Conversation Is Essential. Listening is Optional.
Blogging is coming to maturity as an industry, but it’s going through some growing pains. In fact, it may be in an awkward growth stage and seeking its own identity amid the plethora of promotional tactics.
In the beginning, blogging was about journaling. Now blogging is about marketing and news (but there’s still room for the personal journal too). Many bloggers, especially those who value blogging as a powerful social media platform, see blogging as a conversational tool. Traditional media seeks to feed news to the masses, while new media seeks to create conversations about news among the smaller tribes. But that’s still up for debate.
Yesterday, it was announced that Engadget was turning off comments. This might seem like a simple move made for a simple reason – to ward off inflammatory comments – but it’s certainly sparked a lot of discussion about the nature of the “blog” as we know it.
My headline might have caught your attention because of your vehement disagreement with the idea that listening is optional, and I would have to agree with your disagreement. The rise of conversation marketing, especially as it is carried out through the vehicle of blogging, is extremely important to our industry. The question is, should we be alarmed at any sign of reversal? Should we care at all what Engadget does with their own blog?
The better question is probably this: do we understand just how important listening is to the entire spectrum of social media today (at which blogging is still the center)? If blogging is not only a reporting method, but also a tool for generating conversation, then listening must be extremely important as it’s really the chief cornerstone of what conversation is all about.
My own approach to decision-making, communication, and leadership tends to be marked by listening, then responding, then listening some more. Only when we understand our readers, clients, consumers, or fans can we rightfully expect to garner their full attention when we speak.
I don’t know what you’ll decide in the future about comments on your blog, I just know that we absolutely must keep listening. And in the spirit of this, what are your thoughts?
Brandon has been doing web and logo design and this blogging thing for about six years. He’s also a Pastor. He lives in Arkansas with his wife and daughter and they’re expecting their second child. You can catch him on Twitter or Facebook.
I absolutely agree Brandon that listening is the key to ALL forms of conversation (online and offline). I have never been able to figure out why some bloggers choose to not have comments on their blogs. To me, that is a form of arrogance. It’s saying: You need to listen to me but I am not open to listening to you. Now that may sound a bit harsh but I think it is true in a lot of ways.
Great post!
Thanks, Kevin. I do find it interesting that Seth Godin doesn’t allow comments. I’m sure he has some really good reasons for it though.
When I started writing years ago, I was told that the best websites (for Google) were static html websites. Not dynamic blogs! So that is the route I took. I’ve done fine so far, but it leaves me without an “official” blog and no room for comments. I’m now trying to merge the two worlds. But It’s not easy. I’d love to have more interaction with visitors. Maybe this could make another topic or blog in itself? Who knows… What options do static websites get? All we do is talk…
That’s a good point and one of the reasons why I think every business needs a blog even if it manages a static website.
“I was told that the best websites (for Google) were static html websites.” I’d like to tell you that you were misinformed, but when it comes to Google, who knows … other than Mr. Cutts, right?
Google has been said to love blogs more than static sites due to their focus on content, frequent updates, and simple architecture — as well as the interaction from visitors who sometimes post comments, adding to the content and enhancing the experience for other users … which aligns with Google’s goal.
I think turning off comments is a mistake, personally.
The appeal of a blog includes regular updates, tons of content, and the ability to connect with the writer and continue the conversation … something newspapers, magazines, and other traditional mediums can’t provide — it’s what makes bloggers and their medium unique. By subtracting comments, the blogger is cutting the conversation with their readers — for some, this will end their relationship, for others it will create a one-way radio effect.
There’s no right or wrong when it comes to the web — but I always look at it like the wild, wild west … a new frontier, competitive, and brutal. If you make one mistake, you might find your friends taking sides with your foes, which leaves you alone on the street as the clock strikes 12
I’m with you on the SEO value of blogs over static sites. In fact, I think it’s crazy how many blogger-powered sites rank well for keywords. A Google inside job? Perhaps.
They claim to play fair — and I believe ‘em.
But playing fair means they, too, can tweak the codes of the sites they own … including youtube, blogger, and other entities they umbrella — all in order to rank better with their own search algorithm.
You might imagine just how well they’re sites will rank when they optimize them with the magical Google-SEO code everyone’s after.
They’re the best when it comes to optimizing their sites, because they’re optimizing it for themselves!
