The dangers of becoming too dependent on social media (and the two channels you should prioritise instead)


As digital marketers, particularly those of us that work within content marketing, we can tend to have a bit of an obsession with social media, and not without good reason. Social is hugely powerful for extending your brand reach, managing and nurturing relationships with customers and even, for many businesses, generating direct leads and sales. So social is really important and every business should have a social strategy in place. However, I do think that we just need to keep this enthusiasm in check, and it’s for one very simple reason – we do not own those platforms.

Let me give you some examples. If Facebook were to increase their cost of advertising where it was fundamentally prohibitive for you to keep creating and promoting content on it, then all of the investment of time and money that had been made to date would have been for nothing. Or if LinkedIn were to close their doors tomorrow, there would be nothing you could do about it.

There are only two assets that we actually own in the digital space. One is our website domain and all of the content on it, and the other is our email list. And therefore, as important as these other channels are, we just need to occasionally remind ourselves that if this activity is not ultimately strengthening and growing the two assets that we do own, then we’re building our online presence on very shaky foundations.

So yes, have a social strategy and use it to its fullest potential, but just keep in mind those two assets that you actually have ownership of.

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