Category: Wordpress

What You Need To Know About WordPress Image File Size And Compression

Here are a few tips for you about using/uploading images to your WordPress site.

First, web browsers do not render 300 dpi, so for all you photo fanatics out there, stop uploading uncompressed 300 dpi images to your media library. A browser renders only 72 dpi regardless of the resolution of your images. Yep, I know it reduces image quality, but only to you! Remember, your perception is your reality. The person viewing your image online doesn’t care whether it’s 300 or 72. They just want to see the image. Sure, that doesn’t help photographers or art galleries much, so you’ll just need to go old school and FedEx your printed books instead, if you want your intended audience to see the full resolution image.

Second, reducing the dpi also reduces the file size. If you have 300 dots per in, then reducing it to 72 dpi is only going to help your website visitors download your images faster, especially over mobile phones. Remember that we all have finite mobile bandwidth, except those who pay for unlimited. That means you are burning up your website visitors mobile bandwidth allotment (if not on wifi) by not compressing your images. If I were looking at your photos, then waiting for them to download on my phone and it’s not fast, I would leave your site and go somewhere else. No one wants to wait for your huge images to download on their phone.

Third, you can certainly reduce the dpi and that will compress an image, but remember the physical landscape of the image itself should only be sized to what you need to display on the web. That’s probably around 1800 pixels. I’ve seen some clients upload photos that are over 3000 pixles wide! Resizing your images BEFORE you upload to your media library is important. Fortunately, WordPress now provides a resizing tool inside the Edit feature of your WordPress Media Library, so you can resize photos down. Note: Never resize photos up or you will literally be stretching the photo like a rubber band. That will stretch the pixels in the image and your image will look like crap. You always downsize. Never upsize!

Fourth, you can use a tool like WP Smush, which is a freemium plugin, to compress your images to the best possible size and resolution. When you install WP Smush, you can compresses up to 50 images at a time with the free version. You’ll have to keep clicking if you have more images to compress. It will also not compress images over 1MB, so to process all images and images over 1MB, you’ll have to upgrade to the paid version.

Fifth (and maybe it should have been first), under Settings > Media, you can set the sizes for Large, Small, and Thumbnail images when you upload them. WordPress will retain the original file, but also copy and store resized versions to select for posts/pages. While this does not “compress” the image, it does help with managing the sizes you want to set for your site.

Sixth, remember that PNG is for transparency. You might use PNG for a logo, a small icon, or some other small graphic that may have a special use case, like a drop shadow. Don’t use PNG for large photographic images. It adds data to the image and therefore increases the file size. If you have a photo, always used JPG. There’s no reason to use PNG for any photo.

Lastly, use a CDN (content delivery network) to speed up the delivery of images on your website. With plugins like W3 Total Cache or Super Cache, you can send your website’s image to servers around the globe for storage and retrieval at the “edge” of major cities, so that they are served quickly to your intended audience. If you’re using JetPack by Automattic, you can turn on Photon, which is powered by Automattic. Photo is the CDN employed by, so you can leverage Automattic resources to store your photos on servers around the world. The caveat here is that it most likely only store and serve images uploaded to your media library. If you have images in your theme’s folder, they may be ignored by whatever solution you use. You want to choose a theme that doesn’t store images in the theme folder, or they’ll just be forgotten. The’ll then show up on a Google Page Speed Insights report telling you they need to be compressed, but WP Smush only compresses images in your media library and not extraneous images in theme folders.

If you need additional custom image sizes, you can use a plugin like Simple Image Sizes to create additional settings for you to select when publishing posts/pages:

Here’s the link to download WP Smush:

Note: The Featured Image above is set to  624 KB and 1800 × 916. That means, it will size for most large screens and will automatically resize in mobile responsive for smaller screens. Compression will help the image load quickly on mobile devices.

CloudFlare and free Flexible SSL on WP Engine

For the past three months, I’ve tried my best not to have a mini meltdown over the fact that a number of my domains in a WordPress multisite network using Cloudflare’s free Universal SSL would not serve up a green padlock over HTTPS. When I first heard Cloudflare was offering free Universal SSL, I was very excited to take advantage of it. For some reason, it just wouldn’t work and for months, I couldn’t figure out why.

