We desribe Return On Contribution (ROC), a social metric for social software. ROC can be used to characterize social software at the level of (a) an application, (b) types of contributions, (c) particular contributions, and (d) particular contributors (where permitted by privacy rules). Our work also highlights the importance of "lurkers" or "non-public participants" in social software. ROC can be applied across diverse types of social software and forms of participation.
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