Brian passed along this piece about branding that included the statistic about relative levels of participation in various social technologies. Originating in the book Groundswell, the argument is that 1% of your users will post content, 9% will comment, and 90% will simply browse without leaving any active trace other than the now ubiquitous digital ghost trails. This generalization may be of use in trying to decide how to prioritize various website architectural questions.
Here's a video of the author.
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