The novelty of Twitter and Facebook has worn off. There isn't the same buzz around these platforms there once was. Instead, they have become part of the fabric of the Internet. They exist as a part of the constant hum of communication that engages users and creates loyalty to a celebrity, a corporate brand, or—most importantly—a web community.
Most modern websites, like those on Wikia, are designed to engage users. The idea is to cause users to interact with the site, beyond reading it like the static text of a book. If a site is able to engage users weekly (or preferably daily) it can have the side effect of creating a sense of community, which in turn generates fierce loyalty and ‘net promoters’. (https://en.wikipedia.org/wiki/Net_Promote…
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