Why Relying on Social Media for Your Communication is a Risky Game
How to future-proof your message and connect more meaningfully.
Cover photo by Max Ostrozhinskiy on Unsplash.
Social media platforms have become a go-to communication channel for many businesses, especially for creators and independent brands looking to connect with their audience. It's free, accessible, and offers the potential to reach a large audience. Yet, while social media can be a valuable tool in your mix, relying on it too heavily for your brand's communication is a risky game.
Why? Because social media is not a platform you control. Algorithms shift, trends change, and at any moment, you could lose the direct connection you've worked hard to build. Here's why relying solely on social media can be dangerous—and what you can do instead to safeguard and strengthen your communication strategy like a real PRO.
The Risks of Depending on Social Media
1. Algorithm Changes Can Bury Your Content
One of the biggest challenges with social media is that you're at the mercy of algorithms. Platforms like Instagram, Facebook, and TikTok regularly change how they prioritize and display content, and often, organic reach drops without warning.
You might spend hours crafting the perfect post, only for it to be seen by a fraction of your followers. Even if you've built a solid audience, it doesn't guarantee they'll see your updates. The lack of control over visibility can make it difficult to communicate consistently and effectively with your audience.
What to do instead
Focus on building and nurturing your email list. Unlike social media algorithms, email communication puts you in direct contact with your audience—no intermediary involved. Every time you send an email, it lands directly in your subscriber's inbox, ensuring your message is seen by those who've actively chosen to hear from you.
2. Social Media Platforms Aren't Yours
It's easy to forget that your social media accounts don't actually belong to you. If a platform decides to change its policies or shut down, your entire audience could vanish overnight. Similarly, accounts can get hacked, banned, or disabled without warning—leaving you scrambling to regain access or reconnect with your followers.
What to do instead
Diversify your communication channels. In addition to social media, build a presence on your website, through email, and even offline. Your website is a platform you own and control, allowing you to post content, updates, and offers without fearing being shut down. Having multiple ways to communicate ensures that your brand's voice remains strong even if one channel fails, empowering you with a sense of control and confidence in your communication strategy.
3. Short-Term Engagement, Long-Term Uncertainty
Social media is fast-paced, and while it's great for short-term engagement, it doesn't always translate to long-term, meaningful relationships with your customers. People scroll quickly, consume content in short bursts, and often move on without taking action.
Building a loyal, engaged audience through social media alone is challenging because it's designed for instant gratification, not deep connections. This creates uncertainty for the longevity of your business relationships.
What to do instead
Create long-form, valuable content that lives on platforms you control. Lookbooks, magazines, blog posts, case studies, and in-depth articles on your website can provide lasting value and position you as an authority in your field. These types of content have a longer shelf life than social media posts and allow you to engage your audience more meaningfully.
Use Social Media as a Gateway, Not a Hub
Social media can still play a role in your communication strategy, but it should act as a gateway, not the hub of your brand. This strategic approach ensures that you stay in control of your brand's communication, using social media as a tool to direct traffic and engage your audience.
What to do instead
Here's how you can make social media work for you while reducing the risks:
Encourage followers to join your email list. Offer exclusive content, discounts, or early access to new products in exchange for an email sign-up. This way, you're turning social media followers into direct contacts you can reach anytime.
Direct traffic to your website. Make sure your social media profiles consistently lead people back to your website. Whether it's through blog posts, product pages, or events, your website should always be your primary communication hub.
Repurpose long-form content. Create in-depth content, blog posts, or articles and break them into bite-sized pieces for social media. This ensures that your long-form content gets seen by a broader audience while still pointing them back to your main platform, like your website or blog.
The bottom line: control your communication.
Relying solely on social media for communication is risky because you don't control the platform, the algorithms, or your audience's ability to see your content. While social media is a tool for short-term engagement, it's not a sustainable strategy on its own.
Instead, take control of your communication by building direct relationships with your audience through email, a well-maintained website, and valuable, lasting content. Doing so will ensure that your message reaches the right people, regardless of what happens with the latest social media trend.
Francesca – Armonica Studio
Francesca is the creator of Armonica Studio, a marketing consultancy focusing on strategy and communication. She is a Brand Strategist, a Communication Consultant, and the creator of The Armonica Blog: Marketing Insights And Actionable Tips For Creators And Makers. She currently lives in Berlin, Germany.
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