I recently wrote a post on SocialMedia Networks’ blog about the importance of creating user intent when developing a social application.  Creating user intent ensures that beyond getting a large number of installations of your social application and seeing it spread virally, that you’re creating a reason for people to use your application regularly. If people use your application regularly, you’ll increase the amount of advertising inventory you’ve got available to sell to social advertising networks and therefore increase the amount of revenue you can earn through advertising on your social applications. You can read the post here.