Sometimes, even those of us who “do” social media for a living become a little jaded after hearing so much unqualified talk, hyperbole and cheer-leading. It comes with the territory, I suppose. After a few big wins, it takes just a bit more to get me really excited. But David Armano and the Harvard Business Review have done exactly that, and I’m incredibly honored. In this month’s issue of the Harvard Business Review (print edition), you’ll find a blog comment of mine reprinted on page 22, followed by David’s response. The comment (one of 92 on the post!) was originally left on his thoughtful post Six Social Media Trends for 2011, and led to a meaty little discussion between David, myself and other HBR.org readers.
The thread, and the guidance it lent to my planning of Bazaarvoice’s 2011 social media strategy, was extremely valuable in and of itself. But the fact that the editors of one of the most respected business publications in the world found it worthy of another look reinforced my belief in the power of blog comments, in particular, as a means of being seen and heard by those that are otherwise difficult to get in front of. Comments also give you the opportunity to demonstrate your expertise in a low-intensity, conversational manner. In a way, they’re even a means of guest blogging on top sites without having to make it through the various gatekeepers that guard their content. As if to illustrate my point, the link in the second sentence of this paragraph is to a piece that I originally sent to HBR as a guest post–I didn’t hear back (though I was thrilled Brian Solis ran it on his blog).
The first time my commenting strategy was publicly validated, I was in an entirely different role in an entirely different industry. But the importance of blog comments to relationship building–still the main reason I do it–hasn’t changed at all.
What is your commenting strategy? What results have you seen?