All websites are interactive because users must click links to navigate to different parts of the site. But to encourage users to engage in a conversation requires a more inviting approach. If you enable users to contribute directly to your website, you express an interest in their views and your openness inspires a certain confidence. You can vary the degree of access depending on the user and the content, and you can reward "active" users with additional profile and roles.

If you want to add interactive publishing to your website, you need to consider a number of things:

What is a social media strategy and who needs such a thing? If you want to promote something on the web (and, let's face it, who doesn't?), then you need to consider how to connect with users of social networking sites and tools. Millions and millions of social networkers are radically changing the role of the consumer. A social media strategy will help you to engage with these users and build lasting relationships with them.