I stumbled across a helpful food-for-thought type blog post by Kailee Brown of Ignite Social Media titled, "8 Questions to Ask When Developing Widgets for Social Media Marketing."  As Kailee rightly explains, "widget development can be costly and time consuming. It is important to ask the right questions before developing widgets. Here is somewhat of a checklist that needs to be answered if you are considering developing a widget as part of your social media marketing campaign."

Here are 8 specific things she suggests you have in mind before launching a widget (campaign):

• Why would people want to use the widget?
• How will people find the widget?
• How will you or your organization track the widget? 
• What is an appropriate size for the widget?
• Who is the target demographic?
• Is it appropriately branded?  (Note: I think this one is huge)
• How long is the campaign?
• Does creating a widget match your overall business objectives?

She goes into detail regarding each question in her blog post, and most of what she says is spot on.  I suggest you give it a full read.