Whoops, Websites Realize That Killing Their Comment Sections Was A Mistake

So for years we pointed out how the trend of news websites killing off their comment section (usually because they were too cheap or lazy to creatively manage them) was counterproductive.

One, it killed off a lot of local community value and engagement created within your own properties. Two, it outsourced anything vaguely resembling functional conversation with your community — and a lot of additional impressions and engagement — to generally shitty and badly run companies like Facebook.

That not only made public discourse worse, it ignored that the public comment section (and the correction and accountability for errors that sometimes appeared there) were helpful for the journalistic process and ultimately, the public interest.

Anyway, more than a decade later and Ben Whitelaw from Everything in Moderation (and Mike’s co-host on the Ctrl-Alt-Speech podcast as well as a former editor at the Times of London in charge of the paper’s user comment section) notes that many websites and editors have had second thoughts.

A growing number of websites, burned from an unhealthy relationship with Facebook (a company too large and incompetent to function), are restoring their online comment sections, looking to automation to help with moderation, and are trying to rekindle functional, online discourse.

He does a nice job pointing out many of the benefits of on-site public comment sections that were ignored by editors a decade ago as they rushed to relieve themselves of the responsibility of trying:

“Most journalists whose articles face criticism below the line may be surprised by the following statement: people who post a comment are more likely to return to the site and be loyal to the brand, even if the comment isn’t glowing praise.“

When editors, circa 2010-2015, announced they were killing their comment sections, it was usually accompanied with some form of gibberish about how the decision was made because they just really “valued conversation” or wanted to “build better relationships.”

Sometimes newsroom managers would be slightly more candid in acknowledging they just didn’t give enough of a shit to try very hard, in part because they felt news comments were just wild, untamable beasts, outside of the laws of physics and man, and irredeemable at best. Often, this assault on the comment section went hand in hand with editors hostile to the public generally (see: the New York Times’ still criticized 2017 decision to eliminate the role of Public Editor.)

The rush to vilify and eliminate the comment section ignored, as Ben notes, that a subscription to news outlets doesn’t just have to provide access to journalism, it can feature participation in journalism. As an online writer for decades, I’ve seen every insult known to man; at the same time I’ve routinely seen comment insight that either taught me something new or helped me correct errors in my reporting that both I and my editors missed.

The obliteration of the comment section threw that baby out with the bath water. Facebook comments are, if you haven’t noticed, a homogenized shit hole full of bots, rage, and bile that undermines connection and any effort at real conversation. These sorts of badly run systems are also more easily gamed by bad actors (like, say, authoritarians using culture war agitprop to confuse the electorate and take power).

More localized on-site comments are, as Ben notes, potentially part of our path out of the modern information dark ages:

“Within the shifting environment that digital publishers have found themselves in, it’s vital to reckon with the needs of news-consuming audiences beyond timely information. People are eager to connect and have real dialogue about topics that inform their lives. Comment sections need to change, but I think they can serve a vital role.”

Of course, it’s hard to repair ye olde comment section when modern journalism itself is suffering from so much institutional rot. But you’ve got to start somewhere. And rekindling a smaller, highly localized relationship with your regular visitors is as good of a place to start as any.