Facebook and publishers are locked in a power struggle; neither want to concede ownership of their communities, but both need the other to survive. In episode 033 of Social Minds, we speak to On The Tools co-founder and CEO Lee Wilcox, to discover the value exchange that can happen when the two work together. In this, Lee explains how niche communities are combatting the symptoms of content overload. These groups also play a crucial role in deciding and influencing trends, and On The Tools are using that to make real change in the construction industry. Finally, we reveal the fate of UGC as social video moves further towards long-form.