Why do we lurk so much online?

Why do we lurk so much online?

As I’m writing this, I just got off the phone with a journalist from the MailOnline who wanted to discuss Facebook’s recent changes to their algorithm and get a comment from me on my opinion of the new changes.

If you haven’t heard about these changes yet, what they mean is that we’ll be seeing more updates from friends and family in our newsfeeds, and fewer updates that Facebook believes might damage our “well-being” (meaning by that, anything that isn’t personal). Which, let’s face it, that’s utter BS and clearly, just a way for Facebook to make more money from pushing businesses/causes to pay for more ads in order to be seen.


I love stats and seeing how everything performs, from my website, my emails and my social media updates.  I’ll be the first to admit my FB updates don’t generate anywhere near as much engagement than on other networks or on my own site.

However, I keep plugging away due to the fact that I post updates on things that matter to me (like anti-bullying, homelessness, the environment, Holocaust as well as business related).  And even though they may not get likes/comments they get some reach.  But they could get seen by more people if people simply liked the update; just that small action can make a big difference.  It’s pathetic and it’s not about wanting to be liked or being popular, it’s more about playing Facebook’s ridiculous game of the more people that like something the more Facebook will show it to others in your network.

Whilst it’s lovely that people like my posts when I post a picture of my daughter or a cute dog, it’s sad to see that when I post something to help drive awareness about something (be it a good cause or my own business), like my recent update on holocaust survivors helping beat bullying around the world, which is something that I deeply care about and want to help spread awareness about, it barely gets any likes.  Why is that?


Why do we lurk so much on social media? What makes someone scroll through their Facebook feed every day and like some updates and take no action on others?

And look, I’m not saying people should like everything they see in their newsfeed, even if they don’t actually like it. But if you do like an update, why not show your support? It takes less than a second to click that button and as I said earlier, it can help the initial poster a lot. Not to mention, it helps beat Facebook a bit at their own game. Not much, but enough to feel like we’re not completely powerless.

Facebook is making it harder and harder for causes and small businesses to see your updates without having to “pay to play”.  So next time you see a charity or a friends business update, why not simply like (or a different emoji) to help it get seen by more people?  It doesn’t cost anything and takes less than a second.  And can make a huge difference.

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  1. Lisa P Sicard on 2018-01-14 at 7:54 pm

    Hi Lilach, you are so right! There were days I would post something personal on FB and no one liked or commented. But when I walked into my office everyone would comment in person about my post.
    That would drive me nuts. But many people who are not in digital marketing or blogging business have no need to comment or like something. They just like to look I find.
    We are so ingrained in it, we think differently 🙂

    • Lilach Bullock on 2018-01-17 at 6:54 pm

      Ha! Pleased it’s not just me 😀 People are funny… even people in our industry do the same! I try and make an effort to like when I see it… but also it doesn’t help with Facebook only showing us certain things… videos at the moment!

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