Web 2.0 is built on a massive myth.
The myth is that customers need to talk back to you.
That they need to comment.
To post a response via text.
Or audio.
Or video.
And it's a myth, because response it doesn't take into account the lurkers.
Lurkers don't feel the need to post.
Or to comment.
Or to do anything that non-lurkers do routinely.
But here are the facts:
Time and time again, we have two distinct groups of people.
People that never interact at all. And yet buy.
People that do interact. And buy as well.
And it's important to understand the psyche of lurkers
Lurkers only lurk in big groups. Give them a small enough group (less than fifteen people) and they're quite happy to ‘un-lurk.' But put them on a forum or a blog that's big and boisterous, and they go into hiding once again.
So what's the point of this post?
The point is simple.
Don't measure your blog by the number of comments.
Don't measure your blog by the amount of noise.
You may never have one person commenting, and yet have dozens buying your products/services.
Just make sure you give out valuable information.
Information that empowers your readers.
Then sit back and watch the myth unfold.
As you laugh all the way to the bank! 😉
This lurker decided to leave a message!
Very true, nobody ever needs to talk back, and information can be very powerful even if the conversation is not two way.
Heh, heh 🙂
Nice to see you un-lurk all the same.
What’s really interesting, is the part I missed out. On our most expensive courses (which routinely go into five figures), we have more lurkers than people who comment (I bet that would be an interesting statistic for most people).
Yeah, here’s another lurker tempted to decloak. Nice ploy there Sean!
As someone who buys into Web 2.0, I regularly start writing a comment, but all too often I realise I’m repeating someone else, going nowhere, that my thought isn’t fully formed, or that I’m spending too much time on it.
There are times I don’t want to comment, why risk the ire of Mac or PC fans, or reds or blues (politics or sports)? Then again, on a web design blog this weekend, I found myself impressed by the quality of the conversation, and with nothing I could contribute.
I feel there will be some people for whom contributing to websites is completely off their radars. Oddly enough, some will post photos to Flickr but won’t think of it as a website or service, merely something they access through their browser.
Finally, (sometimes what starts off as a single paragraph turns out to be quite a bit longer) Sean is dead right in saying “make sure you give out valuable information.” If a commenter leaves something of value, don’t leave it there, turn it into another entry and cross reference.
Exactly. It helps create a greater depth of information for the topic, and it continues the conversation.
Great points about lurkers!
To me Web 2.0 is about being able to contribute if I decide to do so – I believe that there is great value in both lurking and contributing.
At the end of the day it comes down to why you blog – is it about getting comments from others of sharing valuable information?
I spoke to a CEO who runs a very, very big social network. And she said: the definition of 2.0 etc. is weird and silly in itself. And that’s true. It is rather silly. The purpose isn’t necessarily to get a conversation. It’s more a factor of great content, and great packaging.
Sean, you are a genius! :))))) Very simple, but extremaly ponderable idea!
I would like to add that as I noticed for myself people often feel like leaving a comment or responding, if they are not satisfired with service of goods. If everything is OK, people usually take it for granted and don’t feel necessary to leave a comment or feedback. May be it is just about former USSR nations and our mentality… Did you noticed the same?
Well, it depends how you set up things.
People think it’s their role to only speak up when they need to complain. But when you set it up differently, then people can comment when things are good. Or not so good. Or say something that’s not at all connected to the conversation.
It’s the ability to create a zone like you have with your friends, where you’re able to ‘criticise, or praise,’ or simply have a conversation.
The truest conversation is usually measured not by commenting, but on implementation or consumption. When a client not only talks to you about something, but then implements what you have to say, that’s when you know you’re truly communicating.
Otherwise it’s all talk.
Most of Web 2.0 is measured by talk and noise.
True relationships are built on ‘consumption.’
I feel “the zone” you talk about here. Understood. Thanks! 🙂
Well This sure give reasons to pause
Why do we blog and engage in this enviroment?
Because we are hopefully sharing good stuff and
we are looking for those who are looking for us!
And I think it is common courtesy to comment
Now I hear
my grandmother right now..
“If you don’t have anything nice to say don’t say it”
So for those who comment to complain they could eaisly just exit.
Just me..
JoAnn Donahue
http://www.SaveMeJoAnn.com
1-800- 772-9781 x14 (24Hrs.)
Your point about “lurkers” is well taken. It’s a segment of readership that I often don’t think about.
I think comments and responses are important, but hopefully this post will help me be mindful of the “lurkers”.
Hi Sean,
Short and sweet post.
The direct mail industry functioned (and continues to) for over a century without customers being able to whisper sweet nothings in the merchant’s ear and vice versa. So, why is it obligatory now?
I’d rather tune up my response than turn on my Facebook ‘friends’ any day.
“As you laugh all the way to the bank!”
Let me give that a try. 🙂
I’ve found that noise doesn’t equal to conversion. 🙂
I can’t count the number of times I’ve gone to the trouble of writing a thoughtful comment only to discover I have to create a login in order to post it. Nothing makes me leave a site faster (except perhaps those annoying dialog boxes that spring up and take over your screen when you’re trying to read something).
One thing I love about this blog (I’ve lurked for a while now) is that you actually continue the conversation in the comments, rather than just post your thoughts and then ignore everybody who contributes a reply. I know it must be very time consuming but so many blog authors just don’t make the effort to interact with their readers. I feel much more inspired to write something if I know at least somebody will read it!
Thanks Jillian. I like that comment very much.