For most businesses today, community management is only a cosmetic innovation, in both reputation and practice. Appearing to be a new function because the medium is new, it has reproduced the traditional organizational model of the business, which offers each category of consumer a single centralized point of contact with the business. The potential development of the role is nevertheless rich in possibility, from the integration of different departments of the business to an ongoing role as an intermediary between individual consumers and individual employees. A business that recognizes the potential for the individuation of its employees in the process of internal community management opens the royal road to true integration of « Web 2.0, » though inevitably this will require fundamental reorganization to obtain real benefits in customer loyalty and innovation.