You’ve written a story. People commented. Now what?

As an industry, I think we’re largely past the point of arguing about whether online readers should be able to comment on news stories.

At least I hope we are.

(Yes, there will be trolls, and some effort is required to keep them from ruining it for everyone else. But the benefit of this conversation outweighs the cost of swatting down the fools.)

But here’s a question:

Beyond the issue of whether a comment is offensive and should be removed, how should a news organization engage readers in comment threads about news stories?

Among most experienced bloggers I know, it’s conventional wisdom that the quality of discussion increases as a result of this engagement.

There are at least two reasons:

1. It shows someone is home, and someone is listening.
2. Responding to the thoughtful commenters and dismissing the thugs encourages more thoughtful comments.

(For a model of someone who handles this well, take a look at my colleague Ed Silverman.)

But when it comes to news, many if not most news organizations are not doing anything more with comments than policing them for offensive content.

Seems like we’re missing an opportunity here — a chance to be less institutional, more open and approachable.

The funny thing is, most reporters and editors I know answer every call and e-mail they receive. They will often do extra reporting to answer a reader’s question. They will spend 10 minutes on the phone explaining the most difficult details of a story. They value feedback, and love it when a story becomes a “talker.”

So why not treat blog comments the same way?

One reason, I suspect, is the division of labor in most newsrooms when it comes to breaking news. Reporters in the field call in or file notes to a desk editor, who publishes the story to the web. Then the reporter goes back to reporting and the editor takes the next call.

Another reason, surely, is concern about the rules of engagement.

What are they?

It’s a good question.

What are your thoughts?

I have a few, and I’ll share them in the comments.

(NOTE: I’m proud to be participating, along with other bloggers from around the world, in the Carnival of Journalism. The party is being hosted this month by Bryan Murley. Lots of great stuff there; check it out.)

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Published:
02.17.08 / 4pm
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