Is Your Online Presence Built on Sand? Reasons You Need a Website & Email Marketing Too
The Social Media Dilemma: A Cautionary Tale
Just like a castle built on sand, a business that relies solely on social media can be vulnerable to the unpredictable tides of platform changes and algorithm updates.
Social media platforms are essential tools for businesses to communicate with their audiences. However, relying solely on these platforms can be risky.
Over the past year, I've seen Facebook take down three business pages without warning. Two were relatively small, local pages. But, the most recent takedown prompted me to write this post. The main community page for Joomla! was suspended without notice by Meta on August 21. 2024. As of this writing, the issue remains unresolved. (For those unfamiliar, Joomla! is the second most popular CMS in the world behind WordPress.) This page had 162,000 likes and 158,000 followers and served as the main communication hub for the platform. You can read more about what happened and the steps taken to date to try to resolve it on the Joomla! website and a more recent article from Business Mole.
I've always advised people not to put all their "online presence" in the social media basket. Here are the main reasons why:
- Ownership and Control: You don't own your social media presence. You are at the mercy of the company running the platform. You have very little flexibility in how your business is represented, and no control over changes to how the platform functions.
- Risk of Suspension:The platform can "pull the rug" out from under you with no notice, and good luck getting it back. I've seen businesses that rely on Facebook as their primary online presence instead of their own website. For example, take-out restaurants rely solely on Facebook to promote their daily specials or custom cake bakers showcase their creations.
Of the three pages taken down by Meta, only one was recovered -- and that was because a friend of a friend of a friend worked at Meta -- and the chain of people were kind enough to reach out, and the person at Meta was kind enough and able to help. The second business gave up and started over, and the Joomla community is still hoping for a resolution. None of these pages were violating the Facebook community standards.
The Unpredictability of Social Media
I am not saying social media is bad. It can be a powerful tool for your business, but it's crucial to understand the risks and be prepared if the worst happens. Here are some key issues with relying solely on social media:
Algorithm Changes
Social media platforms frequently update their algorithms to keep users engaged, which can significantly affect the visibility of your content. For example, Facebook's treatment of business vs. personal pages has changed over time. Initially, there was no distinction, but now business pages receive minimal visibility unless you pay for ads or boosting. Some pages have even been unexpectedly suspended despite spending money on ads.
Building Your Customer List
Do you know who is following your page? Do you have a list outside of Facebook? Can you contact your followers outside of Facebook? If your page disappeared right now, what would be the impact on your business?
Communication Channel
Social media platforms control who sees your content and when. Often, I've seen posts about sales and events after they have ended, which does no favors for those businesses. Your best customers may never see your important posts unless they actively seek out your page and scroll through it. Additionally, many people may not even be using the platforms you are on, meaning they'll never see your content.
What Should You Do?
The Benefits of a Dedicated Website and Email Marketing
Having your own website is part of the solution. If your social media pages suddenly disappear, dedicated customers will likely look for your website. It's essential that important information is easily accessible on your website.
A website offers much more flexibility to showcase your business. You can build your content and pages to best communicate your product or services. You can ensure frequently asked question are available, and make your location and business hours easily visible. Most importantly, you usually own your website. However, be cautious with newer DIY website-building platforms as they can come with some similar risks to social media platforms, such as restrictions on usage and changes to features.
Next, focus on building your email marketing list. Ensure you have all your customers' and prospects' emails, and try to capture the emails of those following you on social media.
If you doubt the power of email, check out this article.
Consider this: When you have something important to announce, why leave it to social media algorithms? Yes, post it on social media, but, also send it directly to your most important people -- customers and prospects -- via email. Make it visible on your website so anyone visiting can see it. It just makes sense!
If you want to dig deeper, here is more information about the importance of content marketing and how to maximize use.
Key Takeaways
- Don't put all your eggs in one basket: Relying solely on social media platforms can be risky.
- A website gives you control: Own your online presence and avoid the pitfalls of third-party platforms.
- Email marketing improves direct communication: No need to rely on social media algorithms to get the job done.
- Build for the long term: A website is a valuable asset that can grow and evolve over time.
In the case of Joomla!, they don't maintain an email list but have many Facebook groups and are active on various social media platforms. Additionally, Joomla! User Groups worldwide maintain email lists and actively communicate with their members. This extensive network allowed Joomla! to quickly post about the situation on their website and get the word out through multiple channels.
By investing in a website and email marketing, you take proactive steps to protect your online reputation and ensure your content remains accessible to your audience, regardless of what happens to your business on social media. You're building your online presence on solid ground, not shifting sands!
Please share this information with anyone you know who is depending only on social media for their business. And, if you need assistance shoring up your foundation, contact us to see how we can help.
eKamria 
Great blog! I feel like it was written just for me. Before I found Anne, I was using social media platforms like Facebook and Instagram to get news of my children's book series "out there". I also tried LinkedIn, but given the nature of my books, I wasn't getting much traction from that platform. As Anne notes in this article, social media is good to a point, but not enough to reach the breadth of audience one can get with a dedicated website.
In addition, I'm of the generation that did not grow up with cell phones and computers. When I tried to keep up with the social platforms as they emerged, I was overwhelmed, not only by the learning curve involved in mastering their use, but by their sheer number. I got on Facebook early, then Instagram, and finally the more professional LinkedIn. Just when it seemed that I'd mastered one media platform, they would change or update an algorithm, and I'd feel lost and frustrated.
Just this morning, Instagram announced that it was changing its platform. EEK! I know I'll be wrestling with the site again. In addition, no matter how many sites I use, friends advise me to get on even more--Pinterest, Twitter (now "X"), and TicTock and YouTube! Yikes. Just too much.
Thank goodness I found Anne to help me remake my old website and teach me the very points she discusses in this article. Since working with her on my new Joomla! website, I've been able to achieve my goals much more effectively. I use social media more now to keep up with friends, and sometimes, pop in a photo or verse that my circle of FB friends might enjoy. Before, I was putting the bulk of my children's book notices on Instagram, but realized I was just hitting the same friend audience I had before, with an occasional new viewer. Thanks to Anne's expertise, not to mention her patience, instruction, and constant monitoring, my email marketing and website are more reliable and very effective.
To anyone looking for a professional website developer, I highly recommend Anne Notarthomas. She's great to work with, and an absolute pro!
Hi Nancy,
Thank you so much for your kind words! I'm happy that my article resonated with you and that my work for you has been so helpful. It's great to see how much progress you've made with your website and email marketing. Your commitment to learning all these tools is inspiring. Remember -- you don't have to be on every social media platform -- only the ones that work for you and that you can keep up with. Keep up the great work!
When I started my first blog back in 2005, it was for marketing purposes, since I worked in a lot of fields as a solopreneur (that wasn't a word at the time lol). At one point my blog was ranked in the top 75,000 websites in the world; my other blog was ranked around 48,000. I had a great following, but it took a lot of work. What I didn't have was a lot of business because of it.
Still, it my property, and both of those are still continuing to have new content. You never know if or when you'll connect with someone who'll do business with you, but having connected content can help immeasurably... and you own it!
Hi Mitch,
Thanks for sharing your experience! I remember I knew about you long before I ever met you from seeing your online presence. It does work!
I never send an email that doesn't generate something—a conversation, some small projects, or new inquiries. For me, it's the accelerant that ignites my other work. And, as you said, you never know who or when you will connect to someone for your business—or when the "Internet Gods" will pick up your piece and spread it near and far!