Econsultancy looks as the thorny issue over who owns your brand's social media data in its recent blog from Chris Lake, Director of Innovation at Econsultancy.

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But there is a solution.  More and more customers are building their own branded communities as part of their own branded sites and  their wider engagement programme - enabling them to get closer to their customers and have access to this data and social equity.  This doesn't mean turning your back on Facebook or Twitter and, handled carefully with the right incentives/motivating factors, it isn't expecting your fans to do so either (which isn't realistic). EPiServer Relate, from eibDIGITAL, enables retailers to easily build their own branded communities and take greater control of their social brand .

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