Two way conversations via the corporate website

Michelle Tampoya, an AIMS member (and volunteer!), an avid blogger, and Toronto based marketer submits the following:

I am a big proponent of having conversations with those around me, or in my work life – with my employer’s potential and current clients.

Conversations (two-way), develop strong relationships. I believe they build better communities.  I have been working on the new corporate website and want to make sure that we show that we are open to conversations. I will be adding email updates as well as news/rss feeds from the site – but fear that this is just a one-way communication vehicle – not promoting our openness to talk. What have you done to your email updates and news feeds to promote conversations? What have you done to your website or other online tools to develop strong relationships that work through two-way or multi-way communications? What hasn't worked for you?