Now that Google is using HTTPS as a (minor) ranking signal, I want to make sure all my domains are using SSL. But even after enabling Universal SSL on Cloudflare for each domain, the one’s using the new service were void of the green padlock that tells the world each domain in my little network could be trusted. After struggling with it a bit to no avail, I thought I’d better buy a three site SSL certificate from my preferred domain name seller,, for three of my most important domains. A temporary fix for 3 domains in an 11 domain multisite network.

After WP Engine installed the Commodo certificate for me, all three sites were instantly padlocked after. Since the others were not as much of a priority, I continued to ignore no green padlocks on them, but it just kept on nagging at me they weren’t locked.

It’s in my nature to incessantly focus on problems until resolved. While others might not care as much as I do or they pass the buck to someone else, I always go to the end of the earth (despite my better judgment) to figure it out myself. I don’t know why I’m like this. It’s a blessing in some ways, because I actually get things done–no matter what. It’s a curse in others, because I do it all myself and am so focused that it can take hours and hours of painstaking work to figure out the solution. In that, I’ve let the world go by while I’m trying to solve a problem I should pay someone to solve for me. But, then I’d have to give them all the passwords and account access to both my network install, Cloudflare, and WP Engine. Without a clear path to resolution, who knows how many hours someone could take to figure it out. And, who knows if you’re even talking to the right person who can figure it out.

Night after night, I would go back through my Cloudflare install and make sure all domains were set to Flexible SSL. Then I’d dump my cache at Cloudflare and in my WordPress WP Engine network admin. I tried a various plugins to see if the URLs did would not redirect and cause a loop. Nothing worked.

I made sure to get the Cloudflare plugin to connect my multisite network to the service, but I was getting some errors and I needed to research how to make sure the Cloudflare plugin connected via their API to my account. I turned off my Cloudflare service for all the domains that had no green padlocks. Of course, the API wouldn’t connect if they were off. I turned them all back on and made sure they were all set to Flexible SSL again. Once I solved that, I thought: “Great! Problem solved. My padlocks should be green!”

Nope, that didn’t happen.

After some lengthy discussions with WP Engine support on this matter, I learned I was getting a lot of mixed content and insecure content warnings on some of my domains in the network. Why? Because somehow my URLs had gotten rewritten either in the original migration from Linode to WP Engine or by some process or plugin. I’ll never know how that happened. Two of my sites were missing all of their content and their URLs were rewritten incorrectly for posts and pages in the database as “” instead of “

Tasked with figuring out the underlying problem, I went in and performed search and replace surgery on all my domains using phpMyAdmin. I was able to go into my posts and post meta tables for each site in the network and find the incorrect rewritten paths. I simply replaced the incorrect ones with the correct domain names of each site in the network. That solved a ton of insecure content warnings and brought back all my missing content while also fixing redirection issues.

Now that I’d solved a number of problems using search and replace, some were still lingering. My JavaScript console reported affiliate network URLs I was using from organizations like Shareasale were http, not https. Fortunately, Shareasale provides secure URLs, but other affiliate partners did not. I had to remove their banner codes until they update their URLs to https.

Having done all this, I was pretty confident I’d see the green padlocks, but when I checked, all the sites with Cloudflare Flexible SSL turned on were hard redirecting to http. I thought, “geez, now how do I solve this?”

Earlier that week, WP Engine had helped write some html post processing logic that is set in my multi-site’s WP Engine admin area. Could that be the culprit? I removed those rules to see if anything changed.

Nope, that didn’t work either.

In the middle of all of this, let’s throw in the fact that WP Engine had to move my web services to another IP address last week after their provider was hit with a DDOS attack. I was tasked with updating all 11 sites A Records in the network. I did and learned that one of my sites had no DNS records at all (Oy!), but was still resolving. Go figure.

I went back to WP Engine again to explain my dilemma again. Fortunately, I got in at 3 minutes to 9 pm Eastern time, just minutes before chat support closed up for the night. I gave one of WP Engine’s techs, Brian F., all the earlier detail. His head must have been spinning. But, he finally figured out that they had to manually force https on their end to enable the green padlock on all sites in my network.

Finally, it was over. After months of starts and stops and weeks of going back to it, getting distracted by family stuff and client work, I was able to sit down and go through everything once and for all. Problem solved.

