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Thanks for sharing !!
Good job Asfaq. Another good interview. Super.
To answer your questions - Yes it is better to employ/designate someone as a community manager. More than the communication consistency, which is a must, there has to be a few goals to be achieved by using social media/other avenue & when you have everyone jumping on the bandwagon, it leads to unpleasantness at times.
Any method/channel/avenue that you use - promotion, emails, text, or the ubiquitous social media has to be proactive. This leads to a larger following in turn helps you plan your future. Reactive is just for the sake of "we are on the net" & we need to have presence kinda thing which one person thinks of, but what abt when he/she leaves?
Enough freebie.....Keep a Case Tweetup & would be glad to participate over beer or coffee:)