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
