Attracting a Conversation: Blog Comment Tips

By: David Gibbons, Zillow Director, Community Relations | February 2, 2007

Ed: This is the final part of our five-part mini-series highlighting advice for starting a (business) blog.

Realtors tell me that real estate is a "relationship business". Most businesses are relationship businesses and often it’s not what you know but who you know that has more impact on your success. The internet was always a good place to find information but now it’s becoming a great place to find people — and blog comments are a big part of that.

Your readers’ comments and the friendships you make with them are one of the most tangible rewards for the hard work you will put into your blog. I feel quite strongly about the importance of comments — the community they create is what separates blogs from other websites. I generally believe that a blog without comments (you can disable them) is not worth reading.

Comments = content: As Drew Meyers has reminded us, original, fresh, provocative content is the king of the internet. Comments posted by your readers can be your blog’s most compelling content. What’s more, they’re free. The number of comments that each post receives is a measure of that article’s "interestingness". A high comment count is often a hint to your readers that your post addresses a hot topic. I was reading the February issue of Dwell magazine last night (highly recommended) and realized that blog comments are the online incarnation of the letters to the editor — when next you read a magazine, take note of the importance given to those letters– and which articles received them.

Example: On the local Seattle real estate blog, Rain City Guide, the comments are often the main attraction. This recent post by Ardell Della Loggia, has 83 comments so far.

The value of customer feedback: Advice you receive from readers gives insight that would cost tens of thousands of dollars to replicate off-line. Your readers are your company’s most passionate customers and critics. LISTEN to them — it will take the guesswork (and much of the risk) out of your business plan.

Example: The team at 37Signals actively uses their blog to solicit user feedback from users of their online productivity software.

You don’t know everything: I’d hate to be the one to break it to you, but you don’t know everything. Your other motivation for attracting comments should be to learn from your audience. A blog is a great place to test your ideas out and to say to your readers; "hey, this is what I think, what do you think?" We recently polled real estate bloggers to find out if they benefit from blogging. All of the respondents mentioned how much they had learned as a result of the conversations on their blog. If you manage to avoid having all the answers, you will attract a more vibrant conversation.

Example: NYC venture capitalist, Fred Wilson, is a master of using his blog and its audience to fine-tune his investing ideas.

How to respond to comments.

  • Be honest and to the point.
  • Respond quickly.
  • Reply to every (rational) question.
  • If a commenter corrects you, thank them and update your post.

It’s that simple. More challenging, especially for a business blog, is deciding when not to respond to a comment. My advice there is to not take comments personally — your readers are entitled to their opinions and you won’t make any friends by beating up on them merely because they disagree with you.

Example: The Sellsius blog. No-one in the real estate blogosphere responds to comments with the immediacy or passion that these guys do. You can actually chat with them live on their blog!

Moderating comments: Your blogging platform will give you the ability to moderate your blog’s comments. If you do everything right, you will still get SPAM comments. Delete the spam — and if possible, block the spammers from commenting again. There are many automated ways to combat spam — a captcha works particularly well and is my personal recommendation. The short cut to moderating spam is to require that your readers register and log in to your blog to comment but it is a deterrent to legitimate participation and I don’t recommend it.

Worse than spammers, are trolls. Trolls are miserable people with nothing better to do than criticize your writing or bully your readers. The best way to deal with trolls is to ignore them and suggest your audience do the same — they will eventually move on.

Silent comments: When is a comment not a comment? When it’s a trackback, a digg, a 5-star-rating, a subscriber count, Meebo chat widget or a MyBlogLog avatar. Typed comments are just one way you can allow your audience to interact with your blog and with each other. As you read great blogs, take note of all the ways they demonstrate that other readers have been there before you. Even a page counter that tells you how many people have read a post can be a "silent comment" on the popularity of that post.

Example: The MyBlogLog Recent Readers widget on the right side of this page is a great example of this. Those photo’s are pictures of our recent readers –  they may not have left a comment you can read but you know they’ve been here and can click through their images to read their blogs — and the blogs that they are reading.

