Who owns social media inside your organization? Stop all raising your hands at once. You know you are all raising your hands. Whether you are a marketer, a insights maven, run customer service or own public relations, you all think you own it. And those in “digital” are smirking now too. You think I forgot you. Well, face it, you are a label not a function. If you attach digital to your title you still sit under one of what I call the big four; you just have some experience in the nebulous digital world. I am not saying those with digital expertise are not experts; I am simply challenging you to recognize you are a focus and not a true function.