As in face-to-face communities, there are many types of online communities (some of the types are mentioned in an old post - What types of virtual communities can I build and what tools are available?). Methods for organizing, conducting (facilitating), energizing, leading, and managing various online communities might not be necessarily identical and sometimes there might be big differences across the board.
I, for example, have experience in initiating, developing, and facilitating an online community of over a thousand members (within an organization) dedicated to discussing topics of interest. The methods I use to organize, conduct (facilitate), energize, lead, and manage this community are quite diffent from the methods recommended for use in communities consisting of groups of customers of products (see Community Manager Job Description by Connie Bensen, and The Four Tenets of the Community Manager by Jeremiah Owyang), or those in Community Management Fundamentals by Megan Smith and Rachel Happe.
I find though that reading these last 3 references and similarly others ( e.g., Community Management Fundamentals – Where Do I Start? by Luis Suarez) provoke my thinking and sometimes inspire me, thus indirectly help me to organize, conduct (facilitate), energize, lead, and manage my community. What I find to be more directly related to my work with my particular community is Communities Manifesto by Stan Garfield.
So, maybe it’s time to recognize the differences in approaching the various types of online communities and not continuing to treat them as essentially one type. Vive la différence!
P.S., You have probably noticed that I refrain from using the term “community management” or “community manager”. Even as far as management, not all communities are created equal. Some have a larger degree of management in them and some have less. IMHO, the word “management” is just one aspect of community organizing, conducting (facilitating), energizing, leading, and ... managing. See my previous post, Community Managers? What About Community Organizers & Community Leaders?