I noticed that there were essentially two sides to the debate: readers vs. the websites and companies and brands that operate them.

From a brand or company perspective, the new commenting system makes a lot of sense. With the Facebook commenting system, readers are using their real identities, so anything they post gets traced back to them.

The new system means less trolls and livelier, more interesting discussion. It also means that brands have more face time yours and your friend’s newsfeeds.

There seem to be two major gripes by readers however. One, readers are skeptical of granting more third-party companies access to their private data on Facebook, and two, since whatever comments you post on a site like Techcrunch are also posted to Facebook, readers fear certain people reading their comments. Maybe you don’t want your girlfriend to see that comment on Askmen.com about the 25 hottest women in sports.

Personally, I think that the new Facebook commenting system will be a boon for the New Influential.

It is hard to build online influence if you are not authentic, and Facebook comments is a great way to show who you are, and what you care about. If you provide helpful and/or entertaining comments, people are likely to follow you around the internet and hear what you have to say.

Another benefit is Facebook’s 600 million person user base. By integrating Facebook comments on your site, it increases the likelihood of your content going viral.

I can think of two scenarios where the new Facebook commenting system might help.

Imagine if you were a fashion blogger, and you just posted a positive review of a new pair of Jordans released by Nike. Your post receives dozens of positive comments from “real” people, a few buy the shoes, and you get affiliate fees. Your readers’ Facebook friends also see the comments in their newsfeed, and are curious to see what shoes their friends are looking at. Clicking on the link, they visit your blog, and decide that they want to buy shoes as well.

Voila! Influence.

Or what if you were holding a contest that allowed readers to come up with a clever tag line for your new product. You ask your readers to write their own tag lines in the comments. Your reader’s friends see this, and decide that they want to join as well, and now you have more participants and readers than you did before.

The new Facebook commenting system is not perfect by any stretch of the imagination (no Twitter or Google integration. or the voting system), but the potential is there.

I can’t wait for the reaction I get when my comments on TechCrunch start showing up in my newsfeed.

What do you think of the new Facebook commenting system? Do you think it helps from a branding perspective?