Over the years, I’ve told hundreds of people this one brutal truth: you don’t own your audience.
Your social media accounts—Facebook, Instagram, LinkedIn— they aren’t really yours.
All of them exist to serve the platform owners’ goals, not yours.
Social media companies prioritise shareholder value, even at the expense of your sanity, your business, even their platform’s usability.
They don’t care.
They don’t care about their users.
They don’t care much about their advertisers.
The certainly don’t care about you.
They’ve got you in a tight spot, you’re completely cornered, and they know it because they painted this corner for us all.
You’re left with no choice but to keep producing content and shelling out more money for advertising.
Organic reach has plummeted, and advertising costs have soared.
Today, you pay to reach the followers you’ve already gained.
Relying entirely on social media for your business is a very dangerous gamble.
A friend of mine learned this the hard way recentlyy.
One evening while I was on holiday, my phone start blowing up. Dozens of texts from my friend and his wife, both in a total panic after his all his Meta accounts were suspended without warning.
Personal profile? Gone.
Business pages? Gone.
Advertising account? Gone.
No first strikes, no appeals, just poof, gone.
Years of work—content, followers, and hundreds of Euro spend on advertising— everything was wiped out overnight.
The business my friend had carefully carved out for himself, all of a sudden, has no digital presence at all, no Facebook page, no portfolio of works, no way to get new leads, no easy way to be contacted, and nothing planned for the future except for whatever work had already been booked ahead.
The hard lesson to learn here?
Platforms will fail, algorithms will change, and accounts will vanish.
Social media companies don’t have your back – they are in it only for themselves.
But, your email list and website are untouchable.
These are the only digital assets you truly own.
Email remains universal and reliable, and a website gives your business a stable, permanent home that YOU control.
Start building your email list and create a simple website—even a one-pager.
These foundations ensure your business remains yours, no matter what happens with social media. Don’t ever let someone else hold the keys to your digital future.
I’m right behind you on this because:
a) I live and breathe this stuff and have been working in digital for 15+ years, and,
b) I truly despise bullies, especially multi-millionaire tech executives who 100% know, but don’t care at all that the decisions they take have a huge impact on other people’s lives and livelihoods.
I’m in your corner.
Let’s come out swinging.
PS: Want further evidence that email is still alive, well, and kicking?
I, a digital marketing expert with 15+ years experience in this game, still use it for my business, and I get results.
