Debate: Facebook’s new commenting system’s pros and cons for content creators

Handling Comms During COVID-19? We've compiled our best resources.

Photo courtesy of Soukup via Flickr

Facebook’s newly enhanced commenting system launched yesterday, offering bloggers, publishers and brand managers a new option for managing discussions on their Web properties. For example, unlike the previous version, the new commenting plugin displays comments from your Facebook friend circle, or social graph, above those from people you don’t know.

Will the new system, which extends Facebook’s reach into the larger Web, generate more impressions and engagement for content creators who implement it? Or will it discourage discussions from non-Facebook users? Cision’s Jay Krall and Brandon Andersen debate the issue to help guide your decision (and because it beats working).

Jay: I don’t see why anyone would switch to this from IntenseDebate or Disqus, which accept many logins for many social sites for sign-on, when it requires that all commenters authenticate with a Facebook or Yahoo login. Do you?

Brandon: Well, from an author’s standpoint, using this system will help get exposure since all comments on it will also appear on the commenter’s Facebook page (which Disqus and IntenseDebate don’t currently do).  So that’s definitely a plus.  But only being able to comment under your Facebook ID will probably keep some people from implementing this.  However, this functionality does help position Facebook as more than just a site and more as the glue that is holding the social graph together.

Jay: So as a PR/marketing professional, is syndicating comments to my Facebook page worth the tradeoff of excluding non Facebook users from the conversation? It makes my Facebook page a more engaging destination, but it makes my own blog or site less open to comments from the public at large. eMarketer says 57 percent of adults in the U.S. who use the Internet are on Facebook, which means 43 percent aren’t. (The ability to log into the system with a Facebook or Google account was dropped from the project.)

Brandon: That question is dependent on what audience your blog is targeting.  If you have a general interest blog that has an audience you don’t think is into social networking, you may want to go with one of the other commenting systems that allows people to post anonymously or through another account.  However, if you find that your readers are pretty social media savvy, going the Facebook route will end up giving their comments and your blog more exposure without turning away people from the discussion.

What do you think?


About Brandon Andersen

Brandon is the Director of Marketing at Cision US. In his role, Brandon leads Cision’s US marketing team and develops strategies for engaging marketing and PR professionals. He is a host of the popular Cision Webinar series, and blogs about everything from inbound/content marketing tactics to future trends in communication and technology on Cision Blog. Find him on Twitter @brandonchicago

Recent Posts

Cision Blogs

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.