Why diversification matters when it comes to marketing

"Marie Swift, founder and CEO of Impact Communications, said the firm also emphasizes "credibility marketing," including being quoted in reputable industry outlets, publishing bylined articles, submitting for and winning awards, issuing news releases, speaking at conferences and appearing as guests on webinars and podcasts. "Social media is an amplification tool," she said. "It should not be the primary communication tool.""

""Social media platforms are just a tool to share your content and message with a wider audience," he said. "While it's important to change with the times and maintain a presence where your community and your audience are, it's more important for each professional to become their own media machine, producing, publishing and distributing content on their own terms.""

"X serves as a cautionary tale for any firm that builds its professional brand on a third-party platform, he said. Any social network, whether X, LinkedIn, Facebook or another, is "run by someone else who will make decisions based on their best interest and not yours," O'Connell said. Since leaving X, he has focused on his own newsletter, which he launched shortly after starting The Oasis Group in 2019. It now has about 170,000 subscribers. "I consciously made the decision to build my communication network on my terms and not through someone else's platform," he said. "I am not beholden to a third-party platform for my messaging or my brand's image.""

Social media platforms serve primarily as amplification tools and should not be the sole communication channel. Professionals are advised to produce, publish, and distribute content on owned channels to maintain control over messaging and brand image. Credibility marketing—being quoted in reputable outlets, publishing bylined articles, winning awards, issuing news releases, and speaking at events—strengthens reputation beyond social platforms. Third-party networks can change rules and values, creating risk for brands built there. Redirecting audiences to newsletters and other owned media can grow substantial, reliable subscriber bases and represents a long-term investment in communication control.

Read at Financial Planning