The article discusses the risks associated with brands relying on third-party social platforms like LinkedIn and Slack for audience engagement and visibility. It highlights recent incidents where companies lost access to their followers due to changes in platform policies. Brands often invest significant resources in content and audience building, yet their reach is determined by ever-changing algorithms, leading to a precarious position. The article emphasizes the importance of developing owned communities to maintain control over engagement and access, as external circumstances can severely threaten their investments.
Companies investing in external social platforms risk losing audience access and brand control due to inevitable policy changes, highlighting the importance of building owned communities.
Many brands misjudge third-party platforms, treating them as permanent channels for audience engagement, while in reality, they are at the mercy of external algorithm changes.
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