An interesting argument from Online Journalism Review editor Robert Niles about ensuring a blog is interactive.

Some excerpts from the Jan. 31 commentary:

OJR reader Anna Haynes wrote in with a complaint, noting a mistake that too many online writers make:

"I see the same mistake made over and over again, by online-newbie media types who think that publishing their missives onto a blog is enough, that '2-way communication' just means letting their readers talk (to each other, or to the wall) in the comments section; they don't see dialogue between [non-troll] reader and blogger as part of the deal....

"[S]o I read the post, I ask a question in the comments, I get no answer. I *feel* like it's rude, by my blogging etiquette; perhaps theirs is different?"

She's right. Opening your stories and blog entries to comments represents just the first step in a long process of building an interactive relationship with your readers. I've written about the lost opportunities when news publishers do not solicit comments from their readers. Today, I'd like to write about the next steps – and identify three top mistakes that news publishers make to undercut their efforts at attracting smart reader comments.

Those mistakes are:

  • Don't read or respond to your readers' comments
  • Respond too quickly, and too often, to readers' comments
  • Don't give readers a place of their own to talk