We consult on a huge amount of web projects and increasingly they all have some sort of social Web 2.0 element. The interesting thing is that in all of them I find myself saying the same things: in any website that some sort of socialness goal they are two key factors which, without both, are essential to the success of the site: quality and social currency. A key element in a website with social functionality is stickiness. To evaluate the stickiness of your social site answer these two questions: Why will a user stay on your website? and; Why will a user return to your site? In other words what is in it for your user?