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page 1ReadWriteWeb Premium Report 2009
 
ReadWriteWeb
Guide to Online Community Management 
 May 2009
 Edited By Marshall Kirkpatrick
The
 
page 2ReadWriteWeb Premium Report 2009
IntroductIon
Framing the issues and describing the parts of the report. 
the BasIcs
 
Our answers to the rst questions companies ask about online community.
 
“do startups need communIty managers?”
 A long blog post that kick started our interest in the topic, based oninterviews and feedback from more than 50 people in the eld.
 
roI
 A discussion of the different ways to look at the Return on Investment fromcommunity management; understand the nature of the job by knowingwhat your company will get out of it.
 
 JoB descrIptIon
 An exploration of different ways that people describe the work.
 
the marketIng/engagement Balance
Is community management marketing, customer service, or somethingelse? Yes.
dealIng WIth challengIng communIty memBers
It’s a part of every community manager’s job.
 
Table of Contents
4
 
7
 
12
 
25
 
34
 
4858
 
 
page 3ReadWriteWeb Premium Report 2009
IntervIeWs
Mathew Ingram on the Toronto Globe and Mail’s Big Media CommunityLucia Willow on Managing Community at PandoraDawn Foster on Managing Developer CommunitiesConnie Bensen on B2B Community Management
addItIonal resources
The Best Podcasts, Online Groups and Public Events for Community
Managers 
64
 
74
Big thanks to the research team that helped with this report: Nisha Chittal,Doug Coleman, Tim Hattenberger, Rennie Wiswall and Nate DiNiro
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