Borders and Gather.com have announced a joint project in which shoppers at the superstore chain can click on to the social media Web site and share their thoughts on books, music and other entertainment, the Associated Press reports. Under the new program, Borders customers who receive informational e-mails from the chain will be offered links to a Borders.Gather.com chat room that will also feature author interviews and information on author readings. Users of the new site will be able to accumulate points redeemable for Borders gift cards and other products.

"The power of social networking and social media is changing the way companies interact with their customers," Gather.com CEO Tom Gerace said Tuesday in a statement. "Borders is a brand that appeals to highly educated and highly informed adults who are the core of the Gather.com community."