While all the abovementioned things I did were important, Cloudflare did tell me in one response they were seeing WP Engine had the ability to do something on their end to fix this, but they didn’t say exactly what that was. With Universal SSL, WP Engine does not have to install a certificate. It’s a one-way call to WP Engine who do not have to confirm the request with an installed cert. What they didn’t say was that WP Engine has to manually force HTTPS. It wasn’t until Brian F. figured this out that the curse was finally over.

I did not use a Force HTTPS plugin, because I think WP Engine disallows a few of them. I don’t know that they would have worked anyway. I’m was happy to have WP Engine manually write that rule every for this instance and in the future. At any rate, the problem is resolved. On to the next issue.

I hope this helps someone not have to go through weeks of pain like I did to finally figure out that all WP Engine had to do was force HTTPS manually. That’s it. Problem solved.

Getting back to the basics


Now that WordPress has released its new desktop app for Mac, it incentivizes lazy bloggers like myself to keep the app open and do what we’re supposed to be doing – blogging.

The desktop app is pretty sweet and much faster than logging into your WordPress admin. Since it’s always there are the ready and you can switch sites easily (as long as you’ve connected all your self-hosted sites using username and password connected through JetPack), this new app for both Mac, which is what I’m using, and PC should increase your blogging output.

It’s a New Year and with this great new tool from WordPress, I should be able to churn out my thoughts on my blog, before I publish to a Facebook feed or a Twitter status update.

I’m going to try and be more dilligent about using the new WordPress desktop app to increase my blogging output, for sure.

Slide Deck: Powering Music Sites with WordPress – WordCamp Raleigh 2013

Here are is my slide deck from my presentation at WordCamp Raleigh 2013 called, "Get Your Groove On - Powering Music Sites with WordPress." This video presentation will soon be up on

Read more is live!

Over lunch at Cafe Amrita on the Upper West Side, neighborbee founder, Anthony Lobosco and I met to discuss the vision for supercharging what was a simple blog with content about New York City neighborhoods into a hyper-local social community. A place where neighbors could freely post  what they love about their communities and well, what they don’t love so much. Lobosco, a Fordham alum and telecom industry sales executive has had his share of stress as a New York City co-op owner. He believed that if people could just have a place to publish information down to the building level in major cities, it could be a transformative in many ways. And, oddly enough, we share the same first names. We’re both of Italian-American descent. My wife’s business has a bee in the name: Melibee Global. And, our wives first names are Melissa!

I had recently launched Digital Strategy Works, my digital strategy and WordPress consulting company out of my Bronxville apartment after spending one year at a web development agency in Farmingdale, NY. My wife and I had discussed my driving from Bronxville to Farmingdale everyday. While I spent some nights at one of the founders houses on Long Island, the 3-hour round-trip drives were taking their toll on my health and our relationship, so we decided that I would leave my job and take a risk on my own business.

Since 2003, I’d been publishing my music blog, on WordPress. Over the next 6-years, I engaged with the WordPress community, helping others with their issues in the forums while building my knowledge of the platform. As WordPress grew, opportunities to build WordPress sites for others started to come in. In the summer of 2009, about 9-months after I’d left my job, I signed an agreement with Anthony to build I would project manage the site and hire developers in Boston for the build.

Anthony and I began to spend many nights drawing up the information architecture and business requirements documentation for the site. We used an office at Fordam University’s alumni association in Columbus Circle. I can’t recall how many nights we spent working out the documentation for the project, but it’s safe to say it was a lengthy process. We found that we got along quite well. Anthony was a solid client who understood the task at hand. I don’t think either of us knew what we would be in for, but with his vision spelled out and my ability to partner and drive development, we set forth on a path for success. That path was a 3-year journey, which finally came to an end, or should I say, new beginning, over the last few weeks. After 3-years of development, we finally launched In those 3-years, Anthony moved to Stamford and I moved to Chapel Hill, Carrboro, back to Chapel Hill and then to Winston-Salem. Anthony and his wife also had not one, but two babies! Imagine working full-time, building your start-up and having two children at the same time. Makes me exhausted just thinking about it.

Of course, Anthony and I could not do it alone. WordPress developers Jeffrey Marx, formerly of the Journal News in Westchester and CBS Local and now at Gilt Groupe and Michael McNeil, a student at UNC Chapel Hill who both have contributed a great deal to the growth and success of Digital Strategy Works, spent countless hours perfecting, cajoling and moving neighborbee in the right direction. While we’d started off with the web shop in Boston who shall remain nameless, given the negative experience we had with them, Jeff and Michael brought the right mix of experience, passion and creativity to the project.

