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Monday 9 November 2009

When a membership organisation or specialist magazine upgrades its web presence, it frequently concentrates on the impact of the new interactive functionality. That’s hardly surprising: opening itself out to community demands new skills, new habits of mind, and a new business model. But, while planning a community launch to produce lots of user-generated content and lots of ROI, don’t forget to spring-clean the copy you generate in-house too. Telling people what you want them to know In...