Brain Blink: the 90-9-1 rule

Brand Science Institute (BSI), a German think tank specializing in brand management, conducted a study to find out why most corporate social media projects fail. As part of its analysis, BSI surveyed 560+ marketers representing more than 50 brands. One prominent finding: 68% of the respondents had never heard of the 90-9-1 principle. The essence of the rule is that 90% of people view content without contributing, 9% edit or modify content, and only 1% create content. Other key findings: 81% of companies lack a clear social media strategy; 73% of social media projects were required to deliver ROI in just 12 months; 72% believed social media must be viral.

Are you one of the 90% who “lurk” in the social media shadows?

Before presenting that next social media idea, put it through the 90-9-1 test. Are you expecting consumers to interact or contribute to your social media concept? Then make sure it is compelling, rewarding (literally) and easy enough to allow that to happen.

Brain Blinks are bite-sized, but always bold, insights, ideas and new perspectives into the creative process that for years were enjoyed only within Cohn & Wolfe, but have now been made public for the world to see and draw inspiration from. They are our contribution to the people, places and things that continue to inspire us every day.