I’ve been blogging now for over a decade, and one thing has changed. The phenomena is that we’re seeing a cultural comment shift; comments are now coming from shared platforms, not directly on the site. And while I try not to care, I’m finding it interesting to reflect on the implications of that, in a small way.

When I started, people would comment right on the blog. It still happens, but not in the way it used to. It wasn’t unknown for a post to generate many responses right in the post. And I liked that focused dialog.

These days, however, I get more comments on the LinkedIn announcement of the post rather than the post itself. And I don’t think that’s bad, it’s just interesting. The question is why.

I think that more and more, people want one place to go. With the proliferation of places to go: from Facebook and Twitter and LinkedIn to a variety of group tools and Instragram and Pinterest and…the list goes on. People instead are more likely to go where others are.

And that makes it increasingly easy to just view and comment in a place where I already am. And since that’s possible, it works. I wish I could automatically post directly to LinkedIn, but apparently that’s not of interest (APIs are a clear indicator of intent).

I think the lesson is, as I was opining about elsewhere, is to go where people are. Don’t try to set up your own community if you can get people to participate where they already are. Of course, that also implies having good places to go. We’re seeing certain platforms emerge as the ‘go to’ place, and that’s OK, as long as they work. The cultural comment shift is merely an indicator of a bigger cultural shift, and as long as we can ride it, we’re good.

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