Comments: a source of spam, a source of pointless conversation or even arguments or, a source of interaction and marketing.

I wonder how many of our comments are left without a thought to the future or their potential? 

You can actually achieve more direct marketing in comments than in many venues.

The rules of the game are simple: behave like you would at a social event.

Some of you need to disregard that and behave better than you would at a social event, but this advice isn't really for you.

Keep the talk on topic.

Don't always talk about yourself

That's simple enough. Comment and engage. Keep it light. Reach out and meet some needs. It will go a long way.