Can an audience or a community be owned? What does it mean to be owned? You have invested time and resource into building and nurturing your social community. Do you think you have a right to control them?
The truth is you can NOT own your audience. We should not be trying to control communities or the human beings within them.
It is more about communicating and engaging WITH other human beings versus communicating TO them.
Instead we should be inspiring, energizing and influencing conversation. The focus should be on value, context, relevancy and giving, not control.