Where are the comments?

Take a look at the Guardian ‘Comment is Free’ blogs. There’s quite a lot of commenting going on there. Those blogs attract attention from news readers because the blogs are specifically designed to generate opinion – the op-ed of the blog world.

But take a look at most blogs. Corporate, trade, industry, personal… there is not all that much activity in the comment section anymore. 
There are a few reasons why. First, it’s inherent behaviour to keep schtum if we agree with a blog post. You read a lot of stuff you agree with and don’t comment on all of it just to acknowledge that you agree. In fact, a lot of media is self-selecting. If you know that you hate the Daily Mail, you generally don’t read it. Nobody would read a title they hate, commenting on the articles to let the editor know exactly why they hate it. You just filter it out. Or in the case of The Times in the near future, it won’t be available online without paying a new subscription charge, so it will automatically be filtered out.
So, most blog comments are going to be negative because the reader has been stirred into action. There is something they really feel they have to say. YOU ARE WRONG. WHAT A PILE OF … I DON’T AGREE. HOW COULD YOU SAY THAT?
And even then, most bloggers use social networks or micro-blogs to promote their main blog content. 
If a blog is linked to by an author on Twitter and you like it, you will re-tweet the link. If you hate the article you might send an @ message to the author. It’s highly unlikely you will click through to the blog and make a comment there.
Likewise on a network such as Facebook. There is a button that actually says LIKE. Registering that you like something is even easier than commenting.
So, a message to companies investing in corporate blogs, it’s unlikely you will get a lot of interaction on the blog, but you may be missing the interest and approval on other networks.
Or it could just be that you have nothing interesting to say?