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Why and How to Build Customer Relationships with Website Comments

Tap into the social nature of your website's visitors to boost relationships with customers and your company's reach.

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This story appears in the August 2011 issue of Entrepreneur. Subscribe »

Facebook and Twitter have lulled many businesses into thinking that blogging and posting content on social venues are the only means of stimulating dialogue on the web. But many businesses have substantial amounts of content on static web pages--from product and service descriptions to "about the staff" pages and photographs--that can be turned into customer talking points. The fix? Simply comment- or share-enable the pages.

Here are four good reasons you should consider opening your website content to comments:

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