Site Administrator
A site administrator most often coordinates with the staff (forum moderators, designers,...) to implement either a change in the policies or address some specific issue, knows the administration panel inside out and notices bugs before most of the site visitors. This role is administrative and deals with the operations of the site. Listening to guests complaints is very normal and spending time in the site is a daily task. This person has people skills but no need for technical knowledge.
Webmaster
A webmaster makes sure that the site works from the technical grounds. The webmaster will speak with the Site Administrator but not with the clients or visitors. Common tasks are running performance tests, defining and executing a backup policy, monitoring and preventing site attacks and should it be needed, remedying site attacks, maintaining the development site and migrating changes to the production site also fall on this person's shoulders. It is the webmaster who should contact the support department because this person has all the accesses, all the logs, knows how to communicate in technical terms and is capable of testing and deploying (should there be more than one server) any change suggested by the support department.
Site Owner
Can be seen as the founder, investor and main planner. This person worries about the money and how to grow the business, coordinating marketing campaigns and the direction of the site is all too normal. This person does not contact support, does not speak with the site visitors to address problems...
These are of course subjective terms and a big site may have even more roles for more people involved (content manager, research and development,...) but hopefully they will help you figure out what sort of tasks should you or someone else in your team be doing.
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