Don't rent the farm

Your social media followers are not your followers.

Let me explain.

Social media marketing is a moving target. The followers you’ve acquired on Facebook, Instagram, Twitter, etc., are not actually your followers. They belong to Facebook, Instagram and Twitter. They just happen to (hopefully) like your content, your message or your brand personality. 

Social media platforms can and will evolve to be more profitable. And, that usually means monetizing your access to “your” followers. Social media marketing is akin to planting seeds on a rented farm. Eventually, rent is due. 

And, what happens if you can’t afford to pay rent? 

Well.

You get kicked out.

Don’t get me wrong, social media visibility can be useful. Social media helps spread awareness and influence, if prioritized correctly. Too often, however, I see businesses pour a lot of energy into social media channels and, ultimately, get kneecapped.

What can you do about this?

First, be clear about the role of social media within your overall strategy. What I mean is, define what you want to get out of it (visibility, profitability) and how it fits within the broader picture. 

Second, don’t put all your eggs in one social media basket. Don’t spend more energy on social media than on your owned platforms.

Third, go find your tribe. Focus on establishing an audience of your true followers and fans, so you can continue to nurture your relationship with them, even as social media platforms evolve.

Just.

Don’t.

Rent.

The farm.