Choose Your Customer Delivery Platform Wisely
Imagine building a beautiful home on rented land. You invest time, energy, and resources into creating the perfect space. Then, one day, the landlord changes the rules—or worse, evicts you.
This is the reality for businesses relying solely on serving their customers on social media platforms. Platforms like Facebook, Instagram, and TikTok are fantastic tools for visibility and prospect engagement, but they are fundamentally rental properties. Your goal once they become a customer is to transition them to your core delivery platform as quickly as possible.
Think about it. You want to grow an engaging community for your customers. Social media seems like the best choice because that is where people are already – and you can create your own group, which gives the illusion of ownership. Your profile, followers, and content feel like assets—but they’re not. These platforms own your data, control your reach, and dictate how and when you communicate with your audience.
The Hidden Costs of Dependence on Other Platforms
Social media, or other platforms may seem like convenient tools to use to engage your customers, but they come with hidden costs that can undermine your growth:
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Dependency on Someone else:
You have paying customers who want the transformation that you promise and you want to serve them. However, the company that created and owns your community platform (AKA Facebook groups) has just decided to discontinue communities – what do you do? -
Limited Ability to Customize the Experience:
If you don’t own your platform, you may not have the ability to make it your own – which makes you the same as others using the same platform.
The Power of Platform Ownership
Owning your platform doesn’t just reduce risk—it unlocks growth potential and future-proofs your business. When you control the digital space where your customers engage with your brand, you gain the freedom to build authentic relationships, deliver consistent value, and adapt without external interference.
Remember, social media platforms were designed for connection. They prioritize trends, ads, and quick interactions. A dedicated platform, on the other hand, becomes the cornerstone of your brand’s community and authority.
Why This Matters for Long-Term Business Growth
Companies that own their platform build resilience. They control their narrative, engage customers more effectively, and create long-term value without platform-induced roadblocks. Plus they are building a long-term business asset that can be sold or scaled depending on the goal.
So, are you ready to stop renting and start owning?
We’d love to hear your thoughts! Share your experiences with platform building in the comments below
Our Host
Tara Bryan is on Instagram | Facebook | Linkedin
Website is: www.Taralbryan.com
Hey, it’s your host, Tara Bryan. And I am on a mission to help more business owners learn to infinitely scale their businesses by leveraging the power of online without sacrificing the customer experience or results.
I like to geek out on all things business strategy, marketing, interactive digital and user experience. This podcast is all about what is working, lessons learned and actionable tips to create and grow a thriving online business.
Join us each week as we dive into different strategies, tactics and tips you can apply immediately to your business.
Key Topics:
Platform Ownership | Social Media Risks | Audience Engagement
Highlights
- Hidden costs of social media dependence
- Why you must own your platform
- Future-Proof Your Business
