25 Reasons Why Nobody Comments On Your Blog And Posts

By Andrew Ballenthin October 20, 2009 President, Sol Solutions Biography

Connect.Follow.Network.

You are not alone in your quest for more comments. This problem is more of an epidemic than what you might first think. Blogs like “open mike” by retired Executive Chairman Mike Critelli of Pitney Bowes and world electronics giant Hitachi see an average of 0-5 comments a post. If voices for these multi-billion global businesses have these challenges it’s not unreasonable for the rest of us to see similar results.

Many of the solutions to generating audience participation are found in what great marketing, public relations and journalism have always taught. Some of the answers are unique to social media. I  wanted to get specific on why people don’t comment on blogs and social network posts so I wrote a blog that started with just 5 issues and asked LinkedIn members what they thought.

The following problems and solutions are based on a review of over 130 comments that replied to the original post “5 Reasons Why Nobody Comments on Your Blog and Posts”. Please enjoy the following post and feel free to tell us what your challenges or wins with developing audience dialogues have been in the comment section below.

To jump ahead to a section in this post, click on a topic:
1.   5 Comment Killers 2.   5 Site and Post Blunders 3.   5 Human Factors To Consider 4.   5 Ways To Command The Stage 5.   5 Game Changers
		Download or view on Slideshare

5 Comment Killers

1.  Not Enough Traffic - The number of people coming to your post is one of the most critical starting points for success. The greater the quantity of people that come to the site the better the comment conversion rate. If you create content take responsibility for bringing the traffic too.

2.  Too Much Choice - People are bombarded with massive amounts of information. The overabundance of ads, email, online choices, offline information and more are all compete for your audience’s time. Find reasons why you should be more important so people stop and give you their time.

3.  Too Boring - Unlike a few years ago, today there is an overabundance of people with similar expertise as yours sharing their view in blogs and social media posts. Saying the same thing in your own way or talking about the same popular topics everyone else is can easily bore readers.

4.  Not Thought Provoking - Have you said something that makes people stop, think and challenge their own viewpoint? If you’re saying something readers can find anywhere or your message is too similar to how they already perceive the topic your audience won’t be stimulated to respond.

5.  Lacking Audience Loyalty - How familiar is your audience with you or your business? What about your offline customers, prospects, suppliers and industry influencers? Are they loyal to you online? It can take a person a minimum of 3 to 11 returns to your site before they want to have a dialogue.


5 Site And Post Blunders

6.  Hard To Find Comment Section - Simplicity is everything. If there is too much space or intervening information between the post/blog and the comment section people will simply leave. Keep the comment section very close to the end of the blog so it’s easy to post a comment after reading.

7.  Difficult Comment Sign-in - Have you tried your own comment sign-in process? People want to leave a comment with a minimum effort. If it takes more than 3-6 seconds to sign-in and leave a comment a majority of people will give-up.

8.  Errors In Content - While your post might look accurate to you it may not be to other people. A misstatement of facts, an error in quoting a source or a poorly thought through conclusion can create a bad business impression. Follow the lead of great journalists and go for perfection.

9.  Broken or Wrong Links - It’s rare when a hyperlink problems occurs but when it does people loose patience and leave. Double check links just to be sure; you may not get a second chance to impress as the reader may form a poor impression of your professionalism.

10.  Irrelevant Ad Words and Banners - Are you running 3rd party advertising that does not relate directly to your content and site’s theme? Are there too many sales pitches for your money making programs? If there is too much clutter competing for attention people will get turned off and leave.


5 Human Factors To Consider

11.  Fear of Being First - A certain part of an audience is afraid of being the first person to comment. There can be a fear of being read by everyone and potentially critiqued as a result. In reality this rarely happens. Ask a contact that doesn’t mind being first to share their view and get things started.

12.  Worried About Getting It Wrong - Another part of your audience fears they won’t say the right thing and could be criticized in public. In most cases this seldom happens. By replying to comments and thanking and praising commentators it’s possible to encourage a few more people to join in.

13.  Not Wanting A Digital Footprint - Pretty much everything you do online creates a history of your activity anyone can access. Some people prefer their privacy and do not want to leave footprints behind.  Either you will gain this segment’s loyalty or not. Focus on easier to reach groups.

14.  Only .25% to 1% Comment - Depending on the loyalty of the audience and how hot the topic is, expect only .25% to 1% of your audience to comment. In rare instances a highly engaged and loyal readership can generate up to 5% plus comment conversions (comments as a percent of page views).

15.  It’s Not Always Predictable - Even experienced online writers with over 5-10 years experience will tell you that content they thought would do great fails and other articles they write in minutes does well. Stay focused on larger goals so periodic disappointment does not derail motivation.


5 Ways To Command The Stage

16.  Have an Opinion - Posts and blogs fail because the content is too vanilla (boring). If you think the topic is too average turn it on its head and form a professionally strong opinion on the topic. When you take a definite position people will be more stimulated and offer their opinion back.

17.  Project Personality - Being professional, polished and neutral can put people to sleep. Adopt a consistent writing style such as humour, cynical, authoritative or industry critic. This persona needs to match your brand. Edgy wording can make a neutral story spring to life.

