Would you say that the best community managers are almost invisible then, or just visible enough? Does a "rock star" type benefit a company in any way, or should your role be so seamless as to be invisible?

JR: There's a definite balance to strike with this. If you're invisible, then you're simply not doing your job. On the other end, if people recognize you more than the product you're managing, then that's a problem all its own. The problem with the "rock star" type is that the message tends to get lost or muddled. 

I think the best example of this balance -- and probably the best example of who and what a community manager is -- is Xbox Live's Major Nelson. He's instantly recognizable due to his exposure, but you also immediately connect him with Xbox -- no more, no less. He's also particularly impressive because -- and I say this with all the respect in the universe -- he's the face of a brand catering almost exclusively to a very young, predominantly male demographic, and he could totally be your dad. And he did this by being very, very good at what he does.

Xbox Live Director of Programming Larry "Major Nelson" Hryb

Can you walk me through an average day at the office for you?

JR: That's really the best part of having so many responsibilities: There isn't an average day. I typically start by checking up on everything I sent out the day before, from assets to communications. After that I put out any fires that have popped up and put together a mental game plan for what the next one is going to be. Then it's off to meetings and tackling everything else that pops up while putting future plans into motion. The mobile/social space that I've moved into is a lot less hectic, though, which is great. It gives me a lot more time to focus and hone in on what it is that I want to accomplish, rather than just trying to throw whatever I've got onto the runaway train and hoping it all works out.

What sorts of things have you accomplished as a community manager? What are you most proud of?

JR: This year has been really great so far. Back in April, I spearheaded a charity fighting-game tournament called Fight for Relief, which helped raise over $34,000 for Japanese earthquake and tsunami aid efforts. In order to pull it off, I teamed up with my Southern California counterparts at Level-Up Series. We held two tournaments in one day across California, complete with a joint online broadcast that allowed for donations. It was really satisfying to not only do something meaningful, but to also mobilize the collective power of the fighting-game community to do some good. It was really very special.

Where are you working now, and what are you working on?

JR: Currently, I'm with ngmoco, one of the world's premiere iOS and mobile developers. I hopped on board to help start their Player Relationships team, which is a really fantastic opportunity for a variety of reasons. I've been a big fan of ngmoco ever since the App Store launched, and the caliber of talent and ambition within the company is really inspiring.

As a strong supporter of iOS and mobile gaming over the past few years now, I've been disappointed in the lack of customer and community relations among this new crop of developers. There is a huge opportunity out there to really inspire these gamers and make them a part of something truly special, just like what we experience in the console- and PC-gaming space. With ngmoco we have a lot of freedom to go about this and some very ambitious plans for the foreseeable future.

How different is running a community for iOS developers compared to, say, console or online or arcade or service-based communities? Is it all pretty much the same?

JR: There are a lot of different challenges, but most of it comes down to the audience. Your average PC and console gamer is well connected. When they want information on a game they hit the message boards. They read gaming sites. They follow the companies they're interested in on Twitter. Gaining an audience and building momentum is an easy-to-understand organic process. They're already actively seeking you out; it's up to you to cast a net and bring them into the fold.

Social and mobile gamers, however, don't do any of these things. They probably found your game thanks to a friend’s suggestion or a stray social feed or it was at the top of the iTunes chart. They log in, they play your game, and that's about the most interaction you'll get organically. To retain their attention and to create a meaningful dialogue requires a lot more legwork compared to more mainstream games, which is a funny way of putting it because these games are the new mainstream. You can't walk into a mall without seeing Angry Birds merchandise or turn on Saturday Night Live without seeing Lady Gaga poking fun at her FarmVille promotion.

To connect with these users requires a lot of work, creative solutions, and just a bit of luck. My mother is actually my barometer for a lot of my more complex ideas as she's essentially the target audience. She has an AARP membership, knows what Facebook is (sort of), and likes to play games like Zuma Blitz and Gardens of Time with her friends and relatives. The idea of technology is both exciting and completely frightening to her. It's a pretty delicate audience; throw in a few freemium models and it gets even more complex.

In closing, is there anything you'd like to add? Any advice for prospective community managers?

JR: Get involved in gaming communities. Just being an outsider and lurking doesn't get you anything. Find your niche, carve it out, and make it your own. Generate content and discussions, run tournaments and contests, host gatherings and other social events. Don't wait for anyone else to give you your opportunities. If you have an idea and the passion to make it happen, then just do it. Nine times out of ten, it's better to ask for forgiveness later than to wait around and ask for permission. 

The way the industry is right now, you need to do something to set yourself apart and stand out in the crowd. Filling out an application and hoping for the best will get you nowhere.