This is a guest post following a great chat I had with Valerie Merahn Simon, and is a nice follow-up on my recent post about Twitter and blog comments.
If you’re like me, you read a lot of blog posts. Many of them are good posts. Some you’ll even share via Twitter or email. But only once in a while will you be motivated to comment. Commenting is a contribution. It requires time and effort and thought.
So why are readers willing to invest themselves in someone else’s blog post?
Controversy
Sometimes it’s hard not to “jump in”. When David Mullen & Lauren Fernandez asked Should Newspaper Have Outed an Intern for Plagerism? on Communications Catalyst, 107 comments ensued. A recent post on the Bad Pitch Blog regarding the controversial outing of the “reverse bad pitch” of “Mike Hendricks and the Laws of Shamelessness” resulted in 57 comments.
Another Bad Pitch post entitled “Simply put, thank you” about the very successful Bad Pitch Blog Night School garnered 0 comments. Of course controversy does not have to mean scandal. One of the most highly commented recent posts on Marketing Profs Daily Fix was Help! I Have Social Media Rejction Syndrome which inspired a spirited debate over whether it is appropriate to connect with those you don’t know on LinkedIn.
Expertise
Do you believe you can offer value and insights to the conversation? That the post needs your expertise? When Jeremy Porter posted The Best Schools for Journalism on Journalistics, his community was well prepared to contribute (28 comments). Whether they agreed with the schools on his list, or they felt he left off a school, his readers know journalism schools and felt compelled to share their opinions.
Similarly when Lauren Ferenandez asked her readers The 1.2 Million Definitions of PR: What’s your take? a discussion including 50 comments emerged. Her community understood the question, had an opinion and felt that were well suited to make a contribution to the conversation.
Questions
Is the blog a conversation with the reader, or simply offering a monologue? Jerimiah Owyang does a fantastic job of integrating questions alongside valuable insights to engage readers. A great example of this is Owyang’s recent post How to Kick Start a Community- An Ongoing List. With 72 comments the list did become a community undertaking.
Chris Brogan offers a similar example with his recent Simple Touch Points of Loyalty post, which offered 9 Simple Touchpoints of Loyalty and asked for help identifying more. Over 112 comments followed. One of his least commented posts Why I Will Promote Teaching Sells (just 8 responses) doesn’t speak to readers, so much as speak at them. In his words, “I wanted to share that with you clearly, and tell you a bit about the program, what I like about it, and then, I’ll let you go take a look for yourself.”
Does every post demand comments and interaction? Not necessarily.
Many of my favorite bloggers, brilliant thought leaders such as Shel Holtz, rarely receive more than a comment or two per post. These posts may be viewed by hundreds and shared by many, yet fail to evoke the often elusive comment. There is a unique skill, an art even, to crafting posts that elicit a written reaction from readers.
What was the last post you commented on? Why were you compelled to leave a comment?
Valerie Merahn Simon serves as a Senior Vice President at BurrellesLuce media monitoring and measurement, and writes a national public relations column for examiner.com. She is also co-founder and host of #PRStudChat, a monthly twitter chat between PR professionals and students moderated by Deirdre Breakenridge. She can be found on Twitter or LinkedIn and once in a while, if sufficiently motivated, commenting or even guest posting on a blog!
If you enjoyed reading this post, please feel free to share with your networks using the social icons above. You can also leave your thoughts in the comments below and/or subscribe to danny brown to ensure you receive the latest updates.
Why would you bother to comment? @ValerieSimon wants to know – why not tell her?
http://bit.ly/qku3V
via uberVU
RT @DannyBrown: Why would you bother to comment? @ValerieSimon wants to know http://bit.ly/qku3V – great stuff Valerie and Danny!
via uberVU
"Why Would You Bother To Comment?" http://bit.ly/nNrdw (fun!)
via uberVU
New @dannybrown: Why Would You Bother to Comment? http://bit.ly/iByj8
via uberVU
Yesterday Edward Boches wrote about how blog comments are often a Greek chorus of “Word” and “ITA.” So if we are all chiming in to add the same thing “why bother?” (And I yes I added my two pennies worth in the comments.)
Conversation vs. monologue is a good point. I’ve read short, straight-forward opinion posts and blogs that could have been a four-part lecture series, neither of which seemed very open to feedback or comment, so I didn’t.
