Tag: comments

  • How to solicit smart comments

    How to solicit smart comments

    Articles about the complex issues affecting women in the workplace are lightning rods for impassioned conversation. This New York Times article on gender equity at Harvard Business School was bound to elicit strong opinions, just like the original 2003 Opt Out Revolution piece and its 2013 sequel (spoiler alert: damned if you do, damned if you don’t). [tweetable hashtags=”#content”]How can editors ensure thoughtful conversation and minimize ad hominem, all-caps outrage?[/tweetable]

    Midway through the HBS article, the Times article introduces a full-width block with three specific questions to respond to:

    inline questions

    It’s an Oprah’s book club type of approach, with an entire section of questions for readers to consider. Rather than a mass call for comments, it’s a prompt for directed discussion. The mid-way through placement is smart, giving readers questions to consider as they (presumably) finish the piece. Mid-stream blocks with calls to action can be surprisingly successful. Analytics pros will be taking a hard look at the comments originating with a click here versus those starting from the text block at the bottom.

    There’s a nice segmentation of the comments at the bottom, where you can read the comments not only by question but by author: all, business school alumni, recent graduates, men, and women. Again, the questions remain highly visible at left and up top.

    questions bottom page

    Previously, I took a look at the rising use of annotation — here’s a good example of an annotated piece on opting-out at Medium. These are all valiant swings at a pernicious, unsolved problem: how to benefit from the wisdom of the crowd while keeping comments from devolving into an angry lowest common denominator? The article on the HBS gender equity experiment will no doubt put this approach to the test.

  • What is an annotation on the web?

    What is an annotation on the web?

    A new content type, user annotation, has been cropping up on popular websites lately. An annotation allows site visitors to interact directly with a chunk of content rather than scroll to the bottom of a page to leave a comment. User-contributed annotations are not only a way for readers to interact with text, but for users to engage with other media like images on Gawker and audio files on Soundcloud.

    soundcloud annotation

    Unlike threaded commenting, which descends all-too-frequently into a cage fight of the uninformed versus the enraged, annotations offer the hope that civil discourse can occur when users interact directly with the content. User contributions are marked by a small icon (in this case, a 1) that other site visitors can click on to expand:

    gizmodo annotation

    How do you create an annotation? Here’s what the process of leaving an annotation looks like on Quartz:

    creating annotation

    Clicking on the + box brings up a simple text field to submit an annotation. Site authors and editors can moderate the content before it is posted, and reward thoughtful contributions by featuring or replying to the annotation.

    See the Citi logo at top right of the text field? That’s a clever revenue approach to have corporate sponsors underwrite a specific technical feature. Sponsoring technical features offers a promising complement to a predominantly native advertising business model used by many news sites — with fewer of the underlying editorial concerns.

    Annotations have been around forever in academia, but this relatively new web behavior will be familiar to a wider group of people who use comments in ubiquitous desktop applications like Word or PowerPoint.

    The days of sitting back and passively viewing content are, for good or for ill, over. Finding ways for people to interact with content that encourage new ideas or productive debate is the new nut to crack.