The ability for developers to use open APIs and the willingness of companies like Google, Yahoo!, Flickr, eBay and Amazon to make these available to everyone has created a new type of application on the web, called a mashup, where one or more applications are integrated on a single website. A good example of a mashup is the housingmaps.com website, where information from Craigslist's open API is overlaid on a map to visually show where and what types of housing are available.

As you start to expose content to your "mashupers" using open APIs, make sure that you monitor how the content is used. Talk to users. Create a forum where you can have a conversation and see what else they may be interested in. Is there an opportunity to create a mashup on your site? Where do your customers go for related content/services? This can be an opportunity to integrate that related content on your site.