Recently Seth Godin did a really nice job putting together a few salient points for how you should approach your "about page". It's really worth a read. Now, what if you had an "about you" page? (you actually being "them"). In addition to an "about me" page, I also have an "about you" page which encourages guests here to use the site to tell their side of the story. In the spirit of Seth's post, here are 5 rules to make it about "them".
1. You actually need to create an "about them" page. Most sites don't do this, so if you own your own business go ahead and add it to your site. If you work for large company, make a case for something that allows for your community to tell you who they are.
2. Make sure your guests know there is a place for them to tell you a bit more about themselves. Invite them to participate.
3. Encourage the sharing of links and media so your guests can share more than words.
4. Provide guidelines around what your guest share and monitor their contributions. A little self promotion is OK, but an "about them" section isn't meant to be overt advertising. You'll have to moderate.
5. Promote your "about them" section regularly. Put the spotlight on your guests.
I don't recommend calling the page "about them". That's for you to figure out. But, the main point is to make it about them and not you. You'll be surprised what people share about themselves when given the invitation.