The panelists agreed that publishers or advertisers planning to use widgets need to make sure they have enough quality content to feed them with and an actual strategy for promoting them--because widgets don't just go viral by chance. "Viral growth is engineered," said Goldstein.
"You can't just build a widget, put it somewhere and they come," said Boissiere. "The initial burst comes from seeding a widget inline with content. Users are going to NBC.com for content around 'The Office'--they're not going to go to Facebook first to get that content."
According to the panelists, the recent wave of publisher and advertiser interest in widgets was arguably tied to Facebook's decision to open its platform to developers. "With an app on Facebook, you as an advertiser can build a multipage experience that goes beyond just a widget," said Ro Choy, head of business development, RockYou. "You can create a microsite in a user profile."
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