Why? Because the social media company controls your site (page/pages) and can make arbitrary changes without recourse by you!
Relatively recent events (within past 18 months) at Facebook provide a good example of why you cannot depend on a “social media” company for your internet marketing.
According to Jennifer Slegg on Search Engine Watch [Dec 2013], “Facebook now admits that businesses will need to pay in order to get their companies posts and information in user newsfeeds.”
“Companies using Facebook pages have found it increasingly difficult to reach their audience through unpaid, organic promotion. Even those with thousands of fans see only a tiny fraction of their posts actually being viewed in newsfeeds. Many have suspected for some time that Facebook is pushing businesses to use Sponsored Posts, just to get them seen by people who already Like the brand.”
She is correct: According to AdAge [Dec 2013], Facebook said, “We expect organic distribution of an individual page’s posts to gradually decline over time…” And a Facebook spokesperson said, “the best way to get your stuff seen if you’re a business is to pay for it.”
We don’t object to the concept of paying for advertising, even when it was previously provided for free. But many of the FB customers had already paid to obtain those viewers – “friends”. This change made it necessary to pay again (and again and again) to get those same previously paid for viewers back to see updated/new content!
According to a June 2015 International News Media Association (INMA) blog post By Nikolay Malyarov; “Facebook is no one’s “friend.” It will never stop manipulating newsfeeds, users, publishers, and advertisers to serve one understandable, fundamental need – to bolster its bottom line.”
In other words, Facebook controls who and how many see your content. It’s their site; their server; and (rightly or wrongly) it’s their right. BUT, if companies like Facebook can destroy your business marketing strategy by changing their terms, then you should rely on things you can control. Which means that you should have an opt-in email list – YOUR list, controlled by YOU.
So, go ahead, use social media, but be smart about it, and make it a way to build your own opt-in marketing list.