Recent posts on Smashing Magazine and Technorati emphasize the value of corporate blogging, as well as common pitfalls and suggestions for success. One of the articles' many common themes is the importance of leaving a corporate blog's comment box open, even in the face of criticism.
The web 2.0 comment box has arrived! Customers (blog readers) now have an avenue to directly confront corporate bloggers on customer service issues. Public comments challenge the blogger to confront the issue and allow for a conversation to develop. This is a good thing.
What happens when critical comments build up and overwhelm the blogger whose replies aren't sufficient or well received? This is the dilemma that Don Martelli and Paul Boag leave unanswered, in my opinion.
As corporate bloggers are all in the business of increasing their company's sales, is it better to shut down an overly-unruly comment box, or fight back and respond? Responding again and again may expose the blog to more negative comments, but probably shows readers the company cares about their opinion.
At some point, though, the responsible corporate blogger should realize that IF the comment box war is lost. He/she is left with no choice but to throw in the towel and close the comment box...
image courtesy of redroom.com
Great idea. I think it's the point to overcome for company to use blogs as a tool of selling products efficiently, in the long run.
ReplyDeleteIt's interesting that you say eventually the corporate blogger should just shut down the comment box. It's a good point because in so many blogs, the comments can overtake the original post itself and a lot of it can be vicious or ridiculous. Most of the articles dealt with keeping it open to allow for free reciprocal communication, but the other side is understandable as well.
ReplyDeleteI have to disagree with you about the comment box. Yes, it can get overwhelming with critical comments, but the whole point of a blog is to establish open communication with the consumer. I think I would lose all respect for a company if they had a blog and a comment box, but took it down because they couldn't handle it. A comment box on a blog is one way for a company to avoid a crisis later.
ReplyDeleteIt is true that comment box could be a problem even though getting feedback is very important for the company. I believe that company should keep it open, but they don't necessary have to answer to each posts. Maybe after reading all the comments, they pick up some of them and talk about that in the next post? If they close down the comment box, blog will not be any different than paid media, and loses it's purpose.
ReplyDelete