I am not using “machine” in the cool and/or hip sense, as in, your website will magically cause magic to magically happen.
I am using it the sense of a mechanism which does a thing. Because your website is probably an online brochure, limiting, perhaps even repelling, connection. Do these things well, and your site will have the mechanics to allow, even foster, connection. (These are mechanical steps, not social engineering, which is a subject for a different marketing-based post.)
Quick and dirty, not necessarily in order of importance unless otherwise stated.