Based on a survey conducted in eleven French newsrooms, this article examines the management methods of social network sites (SNS) by interviewing the people in charge of them. The study highlights the existence of a shared definition of the profession of SNS manager, based on eight common tasks whose operationalization sometimes presents strong distinctions. This tension, between the homogeneity of a discourse and the heterogeneity of practices, is explained by negotiation games between three logics (gatekeeping, marketing and participation) that frame and give meaning to action. Finally, it appears that these logics are dependent on the nature of news media, the strategies implemented, and the organizational characteristics of newsrooms.