To lurk: “To lie in wait, as in ambush”. “To move furtively; sneak”. “To lie in wait in concealment (especially for an evil purpose)”. “Remain in or around a place secretly of furtively”.
It may not be a conscious ‘knowing’ but something about your online place of residence, your blog, your posts, your email updates will not ring true to them. They will know. And they will vote with their feet (I love that phrase). In fact, it may infect your active members. They can see how inactive members are treated, after all. I know, I know, you want to tell me it’s just how we call these community members and site visitors. It’s jargon. That’s how it’s done. This is how we officially talk about this particular group. Everybody’s doing it.
Perhaps. But here’s a Dutch saying, commonly used by parents in the Netherlands: “if your friend jumps in the canal, does that mean you should, too?” By caring about all your visitors, or all your participants, all your community members active or inactive, you will be able to devise strategies that engage all these different groups. By showing respect you will create commitment.Calling people ‘lurkers’ does not equal ‘showing respect’.
Besides just because you can’t measure certain actions does not mean they are not taking place. Not everything happens online, remember? Just because these people did not click a couple of buttons or opened the link in your email or did not visit your community platform for a couple of weeks, does not mean they did not do something that is valuable to you.
Perhaps they purchased your product without you knowing (this can happen, I think, regardless of all our neat tracing techniques). Perhaps they mentioned your website to someone who became an active member of your community.Perhaps they talked about your community at a family party.