We’d also gone through a couple of designers, but couldn’t seem to get the visual experience down to a web 2.0 look and feel, but Anthony brought on Chris Antonelle, a web graphic designer in NYC, who added the right mix of colors and style and brought it all together. We would have been finished last year, but we all agreed to let Chris do his magic and we’d implement the solutions. What you see today is the result of that effort.

Lastly, we needed someone to deal with content. While the neighborbee Dev team are gifted in their own ways, it was important to find someone who could shape the editorial voice of neighborbee as well as enhance our social media profiles on Facebook and Twitter. Anthony turned to Elance and found Julia Crenshaw-Smith, a freelance marketing and editorial consultant who we brought on to give neighborbee it’s, well, honey – if you will. Julia turned the site’s prior content into usable material to seed the network. Now, it’s up to the users of neighborbee, who can join with their zip code or address in NYC-only, to explore their neighborhoods and seed their hives with honey.

Yes, all this was done while working nights and weekends over the past two-years. I’d taken a job at UNC Chapel Hill School of Journalism and Mass Communication in July of 2010 to build out the digital presence of a $4M gift-funded newsroom to teach students digital journalism, social media and audience engagement. Through November 2011, I pitched in to manage the continued build out and revised graphical user interface. After a scandal at UNC, which saw my boss get canned for carrying on a relationship with a student resulting in a downsizing the program, I found a new opportunity at Market America in Greensboro, NC, where I am leading product development of an online music platform for artists, While the work that I am doing by day is very important, neighborbee has become – for me, a labor of love and dedication. The project is so important for many reasons, as it can really open up communication in neighborhoods and go into buildings, which local news organizations simply cannot cover.

Yes, it’s going to take a village. A village of bees, that is, to get neighborbee off to the start it so deserves. We’re looking forward to that user adoption and providing ways for users to really engage the site. The next step is obviously mobile and we have plans for that as well. And, we’re starting to build out funding strategy, putting together our pitch deck and submitting our application to pitch at New York Tech Meetup sometime soon!

So, without further adieu, I present the home page of below. Let me know what you think by posting a comment here on my blog.

neighborbee screen shot of home page
neighborbee home page





Tony Zeoli on WordPress & Social Media at the Brooklyn Design & Technology Meetup

Wow, how time flies! It’s been well over a year since I gave this talk on WordPress & Social Media at the Brooklyn Technology Meetup. If you know me, you know I live and breathe WordPress through my digital strategy consultancy, Digital Strategy Works.  While WordPress is not necessarily inherently social, there are a ton of tools for WordPress, like JetPack, which is a multi-feature plugin with a number of tools to help you site be social.

Here’s the video…

WordPress Networks, MediaTemple, Plesk and bouncing email

Over the past couple of days, I’d gotten a few phone calls from prospective clients who told me they were using the contact form on my Digital Strategy Works website to submit an inquiry about our services, but they hadn’t heard back from me. Huh, I wondered. Really? How could this be?

I did some preliminary investigating and there didn’t seem to be a problem with the Contact Form 7, which I use for my forms. WordPress itself and my server were running normally. After clicking around, it was time to test the form for myself.

I sent myself an email through the form and got back the following (removed the @ symbol to obfuscate address):

Hi. This is the qmail-send program at
I'm afraid I wasn't able to deliver your message to the following addresses.
This is a permanent error; I've given up. Sorry it didn't work out.

This address no longer accepts mail.

--- Below this line is a copy of the message.