I don’t think something has to be controversial for folks to disagree or engage in healthy debate. There are several sides to any story, it just takes something interesting or engaging to pique interest, and get people thinking and typing.
via uberVU
RT @tweetmeme Why Would You Bother to Comment? | danny brown http://bit.ly/EvU0g
via uberVU
Why do people bother to comment on blogs? http://bit.ly/TuDtC (by @ValerieSimon)
via uberVU
RT @TomOKeefe1: Why do people bother to comment on blogs? http://bit.ly/TuDtC (by @ValerieSimon)
via uberVU
RT @abschoff RT @TomOKeefe1: Why do people bother to comment on blogs? http://bit.ly/TuDtC (by @ValerieSimon) #retweet_thursday
via uberVU
RT @ValerieSimon: Why do people bother to comment on blogs? http://bit.ly/TuDtC
via uberVU
Why Would You Bother to Comment? http://ff.im/-7fOKA
via uberVU
RT @TomOKeefe1: Why do people bother to comment on blogs? http://bit.ly/TuDtC (by @ValerieSimon via @DannyBrown ) [What is comment-worthy?]
via uberVU
Thanks for sharing Davina- “something that gets people thinking” is definitely a common denominator!
via uberVU
Why Would You Bother to Comment? http://bit.ly/EQXNK
via uberVU
Why do you comment on blogs? Answers on a postcard (or over here): http://bit.ly/10×7Vr
via uberVU
RT @DannyBrown: Why do you comment on blogs? Answers on a postcard (or over here): http://bit.ly/10×7Vr
via uberVU
RT @DannyBrown Why Would You Bother to Comment? | danny brown http://bit.ly/EvU0g
via uberVU
RT @DannyBrown Why Would You Bother to Comment? | danny brown http://bit.ly/EvU0g
via uberVU
Bloggers, what are the keys to starting a true community conversation? Would love to learn from your exp! http://bit.ly/10×7Vr #blogchat
via uberVU
RT @DannyBrown Why Would You Bother to Comment? | danny brown http://bit.ly/EvU0g
via uberVU
I comment when I feel compelled to share my thoughts and to relate or add to.
via uberVU
First, thanks for letting me borrow your awesome viewpoints to share, Valerie, really appreciated.
I don't think there is a magic formula to comments. As you say, some of the most thought-provoking blog posts around get very few (visible) reactions, while really quick-hit ones that are repeated so many other places get hundreds.
Perhaps it can come down to how bite-sized we're making everything? 140-character conversations; lifestreaming instead of individual accounts; breakfasts on the go as opposed to sit down discussions about the upcoming day.
Is it that we're too busy? Too occupied elsewhere? We set aside certain times and limits during the day to read what we need to, and this limits further interaction?
Who knows? But as you point out perfectly, the gamut can be far and wide as to which ones resonate and which don't, even by the same authors.
Making readers feel wanted… that their opinions are valued. While that may sound obvious, I think its something that many bloggers neglect to do. I have read (and learned from) many posts by “experts” where I would not dare comment. I think your attitude def. shines through and helps to create an environment where readers do feel comfortable commenting
via uberVU
Thanks Danny, it is exciting to be here!
I am probably searching for the nonexistant “magic formula.” I like to be able to analyze history or identify metrics to predict outcome. If a post contains the following ingredients (fill in the blanks… please!), it will generate X amount of conversation. I often compare the “most read”, “most shared” and “most discussed” articles on sites such as USA Today, but am just left with more questions. Oh, I can justify the reasons most articles make each list in hindsight, but it's some of the articles that don't make the list that leave me perplexed.
I do think timing has a lot to do with it… I know that I am less likely to comment if I am reading on my BB, running late, etc. But that doesn't really explain trends… I'm really looking forward to hearing some more thoughts… even if it is why you are NOT motivated to comment on this post!
Twitter: 3HatsComm
Yesterday Edward Boches wrote about how blog comments are often a Greek chorus of “Word” and “ITA.” So if we are all chiming in to add the same thing “why bother?” (And I yes I added my two pennies worth in the comments.)
Conversation vs. monologue is a good point. I’ve read short, straight-forward opinion posts and blogs that could have been a four-part lecture series, neither of which seemed very open to feedback or comment, so I didn’t.
