1. Connect your content to existing social networks
Almost every Web 2.0 application and community requires users to sign up and register. If you want to leave a comment on a blog, you need to register, sometimes every single time you leave a comment. With all the times you’ve registered on sites, you probably have hundreds of accounts that you’ve completely forgotten. Instead of creating your own community, simply latch on to existing communities.
Social networks such as Google, Facebook, and Twitter began reaching outside of their four walls and letting any site or content provider use a conduit tool to connect their content to their social networks. Examples include Google Friend Connect (video), Facebook Connect (video), and Sign in with Twitter.
These conduit tools offer quick authentication, commenting, and other conversational features. More importantly, once these connect tools are installed, every interaction a person has with your site can be broadcast to that individual’s entire social network, giving you access to their audience.
2. Distribute content through advertising networks
With fractions of a percentage click-through, banner ads are on the verge of being completely useless. Some companies have tried to attract more attention with pop-ups and animation. In those cases, click-throughs may increase, but that may be by accident. Ever try to close out a window and miss? People do want to click, but not on static advertising. They want to click on information.