Small Investment: McKinsey Study Suggests Big Web 2.0 Divdends From Small Cadre of Highly Socially-Networked Users

An August 2007 McKinsey study http://www.mckinseyquarterly.com/article_page.aspx?ar=2041&l2=17&l3=104&srid=17 sees high returns in online participatory media from the quality contributions of a small cadre of high quality, widely socially networked particpants. So instrumental are the high-quality contributors to developing high-quality content, study notes that "to gain a wider audience, some sites in Europe and elsewhere are beginning to share a percentage of their advertising revenues with the top contributors."