It seems that just like during the Klondike gold rush of the late 1800's many people and brands are turning to the frontier adventure of 3d party websites in hopes of reaching new eyeballs. This is not a new phenomena by any means but... what is new is the rapidly growing sentiment that simply by posting content on a video sharing site, social networking, or Whatever2.0 site is enough to deliver a meaningful web experience to end users. Well nothing is further from the truth.
Stay the course
What many people do not realize is that once you engage in third party websites you really do need to make it successful and stay the course. Resources must be put forward that are in sync with the effort.
Also the end destination website (usually your corporate site) must deliver similar experiences to what you have teased the end users with. If it does not...well...you will get backlash from your visitors and they may give you the finger.
Not your Community
The end game of community creation and community ownership has never been so critical as it it today. I am a big fan of major community sites such as Facebook or Myspace but what I realized some time ago is that in these sites you don't play by your rules you play by their rules. You can thus strike the words "community management" from any strategy because you don't own the community and you never will...after all it's their business model they are protecting.
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