As writers, trying to build a fanbase, we need to learn how to create synergy, relationships, and dialog with our readers. Personally, I think people care more about being heard than they do about listening. So one of the best roads to marketing yourself is to give people a stake in what you offer.
H. Scott Hunt does this on his blog Communovella, which is turning into a really interesting story. Readers determine the plot by making suggestions and then voting on the suggestions. Writer and blogger Hunt then writes the story based on readers' suggestions.
Check out the communovella here and join in the fun.