Don't rely on social media alone


If you spend any time on social media, you probably experienced the recent outage of Facebook, Instagram, and WhatsApp. On October 4, 2021, all Facebook-owned platforms were unavailable for more than six hours. This isn’t the first time this has happened. In 2019, the same platforms shut down globally for close to 24 hours. During the most recent Facebook shutdown, many users flocked to Twitter, Telegram, and other channels, which led to disruption to those apps’ servers as well. Although Facebook, Instagram, and WhatsApp were restored by the end of the day, the outage serves as a timely reminder.


Don’t rely on social media alone for your marketing.


We understand the importance of social media. We encourage our clients to maintain a social media presence and manage several accounts. We have also written several posts offering social media tips. Social media is a crucial marketing tool. But it’s just that: one tool that should be part of a toolkit or marketing strategy, not the whole thing.


Here are a few reasons you should use social media:

  • There are billions of worldwide users, and growing!

  • Setting up an account is quick, easy, and cost-efficient.

  • It’s an instant way to share photos, videos, and other content.

  • Accounts can be customized and branded.

  • Every channel provides feedback and analytics.


Again, social media is a great tool. But if it’s the only tool you are using, you are taking unnecessary risks with your business. If the recent outage didn’t convince you, here are a few other reasons not to rely only on social media for your marketing:


  • You don’t own your profile or page. If you post to your own website, you have control and ownership of your information. When you use social media, you don’t own the profile or page. Instead, you are using platforms owned by other entities that ultimately have control. Again, social media is a wonderful tool, but it isn’t without risks. If social media is your only marketing tool, you are putting all your eggs in one basket, and it’s owned by someone else.


  • You could lose access to your account. If you know someone whose Facebook account has been hacked and suspended, you know how fast it can happen. All it takes is one hacker and all your hard work can be gone. You can lose access to all posts and photos, and completely lose the ability to connect with your audience. And if you have ever tried to recover a suspended account, you know it can be impossible to reach a live person or get any help at all. Don’t take the unnecessary risk. Take steps to protect your account and use other methods to conduct your business.


  • Social media is constantly changing. It’s hard to keep up with the latest social media trends, algorithms, features, designs, and platforms. Sometimes your posts stop showing up on your audience’s feed. Posts can be demoted based on algorithmic formulas. Some content performs better than others. Trends constantly change. Platforms come and go. (Remember Myspace?) And once you get used to one effective strategy, everything changes again. Even if social media management is your full-time job, it can take time to learn how to utilize new features and determine a new strategy. Don’t let social media changes jeopardize your ability to reach your audience. Make sure you have multiple ways to effectively connect with them.


Social media is a vital part of a marketing strategy, but it’s not the only part.


If you have been relying only on social media, now is the time to implement a comprehensive marketing strategy. There are many techniques and platforms when it comes to marketing your small business. If you don’t already have a website and an email list (two things you own), you need them. It will be well worth the effort if (and when) the next social media outage happens.


Diversifying your marketing strategy doesn’t have to be overwhelming. If you have questions or need assistance, give us a call. The team at The Social Bullpen can create a custom strategy for all your marketing needs.


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