Commenting on other blogs: Don’t forget to comment on other blogs. I usually recommend that new bloggers spend two weeks reading and commenting on other blogs before they even get started with their own. When you leave a comment, you will link to your blog — and that in turn grows your audience comments. Blogging thrives on karma. If you join the conversation on multiple blogs, you may soon find that it becomes difficult to remember to return to posts you commented on. A solution to that problem is to use a service like cocomment to track your comments and notify you of replies (eg. my comments).

That brings our mini-series of blogging tips to a close. If you have any thoughts, questions or critique — please join the conversation and leave a comment.

All 5 articles in the mini-series:

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Comments

155 Comments so far

  1. jf.sellsius on February 2, 2007 10:23 pm

    Since we consider you one of the most diligent of commenters, it is indeed a compliment to be cited in your post, David. You represent Zillow well and they are lucky to have you onboard. See you again soon in the comment sections.

  2. David G from Zillow.com on February 3, 2007 11:03 am

    Thanks JF!

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  4. REBlogGirl on February 5, 2007 9:16 am

    Great post. While I personally dislike Captcha and prefer Spam Assassin and Blacklist, this post is da bomb. Commenting can really help to raise awareness for your blog if done correctly. And your rule on politeness is key. You can never attack your loyal readers no matter how their opinion varies from your own. I think it is important to promote natural debate by publishing even those comments that not so politely disagree with our own.

  5. David G from Zillow.com on February 5, 2007 11:31 am

    REBLOGGIRL –

    Thank you; that’s an awesome compliment (especially in light off the excellent advice for bloggers at RSSPieces).

    I should have mentioned a spam filter as an alternative for moderating comments. Many blogs seem to use the free Akismet spam filter but my experience is that it tends to filter out false positives which is very frustrating — until I find one that doesn’t do that, I’ll probably still recommend captcha’s but both methods have their pro’s and con’s.

  6. jf.sellsius on February 5, 2007 4:38 pm

    REBlogGirl is one of the most sharing and insightful of commenters.

    We wholeheartedly agree with her point “to promote natural debate by publishing even those comments that not so politely disagree with our own.” So so true. Censorship in the guise of “moderation” should be unmasked as contrary to the spirit of free speech, open debate and the transparency of the web. We’re not advocating slander, pure personal attack, or incitement to riot, but just good ‘ol American free speech, even from anonymous commenters.

  7. Kevin Boer on February 5, 2007 6:57 pm

    Many congrats on the Carnival win! You are indeed one of the most prolific commenters on the RE.net.

  8. Brian Brady on February 5, 2007 10:13 pm

    Excellent entry David. Congratulations on a big Carnival win. I enjoyed reading your article.

    Comments are the lifeblood of a successful entry. You did an excellent job illustrating your points

  9. Maureen Francis on February 6, 2007 5:47 am

    Very helpful post, David. I like the whole series. I have had a couple of people ask me about business blogging recently and I will be pointing them over to this series.

  10. David G from Zillow.com on February 6, 2007 1:45 pm

    Thank You All! And if you have the time, please check out the podcast I recorded with Greg Swann — see yesterday’s Carnival of Real Estate post.

  11. Dinesh on February 24, 2007 8:23 am

    I found the information very interesting and useful. Keep posting such information.

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  12. JACK on March 3, 2007 7:48 am

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  13. Concert Tickets on March 7, 2007 12:20 pm

    Thanks for the advice. I figured nofollow statements were the answer to the spam problem, but it keeps comin. Why do they still spam if search engines don’t even count the incoming links?

  14. David G from Zillow.com on March 7, 2007 12:55 pm

    CONCERT -
    I don’t know how the spammers find the sites they do but you should not be hurting your SE ranking just to deal with spam — a captcha should take care of 99% of it.

  15. flashlights on March 13, 2007 2:44 am

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  16. jack on March 18, 2007 2:48 am

    It is good.

  17. RT Cunningham on March 25, 2007 10:13 pm

    Next to content, comments are king. I always knew that. It’s the reason I turned off every anti-spam device I ever used except a filter. People are turned off by them and may neglect to comment for that reason alone. CAPTCHA is the easiest way to turn away commentators.

