Social Media: Buy or Rent

What do houses, cars, and Social Media all have in common?  For one thing, they all share a primary question:  Buy or Rent.  Buy a house, or look for a rental?  Buy a car, or lease it?  And should we rent our Social Media, or build our own?

Most leaders don’t even think about this last question, because they don’t consider that Facebook, LinkedIn, Twitter, YouTube (and in fact, every Social Media site) is rented space.