September 4, 2008

Offline Customers: Do You Make Room for Non-Bloggers To Comment?

ME Liz Strauss wrote this at 12:56 pm

by Scott McIntyre

Scott McIntyre — The Avid Blog Reader Without a Blog

Last week, I explored the different ways in which your online offering can be the source of exactly the information the information hungry customer is searching for. At the wider level, correctly targeting your potential audience makes it more likely that your blog will appeal to those readers you want to attract. And, more specifically, if you’ve decided to follow a strategy of connecting with non-bloggers, it helps if you do a little research beforehand to work out what the needs of non-bloggers might be.

By taking time to assess exactly what type of information your target non-blogging reader wants, you will be in a great position to begin the process of winning them over. If your blog can meet their needs, either as it exists currently or with some adapting, then your site is more likely to be the destination of choice for the non-blogger.

I’ve previously suggested that the community you and your readers build around your blog is definitely a major draw. A vibrant comments section is a wonderful place to be.

But imagine that you’re a non-blogger stumbling upon your comments section for the first time. You’d like to join in the conversation, and you might ask yourself, “What am I supposed to say?” or, even more importantly, “What am I not allowed to say?”

So, how do you help the offline customer understand how to comment on your blog? What do you do when they say things that you’d rather they didn’t? I’m keen to learn of your suggestions in the comments section below.

Today, I’m going to look at how you might best explain commenting to your non-blogging reader, and what you can do if the comments they leave aren’t quite the ones you’d hope for.

Helping Non-Bloggers Understand Comments

Once your strategy and hard work has been a success and you have attracted the offline customer to your online offering, this is the first step in encouraging them to become part of your community. It would be an ideal next step if you could draw them even further in by having them leave a comment on what they’ve just read.

In most cases, it takes quite a few visits before the non-blogger is comfortable enough to leave a comment of their own. By observing the nature of what your other readers say as part of the conversation over a period of time, the non-blogger can see what is acceptable.

While leaving comments on other blogs is second nature to those of you who blog yourselves, it can be a daunting thing to do for the offline customer visiting a blog for the first time. They might be concerned that what they have to say won’t be regarded as important Or, they may not want to join in for fear of being embarrassed.

The following few questions might help you come up with answers to how you manage comments in a way which not only encourages the non-blogger to have their say, but also allows you to deal with inappropriate comments and so promote an attractive, positive comments section- for both bloggers and non-bloggers alike:

  • Do you have guidance on comments?

    I know that many of you have a Comments Policy that you use to help your readers understand what is, and isn’t acceptable. This kind of information can be of immense use to the non-blogger trying to understand the concept of comments. In a Comments Policy, you can describe the comments ‘culture’ you aim to promote and suggest how the reader can add their own unique voice in a positive way. Similarly, you can also highlight what you view to be ‘unacceptable’ comments. The type of comment you judge to be undesirable is very much specific to your own blog and its audience. There is a balance to be struck between allowing free speech on the one hand, and not permitting offensive and negative remarks on the other. I’d be very interested to hear of your views on having a Comments Policy, and how effective you find them in encouraging positive comments.

  • How do you follow up first-time comments?

    Once a non-blogger leaves that all-important first comment, do you send them a message to let them know you value their contribution? Receiving an acknowledgement for having made your debut contribution is a very friendly touch and one that is likely to be well appreciated by your non-blogging reader. The very fact that you took the time to welcome them to your blog, can encourage them to comment more often. While contacting every reader after they’ve made their initial contribution might seem to involve a lot of time and effort, you only have to do it once… that first time commenter could become a very valued member of your community the next time they have their say.

  • What is an ‘appropriate’ first time comment?

    This can be a tricky issue to deal with. I’d guess that nearly all of you have some moderation on your blog to filter the first and, perhaps, second time comments that someone leaves. There are certain comments that you will, quite understandably, not allow to appear on your blog. The reasons can relate to factors such as: the use of negative language, profanities, or trolling (there may be other factors specific to your own blog). But how do you handle a first time comment from a reader who may not be familiar with the ‘etiquette’ of commenting? Perhaps, they haven’t said anything offensive but ,instead, they haven’t said it in the ‘right’ way. How would you deal with that kind of comment that may be from the reader who is a novice to commenting?

