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Shockwaves.
ThatÛªs what this post by Sonia Simone sent through the Copyblogger community.
The post, youÛªll recall, announced our decision to remove blog comments and gave the reasoning for why we decided to do so ÛÓ reasoning that some accepted at face value, others parsed for hidden meaning, and the rest ignored before ZOMGÛªing to their social account of choice to share the headline.
Agree or disagree, trust or question, the one constant was that everyone had a reaction.
Now almost three weeks later, itÛªs time for us to react to the reaction.
In this episode, Sonia, Demian, and I shed light on the following:
- The super-secret, ulterior, Machiavellian motives that did (or didnÛªt) influence the decision to turn off blog comments
- Why comment moderation is an underrated time suck
- What it means when a company says it has ÛÏoutgrown a comments sectionÛ
- Why content is an asset to be controlled Û_ but conversations might not be
- Why a business never outgrows the need to listen to its customers
- How removing comments has changed the experience for Copyblogger authors
- What the ÛÏnumber one, most important reason to keepÛ blog comments is
- Guidance on whether you should consider removing blog comments from your site
Listen to The Lede Û_
To listen, you can either hit the flash audio player below, or browse the links to find your preferred format Û_
- Click here to download the mp3 | 21.9 MB | 15:59
- Click here to subscribe via iTunes
- Click here for the RSS feed (non iTunes)
- Click here for the show archive
React to The Lede Û_
Now itÛªs your turn to react to our reaction to the reaction.
Tweet me and letÛªs discuss, or you can join the discussion over at Google-Plus.
The Show Notes
- Why We Removed Blog Comments ÛÓ by Sonia Simone
- Your Audience DoesnÛªt Know What it Wants ÛÓ by Ramsay Taplin
- The economics behind CopybloggerÛªs decision to end blog comments ÛÓ by Mark Schaefer
The Transcript
Click here to read the transcript
Please note that this transcript has been lightly edited for clarity and grammar.
The Lede Podcast: Sonia Simone Discusses the Fallout From Removing Blog Comments
Jerod Morris: Welcome back to The Lede, a podcast about content marketing by Copyblogger Media. IÛªm your host, Jerod Morris. If you want to get a content marketing education during a walk around the block or your drive home from work, this podcast is the way to do it. Today Demian Farnworth and I are joined by Copyblogger Chief Content Officer, Sonia Simone, to discuss blog comments.
As you probably already know, we removed blog comments at Copyblogger recently, and the decision created quite a bit of discussion. Sonia shares her thoughts on how the experiment is going so far, and how she would advise any site owner considering a similar course of action.
How super-secret, ulterior, Machiavellian motives did (or didnÛªt) influence the decision to turn off blog comments
Jerod: Okay, Sonia. So about two weeks ago, March 24th, we announced that we were removing comments from Copyblogger. And itÛªs obviously too soon to make any data-based judgments about the impact of that decision, but IÛªm very curious just to gauge your feelings, your general feelings, about how itÛªs gone so far.
Sonia Simone: Yeah. ItÛªs been really interesting.
One of the things that has come out that I did not expect is the number of people around the web who believe that I have super-secret, ulterior motives, and theyÛªre trying to read the tea leaves to figure out, ÛÏWhat are they really doing?Û Like, whatÛªs the real strategy here?
So first thing is, I am really flattered that people think IÛªm that Machiavellian. I think thatÛªs kind of a great compliment. But there are no tea leaves to read. Pretty much we said everything. Those were the real reasons that we laid out in the post.
And I think itÛªs been an interesting mixed bag. I like comments. I like blog comments. So it took me a while to lose that muscle memory of going into the dashboard and checking for the unread comments. But IÛªve got to say, IÛªm spending about the same amount of time in conversation. IÛªm just spending a lot more of it having conversations with people, and a lot less of it looking at comments, trying to figure out whether or not I should be approving them. So thatÛªs kind of a win.
Why comment moderation is an underrated time suck
Jerod: And that is part of the problem. The time spent. And thatÛªs one of the responses that weÛªve gotten as well. Spam filters catch everything, so thatÛªs really not that big of an issue. But as you kind of alluded to, it really is, isnÛªt it?
Sonia: Yeah, and I think ÛÓ itÛªs hard to talk about this without sounding incredibly snotty ÛÓ but there are issues that come up when you have a lot of traffic that donÛªt come up when youÛªre not at that level of traffic.
I donÛªt like to get into ÛÏbig blog, little blogÛ kind of nonsense conversations, but there are some issues that come up when you have a lot of traffic, and one of them is that your site really becomes a platform for a lot of grandstanding, for a lot of showboating.
I had an amazing number of e-mails from people, many of which really gave me kind of a chuckle and made me smile, from people who said, ÛÏYou know, I wish you hadnÛªt turned off comments because I used to get all kinds of traffic to my site from leaving comments on Copyblogger.Û And there were some other quite creative and innovative ways people would use Copyblogger comments to get traffic to their sites.
