I've been in charge of my law firm's blog for a few months now, and my partners are concerned that no one has yet left a comment on any of my entries. Is there something I can do about this?

Probably not, unless you're willing to be slightly devious. The fact is that the vast majority of posts in the blogosphere, legal or otherwise, don't garner any comments, for one of two reasons: either no one is actually reading the blog (which is a more common occurrence than you might think), or people are actually reading the blog, but aren't inspired to leave a comment.

You and your partners shouldn't necessarily be concerned about this, unless you can establish, using your webmaster tools, that the blog is going completely unread—in which case you may need to reconsider your blogging strategy and your SEO practices.

If it turns out that a healthy number of people are reading your blogs, but not leaving any comments, you might be able to prime the pump by inviting comments at the end of your posts (“What do you think about this news story? Post your comment below!”) If this still doesn't work, you can ask a friend, colleague or family member to “plant” a comment, which isn't in any way unethical. The fact is that people are more likely to comment on blog posts that already have one or two comments, since they feel that an active discussion is going on—whereas they're afraid their insights will go unread on a blog that has zero comments!

All in all, you shouldn't let yourself, or your partners, get too worked up about the comments on your blog posts—especially if the numbers seem paltry compared to Gawker or the Huffington Post.

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.