Chris Bucchere, Jeff De Cagna and Chris Hopkinson give a seminar on the value of social tools in business. Made possible by powerful collaborative software applications and Web-enabled mobile devices, business today takes place in an increasingly social context, and associations must adapt to succeed in a changing environment. This era of social business creates huge opportunities for associations willing to capitalize on emerging technologies to create new forms of value for the future. In Part 4 (of 4), Chris Bucchere confronts two problems with using mass-market social media to power association events -- branding and data ownership -- and shows how The Social Collective can solve these problems through a whitelabeled SaaS-model solution for conference social networking.