I don’t think something has to be controversial for folks to disagree or engage in healthy debate. There are several sides to any story, it just takes something interesting or engaging to pique interest, and get people thinking and typing.
Love the post. Makes a lot of sense. I tend to comment on posts that I think I have something to add.
This time, I'm just commenting to tell you I loved your post and it made a lot of sense
Well done!
Twitter: cubanalaf
Thanks for the two shout outs – especially the one I collaborated with the brilliant David Mullen on.
There really is no secret formula. I try to engage the community in comments – I ask questions to their responses – make them feel wanted – because their opinions are. More often than not, the comments on my blog far outweigh the value I find in just my post. That's where community is most important.
I don't really send the link to anyone – but I have found by asking people to guest post, they bring their readership to my blog. I'm not that concerned with comment numbers – but what value the commenters that did respond found. If they did, thats all that matters.
Thanks for sharing Davina- “something that gets people thinking” is definitely a common denominator!
I comment with what intrigues me, what pulls me in, and where I can add some sort of value to the post – but also to the conversation happening within the comments themselves.
But as Lauren stated, it's about the value that the comments bring vs. the actual number of comments. Though if you're creating compelling content that's getting your community talking and making them think outside of the box, then you'll get the numbers too.
Good thoughts here, Valerie.
Twitter: ariherzog
Great blogging points. When you mentioned @Shel Holtz, I thought of @SocialMedia2Day and how the latter helps the former increase eyeballs–and comments.
Something to think about, Valerie, is what happens when you do your own marketing vs when you join a group of like-minded peers and share in that marketing. There's always more inbound leads when more marketing by more people is undertaken, right? The chain is always stronger than the link. Aggregating sites like Social Media Today, the Huffington Post, MarketingProfs, and others help individual bloggers see increased eyeballs, and, by extension, increased potential comments. It rarely fails.
Here's a recent blog post I wrote about the subject: http://ariwriter.com/how-a-blog-post-could-go-v...
Thoughts: Sometimes you just have to ask. By asking a leading question you inspire people to chime in. But the answer should not have to be too involved. Often, it seems to me, a “yes or no” or “this or that” question will get a lot of responses because the answer can be short.
For example, a blog I read often creates these situations where you have to come up with a detailed answer to comment. It's very intimidating and few people comment (much to the author's chagrin, I'm sure)! Other blogs like Mashable ask “Will you choose (this) or (that) option?” Answers are already laid out for you. You just have to expand. Commenting ensues.
Second thought; sometimes the distance between the comment box and the post will make it too much work to comment (I know, it's pathetic). Also the complexity of the comment box will turn me off from leaving comments. Personally, I don't want to HAVE to sign into an OpenID to leave a comment, but some blogs require it.
Very good post! It made me think about what to do for comment generation on my own blogs.
I comment when I feel compelled to share my thoughts and to relate or add to.
Why Would You Bother to Comment? http://bit.ly/zExA4
via uberVU
I think there isn't a magic formula for blog comments. Some people are just “lurkers” and it is hard to get them out of their shell.
I thought my post about #journchat and having influence vs. ton of followers would get some comments and it only got one. So who knows?
RT @DannyBrown Why Would You Bother to Comment? | danny brown http://bit.ly/EvU0g
via uberVU
Do you think it's easier to spot “trends” on the more news-led blogs than it is personal? Say USA today leads with an Obama story, or Huffington Post breaks the news of the Whole Foods CEO saga. This is mainstream, almost. But for the personal blogger doing the niche stuff, can you use the same scope and analytics to compare?
Have you found more “interest” in joint posts than single ones, Lauren? Or haven't you found one compares “better” to others when it comes to your blog versus shared opinions (or even guest posts)?
Interesting points, Ari. Would you say that syndication helps overall then? Is it raising awareness of the blogger, or that particular post that's been syndicated? Say a post lands on the front page (or newsletter) of a Social Media Today, or a Huffington Post, or Examiner, Ragan, etc. Do the readers of that post then click onward to the main blog, or leave a comment on the syndication site and move on to the next one?
Stats for this type of interaction and reaction would be quite cool to see.
