The report encourages comments when:
- It's a chance to correct misinformation.
- It is a quick way to engage during a crisis.
- You can add links and text to stories.
- Comments help improve a company's search engine rankings.
But there are drawbacks:
- Comments help improve a company's search engine rankings - not so great when it's a story you'd rather see buried.
- Comments might make readers more likely to discuss the story on other message forums, blogs or other sites.
- Because of Google's aggregated format, readers might be tempted to read only the headline and comments -- not the full story.
- It could take awhile for a Google comment to be approved.
So what is a client to do?
- Consider whether the article needs a comment - like if it is missing key facts, is inaccurate, or could be expanded upon.
- Do you want to the story to get more attention?
- Could there be backlash against a comment?
- Be transparent.
I'd like to hear from other agencies about their involvement with the Google News feature. Does your agency have similar guidelines? What are some other pros and cons for clients?