Return-Path: <tonyzeoli(at)>
Received: (qmail 25887 invoked by uid 110); 13 Jan 2012 21:47:22 -0500
Delivered-To: 1-admin(at)
Received: (qmail 25882 invoked by uid 10001); 13 Jan 2012 21:47:22 -0500
To: admin(at)
Subject: tonyzeoli(at)
X-PHP-Originating-Script: 10001:class-phpmailer.php
Date: Sat, 14 Jan 2012 02:47:22 +0000
From: "tonyzeoli(at)" <tonyzeoli(at)>
Message-ID: <[email protected]>
X-Priority: 3
X-Mailer: PHPMailer 5.1 (
MIME-Version: 1.0
Content-Transfer-Encoding: 8bit
Content-Type: text/plain; charset="UTF-8"

From: tonyzeoli(at) <tonyzeoli(at)>
Subject: test

Message Body:
This mail is sent via contact form on Digital Strategy Works

I though, that’s odd. The qmail-send program should be sending an email from the server to the email address I’d set in the admin panel of the Contact Form 7 plugin. But, I was getting a bounce back to the email address I’d tested in the form, saying that the address I was sending to was undeliverable. Why was it undeliverable, when I get email to my address all the time?

There were a couple of reasons. First, I am using Google’s hosted mail service to handle mail for a couple of my domains: and Second, when I set up my WordPress network on MediaTemple VPS, I needed to add a “domain alias” for each domain name that would be included in the network. While I added and to the MediaTemple administration panel, you’re required to access the root domain of your WordPress network and add those domain aliases.

My root domain is and my domain aliases were added to that account in my control panel. The image below is a screenshot of the control panel. Under “Websites and Domains,” click the “Show Advanced Operations” text link at the mid point of the page, which will drop down an extended set of options. Highlighted in the red square is the link to “Domain Aliases,” where you can add or manage all of the alias domains you’re going to use in your WordPress network. Remember, just because you’ve added them in your MediaTemple account center, does not mean that they will work. They must be added as a domain alias in your primary domain’s control panel or none of your domains will resolve correctly in your network.

Image of control panel otherwise known as a "Cpanel" for Plesk clients using MediaTemple web hosting services
Websites and Domains admin in Plesk Cpanel

After you have clicked on the Domain Alias link, you can add the domain aliases. In the image below, you can see a list of domain aliases that I have added so that the domain mapping plugin for WordPress can redirect to each domain alias assigned under the primary domain.

Image of the domain aliases administration area in Plesk CPanel if using MediaTemple hosting
Plesk CPanel Domain Aliases administration panel

Now, here’s what I found that was causing the inadvertent mail issue. Since I’m using Gmail hosted mail services for two of my domains, and, I am not using the qmail feature of the server to send email directly from the server. The two domains in question, and inherit the local functionality of the qmail server, but we don’t want that, because my email DNS entries are listed as Google’s and not MediaTemple’s. Aha! Therein lies the problem. The domains are not accepting mail, because they are set to use the local mail server and not the 3rd party Google hosted mail server!

If you are hosting your email through a 3rd party service and not using the local mail feature, you’re going to get this issue where mail cannot be delivered to the domain, because the server is trying to use local mail and not the Gmail system. How do you fix that? Easy, just click on any one of the domains that you’re hosting mail for using Google or another service, and then turn off the local mail service. Problem solved!

Netmix Mail Service Domain Alias CPanel Plesk
Netmix Mail Service Off

Getting Started With WordPress Presentations

Here are a couple of presentations I’ve loaded up on These slides will help you get involved in WordPress from a beginner’s level.


WordPress and Social Media Presentation

I gave this WordPress and Social Media presentation in the Spring 2011 at WordCamp Raleigh. While WordPress does not have specific social media functions built-in, there are many ways to optimize WordPress for social media.

Read more

The debate over Facebook Comments

Last March, popular Internet technology blogs, including  Tech Crunch and Paid Content, and insider blogs tracking Facebook, including Inside Facebook and All Facebook, announced the roll-out of Facebook’s new Comments plug-in (pictured below). And, with it, Facebook has muscled in on the not so glamorous world of global social commenting.

Facebook Comments Plugin

With its entré into the space, Facebook, the world’s most popular social network with over 800 Million registered users, is now directly competing with the current crop of services, including Intense Debate, a product of Automattic, creators of WordPress; Disqus, an independent service backed by Y Combinator, Knight’s Bridge Capital Partners, and Union Square Ventures; and Echo, a social application development company who’s real-time social applications are employed by companies ranging from Hearst, The Washington Post, and Slate to Reuters, CNet, and Newsweek.

All of these companies readily deployed Facebook Connect, a product Facebook provides to web publishers enabling single sign-on capability.  Wikipedia defines single sign-on (SSO) as: “a property of access control of multiple related, but independent software systems. With this property a user logs in once and gains access to all systems without being prompted to login again at each of them.”

