I think at the moment a lot of the social networking sites have 'passports' for example tweeter and facebook have icons that anyone using the Internet will recognise.
These websites have their icons on many other sites connecting them etc which is also like advertising in a way. Someone with no interest in social networking sites or be a member of one, will still see these icons on other website and recognise them.
I think this is an awesome way to have a successful website. It show that the look and the theme of the website is just as important as the content. The content could be amazing but if it isn't layed out well or have an attractive look people won't be interested and no one will ever know about the website.
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