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Looking at brand community management on the Web 2.0 from a sociology of socio-technical uses perspective, this article describes how the evolution of digital platforms—Facebook in particular—has encouraged organizations using them to push promotional communication driven by market performance imperatives. By accounting for the plurality of the interactional, organizational and technical constraints that weigh on the work of community managers, the analysis sheds light on some of the main difficulties facing the new forms of intermediation enabled by so-called social web platforms, and critically examines the dependence of a growing number of organizations on Facebook.