Wetpaint lets companies 'inject' content into Web sites

Links are the currency of the Web

Wetpaint.com, which provides wiki technology for almost a million social communities, Monday announced plans to let any company easily embed its social publishing technology into corporate Web sites.

The Wetpaint Injected technology integrates user generated content directly into a site's HTML data so search engines can index content to show its association with a corporate site, the company said. This allows companies to get help in creating content for their site and to boost search engine rankings because the new content is on their site rather than on third-party blogs, social networks or other user-generated sites, said Kevin Flaherty, the company's vice president of marketing.

When users create content they typically have a high affinity for that content and are likely to post links back to that content at various places on the Web, he added.

"Links are the currency of the Web," Flaherty noted. "Individuals who create content are highly vested in making sure other people see it. Google sees all these links pointing to that content and associates value with it. Usually these brands have very well-regarded Web properties. Google likes working with big brands because they have a lot of authority in their marketplace. [The Google search engine] gives these brands the benefit of the doubt versus if you or I created our own blog."

Wetpaint Injected is a server-side WYSIWYG editor that uses a site's existing sign-on and authorization system to allow users to do things like author and edit content and create entirely new Web pages, he added. Wetpaint opted to make these features available for companies to use on their own Web sites after its clients like Disney, Dell, T-Mobile, Oracl and Fox found success using similar tools to create separate online communities, Flaherty added.

"We've given them all the things they need to work on getting engagement, growing their audience and monetizing in just a few snippets of code," he said. "We're trying to let people take the interesting aspects of Wetpaint, componentize it and hook it into their sites, and allow their users to create content where the publishers want them to create it."

In addition to boosting search engine optimization efforts, Wetpaint Injected allows Web sites to boost the user engagement because passionate users are likely to return to a site where it's easier to author, collect and organize relevant content, Flaherty added.

Kristen Nicole, a blogger at Mashable, Mashable funding Wetpaint's move helps further boost its traction in the enterprise. "So far, Wetpaint has been a pretty attractive tool on the consumer-facing end, and while an embeddable wiki option isn't a far leap, there are several integration options to consider when incorporating a wiki into a site via an embed option," she noted. "Moving in this direction, Wetpaint is likely hoping to gain a new user base, as well as widen its marketing potential with this new publishing program."

She added that the true potential for Wetpaint Injected is its ability to work as a conduit for marketing efforts. "The beginnings of this potential is being tapped by brands like Hewlett Packard, which are looking to wikis as ways in which to present content and conversations with their customers," she noted.

Wetpaint Injected is now available upon request and free for anyone to use on their Web site up until 100,000 impressions. Above 100,000 impressions, Wetpaint charges on a CPM or revenue share basis, the company said. In the third quarter of 2008, Wetpaint Injected will be available to anyone as a set of APIs.

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