One of the biggest collaborative platforms that came along long before Facebook et al, was YouTube. 

This has given virtually anyone with a subject passion to be able to voice and create engaging video content to create and build a tribe of other like minded people who can collaborate and join in with the subject matter or conversation.

"The 1% rule states that the number of people who create content on the Internet represents approximately 1% of the people who view that content. For example, for every person who posts on a forum, generally about 99 other people view that forum but do not post"

Being social both offline and online is first and foremost about being social, I don't know about you but I certainly wouldn't dream of going into a social occasion, even a business one and immediately start pitching to people and if I did I would expect to be turfed out by all and sundry.

Social is about sharing similar, or opposing views, its about creating and joining in conversations, its about engaging with those around you, so if you want your 1% dial to move forwards, be more social, join in those conversations, start a few of your own, and do a lot less spammy selling.