In 2009 and 2010, I understood something that would take most people another decade to learn.
I had started on Facebook — drawn, like everyone else, by the access, the reach, the extraordinary ease of finding and building an audience in a place where the audience already was. And then fairly quickly, I recognised something that gave me pause. I did not own any of it. The content was mine. The relationships were mine. But the infrastructure — the platform, the data, the audience relationship itself — belonged entirely to Facebook. If they cha