Making readers feel wanted… that their opinions are valued. While that may sound obvious, I think its something that many bloggers neglect to do. I have read (and learned from) many posts by “experts” where I would not dare comment. I think your attitude def. shines through and helps to create an environment where readers do feel comfortable commenting
Perhaps, but even on the mainstream news blogs, what is most commented on, isn't necessarily most newsworthy. Last night for example, on the WSJ blogs, one of the most commented on stories was “Should you take your nanny on vacation”. The “nanny” story was not among the most highly read, but it was among the most commented. I would assume that those who chose to read the story had strong feelings and/or experience on the subject and felt compelled to share their opinions with others who were struggling with the same issue. Newsworthy events can certainly prompt debate and discussion, but even on news sites, don't necessarily bring out the comments
Why Would You Bother to Comment? http://bit.ly/TjdWO
via uberVU
Twitter: ariherzog
Does Ford care if someone purchases a vehicle or what the bought model is–or that a prospective customer entered a dealership and test drove it? Does the New York Times care whether you purchase a daily or weekly subscription–or that you didn't say no to the telemarketer? Businesses exist to make money–but eyeballs are necessary to make the sale.
What is the sale for a blogger? If you have paid advertisements on your dot-com, then you want people to click around so you can be paid. If you don't run ads–or if you do–should a paid click be more important than seeing your name elsewhere online?
Should you, a blogger, care if someone reads your syndicated post on the Examiner and clicks to DannyBrown.me–or stays on Examiner.com? I don't think you should be as concerned as receiving a comment as being cognizant more people are reading your articles due to your name in more syndicated places and social networking sites.
Ford wants you to buy a Focus and the Times wants you to buy a subscription. But does there come a point when name recognition (and/or engagement with said prospect) is more important than closing the deal? If so, should a blogger and a comment be any different?
I just started my own blog and was just talking to a friend today of whom I inquired as to had he read my blog of which he answered that yes and that although he wanted to leave a comment it was all to hard because he he needed to create/login what ever, I am sorry I missed his comment , but I do not see it as to much of an issue to identify yourself after all , if you are moved to comment don't you want others to know how you feel, after all why comment then.
Nice piece , I love to comment , thus the reason for my own blog and if you want to read it , I am sure you could find it
@JoannaLund Was just talking about the "secret formula" for getting comments ( http://bit.ly/TuDtC ) seems like you have nailed it!
via uberVU
RT @ValerieSimon Was just talking about the "secret formula" for getting comments ( http://bit.ly/TuDtC ) Nice post, Valerie!
via uberVU
thanks I can not believe that I posted a comment and did not even realize my own blogs process , thanks , you have made my day really , the free exchange of information
via uberVU
Thanks Sarah! Really excited to be included. In the last year I have begun paying far closer attention to the comments and am understanding more and more how a blog can really be used to ignite a true discussion, debates and as Danny said, take the original post to a whole new level. I am fascinated with how social media leaders like Danny, Chris Brogan, yourself and others can create these virtual parties! I have really been enjoying commentz- some great picks. My main reason for not commenting on each? Time.
via uberVU
I agree that the post needs to be one that prompts discussion… and you have been doing a fabulous job with that on http://futureforwardpr.posterous.com ! Some great conversation starters I will continue to study and learn from
via uberVU
140, Yes (8 character reply)
via uberVU
RT @DannyBrown Why Would You Bother to Comment? | danny brown http://bit.ly/EvU0g
via uberVU
I guess that comes down to whether the awareness remains after the initial eyeballs, and how many of the readers click through to learn more about the author. You might read something on Huffington and agree, and tell your friends or colleagues about it, but if you don't know where that person's homepage is, then recognition for one article may not be the preferred end result.
Everyone knows where there's a car showroom (new or second-hand) in town; not everyone knows where a blogger (or writer) that made them think can be found.
I guess it's down to perception of recognition.
That's a great point you make about the distance and ease of comment boxes, Ian. I'm always looking to make the comments system as approachable as possible, with then result being that there are many great comment systems I shy away from because of the complexity. One example is the JS-kit Echo system, where you have a myriad of ways to sign in (and it's not clear which you should use), as well as a ton of noise in the comments afterward.
Seems it's not only the post that should make it easy for you to comment!
Just checked out your blog comment options, Rory – at the minute the options are to sign in with blogging accounts. It may be an idea to also offer anonymous and name and URL options as well – often people don't like signing in with their main online details (some can be too much of a hassle)?
