I don’t know if that title surprised you, but I thought the time had come to face the fact that this blog gets very few comments when compared to other blogs with similar or even less website visitors. I see a lot of bloggers trying to get more comments for their blogs to the point that they enlist in “tribes” to comment on each other’s blogs, a tactic introduced in a famous blog post by a famous blogger some time ago. In fact, some bloggers go so far as to install WordPress plugins for comments that actually inflate comment numbers to include ReTweets of your blog post. To me, and I speak for myself and not the other bloggers that are contributing on this site, getting few comments really doesn’t bother me. Here’s why:
1) I am Not Blogging to “Engage” You
Some bloggers tell very personal stories with an emotional attachment or flat out write a blog post asking you, the reader, a question. I don’t. I’m not here to “engage” you – I’m here to hopefully provide you some insight and education based on my own experience in the social media industry. You don’t have to comment with, “Thanks Neal!” or feel forced to say anything, unless, of course, you want to go out of your way to or if you have a burning question. Your sharing the posts on this blog with so many is validation that the content has value. To me, the value of your +1, Facebook Like, or ReTweet is far more valuable than a mere comment.
2) I’m More Interested in a Community of Readers and Sharers, Not Commenters
Which brings me to my next point: Some feel having many blog comments is a sign of credibility (that link also tells how you can buy 20 comments on Fiverr for $5! So much for credibility…). They want to, and often do, build communities of commenters who make it a point to leave at least a sentence on most, if not every single, blog post. I don’t want anyone to feel that they “have” to comment. I don’t want anyone trying to “engage” with me by commenting if it is artificial. I’d rather have you in my community as a reader, a subscriber, and hopefully someone who shares my content with your networks. I know that there is a lot of a great content out there to read, and time is money – so instead of spending a minute to comment, feel free to move on to the next post you want to read!
3) I Want to Engage Where Everyone Can See It – Not Just on My Website
Don’t get me wrong when I say engagement is critical in social media. Anyone who follows me in social media knows that I am quite “engaging” on public platforms. And that is the point: I’d rather you comment on a blog post on a Google+ discussion or Twitter chat, which has much more potential value because it can be seen by the general public, than the very limited world of this website. I’m not going to delete any comments that appear on the website, but don’t you want to take the conversation to a bigger forum where more people can jump in and add value to the conversation?
4) This is a Business Blog, Not a Personal Blog
Sure, I sometimes blog about personal issues, but all with the perspective of trying to provide some insight into how businesses can utilize social media for the better. This means that the objective of this blog is to provide insightful content for businesses, not people. Your remembering the contributors of this blog as experts in their industry – and contacting us when you need our help from a consulting, coaching, or speaking perspective – is the end objective of this blog, not how many comments we get. This isn’t to say that we don’t like people nor want to build a “community,” but our receiving commercial inquiries as a result of our blogging is undoubtedly the best compliment we could get. And guess what? People and businesses who contact us for commercial opportunities never comment!
5) Blogging Comments an Important KPI for Social Media Strategy?
I’ve written many a social media strategy, for which I always include a blogging component, but number of comments per blog post as a KPI usually fall way below other metrics such as number of post views, number of social shares, bounce rates, and conversions. From a strategic point of view, the value of a comment is simply not as high as some bloggers seem to believe it is.
My view of blogging, and of social media strategy, has undoubtedly been shaped by my primarily B2B experience in sales, business development, and marketing. When I went on a sales call or presentation, it was less about “engaging” on a personal level and more about trying to figure out my customer’s pain points – and offering them resourceful information to help. This had to be resourceful information that they could share internally with many departments and decision makers in order to get buy in and win approval for doing business with companies I represented. With the advent of social media, providing resourceful content is still the best way to “engage” with other businesses – and blogging is one of the best formats in which to do it by.
The purpose of this post was obviously not to say that I don’t care about you, my reader. On the contrary: By providing you with resourceful content, I am trying my best to become your trusted friend and advisor.
All of this leads to my conclusion: I, and every other Windmill Networking blogger under my editorial leadership, are here to offer you content, content that is as unique as it is hopefully insightful, shaped by our professional experiences and sometimes personal passions. Our goal is to educate and hopefully become one of your primary sources for social media for business insightful advice that you won’t find on those “other” sites. We may not be famous – and we certainly don’t receive many comments – but we are committed in our goal of becoming your virtual advisory council for social business.
Guess what: I’m not even going to end this blog with a call-to-action question to entice you to comment.