If you have cut down on the amount of content you share on Facebook or Twitter even as your lists of friends and followers grow, you are not alone.
A study co-authored by an Indian-origin researcher suggests that although more and more people are participating in social networking, a smaller percentage of users are actively creating and sharing content.
The findings to be published in the journal Management Science pointed out that the cheaper and easier it becomes to reach large numbers of people via social media, the fewer “content creators” choose to participate and the more cluttered the networks become.
“Social communication incentives diminish even as the reach or the span of communication increases,” said study authors Ganesh Iyer and Zsolt Katona from University of California, Berkeley – Haas School of Business.
Industry reports estimate that just 10 percent of Twitter users broadcast 90 percent of the network’s tweets…
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