We went from being the normal distribution of audience that you see on any publishing platform right, so Reddit, YouTube, WordPress, any of these platforms, 1 percent of the traffic, 1 percent of the activity is logged in users that are making the stuff, the creators, and 99 percent of the traffic comes from the audience, people that show up on YouTube and watch the videos, right?

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It requires effective management, the right publishing tools, a state-of-the-art content management system and the sharing of extremely granular data analytics to understand user behavior and preferences.

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Not only do people have a right to know whether average living standards are rising or falling, but publishing such numbers could also benefit some countries.

ECONOMIST: Economics focus

Rawn Shah is a business transformation consultant in the Social Software Adoption team in IBM's software group and is the author of Social Networking for Business: Choosing the Right Tools and Resources to Fit Your Needs, newly published by Wharton School Publishing.

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Several publishing outfits raised the alarm about a clause in Google's terms of service that states Google reserves the right to "use, host, store, reproduce, modify, create derivative works (such as those resulting from translations, adaptations or other changes we make so that your content works better with our Services), communicate, publish, publicly perform, publicly display and distribute" content uploaded to their services.

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