Content marketing: Telling Meaningful Stories

How to decide which comments on blogs and social media to ignore!

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Comments on this blog have been turned off for years (here’s why), but nonetheless, I appreciate getting emails and chatting with you all on social media. Except the spammers. #blocked

Related: When I block people

But here’s a fact – especially for organizations who are just kicking off their content marketing strategy: Comments are easily the most over-thought piece of content marketing. It often looks like this:

  • Big debate on the pros and cons
  • Political barriers are being negotiated
  • Workflow is being drawn out
  • People are ready to monitor and respond to comments
  • And then there are no comments (Surprise!)
  • Oh wait, there’s one.
  • After a lengthy discussion we determined it likely is spam. It said: “Great post. What’s your favorite quote?”
  • We didn’t know if they meant our leader’s favorite quote, the author’s or the institution’s official quote.

OMG. Could we overthink and waste any more time on this? Probably, but how about we stop? LOL.

Don’t get me wrong. There are some blogs – usually ones with massive traffic – that have comments and even get good ones. But it’s the least bit to focus on early-on in content marketing implementation. Focus your energy here:

  • Share and distribute your stories.
  • Respond to comments that ask relevant questions.

A relevant question might be:

  • I post a picture of doughnuts on Instagram.
  • Somebody asks: “How do you make up for those calories to stay on track with your diet?”
  • Answer: “I just did 90 minutes of cardio at the gym.”

But then people also ask irrelevant questions or make spammy comments:

  • What’s your favorite blog?
  • Your feed rocks.
  • This is a great photo.

Sometimes, it can be hard to tell what’s spam and what’s not, but if the comment falls into one of those areas, it likely is.

Twitter has similar issues. People send auto-messages when you follow them. Those messages often ask questions that could be relevant. If you hadn’t seen it 1,299 times you might easily be fooled. They aren’t really trying to have a conversation with you. They just want you to respond and will then count that as an engagement. Yay, one more response I ignored.

I’ve actually responded by retweeting with an answer before when I thought my followers would actually care. But in general, it’s a waste of time to even acknowledge them.

Good rule of thumb: If they don’t even follow you, it’s likely automated.

Don’t have a committee meeting on how to respond. Don’t send it to your experts to spend any time on. Just ignore it. This is a general rule of thumb.

Related: How to decide which online reviews to respond to 

You’ll likely mistake a real comment for spam at some point. If they follow up, just respond then and move forward. Common sense applies.

In general, your return on investment will be higher if you focus on sharing relevant content first and distributing it well.

Respond to reviews on review sites for sure – as that may apply to you. But, general comment moderation can be moved to Phase 98 or later.


Disclaimers: The information provided in articles is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Enjoy and best of luck telling the best stories in your organization and life! Some articles may include affiliate links.

Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph 319-389-9853

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