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Does Curation Break 1:9:90?

Posted on Jan 31, 2012 by in ThiNK First | 21 comments


Tweet’s have an incredibly short life span. Tweets are no alternative to a blog. Most Tweets are dead in 1 hour.

“Shares” are just as fleeting. Shares end up on Facebook, they have a high likelihood of not being seen and they probably live for what, 24 hours?

There is no denying, you need valuable content on a blog or a website to build long term traffic (combined with SEO, of course). You need content to keep feeding the Tweet and Share cycle.

Have you heard of the 1% 9% 90% rule? Create, Contribute & Comment. The 1:9:90 rule proves “Creation” is not for all of us.

So Curation is 9x more mainstream than Creation. Curation means : Low Effort / Big Reward.  This is what’s driving the curation trend.

Curation is great, but what do you do with your curated piece of content? Why, you embed it of course.

Embedding is really the gift that keeps on giving. Embedding lets your content and story spread, but it remains in tact. It becomes traceable.

Curation closes the value cycle on the short-life span of Tweets & Shares. Curate , Embed, Tweet & Share. It’s a simple scalable model.

When I think “Curation”, I’m not just talking about Listly, but also the likes of @webdoc, @Pinterest, @storify – The curation space if ripe for creativity and reinvention. Feel free to add more curation tools to this moderated list.


The goal of curation tools in many ways is to leave the source content in tact and add value, perspective and motivation (to share). Curation is highly leveraged because your stand on the shoulder of giants. For now I simply ask the question.

Does Curation Break the 1:9:90 Participation Model?

I believe it does. Communities establish norms. Culture can be imparted by the community host, but is ultimately defined by the community. If you want people to create and contribute, you own the task of imparting those expectations.

What’s really interesting to me are these metrics from @Britopian’s slides on Social Business. So I asked him his views. Here’s a my @storify.



I’ve since found this awesome post by Nir Eyal. Here’s the graphic that grabbed my attention.

Nick Kellet (170 Posts)

Nick is co-founder the social curation platform Listly, that combines crowdsourcing, content curation and embedable lists to drive high-level community engagement, live inside your blog posts. Connect with Nick on Twitter · Linkedin, Facebook and G+ and follow his writing via his other guest posts and on his blogs at and


تميز مع مؤسسة السبيعي من خيام شعر بالوان متميزه جدا الان لدي السبيعي خصومات متميزه جدا باشكالها التي لا توجدا عند احد ابدا .

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nickkellet moderator

 @smsjoe You were asking about 1:9:90. Here's the post I wrote with links.


Awesome piece, Nick. I did not know about 1,9,90. Will apply!


  1. […] So what is engagement? I’m sure you’ve heard of 1:9:90. I hope so. Well it’s changing. Mobile, the “Born Digital” crowd and the […]

  2. […] “Pinterest Effect” – People are in the mindset that they can and will contribute. 1:9:90 is breaking down. You are going to hear more from me on our “Pinterestness” – We […]

  3. […] from individuals is rising too. I could argue 1:9:90 is changing.  It’s certainly argued here by Nir […]