There is a generally accepted statistic in the online world that points to an average of about 1% of any population will be active content creators, 9% will be participants and the other 90% will simply "consume" that content online. If you believe those numbers, then the easy conclusion is to say that 1% is so insignificant that to focus on reaching individuals who fit into this category would just be foolish. In fact, your small business should ask just the opposite question ... how many of this 1% can you make into your customers?
Why does this matter so much? Because these individuals are the ones who are actively creating the content that others online will be reading. If you are a contractor, this 1% are the group that will post a review about your services on Angie's List. If you have a retail destination, this 1% will announce they are at your store on Foursquare, blog about it afterwards and post reviews and photos online.
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