the advice is...you can't have it both ways. You can't post everywhere to increase your readership, and then complain later that you don't have any control over it. (and the lawyer-in-residence clarified for me that we are really talking about licensing here, not ownership.)
Use of my postings is limited by my copyright over it. But it does mean that if I post it in 100 places, it will remain in 80 places over time. And this is a concern for people posting articles in progress. Once you post it, especially if you personally license lots of sites to put it up, you are effectively losing control over it. For me, this means that I will likely stop importing my blog and other original content info Facebook and similar applications. It's better to just point to content than to re-publish it entirely in more than one place.
The more interesting question is with Facebook Apps. When your institution wholly develops and invests in an application, and then posts in on a site like Facebook, what are the ramifications?
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