There are lots of folks who write about blogging. There are even people who make money teaching technologically backward management types how to do the blogs as part of their marketing strategies.
All of these people who analyze blogging, whether as a hobby or a business, have a vicious, barbed-stinger of a bee in their collective bonnet about interactivity. The way to get repeat readers, they say, is to swallow the sticky-sweet Web 2.0 bug juice, and give your visitors as many opportunities as possible to participate in the content of the blog that you naively call “yours.”
You’re not all that interesting, the thinking seems to be. Nobody really cares about your opinions/high school poetry/suicide note. The secret to getting people to pay attention is to share the spotlight. The same fundamental narcissism that led you to blogging in the first place makes it nigh impossible for your readers to resist the opportunity to share their analysis of your sad blathering.
Give your readers a comment section. Give them message boards and a fan site where they can spout off about your latest entry. Let them caption your photos, and submit links to their own blogs. Like a spectral baseball team to a remote rural field, they will be irresistibly drawn by the chance to plant their flags in your little electronic kingdom.
Above all, they say, ask questions. Engage your readers by directly asking for their input. They will answer before they’ve even finished the question, so in thrall are they that you asked them to weigh in. They’ll sit in their underwear, F5-ing compulsively until they pass out from exhaustion, in the hopes that someone will respond to their clever observations, witty one-liners or slightly naughty opinions. Questions are the irresistible siren song of the Internets, and those lonely, half-mad cyber-sailors will dash themselves en masse on the jagged rocks of your blog.
Except for you. Asking a question around here is like puking in a crowded elevator. Everybody clears out at the earliest opportunity.
I like to think that you’re an iconclast. You sneer at the pundits, and scoff at my transparent attempts to solicit your input. Good for you, I say. Just because some doofus can manage to wear a suit AND work a tablet PC, doesn’t mean he should get to tell you how to consume blogs.
Then again, maybe I’m really not all that interesting. Perhaps I need to swear more?