At Tribute Media, we like to do a lot of research and analyze data. This has helped us discover many things we would not have known otherwise (or wouldn’t have had proof for). That being the case, we’ve observed some interesting behaviors from the users on our website--particularly related to blog comments.
If there are comments on a blog post, they are VERY likely to be read by site visitors, as seen by user behaviors. In our latest review of heatmaps, we saw more than half of the users who read all the way to the bottom of a blog post would continue reading through the comments. We deduce that comments add value to the reader, and they will make the most of them if they’re available.
Many users will check to see if there are comments before they read the blog. Possibly checking for credibility or to get a general idea of the reactions of other blog readers.
This may be concerning to you as a business leader for a number of reasons, but it shouldn’t be.
Why You Should Allow and Encourage Blog Commenting
Some business leaders question whether blog commenting is genuine interaction, spam, or positioning. The answer is: All of the above.
What blog commenting is on your website is what you allow it to be. If you handle commenting well by filtering out spam comments (by requiring approval for posts) and encouraging genuine interaction (by ensuring appropriate team members get notifications of comments so they can respond promptly), then you place your company in a position of success when it comes to blog engagement.
Blogging opens the door for numerous ways to prove your industry thought leadership and expertise, and commenting is a part of that.
By producing quality content that encourages engagement and by allowing commenting, you have the opportunity to:
Spur on conversations around topics that you decide are appropriate
Show you are knowledgeable by answering additional questions
Have follow-up conversations with leads
Establish your credibility by allowing comments that affirm your thought leadership