Summary :we’re still fare from being done with discussions on enterprise community management. More complex to implement that it seemed, this kind of system did not always keep its promises and results range from the best to the worse to such an extent that some start to wonder if it’s really worth. Among poorly managed plans and doubts on the very role of community managers, many organizations are still in a state of uncertainty. In the end it’s all about the project and operational alignment. There are two kind of community management systems : those that are the consequence of a project and integrate communities into the operating modes and those who are the result of the attention paid to the existence of communities without any will to leverage them to create value (or only with words). When community management has no other reason to exist that the existence of communities it becomes useless. When it’s the result of an ambition to turn the community potential into an asset that can be leveraged, it can lead to awesome results.

There are still a lot of discussions and questionings on internal community management. After the “everything is a community” era that caused the rise of armies of community managers and the “community manager : bullshit of the year” era that logically came after when the limits of the system were reached as well as those of its implementation by, at best, idealists or, at worse, sorcerer’s apprentices, organizations seem to be lost.

Community management logics are an undisputable potential for organizations when wisely used but are not the solution to every problem and, despite of their apparent simplicity, need a lot of specific skills. This explain that after the times of overexpectations came the time of disappointment.

First, we have to distinguish between discussions related to community management and community managers. If community management approaches are necessary, lots of questions remains about community managers, their role and profile. There’s no doubt community managers will stay for long to manage external communities, things are different when talking about internal communities.

As a matter of fact it’s logical to think that, in a couple of years, community management skills will be part of everyone’s toolbox and there will be no more need for specific people. I fully subscribe to this point of view. But, unlike some people, I won’t pretend that managers will become community managers or, at least, not in an exclusive way. If it’s an unavoidable evolution of managers skills, methods and way of doing their job, it’s far from being enough. Managers have to set objectives, have also have a right to give orders and have to be able take disciplinary actions, what is not a part of a community manager role. They’ll have to combine both dimensions, what won’t be easy at all.

Then we have to keep in mind that there is no consensus on the level at which community managers should operate. A wide range of situations exists, from the senior manager in charge of managing a global system to the recently graduated person in charge of having the field and making some noise. The consequence is that there were lots of attempts to formalize different responsibility levels, with community managers, social media directors etc… Another big mistake was made in France where “management” was often translated into animation what causes that, with the same job title, lots of different profiles can be found.

That said, let’s come back to the concern that worries many organizations because of the varying results that can be observed here and there : is community management worth, are benefits worth the effort, or should organizations let communities live, die (and even not come to life) by themselves ?

The answer can be summed up in one analogy : community management is the corporate cholesterol.

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