End of Program
The Department of Labor investigation (see above), which prompted AOL to limit Community Leader responsibilities, caused a serious problem for the company. Without unpaid volunteers, AOL would have to hire employees to manage and post online content and run effective online communities. In light of the AOL Time Warner merger disaster, AOL did not have the time or money to invest in building online community. Moreover, the company's focus upon advertising as its major source of income rather than online content, an intention that began earlier in 1996 when subscriber hourly rates were replaced with a single unlimited-use monthly fee, provided the company little apparent profit incentive to monetize community forums.
Without a need for well managed communities, and with membership in serious decline, AOL decided to terminate its volunteer program. In late May 2005, AOL informed its Community Leaders that they would be released from their positions on June 8 of that year. AOL offered volunteers 12 months of free service in compensation for their services. While many Community Leaders left the service after this announcement, others stayed with AOL and continued their efforts at building community, albeit in an unofficial role.
Read more about this topic: AOL Community Leader Program
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