I talk with people all the time about social media for their business and it often moves into what they should do about Twitter, or Facebook or LinkedIn. The key, however, is not the individual tactics of what they want to do with these distribution mediums, but rather their overall communications strategy for generating and distributing their key messages to the right audience. There is a good Gartner post from analyst Scott Nelson addressing this issue titled “The Emphasis in A Social Media Strategy Should be the Strategy.” He had this to say:
“I pointed out that two years ago, if we were having this conversation, we would be talking about Second Life. Last year, we would be talking about MySpace. Next year? Possible XBox Live. The space is in flux and these sites come and go. Too much time worrying about one particular site is going to fail to set you up long term for this inevitable change.”
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I was speaking with a client today about measuring blog value and success and the topic of comments came up. Certainly an interactive blog with comments and responses is highly desirable. This is a good way to engage with your audience, receive feedback, and provide clarifications about your products or services. Comments most frequently come on topics that are either very controversial or that require further explanation. Comments also come more from topics related to breaking news and events relevant to your company more than marketing materials explaining and advocating your offerings. 
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