The questions above can act as a starting point to help you work out the best way to assist the offline customer to understand your blog community as demonstrated through your comments section. If your non-blogging reader has a clear understanding of what kind of comments are ideal and which are not, then all members of the community, blogger and non-blogger alike, will benefit from the positive aspects of a vibrant blog conversation.

If you’re a blogger, leave a comment to let me know what you do to help non-bloggers understand your own comment ‘culture’? How would you encourage non-bloggers to leave the ‘right kind’ of comment?

If you’re a non-blogger, tell them what they can do to help you to contribute to the conversation.

–Scott McIntyre

Related

Week 1: Connecting with the Offline Customer: A Non-Blogger’s Perspective
Week 2: Targeting the Offline Customer: Do You Blog for Non-Bloggers?
Week 3: Reaching the Offline Customer: Do You Promote Your Blog Offline?
Week 4: Attracting the Offline Customer: Why Do You Promote Your Blog Offline?
Week 5: Top 10 Social Media Tips for Connecting With Non-Blogging Customers
Week 6: Welcoming the Offline Customer: Does Your Blog Create A Good Impression?
Week 7: Engaging the Offline Customer: Do You Talk With Non-Bloggers?
Week 8: Offline Customers: Do You Meet The Needs of Non-Bloggers?


Filed under Marketing, Successful Blog |



C'mon. Let's talk!

18 Comments to “Offline Customers: Do You Make Room for Non-Bloggers To Comment?”

  1. September 4th, 2008 at 1:45 pm
    Writer Dad said

    That’s a really good question. To be honest, I’ve never really thought about it. I treat all comments as equal, though I do have more fun replying to the regulars. I suppose that, since you have to enter an email address and all, maybe non bloggers would like the opportunity to remain anonymous.

  2. September 4th, 2008 at 1:48 pm
    Writer Dad said

    Oh, and one more thing, because I keep forgetting to ask, but why don’t you have a blog. You’re a good writer; thoughtful, and considerate… insightful. You would start with an automatic audience.

    I know you’ve probably answered the question already like a million times. I was just curious.

  3. September 4th, 2008 at 2:01 pm
    Kara said

    When I first started feeling confident enough to comment on blogs, it was a huge incentive to receive an e-mail from the “real” person behind the blog. It made me feel like there was a personal connection and definitely increased the likelihood I would come back.

  4. September 4th, 2008 at 2:25 pm
    candy said

    As someone who’s new to the world of blogging, I do find it difficult to start posting comments, no matter how engaged I am in the post…. especially if there are too few comments (ie. if I’m the first! It would be too daunting!) or too many (I’d feel like my comment would get buried in the back somewhere and have little significance, anyway….)

  5. September 4th, 2008 at 4:26 pm
    Amy Derby said

    Scott — You rock. I would like to be nosy as well and ask why you don’t have a blog. :-) What you said about “culture” really made me think… I don’t have a comment policy, except a semi-unspoken rule of play nice. If someone gets nasty about another commenter or starts badmouthing, etc., those comments get deleted and I send the person an email telling them why. But as far as culture, I don’t really know what my culture is, other than gabby free-for-all kinda thing. :-) Will have to think about this…

    Your post did make me think. I’m far from shy (ok, I’m obnoxious), and yet there are some blogs I will not comment on. These are usually blogs where the blogger doesn’t acknowledge comments. I feel that’s rude. If the posts are good, I’ll still read, but I don’t bother commenting. That’s one thing I’ve tried hard to keep in mind with my own blogs, is to not be that way. But I’m a talker, and I’m always interested to hear others’ opinions and discuss, so it’s not really a problem for me. Another issue that gets under my skin is cliques. Some blogs are very high-school cliquish, where the blog owner only pals around with his buddies and the rest feel left out. So I try hard not to be that way too. I want everyone to feel included.

    Writer Dad — I’d better start commenting on your blog more often so you’ll have fun responding to me. ;-)

    Kara — I like the email idea. One of my clients sends an email to all first-time commenters, and he has had a good response with doing that.

