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Compelling Feature
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Compelling Feature: a feature implemented in an online product or service that encourages user participation and contribution. Research shows that users derive some emotional benefit from the use of the product or service, as a result of the compelling feature. This emotional benefit falls within the Esteem level of Maslow's Hierarchy of Needs, where users subconsciously are drawn to services that increase their self-worth or stroke their ego. Psychology of Human Behavior The reaction users have to compelling features has deep underpinnings in , which is the scientific study of how people's thoughts, feelings, and behaviors are influenced by the actual, imagined, or implied presence of others. Examples On the online service Twitter, users can send 140 character messages to an audience of other users. This sent message is referred to as a 'tweet", and the audience that receives the message are followers of the original user. Each user profile on Twitter prominently displays counts of the number of followers, number of accounts followed, and lists that each user belongs to. As a result of the prominent position of each count, the followers count in particular has become a form of online currency on the service. According to the TechCrunch article "Should Twitter Remove Its Follower Count?" the follower count plays into users' ego. Users view a high follower count as indicative of their influence and popularity. Encouraging this belief is the fact that users can find rankings of those with the top follower counts (link to Imageshack image removed). As a result, users have sought to increase their follower counts by introducing family and friends to the service, and routinely "tweeting" information that is appealing to a large audience. Articles such as "Kevin Rose: 10 Ways to Increase Your Twitter Followers," have been created all in an effort to increase follower count. Thus, the follower count has been abstracted from the service, and provides users with much more than an idea of how large "their" tweet audience is. All the while, Twitter has benefitted from the increased usage and word-of-mouth advertisement of their service. With over 350 million users, Facebook has many compelling features that keep its audience interested in the service. Similar to Twitter's followers counts, Facebook keeps track of stats such as the friend or picture count. As a result, users have worked to increase Savings.com By combining a reward system and allowing users to create profiles, Savings.com has leveraged the fact that people need to feel achievement, and respect from others. Savings.com, a website that allows users to submit deals, As CEO Loren Bendele told Jason Calacanis during the podcast "This Week In Startups" , the users who find and submit the best deals are designated as "Deal Pros" on the Savings.com web site. These "Deal Pros" are prominently displayed, and designated as the best deal finder of a specific area. For example, this (link to Imageshack image removed) is a great bargain hunter who loves finding designer names at low prices. 
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