“Why do lurkers lurk and what do they do?” The 90–9–1 rule of thumb has been applied to many digital and online communities. 90% tend to be less vocal but still engaged, 9% tend to be more vocal by commenting and/or sharing, and the remaining 1% tend to be the most vocal by creating new content. The lurkers are the 90%. While the exact ratio is highly debated and perhaps outdated, the idea that lurkers or what we refer to as the “silent majority” make up a large portion of online communities still holds true.

Community, Social Community, Social Network, Community of Interest, Community of Practice, Virtual Community, etc. The list seems infinite. These terms are used almost interchangeably, but actually hold distinct meanings that can affect the way we as community managers approach each community type.