Twitter: prsarahevans
Check out today's edition of Commentz.
Twitter: cubanalaf
I've found that the interest has ramped up since I started doing blog posts – it honestly, though, depends on the topic. Sometimes it's a hit, sometimes it's not. As long as I like it, I'm fine with whatever someone gets out of it.
Twitter: cubanalaf
I think a lot of it comes down to time. It takes a lot of time to respond to each comment – I do it during my lunch break. But it's all about environment – be inviting and they shall come. You're exactly right.
thanks I can not believe that I posted a comment and did not even realize my own blogs process , thanks , you have made my day really , the free exchange of information
Wow. Valerie, you have definitely touched on a subject that is obviously important to many of us! So compliments to you on that.
To answer your questions as to what prompts me to comment on a blog, it's all about the community I'm engaged in. If I'm familiar with a blogger, or if I have been recommended by someone I know to read a post, then by all means, I'll take a look at it, and if the post interests me, is provocative and causes me to think, or touches on a subject that I think I can add some value to (such as when Lauren Fernandez discussed the SEC's new social media regulations at sporting events, and since I spent two years working in college athletics PR, I felt I had some insight to offer), then I will write away with a comment.
Someone doesn't necessarily even need to ask a question in a post … I just like to see some value added. The posts that I don't comment on are the ones that read like a tome to me. “I did this,” “I got this award.” That's great, but it doesn't interest me to add any value back to that commentary.
Hope that helps!
Keith Trivitt
@KeithTrivitt
Thanks Sarah! Really excited to be included. In the last year I have begun paying far closer attention to the comments and am understanding more and more how a blog can really be used to ignite a true discussion, debates and as Danny said, take the original post to a whole new level. I am fascinated with how social media leaders like Danny, Chris Brogan, yourself and others can create these virtual parties! I have really been enjoying commentz- some great picks. My main reason for not commenting on each? Time.
I agree that the post needs to be one that prompts discussion… and you have been doing a fabulous job with that on http://futureforwardpr.posterous.com ! Some great conversation starters I will continue to study and learn from
140, Yes (8 character reply)
From comparing the individual posts cited there seems to be a noticeable trend where the posts that seek input get it, while those that are just providing a platform for the author's commentary get fewer, or at the very least really need something motivating to get the reader to comment.
Where a comment request can result in a 'top picks' (e.g. What are the top restaurants in Gotham) there is likely also a correlation to more 'me too' type comments since the author is seeking input for what will be a short list and 8 endorsements carries more weight than 2. On the flip side, one merely seeking various opinions may not elicit duplicate responses due to the 'Well it's already been said' attitude (not a wrong perspective to take).
All this boils down to why/how do you use your blog? Is it merely a soapbox for the author to offer their opinion or is it being used as an interactive forum? I primarily use mine as a platform and so usually have pretty few comments. For the interactivity I go to my twitter stream, see the various opinions, reflect then post…rarely requesting comment. I may try that in an upcoming post to see if there's a statistical difference.
All of that being said — my most 'commented' blog post was one that didn't come close to requesting comment, it was purely my own opinion on something, but certainly on a hot topic.
As a side note — I know when I consider posting a comment, I do get intimidated by the number of comments that have already been left. Frequently it would be a significant time-suck to read them all, but I do feel obligated to where I want to avoid being repetitive or not acknowledging a similar opinion that had already been left by a previous commenter.
I left a comment a few minutes ago on Copyblogger's article, “Blogging Is A Dialect: Do You Speak It?” by Josh Hanagarne, which I then shared on my Facebook page.
In that case, I commented because it's an important topic. I've written several blog entries about the need to write clearly, because so many bloggers prefer to obfuscate their messages with business jargon. So I was commenting to support a cause and add my take on why the topic is important.
In other cases I might comment because the writer has asked a question (like now) or because the post made me think of an example or other point that might further the discussion. I'll also often try to comment before sharing a link on Facebook or Twitter, so that people who follow the link will see more than 140 characters on why I thought it was important. I don't always do that. Sometimes there's nothing more to say and I don't want to force a comment for the sake of commenting. But if a post has left room for additional thoughts and one comes to mind, then my fingers may start typing of their own accord.
