How PR pros should account for social media ‘lurkers’

Tracking the effectiveness of social media has caused many a marketer to shake his or her head in frustration. How can you prove a tactic is effective so that clients will see the value?

While much has been written about measuring social media engagement, perhaps the most significant benefit of social media platforms comes from the views that aren’t tracked. These engagements can be called “lurker” views. Lurkers are the common term for users who see and read your content without “liking” it, commenting on it or sharing it.

While that can be frustrating, its benefit still needs to be taken into account—because the lurkers might be the ones buying your products or services.

Why should we care about social media lurkers?

“Lurker numbers are huge,” says Arik Hanson, principal, ACH Communications. “Lurkers represent the most sizable, and potentially profitable, segment of our social audiences.”