Every week, I do an open question over at Ritual's fan site, Ritualistic.com. This is a non-Scoble-approved means of creating community discussion, but it's still effective.
The most recent question involved what our community thought about recent trends in gaming that they believed were bad and/or wrong. I gave a few examples to try to stir the pot.
I wasn't expecting the front-page response I got...but you can't really control the community. All you can do is harness their passion and hang on for the ride!