Social media is going mainstream, and everyone wants a piece of it. But now that there are so many services available, it’s not just a matter of adding communities to people’s lives - they have enough to keep up with, says Claire Cain Miller of the New York Times. Which means there are two options: replace people’s existing tools with your own (which can be pretty difficult), or create tools that don’t require major shifts in behaviour.

It’s an important thing to think about if you’re considering adding social media or communities to your site. You’re not just competing with your traditional competing magazines’ sites – you’re competing with Facebook. So before you put in any major investment of time or money, think hard about what you can offer that no one else can. If it were you being asked to join this potential community, would it be worth your time?