Executive Summary (This is a document excerpt)

The demands of the consumer-centric Web requires that information and knowledge management (I&KM) professionals in Web teams move beyond the "content is king" mantra of the 1990s and embrace the new drivers behind business success online: community and customer-experience. Web content management (WCM) efficiencies, like publishing process optimization and repository consolidation, remain important, but they pale in comparison to the need to create Web sites that engage, persuade, and help visitors achieve their goals. Web teams must now deliver successful Web sites and help interactive marketers participate in conversations people have online, such as those conducted on TripAdvisor and Facebook. Helping interactive marketers achieve business goals requires I&KM pros to collaborate with marketing teams and design agencies and deploy an expanded set of tools to analyze, personalize, and socialize dispersed customer interactions.

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