USATODAY.com relaunched this weekend with a new look. The primary objective of their changes is to create methods for interaction and conversation on their site. In other words, their website isn’t just about news stories for us to read. They’re also trying to engage us in a dialogue. They know we don’t just digest the news, sometimes we also discover and generate the news.

It might be a fun exercise for your team to run through this list of new features on the USATODAY.com site and ask yourselves does the website for our organization engage conversation and help connect people into community or are we just spewing information about who we are and what we do?

You have to help people experience who you are and interact with your organization. If you’re just giving people pretty pictures and sharing information on your website like it’s an online service bulletin, they’re probably not using your website. Your site is lame. Sorry to break that news to you. Better that I share it, though, than you read about it on the front page of the USA Today.