Reinventing the Newsroom

Business Insider Tries to Tame Commenting

Posted in Branding, Communities by reinventingthenewsroom on July 7, 2011

I really like the comment moderation system used by Business Insider, for a number of reasons.

The skinny, as explained here: For about a year Business Insider has had a section of comments called the Bleachers, a dumping ground for comments that the editors find, to use Henry Blodget’s rather amusing formulation, “offensive, dumb, hateful, annoying, or otherwise value-less.” That’s been joined by the Bleachers’ opposite, the Board Room, a home for particularly good comments promoted by the editors. Comments worthy of neither the Board Room nor the Bleachers go in the Water Cooler.

Now, Business Insider has introduced something called the Penalty Box, which works like this: If you make a comment that gets booted to the Bleachers, you get a strike by your name. Each strike lasts a month. Accumulate three strikes and you get 24 hours in the Penalty Box, with every comment you make automatically landing in the Bleachers — unless you write something worthy of the Board Room, in which case your strikes are erased.

Is it a perfect system? No — not that it claims to be, or should be treated like it’s finished. I think 24 hours seems like too short of a time out to curb obnoxious behavior, and such a system would scale a lot better if other commenters could help police things, such as by being able to vote comments into the Bleachers and/or the Board Room. Blodget addresses the latter point in a comment of his own, noting that “the problem with leaving everything to the voting is that too often it is used as a ‘like’ system. If a reader agrees with a comment, it gets a thumbs up, and if the reader disagrees, it gets a thumbs down. There’s nothing wrong with that, but it doesn’t separate valuable from value-less.”

But my objections are minor; there’s a lot to like here. I particularly like that Business Insider’s system feels loose and fun and has an identity. The whimsical names add some levity to the proceedings without eroding the purpose of the exercise, the Viking illustrations are entertaining, and the system feels like you’d want to spend time with it, which is the first step to creating habit. And perhaps most of all it’s theirs — you’re not going to mistake the Bleachers with its tomato-wielding Viking for a grayed-out comment on some other site, or get confused between the Board Room and the New York Times’s top comments.

Taming the fire-and-forget problems of web comments is an important task, and a tough job. But there’s no reason to be deadly serious about it from pillar to post. Business Insider has made it fun, and made it work for their brand and their identity. It’s an approach worth emulating.

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I know posts have been scarce around here, for which I apologize — my lame excuse is that other writing projects that have sucked up a lot of my time, plus general exhaustion. That said, I’ve written a couple of columns for my Indiana University digital-sportswriting gig about Grantland, the new ESPN-backed sports-and-pop-culture site run by Bill Simmons, that touch on matters near and dear to RTN’s heart.

In the first, I decried that we insist on reviewing new magazines, columns and websites as if they sprang fully formed from their creators’ heads, with no need to find their footing. Every column, blog or site I’ve ever been a part of has needed a while to find ideal subjects, the right voice and the best way to connect with readers, and Grantland deserves that time just like everything else does. That said, I reviewed the site’s first three days of posts and concluded that by any reasonable measure Grantland was already a success.

In the second, I returned to a theme that I always find interesting: how to create digital brands in an era of brand fragmentation. Grantland isn’t a publication you pick up on a newsstand, choosing it over others, but something you’ll likely read in bits and pieces alongside bits and pieces of other publications, with daily habit, searches and peer recommendations determining which bits and pieces wind up in your particular filter. This is how we read now, and it makes building brands much harder than it used to be. Given that Grantland is already a loose collection of different subjects and well-known writers, it will be very interesting to see how the site does as a brand.

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