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March 2, 2010
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LOVE THE LURKERS
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Back by popular demand, Bisnow Schmoozarama II. But limited to 600 people instead of 1300 like last time. Open Bar and buffet.
Park at Fourteenth. March 10. Low Price. Sign up now! |
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| They read your blog, but never comment. They join your social network, but never complete their profiles. They are the Lurkers, and they are not to be ignored. We spoke with DelCor social media extraordinaress Kiki L'Italien about the "mysterious underbelly" dominating the internet. |
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Kiki tells us that about 1% of the people visiting a site actually speak up on a regular basis. "A lot of people have the misconception that lurkers are indifferent," Kiki says. Not so. Lurkers are often the best source for word of mouth communication. They may not be posting comments, but that doesn't mean they aren't e-mailing links and talking to friends: "Some of the most devoted fans of a page are the people who don't ever really say anything."
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Be careful about tailoring content just to the vocal super users, Kiki says. They may not reflect the silent majority. Instead, she suggests gauging interest by using web metrics to see what people are clicking on the most. Though most lurkers get everything they need from "listening," there's also a subsect too intimidated to participate. The best way to coax them out of their cyber caves: direct contact. If you know who is a part of your online network but not speaking up, the easiest thing to do is send an e-mail asking them to share their views.
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Mark your calendars. Kiki has proclaimed March 19 Love a Lurker Day. "I just felt like they needed some recognition," Kiki says. "They're the unsung heroes of the interwebs." She's even created t-shirts that read "LOVE A LURKER TODAY." Of course we had to ask why March 19? "It's perfect because it's such a quiet day," Kiki says. "There's nothing happening on that day... Or is there?"
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| INTEGRATING TECHNOLOGY |
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Keeping up with taxes isn't the only challenge of the National Society of Accountants. So is keeping up with technology, says EVP John Ams, who admits he remembers when fax machines were first popular. That's why NSA has a technology committee devoted to determining how the org can best use tech to provide services to its 15,000 members. One product of the committee: Tax Talk. The online forum is the go-to place for accountants and tax return preparers to discuss tax laws and peculiar situations that come up. It's also probably one of the only places you'll find people sharing collective wisdom about the depreciation rate for a dairy cow.
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When surveying members about what technology they'd find value in, John says it's better to give them an idea they can edit, rather than start from scratch. For example, simply asking "Would you be interested in Twitter?" is too open ended and the answers may be arbitrary. Instead, he suggests proposing how the tool would specifically be used and letting members respond with suggestions or alternatives.
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| UPCOMING EVENTS |
| Click here to place your own listing |
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March 10 - Bisnow Total Schmoozarama - Back by popular demand, but limited to 600 attendees this time. Open bar, gourmet food. Park at Fourteenth. 6pm. Info
March 11 - YHIP DC Chapter – Mix and Mingle high atop the Gaylord National at its exotic infusion bar, POSE! Join more than 150 meeting, event, and hospitality movers-and-shakers! Free for association professionals, complimentary drinks & hors d'oeuvres. 5:30–8pm. Free self-parking. Shuttle to/from Huntington Metro. Info
March 16 - DC Connections - Join for a night of Speed Networking and business development. A great way to swap leads, info, and rapidly grow your business. Already 150 signed up! Hyatt Regency Bethesda. 5-9pm. Info
March 18 - College of Association Marketing - Tips to use technology effectively in your marketing. $149-$229. (Coupon: Save10 during checkout.) Mathematical Association of America Conference Center. 8:30-3:30pm. Info
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Follow us on Twitter, @AssocBisnow
Send story ideas to Jessica Sidman, jessica@bisnow.com
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This newsletter is a journalistic news source which accepts no payment for featured interviews. It is supported by conventional advertisers clearly identified in the right hand column. You have been selected to receive it either through prior contact or professional association. If you have received it in error, please accept our apologies and unsubscribe at bottom of the newsletter. © 2009, Bisnow on Business, Inc., 1323 Connecticut Avenue, NW, Washington, DC 20036. All rights reserved.
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