Talk amongst yourselves: inviting users to participate in online conversations

摘要: Many small online communities would benefit from increased diversity or activity in their membership. Some run the risk of dying out due to lack participation. Others struggle achieve critical mass necessary for diverse and engaging conversation. But what tools are available these increase participation? Our goal this research was spark contributions movielens.org discussion forum, where only 2% members write posts. We developed personalized invitations, messages designed entice users visit contribute forum. In two field experiments, we ask (1) if invitations a (2) how choice algorithm intelligently choosing content emphasize invitation affects participation, (3) suggestion made user willingness act. find that lead as measured by levels reading posting. More surprisingly, emphasizing social nature forum activity, while other details less successful.