Richard Millington offers an excellent primer for current and prospective community managers. Point No. 9 should be tattooed on every moderator's forearm:

9. ... Don't ignore the basic motivations and desires of people. Plan ways for members to find fame, money and power amongst the people whom they consider peers.

I'm going to say it until the day I die (or quit the Web ... death seems more likely): work with not against. Take the organic energy generated by basic needs and desires and convert that into momentum for your community / online efforts.

Via Tish Grier