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Understanding how your customers are engaging with you on the Web, first and foremost, requires an understanding of their Internet use behaviors. According to the author, there are five stages of interactivity that escalate in their level of user involvement; Watchers: those who are consuming content on sites such as blogs and Google's YouTube; Sharers: those who use social networking sites to pass along or tag content created by others; Commenters: those who rate and review products or post comments; Producers: those who create and commit to a blog, or edit and adapt existing content; and Curators: those who contribute and edit wikis or moderate a forum.
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