And I applaud all of their resourcefulness and initiative. I think thatÛªs great. But there is a flip side to that, which is the conversation becomes skewed in the favor of a lot of self-promotion. And a lot of people ÛÓ itÛªs almost like theyÛªre on stage, you know? TheyÛªre using the stage, theyÛªre using the blog comments as a platform. That doesnÛªt necessarily come up on a blog that doesnÛªt get quite the same amount of traffic.
And so a lot of people said, ÛÏWell, I donÛªt understand the problem they face.Û And I think itÛªs just a question of weÛªre in really different contexts. So yeah.
The spam filters definitely caught almost everything that was posted by a robot. What they didnÛªt catch was a lot of seemingly innocuous posts left by various people, a lot of SEO firms leaving comments that really were not tremendously valuable. They really werenÛªt part of the ÛÏconversation.Û They didnÛªt add a lot. They just created a lot of clutter.
And I hope nobody takes that all of the comments on Copyblogger were of low quality. And some people are saying that. ÛÏOh, itÛªs worthless, the blog comment conversationÛªs worthless.Û I donÛªt think thatÛªs true at all.
I also donÛªt think that we cut off the most valuable conversation arena that we had just because of the nature of the platform, the visibility of it. People just tend to be more relaxed, more themselves, more genuinely conversational in our social accounts. Particularly our Google Plus presence.
What it means when a company says it has ÛÏoutgrown a comments sectionÛ
Demian Farnworth: So Sonia, what does it mean when a company says that theyÛªve outgrown a comments section? Is that possible? What does that mean? What does that look like?
Sonia: I donÛªt think every company outgrows comments, and I donÛªt think any company outgrows the need to engage in a lot of very specific and very time-consuming conversation with their audience, their customers, their vendors, the general public.
Conversation is part of how 21st centuries do business. And IÛªm for that, and I think thatÛªs a wonderful thing. The one thing our company was not lacking was opportunities for conversation. We have an embarrassment of riches there. So I think Copyblogger was in a very specific situation because we are very high visibility, and we do get an awful lot of traffic, and people use the comments section on Copyblogger the way that they might not in another company. So I donÛªt know if itÛªs outgrowing the blog comments.
I think itÛªs just more a question of making a call, making a business decision, about whether the comments are serving a valuable business purpose, or could that purpose be served a different way?
You know, any business owner, big company, small company, $10 million dollar company, $100 million dollar company, you need good listening posts. You need ways to observe how people think about you, feel about you, feel about your products, how theyÛªre using your products. ThatÛªs important for a company of any size, and so we just happen to be really blessed with opportunities to do that because of the nature of the kind of business we are.
Having grown out of a blog, we have so many conversations around our business. But no, itÛªs important, and I donÛªt want anybody to take away the idea that companies should stop listening to their audiences, because that would be very foolish.
Demian: Mmm-hmm.
Why content is an asset to be controlled Û_ but conversations are not
Jerod: Now I want to ask you how the concept of digital sharecropping played into this. It seems like there are two ways to look at it:
One way, that we talked about even when we were making the decision, was about wanting people who left these really substantial comments on the Copyblogger blog to use those to seed blog posts on their own site, and start conversations with their own audience. And then youÛªve also got ÛÓ I guess the argument could be made that weÛªre even digital sharecropping some ÛÓ having these conversations on Google-Plus. How do you look at those two different areas?
Sonia: Yeah. And that conversation came up a lot, and I was glad, because it means that people who care about our stuff are really taking that digital sharecropping message to heart, which is awesome.
And just for the record, hereÛªs how I see it. I donÛªt put my business assets on a platform that I donÛªt control. So I donÛªt put my content on a platform I donÛªt control unless I have it somewhere I can keep it and benefit from it. I wouldnÛªt post original content to Facebook. I would just never ÛÓ it doesnÛªt make a lot of sense, other than just a post, a simple throw-away kind of a post. So our content lives on our domain, in our e-mail lists. These are assets we can control.
I think the difference is I donÛªt see the conversation as an asset. I see conversations as an experience that the business does not own, and I think actually businesses are delusional if they think they do own the conversations around their product, their topic. The conversation is an experience a business has that it uses to get better, and that it uses to grow and evolve and serve the audience better. And so conversations are meant to be ephemeral.
ItÛªs funny because weÛªre in this 21st Century digital age, and we want to archive everything. We want everything to be, you know, backed up and triple backed up, and if a meteor comes tomorrow and takes out all the servers that house Google-Plus, and we lose those conversations, thatÛªs a shame. But theyÛªre conversations. To me theyÛªre not meant to live forever. What theyÛªre meant to do is educate me, inform me, change how I think, change how I feel.
The change, the transformation that the conversation creates takes place in me, so itÛªs fine with me if itÛªs on another platform. And you know, IÛªm a control freak about everything. But I am not a control freak about my conversations because the valuable part is how it changes me, not the words on a server somewhere.
