As as the power of social media as a business tool grows, increasing numbers of businesses are looking to gather information about their clients and develop a holistic viewpoint of each customer. The problem is, is that many are doing so without properly considering all eventualities. Failure to properly approach and define social media can pose serious challenges to the business, its reputation and risk brand damage. Resulting in frustrated customers and a degradation of customer loyalty. Peter argues that the first thing all companies must do, before even beginning to gather data, is to conduct a comprehensive process of data governance. An effective way of formally defining and managing information as a resource and as an asset.