Tag: comments

Do Blog Comments Offer Any Business Value?

For most bloggers, comments can be hit and miss affairs.

Often, we publish a post and think, “Damn, I nailed that one!” and then see little to zero comments afterward, and feel deflated.

Or, we can publish a quick post that we feel is almost like a throwaway, as opposed to the more thoughtful example above, and it gets hundreds of comments.

To be sure, the science of blog commenting can be anything but scientific!

However, content aside when it comes to attracting comments, there’s a key reason why we should be looking at comments more seriously, and that’s in the way they can be used to add business value.

Social Proof and Sponsorships

In recent years, the attraction of sponsored posts has resulted in a whole new industry, that of influencer bloggers.

In the past, this may have solely meant bloggers with huge online followings and “leading blogs” – you know, the ProBloggers and Copybloggers of the world.

Now, however, thanks in no small part to influencer platforms like InkyBee and Triberr, everyday bloggers can be influencers, as brands realize it’s less about the followers and more about the interaction.

For example, a mommy blogger that has an engaged community in the comment section and a relevant target audience is far more attractive to a brand than a “celebrity blogger” who’s just doing it for the money, with zero brand affiliation.

To help identify these “micro-influencer” bloggers, influence platforms score blogs based on a variety of metrics,  which increasingly include an engagement score.

A healthy comment section can be a key metric for brands looking to sponsor bloggers. Click To Tweet

And you don’t even have to have hundreds of comments – just a vibrant conversation area, with discussions that enable sponsoring brands to truly learn about their customers.

Which leads us to the next point.

Comments as a Business Resource

When social media grew in popularity, it was lauded for its ability to connect customers to the brands they shopped with.

That was all well and good – until social essentially became a trolling marketplace. Now, businesses are missing a lot of the conversations they could be having because they’re too busy trying to put out non-essential fires caused by trolls.

It can leave customers to feel like they’re not being heard, which for any business is the worst feeling you can give customers (especially when it’s not your fault).

If a visitor arrives on your blog and sees a back-and-forth discussion, it immediately instills a perception that this is a business that cares about its customers.

In addition, it offers a valuable insight tool to the business itself:

  • Pre-sales questions can be answered in public, leading to warmer sales opportunities;
  • Feedback on product launches can be gathered and optimized;
  • Other customers can offer their take, and give a better referral than any ad ever could.

This isn’t just for big business blogs, either. Independent authors, freelance designers, beach diner owners, etc. All of these business blogs, and more like them, can benefit from a healthy comment section.

Why Email to Comments is a Perfect Fit for Business

So, by now hopefully, you see the value of comments not only to personal bloggers, but business blogs as well. But, like others before you, you’re not really sure where to start in fostering these comments.

This is why our vision for comments is so tied to email, because it’s still the #1 communication tool for businesses, and the buy-in is minimal for both content creator and content reader.

After all, pretty much everyone knows how to use email. It’s familiar, it’s easy, and it allows for more thoughtful sharing of ideas and opinions – exactly what a healthy comment section needs.

It’s also really easy to manage, from phone to desktop and everywhere in-between – which, for any business not too familiar with the nuances of social media, makes for less work, which is always a good thing.

We’ve seen with our own users just how they’ve utilized our comment plugins for their business goals – let us help you, too.

It’s not as daunting as you think, and we’re here every step of the way for you.

Featured image credit: Rusty Russ Sunrise Over Manhattan Again

Care

If You Want Better Comments, You Have to Care About Your Commenters

A little while back, I wrote a post over on my own blog about how it wasn’t social media that would “kill blog comments”, but uncaring bloggers.

It was in response to a lot of bloggers complaining about their reduced comment counts, and how they were primarily blaming social media for the lack of engagement on their own blogs.

My primary takeaway was this:

It’s not as clear-cut as “all the conversations are happening on social media”. They may well be happening a lot – but guess where that traffic will come to when users want to see the source of that discussion?

Once that traffic arrives, if they find a comments area that looks as fun and inviting as a McDonald’s restaurant does to a food snob, of course they’ll leave immediately.

If, on the other hand, they see a blog that opens up to others, and – imagine this! – actively converses with them, they’ll stay. Comment. Reply. Subscribe.

Social media won’t “kill” blog comments – bloggers will.

