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.