The scary thing about depending on Facebook

Right now Facebook is all over the place. For the last few days people have been publishing articles about what Mark Zuckerberg said about Facebook’s goals for 2018… He wants to “fix it.”
Apparently that means showing more content from friends and less from companies—which seems scary for some companies.
Well, I don’t really care about it, in fact, I told you already. I’ve talked about this several times in this blog, but it’s worth pointing it out again: Have direct contact with your audience, and whenever possible, without third parties.
It happened with MySpace, it’s happening with Facebook and it will happen whenever you use third parties to be the middleman between you and your audience. Two things (always) happen, either: (1) the social media platform goes out of business, or (2) they change their strategy.
How many people said that email is dead and Facebook is the best one?
Maybe there are other ways to reach an audience, but right now email is the best tool I know. If you compare email conversions versus any social media conversion, email is at least 10 times better.
And not only that, email has been around for more than 50 years. It’s not going away anytime soon and nobody can control it.
Some people might say, yep, but Facebook [or any other social media network] has a huge potential, it’s worth trying out. They might be right, but that’s not excuse to depend on them and forget about building a permission asset—an email list.
What’s next? This will leverage influencer marketing on Facebook and follow what Mark Zuckerberg said once:

“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.”

Do you get where is this thing going?
What I make to highlight here is not that you should jump into the influencer marketing scene, so let me be clear here, I don’t want you to miss it:
Facebook’s goals are not the same as yours. They’re not charity. Just like Uber won’t hesitate to put our of business their drivers and replace them with autonomous cars, Facebook won’t hesitate to put you out of business either.
You ought to have a direct access to your audience and own that asset. It’s your asset, you’ve earned it. So take over control.