Users can specify interests in their profile by choosing from a list pre-defined interests (See Interest Management). If you are an administrator, how you make use of this feature depends entirely on you. Interests can be directly related to your publication (i.e. Graphic design, photography, community events), generic (i.e. tv, movies, theatre, video games, etc.), or some combination of the two. It is important to note that users who have already selected "photography" will retain that interest even if you remove it from the pre-defined list.