If you only look at blog comments to measure popularity or, how engaged people are … you are stuck in the 90s!
Before social media popped up, the discussion was of course beneath the post on someone’s blog. We did not link our blog posts to Facebook, Google Plus or, Twitter.
Now we do.
A cursory check of comments on a blog is misleading. Many people tend to comment on social media platforms where they found the link to a particular blog post. And, since they communicate with the blogger on SM they do not repeat their thoughts in the comment box on the blog itself.
A blog is just one part of the blogger’s use of social media. Do not just count comments to see what their reach is.