Hi Friend!
Two months ago, I left social media. I expected to lose some casual scrolling time, but what I didn’t expect was the number of people and accounts I could no longer reach—simply because they only existed on those platforms. No email list, no website, no alternate way to connect. Just… gone.
That experience made me think: How many business owners are building their communities in places they don’t actually own?
Leased vs. Owned Platforms
Too many businesses rely on leased platforms—places they use but don’t control. These include:
- Social media (TikTok, Instagram, LinkedIn, Facebook) – Your account could be banned, hacked, or buried by an algorithm overnight.
- Messaging apps (WhatsApp, Discord, Slack) – If the app shuts down or locks your account, you lose your contacts.
- Rented physical space – A lease isn’t forever, and a landlord’s decision could displace your community.
- Third-party software without data access – If you can’t export your customer list, you don’t own it.
Now, compare that to owned platforms—spaces where you have full control:
- Email lists – If you can download a CSV of your contacts, you own your audience.
- Your website – If your social media disappears, people can still find you here.
- A physical space you own – No landlord can evict your community.
- Community software with data access – If you can back up your member list and conversations, you stay in control.
How to Protect Your Community
- Make email a priority – Social media, if you must, should drive people to your email list, not be the main point of contact.
- Diversify your communication channels – If one platform shuts down, your audience should still know where to find you.
- Back up everything – Regularly download your contact lists and key community data.
- Think long-term – If you rely on a rented space, have a plan for relocation or ownership.
Leaving social media taught me a hard lesson—if you build your community on a platform you don’t control, you’re always at risk of losing it. So ask yourself:
Where does your community actually live? And if the worst happened, would they still know where to find you in a way that’s fast and intuitive?
Love, Angel
ps. my new Advanced Community Management series is now a playlist at one link. Woo! I add new videos every week so check it out.