“Digital publishers love people that notice their work – I mean, who doesn’t? There are ‘creators’ that will create UGC for your brand. The ‘engagers’ that will share your posts, and of course, the ‘commenters’ that keep your online community alive. But every online community has people that don’t participate. However, that doesn’t mean they aren’t watching. Lurkers are actually a huge part of your community even if they aren’t commenting. But what are you supposed to do with lurkers?”
“In the online world, a lurker is defined as someone that sees content but doesn’t engage with it. This doesn’t mean that they don’t like the content, but they don’t necessarily feel the need to participate either. You should consider your lurkers when creating your content marketing strategy, they can play a critical role in growing your online community. Lurkers are important to your strategy because they still show up to consume your content. If you continue to deliver high-quality content, they may eventually reach out and engage with you! The most recent stats suggest that 26% of Americans never post anything on social media. So when you’re measuring your social media success with engagement rates, you are probably not including a large number of your audience that is viewing your content” – Disqus Blog.