  18. RT Cunningham on March 25, 2007 10:14 pm

    Ah, and I mentioned CAPTCHA on a blog that requires it to post. How’s that for timing?

  19. David G from Zillow.com on March 25, 2007 10:38 pm

    RT –

    Yes, I BOTH recommend AND use a CAPTCHA on this blog ;-). Believe me, I would rather do w/out it but it’s the anti-spam measure I (currently) like most; a necessary evil. Before adding the CAPTCHA, this blog was attracting a stack of spam — deleting it and banning spammers was taking too much time.

    I don’t think a CAPTCHA throttles useful comments though; instead a commenter will typically type the 4-6 characters of the CAPTCHA without much thought considering they’ve put some time and effort into their post. It didn’t stop you - twice ;-) Thanks for the feedback!

  20. Adrian on March 29, 2007 10:10 am

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  42. David G from Zillow.com on October 11, 2007 10:46 am

    Thank you all. It amazes me how many people are still reading this article, published back in February.

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  45. Nick Burcher on November 6, 2007 3:00 pm

    Blog commenting is something I have been looking into, thank you for your useful tips. I have also been fascinated by the rise of celebrity commenters. Citizen Journalism took off a while back, I think we are now heading for an era of ‘Citizen Criticism’ where the comment field becomes more important than the main post - I wrote about this today on my blog, interested to hear your comments!

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  49. Steve on December 8, 2007 6:44 pm

    Good tips, thanks alot. Been having quite a few problems with comments and what to do with them.

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  58. Mathias on January 29, 2008 1:45 pm

    Many congrats on the Carnival win! You are indeed one of the most prolific commenters on the RE.net.

  59. Henry on February 7, 2008 7:59 am

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  60. Cyndee Haydon on February 10, 2008 7:06 pm

    David - enjoyed your article and one the most frustrating things I find about commenting is the ones who have the letters you’re to type in that I can never seem to get right - I want to scream - I really am a HUMAN, honest - those are the filters that lose comments for blogs :-)

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  64. shark on April 17, 2008 6:14 am

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  66. P. from Weston MA on April 19, 2008 9:26 am

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    In the spirit of Thanksgiving and an annual state convention holding their event in Houston, a local church hosted a free and fun event geared toward welcoming the meeting to the greater Houston area while catering to the community Saturday afternoon.

    Gobblefest 08, hosted by The Church at 242, brought games, face painting and other family fun to residents with the help of other community organizations.

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    “We wanted to make this a community event and folks from our church and others in the community came out and had a chance to have fun for the day,” Dennis Parish, senior pastor of the Church at 242 said. “I’m really excited about the turnout; it’s been a great day for us.”

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    Does anyone how to unlock this phone. if yes what does one use it to unlock it. Thanks

  110. MichaellaS on November 20, 2008 10:37 am

    G’day everyone, I figured it was about time I stopped lurking around and said hello. So here is my very first post and hopefully the first of many…

  111. David B on November 22, 2008 6:38 pm

    Come check out my family’s web site. We post all kind of cool (stuff).. http://www.sixxofus.com

  112. David B on November 22, 2008 6:39 pm

    Also, I want to do your new web site. contact me!..!

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  115. Wrebmapemew on December 6, 2008 6:04 pm

    In most cases a product’s rating went down, expanding the range between highest and lowest rated.Unlike Kaspersky, Symantec provides Norton users with little explanation of its features or settings, either in the configuration settings or on its technical support section. Also we don’t like Norton’s dependency on Internet Explorer to explain Help items or services provided by Symantec (windows pop up in IE even when Firefox is your default browser), or that fee-based services have once again crept into the technical support section. Having improved a lot
    last year in Symantec’s flagship antivirus product, it makes sense we’d see more modest enhancements for this year’s Norton AntiVirus 2008. While Norton
    AntiVirus.

