Online communities of practice are becoming significant discursive arenas in many organizations. Much literature about online communities depicts them as peer-based environments based on user-generated content, where community members take a central role in starting conversations. The current study shifts the focus from community members into managers, and asks who starts conversations in communities of practice, and if there are differences between discussions opened by managers and by community members in terms of scope, topics of discussion, engagement and level of participation. Findings demonstrate the importance of managers in starting conversations and setting the discursive environment of communities of practice.