Chris Tolles, CEO of Topix, sent me a note and said:
I got sick of reading all the hand wringing by various newspapers around anonymous comments and had our development guys run some stats comparing anonymous comments vs. registered users’.
And that led to this blog post.
While anonymous posts have a roughly 50% higher kill rate, they also account for 3X the comment and commenter volume. If one asks, “where are we getting the most acceptable comments from?”, the answer is clearly the non-registered user base. As pointed out above, that there are as many registered users on Topix is partially due to offering anonymous comments
Also, its important to note that the ability to manage “anonymous” commenters and “registered” commenters is equivalent from a moderation standpoint. It’s just as easy to identify someone by their IP address for the most part as it is through a registration system. While a 50% difference is certainly something to look at, it’s not an order of magnitude, and we’re also looking at a grand total of way under 10% of total commentary.
I think there is a difference between “acceptable” and “accepted.” What the Topix numbers show is 3x as many “accepted” anonymous comments. That does not mean they were “acceptable,” if you define acceptable as A) adding to the civil discourse (as opposed to empty, ranting blather); B) providing useful information that advances the storyline of the article, which is the beauty of a really good user comment string.
Both A and B should be the goal of a newspaper.com adding comments to a story.
That’s not to say that there isn’t value in a Wild-West approach to comments. The open conversation is better than no conversation. I would simply rather see newspaper.com interaction evolve to a higher level of utility. We catch glimpses of that sometimes in some anonymous comment strings now.
I have a great faith the the majority of a newspaper.com audience to be civil and intelligent, and that providing some tools, techniques and encouragement, we can draw more civic mindedness out of more people. Anonymity does encourage, I have no doubt, a certain level of glibness if not outright bad behavior.
I’m willing to accept some lesser level of participation in exchange for better conversations.
That said, I totally part company with those (referenced in Chris’s post, but original articles no longer available (now there are some newspapers using a bad CMS)) who say there should be no comments unless we enforce registration. At GHS, we’re building a registration-based system, but in the meantime, we’re using an anonymous system. I would rather have the conversation than not, even if that means we have to weed out some junk.
Chris is right on this point:
The “anonymous” issue is just a red herring. Really, what these journalists are threatened by is the nature of truly public discourse on the web. These people are not barbarians that appeared one day the net went up.
They’re your audience
I agree. You simply MUST enable the conversation on your web site (just don’t outsource it to Topix). And you must be a part of it. And you must learn to deal with it. That’s part of being a journalist these days. If it’s not already in your job description, it should be.
You simply must engage your audience. The benefits far outweigh the periodic bad actor post (one of the benefits of the Topix report is that it statistically demonstrates how little actual really bad stuff is part of the submission flow — journalists should be able to deal with this trickle as part of their duties).
One thing that would be interesting is if Topix ran an A/B test on registration vs. non-registration. Of course, it would only really be useful if we had some way of measuring the civic value of conversations, not just how many posts were banned. Also, I would like to see the test involve registration that sets some sort of expectation for real identity. Topix, at least, has the volume of participation to make such a test statistically valid if run over a long-enough period of time (and maybe in a couple of different periods). The A/B test would involve using the same content to spur conversation, but route half the people to an anonymous-allowed site, and half to a registration site.