  116. rome loding on December 11, 2008 12:34 pm

    Blogging should sharing ideas and resources.
    Not post annoying articles or links that have viruses
    ‘Cheers’
    Kent
    rome loding

  117. wedding car hire on December 12, 2008 7:50 pm

    totally agree its best to be sharing knowledge. i am sure there is sortware aviliable for avoiding spam commentry

  118. college supplies on December 17, 2008 7:47 pm

    college gear

  119. bebo2001 on December 18, 2008 8:37 pm

    thanks alot for sharing

  120. izmir evden eve on December 30, 2008 6:19 am

    Thank You All! And if you have the time, please check out the podcast.see you

  121. izmir web tasarım on December 30, 2008 6:21 am

    thanks forr all but your site color is very cold pls chance a web site color :D
    thanks for all

  122. beyonce on January 11, 2009 3:42 pm

    thanks

  123. Kiesha Abbott on January 24, 2009 4:02 pm

    i signed up for a 7 day free trial at zillow.com and i am required to cancel before 11:00 am 1/25/09 and i have been unsuccessful in getting anyone on the phone or the website to cancel. I am very upset about this and i do not wish for by credit card to be billed for ANYTHING! I feel that this is very unfair to do to people and i hope this matter will be handled immediately so no further actions will need to take place. Thank You

  124. Drew Meyers on January 24, 2009 7:24 pm

    Kiesha-
    The 7 day free trial you ended up with is likely with Foreclosure.com, which is the source of the foreclosure listings you see on Zillow. Zillow does not have a subscription product.

  125. где заказать сайт и его раскрутку on January 30, 2009 12:18 am

    придется повторить
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  126. evden eve nakliye on February 7, 2009 2:19 am

    nakliye bizim işimizdir…

  127. Arrattyopelay on February 15, 2009 2:18 pm

    Your web page does not correctly work in safari browser

  128. Gamada on April 18, 2009 5:02 am

    Great Site. Useful info. I will surely check back soon.
    I am from Sweden and also am speaking English, give true I wrote the following sentence: “Site offers online airline and tour reservation, flight schedule, and fares.”

    With respect ;), Gamada.

  129. Neessymix on May 29, 2009 2:33 pm

    My friend just finished building this tool. This script is so easy its not even funny. It will mass pm any forum out there. Start making money now like I am. Use this for how ever you like.

    The readme. file is self explanatory

    http://www.mediafire.com/?sharekey=34486a047351747fb94117dade8fc295e04e75f6e8ebb871

  130. kozmetik on June 1, 2009 1:07 am

    I agree with the previous remarks

  131. bitki derman on June 27, 2009 4:35 am

    thanks alot for sharing

  132. sohbet on July 3, 2009 11:39 pm

    Very cool app. Can you tell me where to download the Help files? Apparently they didn’t make it during the install process, so it won’t load them. Thanks!

  133. bitki derman on July 5, 2009 11:47 pm

    Your web page does not correctly work in safari browser

  134. Website Designer in Gurgaon on July 13, 2009 9:11 am

    Information is really very helpful ….. looking for more such information in future thanks dude

  135. Mortgages on July 14, 2009 3:56 am

    Mortgages

  136. zayıflama on July 14, 2009 4:07 am

    Your web page does not correctly work in safari browser

  137. Copper Castings on July 16, 2009 7:20 pm

    Thanks for the advice

  138. sohbet on July 19, 2009 8:51 am

    Thank You All! And if you have the time, please check out the podcast.see you

  139. yonja on July 19, 2009 8:52 am

    Where you are going to meet new year?

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  141. ninjaproxy on August 12, 2009 7:25 am

    I also agree that a blog without comments would be bleak and also the spam prevention is not effective.

  142. 100 Mortgage on August 14, 2009 9:24 am

    I think most consumer based businesses are about relationships - you don’t just buy the product, you buy the person.

  143. Campbell on August 17, 2009 12:12 pm

    Blogroll links aint that great :P but i am not the admin

  144. oestro krem on August 22, 2009 3:46 am

    bitkisel göğüs kremi

  145. cinsiyet belirleme on August 23, 2009 11:41 am

    for arrogantly presuming to be a moral authority

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  147. Free Project Management Templates on September 19, 2009 12:06 am

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  153. msn 9 on September 30, 2009 7:44 am

    About time they add music

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    About time they add music

  155. ninjaproxy on October 18, 2009 11:39 pm

    Your web page does not correctly work in safari browser

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