What's really wrong with most community comments

11/16/2011 | Advertising Age (tiered subscription model)

Community-building is less about eliminating trolls and more about fending off well-meaning but dull participants, says Gawker Media chief Nick Denton. The goal should be to increase participation from smart people who are wary of diving into online debates, Denton said. "The problem is the boring people online -- they're incredibly difficult to get rid of, because they're often really nice. But they simply haven't contributed anything to the discussion," he says.

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