Have you ever been one of the first people at a restaurant and noticed where they have seated you?  Have you noticed that is typically at a visible spot to other future patrons?  Either at the windows or visible to the front entrance.  Have you noticed that they then try to spread people around to make the restaurant appear more full?

No one ever likes to be first; whether it is in selecting a restaurant, entering a party or participating in a community.  Strategic seating at restaurants is critical, strategic seeding in communities is just as critical to enticing and encouraging participation.

Over the past three years I have worked with many companies that have started communities, some with seeding and some without.  While there are always exceptions to this rule (and I think to call it a rule would be a bit strong), communities that have taken the time to create a welcoming environment with strategic posts that make the restaurant appear full and active prior to opening generally have quicker adoption.  In fact, in one recent case moderators have seeded over 100 posts, contributing accounts from their own lives to bring the community to life and to encourage other to participate in a similar way.  This community has taken off and flourished.  If you are planning a media campaign just after launch, seeding is a tactic not to be overlooked to help to optimize your buy.

Next time you enjoy a nice meal out with that important person in your life, think about how they are seating people and how it is putting you at ease while encouraging others to come to the establishment.  Then, of course, enjoy a great dinner!