One of the questions I often hear while discussing blogging is, “Should I allow comments?” It comes up for a variety of reasons, but the most common is this:

What if someone says something bad?

No one wants to hear negative remarks, especially in regards to something you’ve written. On a professional blog the fear is compounded. What if that comment affects current or potential customers?

In this article, I’ll make the case for comments, good and bad. In fact, it’s the bad ones you really want.

The jerks

Let’s get this out in the open. You will get negative comments. Jerks and idiots will find your blog and write very unpleasant things. Spies from business rivals will show up. Trolls will write inflammatory remarks just to get your ire up. It’s not a question of “if,”  but of “when.”

That’s not a bad thing.

The opportunities

Each of the above scenarios is an opportunity to demonstrate how awesome your company is. Here’s a chance to pubically satisfy a “vocal” customer, demonstrate that you actually do care and to cement an ongoing relationship not only with the noisy individual, but with everyone who reads your careful exchange. A negative comment isn’t a problem, but an opportunity to impress.

The peas and the carrots

Blogging fosters communities, conversations and a totally unique relationship between customer and business owner. Disable that, and you’ve eliminated the most powerful, immediate and low-cost online marketing tool in your arsenal.

Think of a company or organization that you admire. Now, imagine an opportunity to chat directly with the people who make it what it is. Pretty exciting, no? That’s what commenting brings to your business’ weblog. The peoople who come back day after day to read what you’ve written, they’re your fans. Your admirers. Theyr’e the ones who will evangelize for you, chat you up at the family cookout. Keep them inspired.

Draft a policy

Now that I’ve convinced you to allow comments on your busines blog, it’s time to get formal. That is, draft a formal comment policy. That way, everyone involved, from writers to editors, will know how to handle different scenarios. Some things to consider include

1. Crisis management. There will be a time when you’ve got to do public damage control. Who will be in charge of writing that post? What will it look like? Who will monitor comments?
2. Immediate deletions. You’ll want to set up a policy that any hate speech, vulgarity or blatant marketing (spam) is deleted immediately. Share this policy with your readers.
3. Re-direct customer service and billing issues. Comments relating to a specific client’s account, project or financial transactions should be re-directed to a private email exchange. We want openness, but not at the cost of someone’s affairs.