The interactivity on your webpage

Shane Richmond adds his views to a current debate currently happening in the UK: How much commenting and interaction should take place with the community when it comes to online newspapers? The article points out that the majority of those who contribute are a small segment of angry readers. There also needs to be a way for users to interact beyond the small comment box typically found at the bottom of the article.

What do you think of these points? Is this part of the reason your company is having trouble diving into social media? While one or two boisterous readers may dominate your comments, how can you join them in the conversation? Is there a way to promote interaction from your other readers who may be content to just read your articles? How can we learn from this debate that is taking place and apply it to our own online communities?