Passion for the subject matter (separate from controversey) is certainly an important reason that people are compelled to comment. Very good point. I also like the way you comment and then tweet–Note to Danny-Conversation stays on the blog- Twitter & FB, simply extend the reach
Thanks for taking the time to share. Am off to read Josh's article (and your comments) The title certainly sounds interesting!
@dannybrown with thoughts on blog comments, community and contribution. (Yes, I need to do more!) http://bit.ly/BygRK
via uberVU
Twitter: knealemann
Danny,
I am just as guilty as most. I write (almost) every day and hope what I publish and share resonates with others. We can all watch our analytics but what it's a wonderufl way to decipher feedback through a conversation – via comments, email, phone, twitter or various other social networking sites.
We are only human, we like to be verified and noticed and we like to find out how we help others. And we can't read minds. But as many here have mentioned, substance is as important as numbers – and many simply enjoy the piece and have nothing to add.
Are “comments” a badge of honor or quantifiable data to shape future posts? Is this about rank and numbers or sharing and exchanging valuable information?
When was the last time you called a radio station or television network or newspaper or retailer to let them know you enjoyed the experience?
@knealemann
Thanks Valerie,
I think our blogs form the backbone of our social media activity, they're sort of our home base. So if we comment on the blog itself, we know that gets maintained as part of the historical archive, something that will be seen both when the post is new and by people who stumble upon it three years later via search. While our Tweets aren't lost forever, esp. on blogs that capture them with comments, they do tend to be more ephemeral. So that is one of the reasons I like to comment then Tweet.
This is also helpful if part of our commenting strategy is meant to build readership and drive traffic to our own blogs. That hasn't really been discussed here, but I think most of us know that commenting on related blogs is a way to build traffic to our own. If we leave a useful comment, some readers will click through to our own sites to see what other ideas we may have. If we only comment via Twitter, Facebook, Friendfeed, etc. we don't reap that benefit.
RT @tweetmeme Why Would You Bother to Comment? | danny brown http://bit.ly/EvU0g
via uberVU
Why Would You Bother to Comment? via @prsarahevans http://ow.ly/nmYq
via uberVU
Why Would You Bother to Comment? http://ff.im/-7pGB4
via uberVU
RT @franswaa Why Would You Bother to Comment? http://ff.im/-7pGB4 .. I say if you ahve time to read, you have time to comment
via uberVU
I say that if you have time to read a post, you have time to comment.
Granted, there are post that aren't worth commenting.. and their are some that I just come up blank on… but my advise is an answer to authors and bloggers I consult who think they don't have time to comment.
We are in an attention economy.. when you pay attention, you are giving value to the post. A comment let's the blogger and others know you cared enough to read the post and then think for more than a second on it's content.
NO RULES is usually my policy. Comment or not, it's up to you… but if it's a time commitment you are worried about, maybe you can read a few less to comment more.
That's an interesting point, Warren. I guess you could spin it around a little and take it from another approach. I've read blogs that I would have loved to have commented on, but then it's a closed comments system that's in place, or you have to register to comment (neither of which I'm a fan off).
If you're a reader and that frustrates, maybe it's reason to be more grateful where there is an open comment policy, and share your thoughts where they're appreciated?
Thanks for stopping by and sharing your views, Warren, appreciated.
I comment because it's the right thing to do in this space – in my opinion. If this is truly a social space and we are all trying to be social people then NOT leaving comments would be like going to a party and not talking to anyone. We wouldn't do that would we?
http://twitter.com/franswaa
Frank, Thanks for coming to the party… and for not just sitting in a corner! I really like that analogy! I think that when someone (like Danny) is able to create the right environment, a blog really does become a party of sorts and conversation happens as naturally as it would around a punch bowl .. or Keg
via uberVU
Nothing wrong with using the net to research a topic.. but when I go to a blog, I'm expecting to have a conversation.
When it's not allowed, or the silly default account login on some blog systems, I have to wonder what the blogger expects…
In this age where everyone has the ability to spread and amplify your good message, why would anyone try for a centralized control in dispensing information?
Frank, Thanks for coming to the party… and for not just sitting in a corner! I really like that analogy! I think that when someone (like Danny) is able to create the right environment, a blog really does become a party of sorts and conversation happens as naturally as it would around a punch bowl .. or Keg
“Good article, I like it, thanks for share!
http://www.galaxyhandbags.com “