Is it ok to comment on a competitor’s blog or content? You can be forgiven if even passing mention of such a crazy idea makes your skin crawl. For many marketers, the concept is akin to being forced to sit in the middle of Fenway Park during a tied-up World Series, wearing a Yankees jersey. But seriously, is it ok? We talk a lot about the world of social media being fueled by transparency and dialog, but should that conversation extend beyond the exclusive company-to-customer relationships that we’re all so feverishly trying to build?

To be clear, direct references to the competition in marketing are nothing new. Verizon’s “iDon’t” campaign is just the latest in a long line of high-profile rivalries. But when it comes to marketers engaging with their competitors (or competitors’ customers) via social media, public or fully-disclosed examples can be hard to come by – although there are doubtless tons of anonymous postings and comments out there.

Don't be one of these guys

I would venture that whether or not you should submit that comment/forum post/Twitter DM/whatever all depends on what you’re saying. Making anonymous, disparaging comments about competitors (possibly in an effort to drive their share prices down, prior to buying them, for extra negative karma points)? Bad. Nobody likes a troll, and acting like one while representing your company just damages your brand in the eyes of the customers you were trying to woo away from your rival (or at least attracts weirdos who enjoy that sort of thing). Contributing valid and valuable information to a discussion hosted or started by a competitor? Good, so long as the customers viewing it get something out of it. Even if they possess a deep-seated loyalty to your competitor, you’ve just popped up on their radar as a credible alternative source of information – and that’s where it all starts, right?

Remember that commenting goes both ways - expect a response from your competitors, and engage them in a positive dialog.

I think this line of questioning is especially valid for a space such as home building, where the entire industry is collectively dipping its toe in the social media waters. When done correctly, cross-competitor engagement helps create a more informed consumer, which benefits the overall industry. Remember, though, that it goes both ways: you’ll need to resist the urge to shoo your competitors off your front lawn, if you see them contributing valid comments. Instead, engage them! Show your customers that you’re not afraid to debate your merits openly and in a constructive way.

What do you think? Is commenting on competitors’ blogs or content stepping over the line, or is it a valid way of engaging with customers? Let us know in the comments!