The analogy I’ve used for years is: Don’t build houses on rented land. But this one is way better…
“Brands will always have more control over owned spaces than rented ones,” Thomas said. “By and large, I view owned spaces as the farm and rented spaces as the market where you sell the crops—you can personalize your stall, but you can’t design the market.”
via Brand Publishers That Want to Own Their Data Are Ditching Facebook for Microsites | Adweek.
That’s not to say social isn’t important. It’s critical. But if you put all of your efforts into a platform you don’t own, you’re at the mercy of platform architects – and their prerogative to monetize, change algorithm or disrupt design.