It used to be that anyone with a computer and a copy of Adobe Dreamweaver could call themselves a web designer. The success of web developments like Wikipedia, MySpace, FaceBook, Technorati and the rest of the Web 2.0 universe have demonstrated that there is more to the web than a collection of largely static web pages.

That "more" is community and we build community by making "connections". Although each connection network has its own character, structural parallels exist as will be apparent from an example - a retail store.

Every retail owner should have a vision. Sometimes the initial vision is captured in part by an "About" page. To survive in these times, the owner has to rethink his vision frequently. In the "design" model, the owner has to contact the web designer, attempt to formulate the evolving vision, and wait for the designer to act. In the new "content" paradigm, he or she thoughtfully augments or edits existing content themselves.

Every retail operation has suppliers. In the design model, part of the products available make it into generic descriptions and in ambitious cases - a catalog. In the content model, those products are "aggregated" into the retail operator's website.

But every retailer who intends to compete with big box stores and Internet stores must add local customer service. In the content model, customers can contribute content directly by submitting issues to a "forum". The retailer can demonstrate their value by constructive responses to customer issues.

Employees form unique perspectives from supplier and customer interactions and can contribute content in a variety of ways. Some of these are more appropriate than others. Thus different "roles" emerge and someone must assume editorial control.

Pictures tell powerful stories. Aware suppliers will provide a stream of visual content. Employees armed with modest digital cameras can provide even more. Hiring a photographer is not a bad idea and your most enthusiastic customers will respond to a suggestion that they capture their use of your prodcut and service.

One measure of success is the breadth and depth of stories repeated by a venture. Small amounts of time developing narratives about an operation can have stunning impact on the "buzz" about your business.

Having years of experience with several "content management systems", LSNet has amassed both technical competence and understanding of the organizational issues in building websites that make connections and build community.

"Content" websites require more effort than cookie cutter "design" websites but the payoff can be orders of magnitude greater. Enlarging the community of content providers takes time and cooperation. That's why we at LSNet have developed a concept of "Website Parnerships". In these partnerships, the contributions of all parties are identified, the level of effort required and a budget prepared. Our pricing is sensitive to the resources of our partners and their degree of urgency.

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