The internet has numerous channels for interacting with your audience. An example would be a blog similar to this one where you can post you ideas and thoughts and allow others to comment.
There are many other similar outlets that allow you to generate a buzz around your company and many of them are free. Search for networking opportunities online and you will find hundreds varying in size from regional sites (business scene) to multi nationals such as LinkedIn.
Most are free to join and some will let you publish articles and general ramblings for free. I have recently joined a number of these as a means of generating some online activity for my site. Business Scene offers the chance for local face to face networking which can be a great channel for driving traffic to your website through your business cards.
Other ways for generating a community around your business include the generation of groups on sites. These are more appropriate for some businesses rather than others. An example would be Facebook, here you can generate a group and showcase your products and company.
As with any online activity there is an overhead associated with it all so you need to choose the one that is most appropriate for your audience, don't be afraid to ask your customers where they look.
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