18.  Know The Hot Buttons - It’s easy to talk about what you know, and you should, but so does everyone else. Stop and think about what customers complain about, what their dreams are, what action they should they take but never do. Push the right buttons you’ll rouse opinion and action.

19.  Pick Perfect Timing - Sharing your content at a time that is convenient for your schedule may be the absolutely the wrong time for your audience. Find out what time people check their favorite sites for your type of posts. If your audience isn’t there they can’t comment.

20.  Know Your Audience - People connect with content and communities they relate to. Do not assume topics that are important to your business are what your audience wants. Merge your passion and leadership with your audience’s needs and you’ll find a stronger connection.


5 Game Changers

21.  Get The Title Right - Your title may be putting people off. If you cannot catch someone’s attention within 4-7 words with a strong reason to read further they won’t make it to the comment section. Look at newspapers, magazines and great advertising for examples of titles that pack a punch.

22.  Strategically Ask For Input - Many people are conditioned not to comment because they’re used to news and information articles. You want to change this. Develop a style of asking questions throughout a post to stimulate your audience into thinking about sharing their input.

23.  Remind Them To Comment - Most people do not read with the intent of commenting. By reminding them there is a comment section at the end of the article/post it sets an expectation that you are looking for their participation. Small steps can make a big difference.

24.  Offer A Next Step - By changing the tone of many of your articles into a research and audience participation mode, more people who want their opinion to be know will step forward. Suggest that you will be doing a future article based on input and would welcome their perspective.

25.  Respond To Comments - After you have the first comment, even if it was started by a client or colleague, reply to it. People are more likely to add their input when they see a discussion and a quantity of comments. Most importantly, remember genuine dialogue builds audience trust.

Comments

[Darlene Sabella]

Thank you Andrew, wise advise and I am at awe how you did your research. Great work and helpful.

[Kristopher Evans]

Hello Andreww,

These tips will be very useful to me as I continue to develop my site.

Thanks!

[Riccardo Esposito]

Hi Andrew,

First of all, thanks for your comment on mu blog (it's precious, u know)!

I think that an e-book about the problem of comments it's a good idea because:

- There's a lot of e-book about seo, web analysis and other Technical Topics, but resources books related to this focus;

- "Nobody Comments On Your Blog" is a key-topic because everyone is afraid to be alone!

I think that your idea will have a good success!

Keep it up and keep me informed

[Richard Carlson]

Andrew,

Most people are afraid of transparency. In a politically-correct world, words and actions are measured and delivered so as not to offend.

Rich

[Erika Bailey, M.A., Human Systems Consultant]

Hi Andrew, long time no speak/ write/ see,

I'm new to the blogging scene (just can't bear to actually post it...worried that I haven't got it all right). This post was helpful to remind me of what is important in a blog. It is, after all, not my way of spewing out nothingness to the world. Instead it is a business tool, meant to engage others.
All the best for a successful November!
Erika

[Andrew Ballenthin]

Hi all, it's Andrew, author of this article. Thank-you for taking the time to read the post and share your comments.
In my view your opinion is more valuable than the post as it helps me and other readers understand the reality of what's important in social media dialogue.
Please feel free to come back to this post and share your results as you try different things or tell us about who's getting it right or wrong. Or just ask for help.
Best regards, Andrew

[Tom Marano]

John: I enjoyed reading this post. I'm going to forward this to our Corp Comm dept as it is wrestling with social media, blogging and the like. For me, I comment only on those posts which are thought provoking (4)or on a topic on which I have strong feelings (18). I am also more likely to comment on a post if I am invited to(22, 23). It just feels more friendly and shows that the blogger cares what everyone else thinks. Afterall, isn't all of this about creating a conversation?

[Mary Langan]

Great insight John. Good practical advice. I agree with Doug regarding community. The posts I respond to most often are those in my community, I guess it feels a bit safer, if that makes sense.
Thanks

[Doug Stewart]

John, These are great points. But I think one main point is missing. You as a blogger must commit to building a community. If your readers feel as if they truly belong to a community, they will make their voice heard.

[Sally Croft]

Great post John, I agree with most parts of it. Signing in to comment is something that really ticks me off too, I for myself try to avoid it as much as possible. You have covered some very good points in Game Changers & Ways To Command The Stage.
Thanks for sharing useful information!

[John Durrant]

I think Blaine is right about the persona. But it s also daunting to imagine you will have to find, nurture and stay true to a complex persona for a long time. I mean- that's what professional columnists who do nothing else strive for! How do you do THEIR job and also run your company?

Thanks for a great article- I will definitely download it as a guidepost.

[Blaine Millet]

One KEY one is missing - No "persona" associated with the blog - no one wants to have a dialog with an inanimate object, such as a corporate site. People talk to People - period.

Blaine
www.someexec.com

[Israel Garcia]

It's going to my del.ici.ous :D

Very useful inisghts

I'll try to follow this path

Thanks for sharing

[Helen Liddell-Grainger]

Great article - have printed off to keep to hand and bear in mind for future, thanks.

[Mary Ann Mann]

Thank you for pointing out the reasons why readers don't comment on blog articles. I downloaded the 25 reasons for further reading, and will keep it at hand to avoid the pitfalls of boring readers.