The Second Coming of the Online Community Manager
http://beth.typepad.com/beths_blog/2009/06/the-second-coming-of-the-online-commu\
nity-manager.html

[quote]If you're implementing social media smartly at your
organization, you already know it raises more issues for nonprofits
than it solves. Chief among them: who does it? If social media is
about individuals conversing authentically with a community, who's in
charge of the conversation? You'll find most people responsible for
social media in marketing departments. But shouldn't program staff be
involved, as well? How about leadership?[unquote]