Brian Visaggio writes:
How do you do it? You post a picture and people comment. I get four-hundred people to read one post, but nobody’s got a thing to say.
Well, Brian, I’m glad you asked.
Checking through my stats page, I’ve noted with pleasure that this blog is host to some 200 posts. That’s pretty good. When it comes to comments on those posts, however, the number leaps up to about 530. Clearly there’s a reason for this.
I’m not sure what that reason is, in all honesty, but I do have some ideas. Back in the Gentle Fuss days, I really didn’t get many comments. There were a few loyal readers who offered things up (may they live forever!), but most of the feedback I got was from robots trying to get me to do things to my genitals. There were rare exceptions, as on those occasions when I would post something more controversial or inflammatory than usual, but for the most part it was all very orderly and quiet.
Here, though, there are some differences. First, it’s simply easier to comment on a WordPress blog than it is for one hosted by Blogspot. Less of a fuss, no opening of pop-ups, etc. It’s also the case that I have a higher readership now than I ever did before, and (what’s more) a larger roster of regular readers. You know who you are. You have my thanks and my apologies.
In terms of Brian’s question, anyway, there is much to be said, but I’m not going to say much of it. I’m going to take a stab at breaking it down:
People are more likely to comment on posts that don’t say much.
I should probably immediately qualify that statement with about a dozen “howevers,” but in general terms it certainly seems to be true. In Brian’s case, the posts tend to be lengthy, well-conceived and well-written meditations on topics both serious and fun. What could the average reader add to that? Give them a picture of a pretty girl and an ominous mention of disappointing qualities, though, and there are any number of places they can go with it. This principle can be taken to some heartbreaking extremes, naturally; consider the example of ICanHasCheezburger, a site where users post pictures of cats with captions attached to them. Each post gets hundreds of comments, each more worthless and stultifying than the last. Clearly this is not a model to emulate too closely.
What are we to make of other examples, though? Within one of the blogging worlds to which I fitfully belong (that of Catholic issues), there are many places whereat long and elaborate posts are the norm, and yet many people sling about comments anyhow. It’s helpful to distinguish between certain types of site, of course, and the different purposes that inform them. Some folks have online magazines with a good-sized readership. Some folks have group blogs devoted to the humourless gainsaying of 2 Corinthians 6:14-16. Some folks have personal blogs whereat the substantial and the weighty duel with the light-hearted and the fun. All three of these places receive lots of comments on their posts, and they aren’t always short.
So what’s the difference? They’re pretty clearly better, for starters, and have higher readerships, but it’s also the case that the less-is-more principle does not necessarily apply. InsideCatholic’s posts and articles about lighter topics typically get only a handful of comments, mostly in appreciation of what was said, but their more substantial efforts receive a great deal of feedback, much of it quite elaborate in itself. The group blog in the middle engages in the religious equivalent of autoerotic asphyxiation and attracts readers who like to do that as well (while talking at length of how important it is that they’re doing it). Mark Shea, finally, takes advantage of his status as a popular apologist by posting things that are both popular and apologetical, and not necessarily at the same time. The people who read his blog (and there are a lot of them) are the kind who like to contribute, and who have found in that blog a venue eager to receive such contributions, substantial or otherwise.
In Brian’s case, I guess it might be possible that the stable coterie of readers likely to either challenge or bolster his already impressive positions simply has not yet arrived. He no doubt has many regular readers at the present hour, but they could be a quiet and reticent crowd. If he were to take another correspondent’s advice and simply “post pics of hot girls” it would no doubt be a step in the right direction, but for the moment, though, I can only advise my own readers to go over there and start saying some things. Now’s a great time to start, too, as I see by his most recent post that he’s looking for new contributors to expand the blog’s scope and appeal.
To sum up, then, as a sort of Theory of Blog Comment Encouragement:
1. Don’t post things that are so good that your readers cannot expand upon or challenge them (I do not have this problem).
2. Don’t post things that are too stupid for even a comment offering basic praise (also called “Lolcat’s folly”).
3. Tailor your content towards the people you know are already reading your blog.
4. If all else fails, post some comments on your own material under a fake name to encourage people to do likewise. I’m not saying it’s a perfect solution, but it’s certainly the sort of thing that would happen on the Internet…