Based in Web 2.0 philosophy of open access, single sign-on reduces the friction to login to many sites with their credentials from a single service. The technology doesn’t actually fully register the user with a new user name and password. It simulates a login using the single sign-on credentials, so that users may identify themselves to the system without having to fully register. Once signed in,  a user generally may do what a registered user can do, with the possibility of some exceptions. For example, because their email address is not required to login using single sign-on, they would not be added to the systems post-notification database, which sends registered users emails whenever there is a new post to a site.

Intense Debate comment form with single sign-on (SSO)
Intense Debate comment form with single sign-on (SSO)

Why is this important?

You may have thought global social comments were an afterthought, but it’s quite clear the market believes there is a business in it somewhere. Wherever content–in this case comments–appear on a web page, someone somewhere is thinking about how to control and package the conversation; either to monetize the content itself and available real estate around which the content lives, or to analyze the data embedded in comments for companies, governments, and other actors who have an interest in tracking, analyzing, and deciphering the online conversation.

For Facebook, it means adding global social comments to its social graph. But, the land grab to be top dog in social comment comes with its own set of unique challenges and many unanswered questions. Will content owners give control of their comments over to Facebook? Where do all the comments go if Facebook disconnects the service? Will site visitors who comment anonymously or under pseudonyms want their posts to be visible to friends and family in a Facebook news feed? Or, will frequent commenters engage with posts by a user operating an alternate Facebook profile commonly used by brands, artists, and musicians called Facebook Pages?

According to Facebook, when operating as a Page, “you can navigate and interact with other areas of Facebook as your Page. This means you can choose to receive notifications about fan activity, Like and comment on other Pages as your Page, and get your own News Feed where you can engage with the latest and most important news from other Pages you like.”

Where comments on news sites are a school yard corporations rarely play in, what happens to a site or blog who’s stories are then inundated with generic corporate responses? Authenticity is a critical aspect of social comments. We’ve already seen a backlash against generic Twitter posts. If corporations similarly abuse Facebook Comments, could a Facebook backlash be far behind?

In posting about its test of the Facebook Comments plug-in, TechCrunch, a popular technology blog, completes its assessment under the sub-header, “One Big Flaw.” Why? “The big reason,” says blogger, Jason Kincaid, is “there are a lot of people who won’t want to use Facebook to leave comments.”

In a response to the Cleveland Plain Dealer’s anonymous commenter ban last year, said, in the case of, commenters were, “less likely to share opinions under their real names because they don’t want their bosses and neighbors to know their political leanings, what they watch on TV, where they live or what they REALLY think of their jobs.” According to the blog, “It isn’t that they have something to hide or have such outrageous opinions they’d never want their names attached – they just want the modicum of privacy they feel the Internet has provided in the last decade or so.”

Angela Connor, former Managing Editor of User Generated Content for Raleigh, North Carolina-based,, confirms in a July 2010 blog post entitled: “8 Reasons People Rarely Login to News Sites Using Facebook,” that more people use Facebook to log-in and share links, but “when using a third-party login to post (comments) on a news site, Twitter is the clear winner, with only 25% using Facebook.” The measurement was taken well before Facebook Comments rolled out, but it is indicative about how people feel about using Facebook’s single sign-on utility to post.

If a user stumbles upon a site which employs Facebook comments and they are logged into Facebook, the plug-in presents a logged-in view. Absent the restriction to log-in with any credentials, the user could easily post a comment, which many argue increases audience engagement. While the tool does have a check-box, which asks the user if they want to share the post into Facebook, it’s default is set to yes.  It becomes that much easier to use your Facebook log-in to comment on a web site, blog, or mobile application, because novice users might be unaware of cross posting on their personal page.

Facebook Comments Box – Logged In View
Facebook Comments Box – Logged In View

Facebook may be placing a bet that most people don’t seem to know (or don’t care?). But, this time, it’s not just Facebook users who will challenge Zuckerberg & Company in their quest for social media domination–it’s the content publishers that control the real estate who will ultimately decide whether giving control of comments to Facebook is a good idea.

How important are community comments?

