114 CONTENT STRATEGY AT WORK "After the site launched, we created a policy on site ownership," Renee explained. "All new initiatives have a technical owner and a business owner who's responsible for updating the site and providing messaging on behalf of the department or unit. We won't start a project without that." New content management practices have also coincided with new governance initiatives that further empower the content management group. "Also in our policy is the rule that we can take down any site if it lacks that team," Renee said. "That's a huge deal in an academic setting, but if we have a site with horribly outdated content, we can take it down. Of course, we don't want to just take sites down, so people come out of the woodwork to take ownership!" Renee's team doesn't impose an iron-fisted, malevolent tyranny--nor would they want to; if they need to take a site down, they could encounter technical, political, and search ranking ramifications. But their policies do help ensure the website and its content best serve site visitors. Though the experience of content owners with the CMS matters, the experience of site visitors matters more. It needs to be efficient, informative, consistent, and accurate, and