To lurk, learn, and leverage is at the very base of what you need to do to build a successful online marketing campaign.
When Bob and I started Cybernautics in 1993, we looked at how marketing was done in the "real" world and developed methods for translating those best practices into marketing on the Web. As word spread, we were approached by a division of Macmillan Publishing to write a book about it. "Net Results: Web Marketing That Works" was a huge success.
Part of what made our work so successful in the Web 1.0 days was that we were fortunate enough to attract great talent. From time to time I would take account people or methodology experts along with me on pitches to clients. During one of these meetings, Alex (if he gives me permission I'll use his full name) told me that one way that they referred to their work of researching news groups on the web - this was before they were referred to as blogs - was to say they would "Lurk, Learn and Leverage." I loved the concept and thought it was very descriptive of what we did as an online agency. Needless to say, I used the description in every pitch and speaking engagement from then on.
When you LURK, you are finding sites that you believe your customer base may find interesting, or sites that they are likely already participating in like blogs, forums, social networks, or other group discussion scenarios, and simply watching the conversation. By doing this, you will LEARN who the leaders of the groups are, where their interests lie, and perhaps learn more about what they think of your product or service, or a competitor's product or service. You'll even be able to learn what is considered acceptable behavior or acceptable content for the group. Finally, armed with this research, you'll be able to LEVERAGE your new found knowledge and engage the group. This may mean that initially you simply participate in the ongoing dialogue by posting a comment, then you may graduate to posting your own original item. You may also decide that it is best to try to co-opt the leaders of the group on an individual basis, and try to get them to exercise their thought leadership and position to the advantage of your marketing initiative (they're the "influencers," so use them).
It's important to remember that the web is a "tell me, don't sell me" medium. You need to be contextual and be a part of any online conversation. Don't go in and post a press release, or anything that sounds too much like "corporate speak." Be real, be human, be conversational...but most of all, be relevant. Only by doing your homework, by lurking, learning, and then leveraging, can you assure that you will be embraced and not disgraced.
