You spend a lot of time on Facebook. You’re spreading the word about your latest project, uploading songs and videos, networking with new friends. You’re building relationships with listeners or readers, and having great conversations you otherwise might have missed. In doing so, you’re creating a mountain of content — media, demographics, dialogue. The more you add to it, the more time you spend building and nurturing it, the more it is worth to you. And the closer to indispensable it becomes to you.

And as its value grows and grows… you control none of it.