Publishers need to integrate social-media functions into their content-management systems, because networking is becoming more essential to driving traffic, Matt Kinsman writes. Facebook offers an add-on application to integrate some of its features onto other sites. Fastcompany.com, for example, allows users to log in using their Facebook IDs. "You're going to get more fans on Facebook and you'll have a direct connection that's way more valuable than e-mail," notes a Web developer.

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