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There is no doubt that social media has completely changed many aspects of doing business in today’s world. However, far too many businesses are reliant on social media to the point that it poses a massive risk.  

Instagram, Facebook, TikTokand most other social media platforms are true powerhouses for building an audience and transforming that audience into clients. But it’s important to keep in mind that these platforms are a tool. They are not yours and they are not the be-all-end-all of marketing.   

First and foremost, you don’t own anything on social media. You don’t own your audienceWould you be able to communicate with your followers if your social media pages were suddenly gone? For many of you, the answer is probably no. And as social media platforms are cracking down on content, many innocent people and businesses are getting caught in the middle of the mess. I’ve seen business owners suddenly get their pages shut down for seemingly no reason other than they didn’t abide by some policy, but it’s never clarified as to what policy was broken. This isn’t to scare you, but it’s a reality that we need to face. If your page was shut down for any reason at all, would your entire marketing strategy be in the trash with it? You don’t even really own your content, in a manner of speaking. When you post something, it is out there, but if your page is shut down, would all your great content go with it? All your graphics, thoughtful posts, and anything else; would they all be gone? Do you have a backup of those things so you can use them in other ways? I hope so!  

Not owning your audience on social media (you know, the one you spent forever it seems trying to build up organically), is why I think it’s so important to have an email list and general contact list for everyone in your audience. Post and run ads to gather your followers’ email addresses by offering something of value. It could be a video series of stretches that they have to sign up to receive via email, or a guide to some self-care routines or essential oil blend recipes, or anything else that coincides with your brand and business. Whatever it may be, find a way to gather other points of contact for them. If something goes wrong with social media, you’re still able to get in touch with them to promote your business. And even if you never run into an issue with social media, you’ll still have another way to communicate and market. That brings me to my second point…  

A big problem for those so reliant on social media, is that all kinds of people are turning away from it. Many people are coming to the realization that social media is taking over our time, and are making conscious efforts to cut back, if not cut it out altogether. It may only be for a short period of time. It may be for good. They may decide to unfollow anything that isn’t completely relevant to their daily lives, or get rid of business pages completely because they’ve decided to only use it for keeping up with a small group of close friends and family members. Whatever the reasoning, social media, while still obviously going strong, is seeing a dip from people taking a stand against the drain it has come to be on so many people’s lives.  

Again, these platforms are amazing tools to use to get clients and grow your massage practice, but we can’t be so reliant on them as our only tool for marketing that we forego other effective forms, or risk losing touch with so many in our audiences. Having all your eggs in one basket is never a good idea, and your marketing strategy is no different. 

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