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Social Media: The Pyramid of Value Creation

The author discusses the “pyramid of value creation” model, which is commonly used to understand user engagement in social media. This model suggests a hierarchy of user engagement, where a small percentage of users are “creators” who generate content, while a larger percentage are “synthesizers” who participate and a vast majority are “consumers” who benefit from the content created by others. This model emphasizes the importance of “converting” lower value users into creators to sustain and grow the platform.

• **Creators:** Contribute original content to the platform (e.g., posts, videos, articles)
• **Synthesizers:** Engage with the content created by others (e.g., commenting, sharing, liking)
• **Consumers:** Benefit from the content and interaction on the platform (e.g., reading articles, watching videos, browsing posts)

Games: The Bartle Taxonomy of Player Types

In contrast, the author introduces the “Bartle Taxonomy” which views user engagement in games through a 2-axis model that identifies four primary player types:

• **Achievers:** Driven by success in the game world (e.g., leveling up, completing quests, collecting rewards)
• **Explorers:** Enjoy discovering and understanding the game's world and mechanics (e.g., mapping areas, finding secrets, experimenting with gameplay)
• **Socializers:** Prioritize interaction with other players (e.g., chatting, roleplaying, forming groups)
• **Killers:** Focus on competition and dominance within the game (e.g., PvP combat, resource gathering, strategic maneuvering)

Social Media: Emphasis on User Generated Content

The author argues that social media platforms rely heavily on user-generated content (UGC). The success of platforms like Digg or Facebook hinges on the active participation of users who contribute content to keep the platforms engaging. Without a robust stream of UGC, social media platforms would lack the substance and dynamism that attract users.

Games: Built-in Solo Experiences and Gradual Socialization

The author contrasts this with the design of games, which often feature a robust “solo” experience. This means that players can enjoy the game for an extended period without needing to interact with other players. This approach allows game developers to create a foundation for social interaction, allowing players to gradually engage with others at their own pace. Players can still find enjoyment through solo activities, such as exploring the game world, completing quests, or engaging with non-player characters (NPCs).

The Importance of User/Player Lifecycle

The author emphasizes the importance of understanding the user/player lifecycle in both social media and mobile gaming. This involves considering how to bootstrap the initial experience to make it engaging, how to encourage users to try out different aspects of the platform or game, and how to build critical mass for social experiences to thrive.

The Contrasting Approaches to Social Engagement

The author highlights the fundamental differences between the social media and mobile gaming approaches to user engagement. Social media leans heavily on user-generated content, emphasizing the need for user participation and community building. In contrast, game design prioritizes creating a rich and engaging solo experience, with gradual opportunities for social interaction. The author concludes that both perspectives offer valuable insights and lessons for product design and development.