When designing your social/content oriented website, start with people who live social.

Social sharing is not driven by committees.  Social sharing is not about selecting the people we are targeting.  It’s all about permission.  You want an engaged audience that is seeking out your content and will interact with you.

It’s not about leadership level being bought in and committed.  It’s about grassroots creating posts and pictures and driving knowledge forward organically.

If that’s not your approach, then you only need a static website that isn’t social.  Nothing wrong with that but don’t try to be who you aren’t.

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