The internet is changing and as a result, how we interact with it is changing as well. I found this great diagram by Forrester Research which shows the evolution of social interactions of both companies and individuals.
As you consider your social media strategy, you need to think about where your are comfortable individually as well as how much functionality you want to invest in for your website. As a small business owner, while I love the idea of creating a truly shared experience for users and visitors to my website it is unrealistic to think there will be enough of a return for that investment.
As a result, I will be content with simple interactions on my blog, and join larger communities, like Twitter, and Smaller Indiana, to find the completely collaborative and interactive experience the web can deliver.