Participation Inequality Online: Don't Panic if Your Blog doesn't Get Comments
Posted by December 16th 09
Whether we're writing a blog post, article or ebook, we're all hoping for the same thing. A reaction. A few dozen comments and a spirited discussion would be nice. Or at least a sign that someone is out there. Blogging can be tough - especially in the beginning - because it's a one-sided conversation. The risk is that, without the immediate affirmation we want, panic sets in and we go off track and off topic, forgetting what our point was in the first place.
In a super article in Harvard Business Publishing, Alexandra Samuel writes about how blogging is like having a conversation with a Botox user. She recalls meeting a woman at a party and talking about their respective jobs. Her acquaintance, who had spoken animatedly about her own work, seemed to glaze over while listening to Samuel talk about hers.
"I found myself rambling through a perplexing conversation that produced sparkle when she talked, but nothing when I did. I left the party baffled." Months later, she found out that the woman was a heavy Botox user - so the flat facial expression didn't necessarily indicate disinterest.
Likewise, in blogging, it's tough to gauge readers - the enthusiasm and interest may be there, but people rarely express it. Think about how often you pay someone a compliment, or recommend a restaurant or service that you love, or leave comments on others' blogs. Chances are that you just don't think to take these actions, even though you're a fan.
Jakob Nielsen reported in 2006 that 90 per cent of online users are lurkers, 9 per cent contribute occasionally, and 1 per cent actively contribute. Nielsen says "participation inequality" is a fact of online life, so the best strategy is to expect it and proceed accordingly.
Samuel offers five pointers for improving off- and online communication skills, so that you stay on track with your conversations, no matter how one-sided. One great suggestion for bloggers is that they picture their audience while writing:
"It's easy to feel like you're talking to yourself when you blog or tweet without getting a response. That leads to carelessness -- or even to writing hurtful or counterproductive content. Picture a person that your message is aimed at, whether it's someone you're e-mailing or a single user among your 100,000 Twitter followers. Keep this person in mind, perhaps by literally looking at their picture or avatar as you type. It will make your message more personal, authentic and compelling."
Great advice. How do you deal with "participation inequality"?
posted in Thought Leadership
March 2010
