The internet can bring together people with common interests through online communities. They could be social networks or grassroots organizations, as well as customer communities. As a society we are naturally connected, it is natural to share ideas and common interests online. Communities can be built through the building of relationships. However, how we do so differs.

In 2006, web expert Jakob NielsenProposedA 90-9-1 rule is based on the participation inequalities of online and social media communities. According to Nielsen, in most online communities, 90% of users are lurkers, i.e., those who observe, but don’t contribute, nine percent of users contribute a little and only one percent account for the most contributions.