Web sites and blogs across the media spectrum employ user generated comments not as a revenue driver, but more a barometer of community engagement with stories. From sites to blogs and now mobile apps that employ comments, a large number of relevant comments posted by the site’s readership against a story are are certainly a measure of interest in or the stickiness of a story. Comments from readers might provide supporting statements or offer challenges to a story’s factual accuracy.

Depending on the overall popularity of a web site or blog, the absence of comments on stories with certain characteristics expecting it to be popular, could indicate to an editor that readers have not picked up on or abandoned a story. While the reasons for this are many, for example, the story may not have been marketed through social media channels, or it was not well positioned on the site, frequent comments are a valuable tool for site editors and business owners to measure audience engagement.

There are some who frequently leave comments that are stars in their own right, taking the initiative to provide counterpoints or supporting arguments, where others are lurkers. Many services now provide ratings tools for comments, which surface higher rated comments to the top of a “conversation thread.”

As popular blogs have proliferated, onerous registration processes saw declines in audience engagement, resulting in fewer high quality comments. Before SSO, many blogs and sites required users to register to comment. Registering for multiple sites in an incovenience, especially for frequent, high-volume commenters, who would then have to manage different log in credentials for each site (something made music easier today by companies like Last Pass).

Prior to Facebook Connect, Disqus developed a system to build a standardized commenting widget many blogs adopted in order to offload the responsibility that comes with managing comments. The net benefit is that frequent commenters could sign up for a single service, yet post with their user ID across multiple blogs. Of course, this was and still remains dependent on blog operators to implement the Disqus software.

Seeing an opportunity, Automattic, the for-profit WordPress software and support company, entered the social commenting arena with its own product: Intense Debate. Competing services  similar problem ensued. All of these services quickly pivoted from forcing users to register with them, to providing Facebook Connect (and a similar Twitter Connect and OpenID single sign-in) as a primary way to connect.

Using Facebook Connect, a user can avoid the annoying sign up process for every site  log in to many different sites with only their Facebook ID, instead of having to register for each one. The goal is to increase audience engagement by providing a single sign-on system, and at the same time, authenticate all users while limiting the impact of “trolls,” who comment anonymously and leave behind a trail of comment trash, which diminishes ongoing conversation.

Screenshot of Facebook Single Sign-On – Intense Debate
Screenshot of Facebook Single Sign-On – Intense Debate

When Facebook released it’s Facebook Connect single sign-on script, global social commenting providers quickly moved to utilize this free tool. For Facebook, providing a single sign on utility helps ties the service to the fundamental underpinnings of the web, making a Facebook account indispensable for its users. Blogs and web sites were happy, because they could pass off the management of comment spam to a 3rd party provider. Exhausted users who previously signed into individual sites cound finally log-in to multiple destinations with a single Facebook ID.

For many blogs, preventing or limiting comment spam has become a job unto itself. Hackers have developed various exploits to attack a blog’s commenting system, in an attempt to fill it with anonymous posts or posts with false identities promoting counterfeit Viagra pills, porn advertisements, and online banking scams. Instead of spending hours on cleaning up comment spam, blog operators quickly adopted global social commenting tools, relieving themselves of policing trolls while simultaneously creating a new industry. In 2008, Disqus brought in a $500,000 investment round from Union Square Ventures.

A secondary, but no less important issue is the fight to control commenters to post, while simultaneously attempting to limit anonymous commenting, which for many blogs has become a plague. They then added Twitter, Yahoo!, and Google authentication plug-ins, which enhance opportunities for audience engagement, but at the same time clutter the comment area dashboard with multiple single-sign on buttons. At some point, there could be too many SSO services occupying valuable site real estate, which may serve more niches, but becomes confusing to the user, because they would then have to remember which service they used their last time on the site. Did you have that conversation using your Facebook login? Your Twitter login?

On, the digital publication I work on as Lead Developer at UNC Chapel Hill School of Journalism and Mass Communication, site visitors have posted more than 700 comments since our launch in November 2010 using the Intense Debate tool. While I don’t have the ability to track statistics on which visitor signed in with using an SSO, the site has not received a single request by our readers to employ Facebook Comments. While ReeseNews certainly enjoys traffic from Facebook after our multimedia journalists cross post our stories into our Facebook Page news stream, there is very little engagement with the story on our Facebook page in the form of comments. If there were, those comments would appear both on our site and in our Facebook Page news feed through the Wordbooker plug-in.