How removing comments has changed the experience for Copyblogger authors
Jerod: And to close this out, Sonia, I do want to get your thoughts on, guidance for other people who may be facing this decision.
Before we do that, though. Demian, IÛªm actually curious to get your perspective as a writer whoÛªs had some posts go up since then. Has it changed the experience for you at all? Having the comments and conversation in a place other than right underneath the post where it had always been?
Demian: ThatÛªs a great question. I donÛªt think so. What changes is where you look for the responses.
The nice thing about Google-Plus is IÛªm notified when someone actually mentions my name, or if IÛªm following that discussion then IÛªm notified within Gmail or Google-Plus, any one of the Google products. So itÛªs nice in that way. ThereÛªs a lot more ease of use.
You know, with Copyblogger it used to be weÛªd get emails every time somebody commented. But that can get overwhelming if you have a lively discussion. But then, eventually we pulled that feature. And so now I just have to go on there and look. So I like the idea of being notified, and again, the only real habit change was just where to look for the comments. So outside of that, though, no.
When should you keep blog comments? When should you not?
Jerod: All right. Sonia, to close this up here, one of the ÛÓ I suppose you could call it ÛÓ criticisms of the decision, is that people thought that we would be leading a lot of other sites to close comments when those comments could still be valuable for them. And IÛªve seen, just on our Twitter account, people talking about how theyÛªve been thinking about doing this, and maybe felt more empowered because we had done it. What kind of advice or guidance would you give to people who are considering possibly turning their comments off?
Sonia: First, the very first thing is, and Ramsay Taplin brought up this in his post, and I thought it was really important: If youÛªre really enjoying it, if youÛªre really enjoying the experience and your comments are really giving you energy and youÛªre enjoying that conversation, thatÛªs the number one most important reason you should keep them, even if it makes ÛÓ even if you could find a business reason to turn them off. If you like them, please keep them. Lots of people love the comments on their blogs. So thatÛªs excellent.
And I think the other thing to really keep in mind is the importance ÛÓ it is still important to have those conversations and to get those reactions, and for most blogs your comments are a great place to do that. ItÛªs right there, itÛªs all in one place, itÛªs convenient. So we were in a very unusual circumstance. I think most blogs would probably want to go ahead and leave comments there.
But where I do challenge people is IÛªm seeing some responses that, you know, ÛÏa blog without comments isnÛªt a blog,Û or that itÛªs somehow morally or ethically not okay (chuckles) to take your comments off. If itÛªs something youÛªve really been wanting to do, and you have other ways of talking to people, then this can be ÛÓ you know, for a lot of businesses this means taking a customer out to lunch twice a month and just sitting down and talking to them about their experience with the business. Blog comments are not the only way to talk to your customers.
So if you are dying to do it, and you feel like that value isnÛªt there for you proportionate to the work, because man, moderating spam comments is the singularly low productivity behavior.
Demian: Yes. I second that.
Sonia: I mean, itÛªs way down there. Having your teeth cleaned is like, way more enjoyable and actually useful. So yeah. I think it comes down to your preference, and then do you have another way to make the connections to have a conversation to listen?
What you donÛªt want to do is use it as an excuse to quit listening to what people have to say, including those conversations that are uncomfortable or inconvenient. Those are part of doing business. So as long as you have that in place, then I really think itÛªs up to your judgment as a business owner.
And also, itÛªs not like you turn off comments on your blog and then you can never turn them on again. If you find that you miss them, or that youÛªre having an unintended scenario and you think you should, bring them back on. So thatÛªs the great thing about these kinds of tools. They have a lot of flexibility and you can do experiments.
Ours was a little bold, but thatÛªs how we roll.
Jerod: Yeah, and we will be analyzing it and figuring out the pluses and minuses Û_
Sonia: Sure.
Jerod: Û_and the impacts, and will be reporting out on that. Well, this has been a very hot topic, Sonia, and I appreciate your taking the time today, and letting everybody get your insight on it.
Sonia: Awesome. Thanks, Jerod. Take care.
Jerod: All right. You too.
Thank you for listening to The Lede. If you like what youÛªre hearing, please consider leaving us a rating or a review on iTunes. You can also tweet about the show or tell a friend, and to those of you who have included The Lede in your best-of podcasts posts, like James Dillon of Gorilla SEO, thank you so very much. We greatly appreciate any love that you all give us.
WeÛªll be back next week with another episode, most likely the next in our eleven-part series on the essential elements of a blog post. Talk to you soon, everybody.
# # #
*Credits: Both the intro (ÛÏBridge to NowhereÛ by Sam Roberts Band) and outro songs (ÛÏDown in the ValleyÛ by The Head and the Heart) are graciously provided by express written consent from the rights owners.
About the authorJerod MorrisJerod Morris is the Director of Content for Copyblogger Media. Get more from him on Twitter, Google+, or at JerodMorris.com.
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