Too bad we all can’t walk down the hall and ask Matt Cutts for a little SEO.
Haha … it’s all so silly.
Thanks for the reply. If only I had known this 3 years ago things might have turned out different. :)
gidday Brandon, we’re firing upo our blog and really want comments, b ut there may well be a time we turn them off again. Having said that, waiting for comments is a fairly passive way to listen, we are going out through twitter and facebook and other places and finding what people think. We’d never have found you by waiting for you to come and read us!
By the way, I’ve read you for the first time today and subscribed, thanks for your input.
Dave, that’s a very interesting point about going out to seek out conversation and not just passively waiting for it. Thought-provoking perspective!
The dynamics of my blog are different than what I refer to as the stars. Seth Godin also uses TypePad, something I wouldn’t recommend to a new blogger – better to get a personal domain. Personally, I am with you on this. I want interaction, in fact I need as much as I can get.
I believe the bigger sites no longer need comments. If you look at these people on social networking sites they follow few and have thousands of followers. They have, in most cases, long ago arrived.
In the end it has to be a personal choice.
This is thought provoking – excellent post.
Thanks Hal, and it is a complex issue for sure.
My “blog” is a community newspaper serving a town of 140,000.
We keep our comment stream clean by rigorously enforcing a “no-trolls” policy. Once a culture of politeness takes root, it is jealously protected by the community.
Learned that from John Murden at Church Hill People’s News in Richmond.
Good post Brandon. Thanks for enabling comments :)
- Another Hal
Haha, no problem Hal, and excellent story!
Huge kneejerk FAIL by Engadget.
Digital conversation is what it is today because of just that, the conversation.
Where would our conversation be with disabled comments? Not on that blog, but somewhere else. Blogging starting out as journaling, sure, but the fake plastic key that unlocked the side of the journal (hiding under the bed, you get the idea…) which allowed you to write all over someone elses pages has almost always been there too.
This is now a two way street folks. Youtube. The comments are ridiculous on there – why? Because they can be, and it’s allowed. I don’t believe you can take something that back to a purely 1 way trad. style on the web.
This too shall pass and they’re going to reopen the floor or Engadget is going to lose interest. I know I will!
Oh the interwebs..
Good point, Lisa. It will be interesting to see if your prediction comes true. Do readers leave when comments are disabled? Glad it’s Engadget experimenting and not me!
Thanks Brandon for sparking this conversation!
I’m still a design student, but I’ve been web designing since about 2000, and I’ve had Internet in my house since BEFORE Windows 3.0 came out. Old fashioned, maybe a little, but I do remember when BBS were the way to go – and the best thing about them? The community!
Here’s my perspective on the whole thing:
Comments on blogs are much like constructive criticism. Sometimes they spark a revolution – but it’s a GREAT way to know what you’re doing right, what you’re doing wrong, and what kind of influential power you have. Best practices from art school would tell you that you should at least LISTEN to what everyone has to say, and then decide what pieces to take with you and which ones to throw away.
People in the design community keep complaining that we’re moving away from the “community” aspect, but how do you have community without the ability to share links, share your thoughts, and KNOW you’ve made SOME sort of impact? (Even if it’s just an email that says ‘thanks for joining the conversation!’)
I see the need for comments to be turned off on occasion, but really what I see the need for more is GOOD conversation in comments. One of the forums I subscribe to has a code of conduct rule that basically states “If you have nothing to add to the conversation, don’t reply. If someone’s already said it, don’t re-post it.” Why waste your time (and mine as the reader or author) to write “Nice post!” when another 30 seconds could have developed into “Nice post, but next time please include ________.” Plus, I’ve always just kind’ve hated those “I agree with So-and-So” comments.
[/steps off soapbox]
Sara, I agree with you… ;)
Really, you’re right. In fact, I was conversing with another blogger via video chat one day and he stated a long and profound idea. I replied with, “Good point.” Being funny, he asked, “Did I just get a comment reply from you?” It’s too typical to say “nice post.”
why stop the conversation? why limit the potential of a blog to only the information offered by the article? it’s like saying : “feedback has no value”, which is stupid! Like you said: “Only when we understand our readers, clients, consumers, or fans can we rightfully expect to garner their full attention when we speak.”
Blogging without comments is like a bad marriage.
That’s a pretty good analogy!