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Corporate Blogging 101: Generating Comments

By: Justin Lopinot | 11/04/2008

Your blog looks beautiful and is full of great content that is driving readership. But nobody is commenting. What's the deal?

A corporate blog should be viewed as a two-way street, engaging readers in the conversation. Readers should be encouraged to participate in dialog. Here are a few tips to turn "lurkers" into commenters:

Commenting should be easy - Make the commenting process simple. Don't require a password. I've read countless blog posts and articles that I've really wanted to comment on, but then I see a button that says something like "Only members may comment. Click here to create username/password." My next move is to move on. I'm not going to go through that kind of trouble, and I'm definitely not going to share my personal information. Your readers aren't either.

Make your case, but keep it somewhat short - If you're writing about an issue, take a strong stand. However, don't write a sermon. If you can make your case in 50 words, don't use 500. The reader should be able to understand your opinion and argument quickly. And if the post is short, the reader may want to continue the conversation by leaving a comment.

Use open-ended questions - As a former journalist, it pains me to see corporate bloggers (or anybody, for that matter) who ask close-ended questions. If the answer to your question is a simple "yes" or "no," then reword it. For example, don't write, "Do you agree?" Instead, go with, "What is your opinion on this topic?" The placement of the questions is also important, as they are more effective at the end of your blog post. Be consistently inquisitive, encouraging readers to give their opinions or share their expertise.

Interact with commenters - If someone leaves a noteworthy comment on your blog, respond to it. Create a back-and-forth dialog in the public realm. This will not only encourage the person who commented to keep coming back, it will show all of your readers that you are accessible and engaged in the conversation.

Be realistic - Not everybody is going to comment. And not every topic is going to generate interest among your readers. Just keep trying.

With the risk of going against my own advice (and exceeded 400 words), I'm going to stop this post here and end with a question: What are some of the ways that you encourage comments on your corporate or personal blog?

Other posts in this series:
http://www.standingpr.com/blog/category/corporate_blogging_101/

Posted in Digital Communications