uncommon to find that 90% of users have never posted (lurkers), 9% are adding only to existing topics and threads (contributors), and 1% are actively starting new subjects and threads (creators).
The engagement pyramid is sometimes called the 1% rule or the 1−9−90 rule.
Read also: The Engagement Pyramid
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Levels of Engagement: Our Identities and Roles
The engagement pyramid (or the 1% rule, or the 1−9−90 rule) is a rule of thumb and shouldn’t be applied to broad demographic populations but to publics, i.e. situational interest groups.
If I use myself and my interests as an example:
Online engagement relies on the dynamics of special interest groups of like-minded people. We all belong to various interest groups — and our engagement in each varies:
Coincidentally, bringing such like-minded people together is something the internet does very efficiently. 1Leon Festinger’s theory of cognitive dissonance from 1957 explains why handling contradictory information is psychologically challenging. Festinger’s theory on cognitive dissonance and social … Continue reading
Examples of Potential 1−9−90 Online Distributions
Where might you find the distribution of the engagement pyramid? Here are a few examples:
How To Increase Social Engagement
Organizations aiming for successful digital PR campaigns must strategically address the diverse needs of creators (1%), contributors (9%), and lurkers (90%) within their target audiences.
By cultivating an inclusive environment that nurtures the talents and interests of all segments, organizations can maximize the impact of their digital PR efforts. Failure to engage any of these groups can significantly undermine the campaign’s efficacy.
Organizations should thoughtfully tailor their digital PR strategies to cater to the unique preferences and behaviours of creators, contributors, and lurkers alike, fostering a comprehensive approach that bolsters their communications’ overall success.
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|1||Leon Festinger’s theory of cognitive dissonance from 1957 explains why handling contradictory information is psychologically challenging. Festinger’s theory on cognitive dissonance and social comparison are two of the most influential theories in the history of social psychology.|