If great content is the #1 trait of a great company blog, properly handling comments is #1-A.  Great content pulls in readers and if you can use that content to encourage comments and then reply to the ones left in a proper manner, you'll convert readers into a community.

I also write for the marketing blog Daily Fix, and one of the writers there, Ted Mininni, always has several comments to his posts. Ted does an excellent job of making a point to reply to each commenter, and thank them for adding their 2 cents.  Since Ted has a reputation for replying to every comment, readers want to comment on his posts, because they know that he will respond. 

And you should keep that in mind when receiving comments on your blog.  Readers leave comments because they want to have a say, but also because they want you to respond.  They have done you a favor by leaving feedback, and you can say 'thank you', by replying back.

Of course the added benefit is that as your post gets more comments, it means that readers are more likely to read the comments section to see what discussion is happening! 

Look at your blog, do you see any posts with only 1 comment?  If so, why didn't you answer that one comment?  How many readers didn't leave that 2nd comment, because they saw that you didn't reply to the first?

Get in the habit of making every effort to answer every comment left on your blog.  If you can do this, you'll likely find that your readers get in the habit of leaving more comments!

Tomorrow I'll look at the sidebar elements for a great company blog.

Links to each of the posts in this series:
What Makes a Great Company Blog?
What Makes a Great Company Blog: Posting Schedule
What Makes a Great Company Blog: Comments
What Makes a Great Company Blog: Sidebars
Examples of Great Company Blogs

Mack Collier is a social media consultant, trainer and speaker. He has been actively immersed in social media since 2005, and in that time, has helped advise, teach and consult with businesses of all shapes and sizes on how they can better connect with their customers via these amazing tools and sites. While being passionate about the social media space, what truly excites Mack is the human connections that can result from the proper use of these social tools. His motto is "Don't focus on the tools, focus on the connections that the tools help facilitate." His goal is to help his clients create those connections with their customers, and nuture them into relationships that help grow their bottom line.

His social media 'homebase' is The Viral Garden, which in 3 years time Mack has grown into an influential marketing/social media blog with a monthly readership of over 175,000. He is also a frequent contributor to the website Marketing Profs, as well as the marketing blog Daily Fix, and small business blog Search Engine Guide. His writings have been referenced in several mainstream publications and websites, including The Washington Post, MSNBC.com, Ad Age, CNET, and The Boston Globe.

Mack is also a requested speaker and has presented at some of the top social media conferences and events, including South By Southwest Interactive, Marketing Profs Digital Marketing Mixer, and Small Business Marketing Unleashed. He is also passionate about teaching companies how to use social media sites and tools more effectively, and offers training and seminars privately to companies, in addition to his public speaking schedule.

You can learn more information about Mack's social media training and consulting services here. If you need a social media speaker for your event, or want to know where Mack will be speaking next, click here. If you want to email Mack, click here.

Mack wrote this bio. The third-person thingie is just for fun.


Ted is great - he seems so involved with his readers, and I personally love sharing perspectives on retail and consumer product marketing.

We agree. Following up with your readers is vital as it is customer service for blogs!

Mario, Ted does a great job of giving commenters the 'personal touch', and they obviously respond to that!

"Customer service for blogs", perfect way of saying it!

We agree wholeheartedly! It's all about the conversation. Content isn't king. Community is.

Hi, nice very nice page..!

Good luck !

Thank u very much for information.İ like it.

Simple but often overlooked. I have a blog that has gotten some social traffic where people actually discuss, and for the longest time I did not participate for some reason, it's as if I wanted to be anonymous from the readers...but now I realize that it's the dumbest thing to do! Thanks for showing me WHY people leave comments...they want interactions!

Alley @ Alkaline Water Info Blog

Hi, Very simple but extremely useful tips. Content is important but not everything. Communication is important too.

I am looking to start up my blog page by early January. This has been great info. Thank-you

Search Engine Guide > Mack Collier > What Makes a Great Company Blog: Comments