I recently attended a Lunenburg/Queens Small Business Week session in Lunenburg, where the conversation turned to social media and its role in marketing. There were a few people in the room who questioned whether social media platforms are the present or the future of marketing.
Much of the discussion centred on the concept of owned media. We mentioned this in our most recent blog. This includes newsletters, websites, permission-based email marketing, and paid campaigns on traditional platforms such as radio, newspapers and television. Television presents a challenge on the South Shore, where we don’t have a local television station.
My comment was simple: when businesses market on platforms like Facebook, they’re trying to reach an audience. But in doing so, they’re more likely helping deliver eyeballs and advertising value to Meta, its USA headquarters, and its shareholders.
There’s a strong argument for investing in marketing channels that give businesses greater control over their audience and message. That might mean building an email list through a permission-based service like Constant Contact, investing in your own website, or working with a local radio station like 107.9 Go Rock.
There’s an old saying: If the product is free, you are the product.
Think about that. How can your business compete when the platform you’re relying on is also using your content, your customers’ attention and your advertising dollars to generate billions in revenue?
Facebook’s business model isn’t built around your individual business succeeding. With owned media, and with marketing partners who are invested in your success, the focus can be much more direct: helping you reach your customers, build your brand and grow your business.
The question isn’t whether social media has a place in your marketing plan. It’s whether you’re building your business on a platform you control, or simply helping build someone else’s.
Always ensure with your time and your money that you are HELPING YOURSELF!!!