When Oscars-style Seat Fillers Meet the Tweet

When Oscars-style Seat Fillers Meet the Tweet 

Ted Rubin suggests in his article Why You Should Embrace Twitter Lurkers in Mashable, that of the 100 million Twitter users 50 million login daily, but "only 60% have tweeted in the last month." Despite their inactivity, they still have value. 

Rubin suggests that these "lurkers" may add value by morphing into active users either over time or because a tweet piques their interest. That notion doesn't jibe. There is unlimited real estate on Twitter. There are several other platforms on which to broadcast and share ideas. If they were inclined to participate, they would do so. The preeminent rationale for Twitter is that it is a social network, which implies mutual sharing of information and ideas. If your feed isn't piquing their interest already, wouldn't they just choose not to follow you?

What's more believable is that "lurkers" are simply interested and enjoying the show. Rubin suggests that they may using Twitter as a research service. Possible. What's more valuable to you is that their presence works like a sort of tacit nod of approval. Seat fillers at the Oscars give the TV audience the impression of a packed room (and keep the chair warm for a returning celebrity). Lurkers provide the same cover for Twitter. While not actively engaged, they add legitimacy and give the impression that many users are interested in what you may have to say.

Why "clean up" your profile and leave those seats empty. 42% of Twitter users use the service to find out about products/services and Twitter users are more open to brand messaging (Arbitron/Edison). Herein lies the real value add - having a passive audience open to and willing to absorb branding messages. Users don't need feedback in order to engage potential customers or followers. In fact, less feedback is probably preferable.