    Candy — I don’t like being the first to comment on a stranger’s blog either. I read a study someplace (can’t remember where) that most people feel that way.

  6. September 4th, 2008 at 4:56 pm
    Diana L Guerrero said

    I happen to run a couple of blogs that attract a non-internet savvy audience. It took about three years to start getting locals to comment at one and I get a trickle at my other ones. I do have some guidelines for RSS subscriptions but really didn’t give much though about coaching for comments…thanks for the post!

  7. September 4th, 2008 at 9:33 pm
    Cath Lawson said

    Hi Scott - I’ve been thinking about how to involve non-bloggers a lot since you began this series.

    I read about the “What Would Seth Godin Do” plugin on this blog. So I installed it and after the first 5 minutes - a welcome message pops up encouraging people to join in the discussion. I try to change it everyday, but still haven’t managed to encourage non-bloggers to comment.

    One thing I’ve noticed is that the posts folk comment on most are barely ever the most popular posts on the blog. Also, the ones commented on most are the stuff people already know about.

    So it seems like people like reading about something they don’t know about more, but commenting on stuff they do know about. And most visitors are reading stuff they don’t know about. Maybe if we could work out how to get folk to comment more on those type of posts, it would encourage non-bloggers?

    I’ve even tried to encourage people to ask questions in the comments section - but you’re the only one who’s really done that so far.

  8. September 5th, 2008 at 1:17 am
    10 Sites to Discovering this Weekend - Sept 5 | Discovering Dad said

    [...] Offline Customers: Do You Make Room for Non-Bloggers to Comment at Successful Blog - this is a great guest post by Scott McIntyre on Liz Strauss’ Successful Blog.  I’ve [...]

  9. September 5th, 2008 at 4:30 am
    Scott McIntyre said

    Hi Writer Dad,

    You certainly have a lively comments section.

    I’m not sure how many non-bloggers you have as subscribers just now. But, I think your writing and blog content would be an ideal destination for non-bloggers, simply wanting a good read.

    Hi Kara,

    Yes, I completely agree. Receiving even a brief ‘welcome’ message can make you feel that you are already regarded as an important member of the blog’s community.

    Hi Candy,

    I know where you’re coming from…

    Being the ‘first on the comment scene’ can be quite daunting. But, on the positive side, I believe it’s common that the first few commenters actually help shape the rest of the discussion as follow-up commenters often expand on what you say.

    Also, I would certainly encourage anyone to comment even if they are right at the end of a discussion.

    Not only is it important that you have your say on the issue, but it’s easy to forget that people still visit older blog posts well after the next article has appeared.

    A thought provoking last comment on an old post can still encourage someone to click through to your own blog (if you have one) as much as a ‘great post!’ comment at the start.

    Hi Amy,

    Thank you!

    Being inclusive to all your commenters is a great sign of a welcoming community.

    Thinking about the kind of comment culture you want to develop can help focus how you respond to comments. It can also assist the reader to make ‘positive’ comments in the first place.

    I guess, as with creating any message, if you work out what you want to communicate, you can then take practical steps to make it happen.

    Hi Diana,

    I like the idea of coaching for comments. It is a skill, after all, isn’t it?

    Bloggers have advice for all technical aspects of ‘how to blog’, but I’ve personally not seen much information on helping new readers on ‘how to comment’.

    Hi Cath,

    I really like that plug in on your blog. It does make you stop to consider what action to take.

    I am very intrigued by your findings:

    “One thing I’ve noticed is that the posts folk comment on most are barely ever the most popular posts on the blog. Also, the ones commented on most are the stuff people already know about.

    So it seems like people like reading about something they don’t know about more, but commenting on stuff they do know about. And most visitors are reading stuff they don’t know about.”

    I think there could be something in that.

    As I’m sure is the case, people don’t want to show their lack of knowledge. And, conversely, readers feel more comfortable talking about topics they do know about.

    In this scenario then, it could may very well be the fact that if your more experienced commenters don’t express their views on these posts, then there is little chance your non-blogger reader will either.

