Is there such thing as a business being too reliant on social media? In some instances, yes.
It’s no secret that with Elon Musk’s recent acquisition of Twitter, many marketers are questioning the platform’s future as not only a viable advertising platform, but as a brand awareness tool and way in which to interact with raving fans.
Likewise, China-owned TikTok’s future has been called into question in light of rising tensions between the U.S. and China. In March 2022, U.S-based Oracle had announced it was close to making a deal with ByteDance, the company that owns TikTok, to store U.S. users’ information, but there have been no updates since.
More and more, marketers have been turning to TikTok to cultivate a following and advertise, with the platform drawing significant advertising market share from popular platforms like Google and Facebook.
There is always a risk that comes with establishing a presence on any third-party platform — whether it be TikTok, Twitter, Facebook or any new social media platforms that arise. You are at the whims of algorithms, company take-overs, political tensions and other factors beyond your control.
That is why although social media platforms can be an extremely valuable tool in a marketer’s arsenal, it’s vital you also have direct access to your audience through your own website and email marketing list. The more your audience is used to engaging with you through these avenues, the less likely you’ll fall victim to changes impacting the social media world.
What does this look like in practice?
Consider using social media as a tool in which to gather your audience’s direct contact info. Take out ads asking followers to subscribe to your newsletter, or prioritize posts asking fans to download a playbook that requires them to put in their information. Essentially, convert as many followers as possible to direct contacts.
Social media platforms do have value, and lots of it. They’re a great way to connect with a wide net of your audience, build brand awareness and hit marketing goals. Just make sure your business isn’t too reliant on social media.
Otherwise, you may fall victim to the whims of the social media world which, like the Greek Gods of myth, can be fickle.
