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Establish a community and allow your site visitors to discuss topics on your site with a threaded dicussion board.
One of our long-standing clients has been running a successful forum for many years now with several thousand members.
Moderating a large forum can be almost a full-time job and requires a level of diplomatic skill. Previous experience in herding cats isn't necessary but it helps.
Discussion boards can be public, private or invitation only. There are many controls for registration, blocking spammers etc and full management is in the hands of you, the owner.