Adweek: Brand Publishers That Want to Own Their Data Are Ditching Facebook for Microsites

September 25, 2014 — Leave a comment

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.

Advertisements

No Comments

Be the first to start the conversation!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s