Historically, online communities have perpetually come and go. The Internet Archive amber is littered with fossilized communities that once dominated, much the way the T-Rex roamed during the Mesozoic era. These include former stalwarts such as Angelfire, The Well, TheGlobe.com, GeoCities…Only a handful of community sites over the last dozen years have had staying power.
The fickle nature of users is a great reason for publishers and advertisers to establish effective syndication strategies. By syndicating content and services via channels such as widgets, they can reach their audiences – wherever they may be. Moreover, by leveraging widgets in conjunction with an effective analytics strategy they can not only hedge against changes in user behavior, but also understand shifts in destination usage as they occur.