I have talked previously on this blog about the perils of trying to "herd cats" in branded online communities. And Tim has also noted the importance of "bringing a plate" (adding some value!) when you participate as a brand in online conversation. However, there are also occasions when the most valuable role of the brand is more akin to a dinner party host(ess) or perhaps even the trusted local bartender...

Certainly your online community manager needs to play a few different roles...  priming a conversation to achieve momentum and interest, encouraging contributions from the less vocal (the 90% lurkers!), meeting unwarranted criticism head-on, apologising for poor service or delivery, closing the loop on some promised action, perhaps even promoting the controversial to inspire a reaction!

When you think that tens of thousands of online eyes that may be watching, this public persona of the brand online assumes some significance.

And... a stark reminder of the values that are needed in this role - particularly authenticity (we are not advocating the "perfect" host!), transparency and some light-hearted humour!