None of us can deny the power of social media to impact businesses, big and small. As we’ve seen repeatedly, what we post to our accounts can have positive and negative real-life effects, destructive and groundbreaking. With it, we can reach people worldwide without leaving the house. It is no longer just about posting family photos. People are making real money and establishing real connections.
However, an over reliance on social media to hold up the core of our business can prove disastrous since we do not own them. Lately, I have heard many complaints of Instagram pages being hacked, Facebook jail, and TikTok suspensions.
And these are not complaints from people with small accounts. People with tens of thousands of followers have had to start from zero.
People who operate systematically, moving their tribe (those genuinely interested in their content because everyone isn’t), over to their own platforms, do not lose when their accounts are hacked or when IG decides to glitch.
They do not lose because they understand a basic principle:
Social Media is the vehicle, not the destination.
Social Media is a powerful tool for socializing and networking with your target audience. Still, you want to always be moving them along your funnel.
This looks like adding them to your blog, email/text list, website, or membership site.
To do this, use a call-to-action at the end of your posts to tell people what you want them to do.
The call-to-action or CTA is when you give your people direction. What do you want us to do after seeing your post?
- Do you want us to visit your website by clicking the link in your bio?
- Do you want us to leave a comment? Are you asking for feedback?
- Do you want us to buy something? Are you having a Black Friday sale?
The goal is to avoid getting too comfortable with the followers you get from these social media platforms. Only some people following you are interested in what you have to offer. You can ensure they know where to find you outside Instagram and Facebook. This allows you to nourish relationships and build stronger bonds with those who care.
In a matter of seconds, your thousands of followers can be gone if someone hacks you or your account is deleted for whatever reason.
Protect yourself by establishing an online home.
The PBS Blog 