Determining a reason a user joins a computer-implemented social network service may include automatically monitoring access to content in a social network site by a newly added member of the social network service to form an initial access history of user interactions with the social network site. The initial access history spans a predetermined period of time within a time of the newly added member joining the social network service. The initial access history may be analyzed to determine the reason for joining the social network service by the newly added member. The reason may be automatically leveraged to improve membership participation in the computer-implemented social network service.