You will permanently lose all of your followers if you are deplatformed.
In the digital age, social media platforms have transformed the way businesses interact with their customers. These platforms offer a convenient and far-reaching way to engage with audiences, build brand awareness, and foster customer relationships. However, there’s a hidden danger in relying solely on social media for customer relationship management (CRM). In this article, we’ll delve into the reasons why businesses should not put all their CRM eggs in the social media basket.
1. Lack of Control over Data and Communication
One of the most critical downsides of depending solely on social media for CRM is the lack of control over data and communication. Social media companies own and control the data on their platforms, including your followers’ information. This means that if you’re suspended or banned due to a violation of their terms and conditions (even unintentionally), you lose access to your audience and their contact details, cutting off your ability to communicate directly.
2. Vulnerability to Platform Changes
Social media platforms are constantly evolving, and the algorithms, posting policies, and even business models can change overnight. What works today might not work tomorrow, and sudden shifts can significantly impact your ability to reach your audience effectively. For instance, a change in algorithms could make your posts less visible, severely affecting your engagement and brand visibility.
3. Business Volatility and Acquisitions
The business landscape is dynamic, and social media platforms are not exempt from volatility. Companies can go out of business or be acquired by other entities with differing goals and priorities. In such scenarios, the platform’s direction might change, affecting the way businesses interact with their followers. A new owner might alter algorithms, policies, or even discontinue the platform altogether.
4. Perils of Deplatforming
Deplatforming, the act of removing a user or business from a platform, can have serious consequences. If your business is deplatformed for reasons beyond your control, you can lose all your followers and the engagement you’ve built over time. This sudden loss can be detrimental to your brand’s reputation and reach, leaving you scrambling to rebuild on a new platform or through alternative means.
5. Social Media as a Traffic Source, Not the Final Destination
Instead of solely relying on social media as the primary CRM tool, it’s wiser to treat it as a means to an end – a way to drive traffic to your own platforms. This approach ensures that you capture your audience’s contact information through methods like email sign-up forms on your website. By having direct access to your followers’ details, you gain the power to communicate on your terms, irrespective of social media platform changes.
6. Owning Your Communication Channels
The key to a stable and resilient CRM strategy lies in owning your communication channels. While social media offers visibility and engagement, having an email list or a dedicated website gives you control over communication even if your social media presence is compromised. This empowers you to maintain relationships and disseminate information without being at the mercy of external platforms.
7. Changing Social Media Trends
The first social media platform was SixDegrees.com, a social network service website that initially lasted from 1997 to 2000. There have been a plethora of social media platforms that have come and gone since Six Degrees. Many platforms are still in existence but have become irrelevant. Remember MySpace? As technology evolves, so do methods of communication and consumer trends. People migrate to the platform that launches with the latest cool tech.
Conclusion
In conclusion, while social media platforms provide an incredible opportunity for businesses to connect with their audience, it’s essential not to place all your CRM efforts solely in their hands. The risks associated with loss of control, platform changes, and deplatforming highlight the importance of diversifying your CRM strategy. By using social media as a tool to drive traffic to your own platforms and capturing contact information, you can ensure that you maintain the ability to communicate with your followers on your terms, regardless of the volatility of social media platforms. Remember, true CRM empowerment comes from owning your communication channels.