Since I have yet to test Facebook comments on a story, there’s no specific data to measure an increase audience engagement. Further research is needed, which would include testing the Facebook Comments system on a single post. For most websites, the ability to test Facebook Comments on a single post is left to the realm of the site’s developers. For small news organizations, it may not be a priority or within budget to test.

Issues of control

A critically important issue news organization face when deploying Facebook Comments is control over comments. When a user leaves a comment on a news story, that comment is then logged and registered in an integrated “Comments” control panel in a website’s content management system. Each content management system and each social commenting engine handle comments in different ways. Because Intense Debate is a product of Automattic, it  is a fully integrated solution, which registers comments in the WordPress database and adopts the style of the native WordPress Comments administration area (shown below).

In my experience, I have found this to be the most integrated solution to date, allowing the moderator to easily control comments within the site’s WordPress administration area, with the knowledge that while Intense Debate controls the display of those comments on the website, they are safely stored in the site’s database (shown below).

Storing and displaying user comments directly from the site’s database has a direct impact on Google Search results and search engine optimization. A concern with Facebook comments, is that comments are stored only in Facebook’s database. The site owner has very limited control over the comments, including how they are displayed and in what order. Facebook provides a feed for your comments (see example below).

Facebook Open Graph API for Facebook Comments
Facebook Open Graph API for Facebook Comments

While it’s beneficial to have this feed, Facebook admits that their comments are not searchable by Google on your site, which has a direct impact on your SEO. They offer a solution to float the feed in an iFrame behind the Facebook Comments widget to allow Google to search the comments and target where they appear. I have not yet researched the advantages of disadvantages of this model, but it does have a cost associated with it in development hours.

Generally, comments are displayed in reverse chronological order, with follow-up comments displayed in-line in a parent-child relationship. Facebook does not follow this rule and surface the most relevant comments based on an algorithm. What happens if this method fails to surface and important comment or pushes down comments from some in favor of comments from others? This is a risky way to handle user generated content. Once you start deciding for your users how you are going to surface their content, it could cause ethical issues, especially for news sites that follow a time/date stamp format. For news, time and date are important functions. For general blogs, that may not be so important. Employing Facebook Comments could impact your overall site strategy and how your audience participates. It’s prudent to first assess how Facebook Comments will affect your site and readers, before deploying this tool.

The Google Effect

Now that we’ve gone over the pros and cons of implementing Facebook Comments, let’s focus on how Google factors into this equation. I started writing this post before Google launched its Google+ social network and updated it a few times since, before publishing it. The web moves fast. Every day, new technology reveals itself that could be a game-changer. Google’s new product certainly impacts one’s decision to deploy Facebook Comments.

First, Google and Facebook are enforcing what is known as a “Real Name” policy, where identification is good and anonymous comments are inherently bad. Both companies agree on forcing you to use your real name when engaging in their social media products. The theory is that it increases civility. Some argue that it decreases engagement. In response, the Geek Feminism Wiki was created. It’s purpose is to list: “groups of people who are disadvantaged by any policy which bans Pseudonymity and requires so-called “Real names” (more properly, legal names).”

Whether you’re for or against Real Names, the point is, Google has now entered the world of social networking with it’s Google+ product. Now there are two. Deploy Facebook comments and hope all your readers aren’t abandoning Facebook for Google+. Or, hope that your Google+ readers won’t abandon you because they no longer engage in Facebook.

We have yet to see an integrated social commenting plug-in from Google, but if they do release one, it becomes even riskier to tie your organization to a social network, instead of staying independent with other products in the market.

Correction: The Facebook Comments to WordPress 1.5 plug-in states that it has the ability to post Facebook comments to the WordPress database. A user in the forums confirms this. I have not tested this plug-in. There is another plug-in for Facebook, Facebook Comments for WordPress 3.1.3, which has importing comments to the WordPress database on its road map.

I also misquoted the article from The Cleveland Plain Dealer did not “ban” anonymous comments. They “outed” an anonymous commenter. The blogger wrote: “recent outing of an anonymous commenter on their site.” And, I confused with My apologies to John Kroll and thanks for the correction.

I have also updated this post to reflect “I” and not “we,” as this is my personal blog and my opinions are my own and not that of UNC Chapel Hill or I am not a journalist. I’m a digital strategist. Cut me some slack!