I know I’ve written about this before, but this morning’s Facebook outage serves to remind business owners of “platform folly” — or what Copyblogger calls “digital share cropping.”
Which is to say, platforms come — and they also go. Facebook and Google change their algorithms, their terms of service, or simply go down. And even when they’re up and running, we all like to complain about the unfairness of their algorithms.
Enough already. Cut it out!
If you are relying on a single third party platform for your business, you are taking a massive risk. This morning reminded us all of that.
There are exactly TWO business platforms that aren’t controlled by a third party. They are:
- Your web site;
- Your email list.
Your web site is yours and you can move it from hosting service to hosting service. So if one hosting service changes the rules, you simply move on. Your web presence is portable and not platform dependent.
The same is true for your email list. It’s portable, and you own it.
If the Facebook outage had been extended, how much trouble would you have been in?
Exactly.
Build your list, own your audience, move your traffic to your web site. It’s the only way to reduce your platform dependence.
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