Why Social Media Can't Stand Alone
Last Updated February 5, 2025
Social media platforms are everywhere. From Instagram to TikTok, they’ve transformed how we communicate, entertain ourselves, and even shop. For many entrepreneurs, these platforms appear to be the ultimate solution for growing their audience, sharing content, and driving sales—all without the overhead of maintaining a website.
In the beginning of using social media for business, I knew people and brands that decided to toss aside having their own website for the free and convenient platforms available on social media. I knew first-hand of a record company that told a band, "Nah, you don't need a website, just use a Facebook page." Um, no. A resounding NO.
Here’s the truth: relying on social media as your sole digital presence is a risky move. You don’t own your audience there, and these platforms can change their rules overnight. Without a solid website and email marketing strategy, you’re building your business on borrowed land.
Let’s dive into why social media can’t stand alone and how you can create a sustainable marketing strategy that combines the best of all digital tools.
Why You Can’t “Own” Social Media
The biggest misconception about social media is that your followers, likes, and comments belong to you. They don’t. These metrics are tied to the platform itself, which can revoke access, change visibility, or even shut down accounts without warning.
Social media networks have become more and more of our daily lives and one of the only mediums besides actual word of mouth that people use to make decisions about how to spend their money and who to give their attention.
The mistake brands make is in thinking they have any right to, or own anything about their social media profiles.
Algorithm Changes: The Unpredictable Gatekeeper
In 2014, Facebook famously reduced the organic reach of business pages. That huge algorithm change sent waves of shock and discontent through the marketing world. After years and years of providing a free platform for brands to acquire, interact, and sell to their customers, Facebook had decided it was time to collect. Businesses were aghast. "But they are MY fans!" Um, no, they're not. They are Facebook users that have entered into an agreement with Facebook, not you.
Instagram and TikTok operate similarly, with algorithms deciding who sees your content—and when.
Platform Policies: Rules That Can Change Overnight
Social platforms are businesses with their own interests. Terms of service often grant them rights over your content and impose restrictions you might not realize until it’s too late.
A Platform’s Lifecycle Is Unpredictable
Remember MySpace? Or Vine? Platforms rise and fall. If your entire business depends on one network, what happens if it goes out of style?
If Facebook were to go offline tomorrow or decide that none of your fans could even see your page without you paying, how would you let people know what you're up to or what you're selling? When you tweet, you are hoping and strategizing that your followers will happen to catch your tidbit of info. When you Instagram, you are hoping your followers think your picture is cool or pretty enough to like, and maybe even follow a link.
Social Media as Part of a Sales Funnel
Your social media strategy should focus on one primary goal: funneling your audience toward platforms you own. Here’s an example of how this works, using what I know best—how a band should be using social media.
The Band’s Journey
An Instagram Reel is posted of one of the band members getting ready to go out on the road. The post verbiage is authentic and heartfelt about what going on the road is like and what the fans mean to them. There are no "Buy tickets here!" or "Download the latest album now!" messages at all. The link in the profile is a trackable link that goes directly to their tour dates.
The fan is redirected to the mobile-friendly website listing all the upcoming dates with show and ticket info. They decide to buy a ticket - woo hoo! (The band should be able to capture these emails from the ticket vendor - if you don't get this info from the vendor you need to fix this ASAP.)
Thank You Email: After purchasing, fans receive a thank-you email with a merch coupon and a form to leave their social handles.
Social Shoutout: A band member tweets a short clip thanking a fan personally and saying, "See you at the show!" The fan feels seen and becomes a lifelong customer.
Did you imagine this whole interaction and how it all flows seamlessly and authentically? Of course, not every site visitor is going to buy a ticket - but that's the goal, so your socials should serve to send people to where you can best serve them and build that relationship.
Social network posts should serve fans who want to know more and them feeling an emotional connection - they don't want to feel they're being sold to by a used car salesman. This interaction is seamless and genuine, creating emotional connections while encouraging sales. It wouldn’t work without a website to anchor the process.
Email Marketing: Your Secret Weapon
In the era of overflowing social feeds, email marketing has re-emerged as a vital strategy. Unlike social posts, emails land directly in inboxes, offering a near-guarantee that your audience will see your message.
My recommended email provider for creators and entrepreneurs is Kit (affiliate link).
Why Email Works
Direct Access: No algorithms gatekeeping your content.
Automation: Set up welcome sequences, product launches, or sales reminders effortlessly.
Personalization: Use segmentation to tailor messages to specific audience needs.
The Importance of Website Optimization
Having a clear, updated, and easy-to-navigate website is crucial for converting visitors into loyal customers. Your website should:
Speak to Your Audience: Use language and visuals that resonate with them.
Guide Visitors: Seamlessly lead them through your sales funnel.
Encourage Sign-Ups: Make it easy for users to subscribe to your newsletter.
Showcase Your Offerings: Highlight your products, services, or portfolio effectively.
A polished website should integrate tools for tracking performance, capturing leads, and supporting your brand story.
Social Media’s Role in the Bigger Picture
Let’s be clear: social media is an important part of your marketing strategy. It just can’t stand alone.
Think of your marketing strategy as a meal:
Social Media: The appetizer, sparking interest and drawing people in.
Your Website: The main course, delivering value and substance.
Email Marketing: The dessert, building loyalty and long-term engagement.
Conclusion: Don’t Build on Borrowed Land
Social media is a powerful tool, but it’s not enough. Platforms come and go, policies change, and algorithms control visibility. The only way to safeguard your business is by creating and owning your digital real estate—a website and email list that anchor your brand for the long haul.
So, build your marketing strategy on a solid foundation. Social media can be the icing, but your website and email list are the cake.
Think of your marketing strategy as a three-course meal:
Social Media: The appetizer, grabbing attention and whetting appetites.
Your Website: The main course, satisfying your audience with substance.
Email Marketing: The dessert, nurturing long-term relationships with a personal touch.
By combining these tools, you can create a sustainable, scalable strategy that protects your business from the unpredictability of social platforms.
