The social media landscape is in constant flux. Platforms such as Facebook, Instagram and YouTube keep changing their algorithms and rules, and governments are also reshaping who can access these services.
For small business owners, these shifts highlight an important lesson. Social media should be treated as a tool rather than the foundation of your communications strategy. Relying exclusively on social platforms to reach clients is risky, limiting and increasingly unreliable.
The following points explore why this approach is problematic and what alternative communication channels you can implement for your business that you can control and maintain.
You do not own social media
A business’s social media presence is essentially a lease. The platform owns the land and you only occupy space under whatever terms they choose. Platforms can change their policies at any time. They can alter their algorithms, suspend accounts without explanation or even shut down entirely. Meta regularly updates the Facebook and Instagram algorithms, which often reduces organic reach in favour of paid advertising. This means you might spend time crafting quality posts that still reach only a tiny fraction of your audience unless you pay to boost them.
If your business relies only on social media, you are handing control of your communications to a company that can limit or remove your access without warning. Your website, by comparison, is an asset you own. You control the layout, branding, messaging and data collection. Nothing is filtered through an algorithm.
Not all customers use social media
It is easy to assume that everyone has social accounts, but that is increasingly untrue. Many people have deleted their accounts due to privacy concerns, misinformation fatigue or a desire to spend less time scrolling.
Government regulations can also reduce your potential audience. The recent change to Australian laws mean that under-16s are now largely blocked from social media. That represents a significant number of young Australians who cannot be reached through traditional social platforms.
If your marketing strategy relies on channels that exclude entire groups, your ability to reach customers is already limited before you even begin.
Platform bans and moderation errors create instability
Social media platforms frequently block or restrict accounts due to automated moderation errors. A post might be misinterpreted by filters. A competitor might mass-report a page. A promotional campaign might be flagged as spam. These issues can cut you off from your audience instantly and with little explanation.
Your own website, mailing list and other owned channels do not have hidden moderation systems that can suddenly stop your communications.
Algorithms work for the platform, not for your business
Social media algorithms prioritise content that keeps users on the platform. They do not prioritise your conversions or sales. A post might receive likes but still be buried in the feed for most of your followers.
Search engine optimisation on your website, on the other hand, helps people find you because they are actively looking for what you offer. This is a far stronger foundation for consistent customer acquisition.
Better communication channels that you control
The following channels give you far more stability and control:
Your Own Website: A permanent, searchable home for your business. Use it for bookings, e-commerce, blogs, testimonials and more.
Email Marketing: A direct and reliable communication method with strong conversion rates.
SMS and Mobile Messaging: Useful for appointment reminders, urgent updates and promotions.
Local SEO and Business Listings: Google Maps listings, Bing Places and review platforms help people find you without relying on social media.
Owned Content such as Blogs or Newsletters: This builds authority and keeps customers returning to your site.
Conclusion
Social media is valuable for engagement, but it should never be the only communication channel your business relies on. Platforms change their rules without warning, governments impose new restrictions and users regularly delete their accounts.
Your goal should be to build communication channels that you fully control. A social profile can support your marketing, but your website, email list and other owned tools are the assets that give your business true stability and reach.