Protecting brand-associated content of communications in a social networking environment

A computer implemented method for protecting brand-associated content of communications in a social networking system associated with one or more databases, the method comprising:

• receiving a first communication to be published or having been published to a feed of a social networking system, the first communication comprising first content which identifies a brand of a business entity;
• embedding metadata in or identifying metadata embedded in the first content of the first communication, the metadata identifying the first content as being attributed to the brand of the business entity;
• receiving a second communication to be published or having been published to a feed of the social networking system, the second communication comprising second content in which the metadata is embedded;
• interpreting, by a processor of a server of the social networking system, the embedded metadata in the second content;
• determining, by a processor of a server of the social networking system, that the interpreted metadata identifies the first content as being attributed to the brand of the business entity;
• determining, by a processor of a server of the social networking system, that the second content is different from the first content;
• and
• generating, by a processor of a server of the social networking system, data indicating that the second content is different from the first content, the data capable of being stored in a database associated with the social networking system.

A computer program product comprising computer-readable program code to be executed by one or more processors when retrieved from a non-transitory computer-readable medium, the program code including instructions configured to cause:

• embedding metadata in or identifying metadata embedded in first content of a first communication, the metadata identifying the first content as being attributed to a brand of a business entity, the first communication capable of being published or having been published to a feed of a social networking system;
• interpreting, by a processor of a server of a social networking system, the embedded metadata in second content of a second communication, the second communication capable of being published or having been published to a feed of the social networking system;
• determining, by a processor of a server of the social networking system, that the interpreted metadata identifies the first content as being attributed to the brand of the business entity;
• determining, by a processor of a server of the social networking system, that the second content is different from the first content;
• and
• generating, by a processor of a server of the social networking system, data indicating that the second content is different from the first content, the data capable of being stored in a database associated with the social networking system.