I'm also tempted to call this post "The Case of Community Management", as I've been reading Sherlock Holmes lately (great stuff), and there is a mystery around why the practice of community management is such a non-entity in most academic and industry contexts. Really folks, there are ... well probably hundreds now, of dedicated, skilled people regularly shaping the interactions of their communities, guiding, encouraging, noodging... etc. Why is it that this is so unrecognized? I suspect (gasp!) what might be termed cultural influences, and yes, that's a whole other post.
This post is theoretically about what those hundreds of dedicated community managers are actually doing, and why you should want it (mostly).