For some people, renting is the way to go.
It removes the hassles of having to do yard work, deal with snow removal, or fix the things that invariably go wrong with a house.
For some people, ownership is the way to go.
It allows the person (or couple, or family) to feel psychologically, financially and spiritually grounded in a world of impermanence.
The same parallel can be drawn with organizations and their use of marketing tactics through social platforms.
Some organizations would rather pay the rent to get to eyeballs that the landlords of Twitter, Facebook, LinkedIn, Pintrest, Instagram, and on and on have decided to charge.
Some organizations are choosing to opt-out and go back to doing the work of building their own platform through the use of their website, their blog and their email distribution lists.
Which strategy is better is really a matter of whether an organization is looking to persist and remain relevant in spite of the changing winds of social platforms, or if an organization is just looking to “make some noise.”
However, never forget: The social media landlords of Facebook, Twitter, et.al., already put in the hard work building a really, really, attractive space for all those tenants whose eyeballs you want to show your content to.
So, are you a renter or an owner?
-Peace Be With You All-
Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: email@example.com