The post sparked a very thoughtful conversation around the topic of comments, and bloggers in general. The key consensus was bloggers who either close down comments or, worse, ignore their commenters are the ones that will lose out more in the long run.

So it’s a little disappointing to see, a full year after that post, so many bloggers who still don’t seem to value their commenters.

A Bunch of Unmoderated Spam Does Not a Community Make

I was doing some research for a future post on the state of commenting today, and a bunch of results popped up about comments and their place in today’s content ecosystem.

(For the record, my own take for the last year or so is that perhaps “blog comments” as a description for conversation is the issue, but more on that in a future post).

One of the results that popped up was this post by Jeff Goins, entitled Seven Types of Blog Comments and How to Respond to Them.

It’s a guest post by blogger Jeremy Myers that shares the most common types of blog comments, and how to respond to them (or if you even should).

As of writing this, the post has received 337 comments and counting. Pretty impressive, huh? Until you start going through the comments themselves…

As you can see, this comments section is a spammers paradise.

While there are some genuine comments about implementing the advice in the post, most are back-links to the commenter’s own site.

Some are questionable – the Facebook video downloader app, for example, and the link to an escort site – while others could land Jeff in major trouble (the one about a realtor from RE/MAX being accused of being a pedophile).

Why would Jeff get in trouble? Blog comments are the ownership of the blogger, and it’s up to you (the blogger) to make sure there’s nothing illegal or libelous within them.

Did you know that you're legally liable for comments left on your blog? Click To Tweet

In fairness, this particular post was published back in 2011, so perhaps Jeff simply doesn’t monitor it anymore. That being said, a libel suit wouldn’t really care when the post was published, if false statements are left unchecked in the comment section.

Continue the Way You Started

One of the more common “problems”, for want of a better word, is that a lot of bloggers start out with good intentions when it comes to commenting, and then let that drop off as they focus on other things.

When they first started blogging, for example, they would respond to all relevant comments (ones that go beyond a standard “nice post!” variation).

Then, they either feel less need to reply, and leave the commenters to talk to each other, or they simply give up replying full-stop, and request commenters to find them on social to discuss the post.

While there’s nothing inherently “wrong” with either approach, for the most part, both lead to a sense of disappointment for the commenters.

With the first example, most commenters leave a comment because the post moved them to reply, and they’d love to share their thoughts with the blogger and get feedback directly from the blogger in question.

When that doesn’t happen, it makes it less compelling to leave a comment, even though some of the best exchanges can come from the community taking the topic in a new direction in the comments and running with it together.

The latter example, though, often invokes a strong reaction. In the comments of one of my recent posts, a long-time commenter on my blog shared her thoughts on “taking the conversation to social media”.

If you invite me to your house and I get all dressed up, fill the tank with gas and head out, only to get there and see a note on your door saying, “I’ve decided to go over to XYZ’s house, you know where she lives, follow me there”. I would politely scribble “screw you” on the note and leave.

It is so arrogant for bloggers to believe their subscribers will follow them where ever they go. If I’m subscribed to your blog why do I need to follow you somewhere else to hear you say the same thing? It’s ridiculous.

Not a lot more I can add to that! But she makes a great point – you’re forcing your commenters through extra hoops just to engage with you.

And what if they moved away from social media channels because of abuse they were getting there, or some other reason? Not everyone wants to put up with the noise and fast-paced nature of social media just to be able to converse with their favorite blogger.

Your blog is your property, where you can control the environment for your visitors – why force people away from that safety net?

You Have to Care. Really Care

Blogging has come a long way since the 1990’s, and as blogging has evolved so has commenting.

From non-threaded design that took a masters degree to identify who was replying to who, to the various commenting options we have today, there really is something for every kind of blogger (and commenter).

But to really make commenting work, you need to work on it yourself.

  • Don’t take the easy route and force comments to be where they don’t want to.
  • Own the conversation, and take ownership on making comments a welcoming place.
  • Clean your comment area, instead of leaving open to spam, crud, and potential legal issues.
  • Most of all, respond. Commenters have chosen your part of the web over millions of others – respect that accordingly.

And if you really feel taking care of comments is too much hard work, you should talk to us. We have resources and plugins to help and are always here to do so.

A Bunch of Unmoderated Spam Does Not a Community MakeClick To Tweet