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Thanks Valeria for bringing this up. I agree with you that community management is not marketing. They can work together, or can be a part of it if done by the same person (which I do not recommend to my clients).
And you are very right: the community manager can't be working on a company silos, somehow I always say the CM has to be like Big Brother, always knowing what's going on & beyond. Problem is when the organization doesn't collaborate, because they don't have the tools, or usually because it's not rooted in their behavior.

Things like this should be avoided: the case of a client saying there is nothing interesting to share on the blog and then find out by a press clipping or somewhere else sth that was worth blogging.

I think a community manager or a CCO can be perfectly someone as an external collaborator if following conditions are felicitous: you like the project, the value, etc and you become 200% involved in the project, you are like just another employee, although on a different payroll, for that matter. And of course there's always the possibility to train in-house, to change the box (not thinking out of it, but plainly changing it :))

I guess u already read it but there's a great tweet by Charlene Li that goes as follows:

"Does having a 'chief community officer' make sense? Initially, yes, but community *engagement* needs to be responsibility of every employee" Charlene Li, 2:01 PM September 04, 2008.

Greetings from Spain.

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