Marketers need to focus on passive users first and actively engaged users second, argues author Charlene Li. The vast majority of surfers are far more likely to simply watch or read content than to share it, and less likely still to comment on or create content of their own. "Unless you can build a firm foundation of people who are engaged with you at a more passive level of watching and sharing, it's very difficult to create that audience for the people who are commenting and producing content," Li notes.

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