For many publishers, comments are an important way to create reader engagement. There are few places where that’s more true than Gawker Media, where co-founder Nick Denton has made commenting a particular obsession, even building an in-house online commenting system, Kinja. The quality of that discussion doesn’t always carry over to Facebook, though.
So Gawker built a tool that pulls in the top 10 comment threads from its network of sites and displays them at the end of its Facebook Instant Articles. The tool also works on Gawker’s Accelerated Mobile Pages, Google’s new fast-loading article template.