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“Doing nothing is not an option” – I strongly agree.

E.g. I am working on a post about how it’s crazy not to have 1) commenting 2) that is easy & OPEN (moderate later, filter only for offensive words & obvious multi-link spam) and instantly visible (without immediate feedback you are subtly disincentivising the behavior) on just about every single content item placed by your media outfit. In the age of blogs, people have quickly gotten used to and then come to expect this and other Web2.0 realities.

It feels downright strange now to read something where we can’t comment, or only after running a gauntlet of sign-ups, unnecessary moderation, only to be relegated to some labyrinthine sub-page. ENGAGEMENT is the key. Embrace the new realities, anything else is madness.