    Personally, I believe that since comments play such a major part in defining a blog’s community, there are still many approaches left to be explored to help encourage vibrant comment sections.

  10. September 5th, 2008 at 4:58 am
    Karin H. said

    Hi Scott

    I can imagine that someone who visits a blog for the first time and wants to ask or add something is a bit wary of it (other question you could ask is: does he/she knows it’s a ‘blog’?)
    If they are not comfortable to have their ‘question’ or comment broadcasted life why not give them an alternative? We do on our FAQ & News site (blog) for wooden flooring. Through AWeber we created a question form through which our new reader can contact us, ask that question in ‘private’.

    That might take away the hurdle for future contributions.

    Karin H. (Keep It Simple Sweetheart, specially in business)

  11. September 5th, 2008 at 5:41 am
    Seamus Anthony said

    I used to run a blog that had a very non-savvy audience and they never commented. I eventually realised that they didn’t even know that it was a blog as opposed to just a website. And the “comments” link was so small they weren’t even noticing it. So I made it really big and say something like “click here to have your say” and got a lot more responses.

  12. September 5th, 2008 at 2:40 pm
    Vered - MomGrind said

    Scott, I love this series. It inspired me to make a few changes to my comments guidelines in order to make them clearer, and hopefully more friendly.

    I agree that following up on first-time comments is very important. I try to email first-time commenters in addition to responding in the comments section itself.

  13. September 5th, 2008 at 2:50 pm
    Hunter Nuttall said

    I remember being hesitant to leave my first comment because it asked for my email address. I saw a “will not be published” message, but no “will not be spammed” message! When I saw that every blog required an email address for comments, I figured it was OK. I think I used a secondary email though.

  14. September 6th, 2008 at 7:57 am
    Scott McIntyre said

    Hi Karen,

    Thank you for sharing the idea of using FAQ’s as a possible way to draw the non-blogging reader into your blog community.

    I can see how this can help introduce the concept of ‘contributing’ to a blog, with the next step of commenting being made that little bit easier.

    Hi Seamus,

    I certainly agree that having a ‘user friendly’ comments box can encourage the non-blogger to have their say.

    With the right design and a few welcoming words, there is a real chance the first-time commenter will be tempted to add to the conversation.

    Hi Vered,

    I’m so glad you’ve found this series helpful.

    I hope that you’ve found that, even with a few tweaks, it is possible to persuade even one more new commenter to talk in a vibrant community.

    Hi Hunter,

    Without doubt, fear of being spammed when giving out our email addresses makes us wary to leave it anywhere we’re not sure of.

    As you found, with a precise and clear message within the comments box about not giving out your address, there will be one less barrier holding back the first time commenter.

  15. September 8th, 2008 at 3:28 am
    Barbara Swafford said

    Hi Liz and Scott,

    I haven’t installed a comment policy yet, although when I have my Open Mic, I remind the commenters to “keep it clean”.

    If someone comments for the first time, I do welcome them to the community. I like the idea of sending an email, too.

    For first time commenters (which we’ve all been), it’s hard to put your voice “out there” and not know how they will be construed. I think it helps if the author stays involved in the comment section. It’s often words from the author that determines what’s acceptable and if the blog is, in fact, welcoming.

  16. September 10th, 2008 at 10:07 am
    Alex Cristache said

    A very good post that made me reconsider my blog’s comments section. A commenting guideline for first time commentators and non-bloggers would definitely be an encouragement for those wanting to join in the conversation, but don’t really know how to approach it.

  17. September 11th, 2008 at 12:02 pm
    Offline Customers: Do You Build Relationships With Non-Bloggers? - Liz Strauss at Successful Blog - Thinking, writing, business ideas . . . You’re only a stranger once. said

    [...] on how you can make commenting a little easier for your non-blogging reader and asked whether you make room for non-bloggers to comment? Having a lively, inclusive conversation with all of your readers- whether blogger or not- is a goal [...]

  18. September 12th, 2008 at 8:46 am
    Stephen said

    Thanks for this post Scott, it has inspired me to create a “How to leave a Comment” page for both of my sites. I believe that this will become as important as the “About” page!

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