With increasing participation and interaction in online communities, creators and participants in these communities are interested in enhancing the interactions, promoting ongoing interest and building a sense of community. These outcomes involve developing and implementing strategies which will achieve the desired objectives. Given interest in the strategy and governance mechanisms in virtual communities, in this paper, we examine ongoing strategizing of the stakeholders of an online community, through a strategy-as-practice perspective using a qualitative approach of content analysis. This longitudinal perspective, over a period of nine years, provides insight into the strategy praxis, practitioners and practices related to strategizing for the ongoing development of this online community. Stakeholders negotiate strategies which seek to provide preferred interaction modalities given the support or constraints of the IT-enabled environment.