Today, the established big online communities are accepted and used extensively by broad parts of society. However, the high degree of specialization in professional and private life cannot be addressed by existing online communities for the mass-market. This leads to a need for dedicated online communities which focus on certain topics and needs. For example, a Web 2.0 portal for the medical field would have to include certain restrictions and data protection issues which are not covered by standard communities. Prevalent literature treats online marketing strategies of a company or product...