Who Owns Your Fans? Not You! - SXSW Interactive 2013 by SXSW published on 2013-03-16T16:33:25Z You’re a big, well-known entertainment brand with tons of Facebook fans and Twitter followers. Great—now what? Success for entertainment brands can be driven heavily by social media. However, social media networks are driving conversations for brands mostly without brand control. Facebook owns the brand's fans, and the brand merely rents access to their fans via Facebook. Whether it’s fans discussing a TV show, an actor, a movie, or even a commercial, brands don’t have direct control of the fans and their conversations. This session explores the concept of brands and fan ownership. Can fans be “owned?” Speakers will provide insight on how brands can gain control and influence the conversation without turning off fans. The session will show how to organize a plan that’s designed to engage fans and followers and turn them into brand ambassadors. Attendees will learn incentivizing and content creation techniques that help ambassadors amplify brand messaging. Sponsored by Dynamic Signal.