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Interaction: Why is it so important to your comment?

Long before Facebook announced its new statistics, which are oriented in a measure the interaction of published content (among other things, of course) trends indicate a shift in the industry of social media to interaction, conversation, leaving a little off the myth of large amounts of fans, to focus more on bilateralism, i.e. the commitment of the audience.

What I want to refer to this? Surely you’ve seen quite often: very interesting items that are viewed by thousands of people, retweeted by hundreds, with many clicks on the “Like” button on Facebook, with many “+1” of Google.

From any point of view, a success for its content but, however, when we see the comments area, the reality we see is totally different: very few comments, and even, in some cases, without comment.

Interaction Why is it so important to your commentWhy is your comment so important? As always, I’ll explain with an example:

In this picture I show you an email that sends Manolo Manolo his friend, Francisco (names and dummy accounts to avoid known “spam”) where passes the link to an article and just says “You may be interested” in The issue”. Nothing else.

But … you may be interested can have many nuances: you may be interested because it is an article bad enough to take it as an example of things not to do, or you may be interested because it is very relevant to anything in particular. In either case, Manolo Francisco does not tell what you think of the content but simply shared it with him “because he thought might interest him.” Point.

In this picture, you can see with all the clarity of the world the importance of the “Commentary”. In this case, not only Manolo will re-send the link to Francis, but says:

  • “I’ll be interested. I think an excellent article” in the subject line. Input, and Francisco know what Manolo thinks the article, since it considered “excellent”, not good or fair, but excellent.
  • “I found it extremely interesting for the project you’re doing now” in the content, so Francisco knows that reading this article will be important for him, he will serve for something, inviting him to take an action on the same time and not leave it for later.
  • “… I think used to mine”. Wow !, if good is to Manolo use it the same in your project, it definitely has to be something good.

And finally, he says “Then tell me what you think”, inviting Francisco ea continue the interaction. This comment Francisco knows that Manolo wants to know your opinion regarding the article and the conversation is automatically develops.

Were you able to tell the difference? Did you see how the “Comment”, however simple it may be, it is the element that actually generates interaction, mutual understanding?

In the first example, the shared article can be read or not, but the person who sends it is not bringing anything, but simply acting as a relay antenna.You can assume that the article is interesting but nothing more. In the second, the “Comment” is the one that actually generates the interaction, is nurturing the relationship, which really adds value to this act of sharing.

When you include your comment on a material re-send or share, or are even in some article you read in any Internet portal, leaving your bit, you are helping to make even greater social web, you are contributing to intelligence collective, you are helping someone else to draw on your experience and knowledge.

Comments, interaction, bilateralism are really the gold of social networks and the new way of doing business and relationships in our times. And it should be the aim of your digital marketing strategy.

So what do you think ?, you share with me your opinion?

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