The risk of giving a blanket license to your content doesn’t mean you should immediately pull up all your social media stakes. But for creative types who want to keep exclusive rights to their work, or for businesses that don’t want to give out any rights to their photos or ideas, for example, it may be worth doing some comparative “Terms of Services” shopping.

Traditional advertising still has its place and word of mouth is king, but where some businesses are missing the boat is in realizing if they don’t have a solid presence online, their customers will create a brand for them, whether those businesses like it or not.