CEO Guide to Widgets

Limited Appeal

Warner Bros. Records
The White Stripes
Peak installs: 6,000
Began generating traffic: Aug. 29, 2007

Jack White, shown here, and the White Stripes got a warm reception for the album Icky Thump, released in June, 2007. Yet, the Facebook widget, which lets fans download a song from the album to their profile pages, got the cold shoulder. With 77 daily active users at its peak in September, that number plunged to just 15 on Feb. 11.

Weaver: "I suspect fans just don't know about it and it duplicates the more functional, more popular iLike application. With iLike, I can share my affinity, view videos, look at concert dates, etc., for any band. Who's got time to manage all these applications?"