The document discusses why websites are important for organizations. It notes that traditional media usage is declining while internet availability and fragmented audiences are increasing. Old websites tended to just post static documents while new websites are more interactive, integrate social media, and are optimized for search. The document provides examples of school district websites that won awards and recommends that websites become mobile friendly, integrate social media deeply, and institutionally integrate across the organization. It advises treating the website like a newsroom and keeping content fresh, integrated, and visual.