The near end of TikTok serves a highly visible example of how brands do not really own their own content when it's living on social media.

Don't waste your time, money, and energy on social media channels that don’t make sense and reallocate those resources to the ones that do.

It’s a delicate PR balancing act that brands have been thrown into all at once and with no warning.

I've read a lot of blog advice on why your business should be, but I'm going to go against the grain and say, probably not yet.