Community management is emerging as a powerful force as organizations adapt to the new information environment. Just as physical businesses have store managers and helpful staff, companies with online presences are finding they must be equipped with community managers. With an increase in use of online communities and social networks, it's no surprise that companies are running - although sometimes with caution - towards this social phenomenon. Yet, over and over, they realize that while the power is in the hands of the community members, having a thoughtful guide, beacon and evangelist is the key lynchpin role in building and maintaining a successful online presence. Despite the upside of communities, the community manager role doesn't come without challenges. These evangelists often face significant hurdles in influencing a company that doesn't truly understand them. They struggle with limited internal resources and the emotional baggage of being the first place customers go when they have problems. While we've seen adoption of this critical role in the technology industry, most other industries are just beginning to realize the importance of community management.