Last fall, Select Comfort, makers of the Sleep Number Bed that adjusts to the owner's specifications, launched Beds.com as an aggregator for all matters related to its products and how to get a good night's sleep. The site also has a blog, The Slumber Party, which is meant to spark a two-way conversation with consumers.

"This is just another place to get information about how customers feel and experience our product," says Gabby Nelson, director of PR and employee ...