COMMENTS ARE OUT OF WHACK
A decade or so ago, news websites weren't sure if they wanted to let readers leave comments on articles. Flash forward to 2011 and the comment function is still the forgotten stepchild of online content.
Consider these problems:
- When comments live at the bottom of the page, the conversation often turns ugly.
- After the third page of comments, we tend to forget what the article was about in the first place.
- Comments are unfiltered, unorganized, and redundant, and basically useless to publishers.
HOW TO FIX THEM
Imagine a world where comments can be attached to specific points in an article, like a footnote. Conversations surrounding content are organized and elegantly displayed.
And more, comments help build a whole picture of a user, making ads and content suggestions better over time.