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“We talk to community managers all the time and we ask ‘What’s the thing you didn’t think was going to be part of your role? What’s the one component you were surprised how much time you were spending on it?’ It’s almost always evangelism and coaching,” said Jim Storer, principal and cofounder of The Community Roundtable, during a webinar earlier this month cohosted with community platform provider Higher Logic. Storer’s colleague and TheCR cofounder Rachel Happe added that the organization created a working group on the role of “becoming an internal consultant,” just to help TheCR members excel in that role.

TheCR report also notes that “best-in-class” online communities are more often managed by a staff team, rather than by a single person.

“Given what we now know about the complexity of—and potential for—sustained and productive engagement, the notion that a lone community manager can address all the strategic, operational, and tactical responsibilities is quickly fading,” the report states. “Implementing many of the processes and programs that are markers of maturity generally requires more resources, and best-in-class communities with bigger teams are able to prioritize community programming, advocacy programs, community management training, and other key community elements.”