Right there along with ROI is the negative and nasty comments issue. People just hate the spammers and drive-by commenters that feel like they have put they use comments the same way graffiti writers use spray can. Kami has just posted 5 useful tips worth considering.
At this site, I use what I call the Living Room Policy. I've written about this before, but I think it is worth repeating. It goes like this:
1. If I am throwing a dinner party in my home and you show up at my doorstep and I don't know who you are, I won't let you in. In short, with few exceptions, I don't allow anonymous comments.
2. If you do come in and you become rude to me or my guests, I will ask you to be nicer--once. If you continue to be rude, you will be thrown out and you will not be allowed back in.
I started imposing this rule well over a year ago. In fact, I am convinced that it has reduced the number of hateful and inappropriate people trying to deface this blog. I think it is a policy that would work for a great number of corporate bloggers.