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| Why 'lurkers' in social networks do not contribute? |
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| Oct 13, 2009 Published in content
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 In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action. For this reason a community cannot be judged by the number of members it has. Because only a small fraction of them become active contributors.
Lurkers can be one of the most frustrating factors of community building. But lurkers should not be simply dismissed. The very fact that they have registered to your site is an endorsement that they are interested in you and your activities. There may be many factors which come in the way of their contributing.
Looking into the mind of the lurker
As no online community can be successful without active contributors, it is important to look into the mind of the lurker and see how they can be brought out of their shell.
Online communities are all about sharing information. As sharing increases, information becomes more and more personal and, maybe, sensitive. Members talk about themselves. One important measure of success of an online community is the number of discussions where members share highly personal and sensitive information. This number is far more valuable than just counting the number of members you have.
A section of the lurkers fall in the category of people who are hesitant about sharing personal information.
Some feel intimidated
There are others who feel intimidated by the more dominating members and the power of their contributions. Here the conversation maybe between members who know each other for some time, and the lurkers feels like intruders walking into a room full of strangers. This is hardly a situation anyone would like to immediately jump in and participate.
As in real life situations, it helps creating special sections, rooms for newcomers, to make them feel more at ease. Their newness in the community becomes a common factor for them.
Some often lose their way
Some sites may have so many features and channels that it becomes confusing for new members to find their way. Not knowing where to start, they give up further efforts to participate. Community managers can play an important role in this area by patiently guiding new members, showing them possible areas where they can post according to their interest, and encouraging them to come out and participate.
Some lose interest fast
Unless your community is highly active, covering many discussions on various subjects, many members may start losing interest once they find nothing to hold their attention. They may have joined because they felt your community has potential, but if there is nothing to grab their attention, they feel let down. Each member’s interests vary. Some may prefer long posts, while others may like short forums or chats to participate in.
Lack of encouragement
Most community members feel let down if they receive no comment or feedback from their contributions. The feeling is similar to performing on stage and receiving no applause or acknowledgement when the show is over.
Even when established members don’t get response to their contributions, it has a negative effect on new members who may hesitate to participate just for the sake of participating.
They don’t find the time
A large number of members tend to forget that they registered to your community because of various pressures of life. Often a little nudge, small reminders can help get then activated. Apart from a regular newsletter, small mails or messages enquiring about their wellbeing can go a long way.
What can a community do
Recognize that lurkers hold considerable potential to develop into active members if we understand their psyche and extend the help they need to come out of their shell. It may require painstaking efforts, but will be worht the effort at the end of the day. |
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