Many advertisers believe that simply having a web site will benefit their company, without an initial serious consideration or knowledge of how to use interactivity to their advantage. Unfortunately, the majority of web sites are more similar to a cafeteria, in which users haphazardly select what they might like, but are not really sure where to go next. The site must have goals, and a definite finish. If sites seem never-ending, many users will give up before they have truly experienced the site. The site must have a common business interest or ideology for an online community to develop.
Online communities are easy to become a part of and equally easy to discontinue.
There is little user loyalty, unless some incentive is offered to keep the person returning for more 4 . The site must contain engagement and invitation. Users will be more responsive to a personal, unique experience. Ragu has said it is attempting to create both a face and personality on the Web. Sites must contain digital storytelling.