It made news worldwide this week when Facebook took all Australian news pages offline, with the proverbial push of a single button.
But they’re big news sites; it would never happen to a small business, right?
Did a little deeper, and you’ll find that plenty of small businesses and travel bloggers were collateral damage.
Even if they weren’t, what’s the lesson here?
If you invest in Facebook (or any other social platform) to reach people or build an audience, your ultimate objective should be to move them to a different platform.
That platform? Either your website, a physical location or an email list.
Essentially any asset you own, not rent.
Just like renting a property, you’re always going to be beholden to the owner.
If they want to change the game rules, it doesn’t matter how much time, money and resources you’ve invested; you have little to no control and voice in the matter.
If you’re using marketing platforms you don’t ultimately have full control of, be very clear about what you are trying to achieve by being there.
Audience attention and engagement should not be the ultimate goal.
Build your list.
Invite them to the store.
Sign them up.
Anything but Facebook’s vanity metrics you’ve been holding so dear.
They don’t matter.