“If you don't own your customers, you aren't really in business” - Brian Gallagher

Introduction:

Social media can destroy your business overnight.

This might sound dramatic, but it's a warning we've been giving consistently in Activate AI and UCM training sessions over the past year. On the Isle of Man, many businesses rely heavily on platforms like Facebook to connect with customers—a strategy that puts them at significant risk.

Here’s why over-reliance on Facebook can harm your business and how you can protect yourself.

With that said, here are 8 things to consider to protect your business today: 👊

1. Facebook Owns Your Customers

If Facebook is your only way to reach customers, you don’t own those relationships—Facebook does. At any moment, Facebook can suspend or delete your account, leaving you unable to connect with your audience.

Solution: Use Facebook as a tool to drive traffic to your own website and build your own email list. Once customers are on your email list, you own those contacts, and no platform can cut you off.

2. You Need to Own Your Online Presence

A website and mailing list are non-negotiable for any business. Without them, you’re at the mercy of social media platforms that can shut you down at any time.

Solution: Invest in your own domain name and website to establish control over your online presence.

3. Reach More of Your Customers

Facebook’s algorithms severely limit how many people see your posts—typically only 1-2% of your audience. In contrast, emails sent to your mailing list are delivered to 100% of your subscribers. Even if not everyone reads your email, it’s still exponentially more effective than relying on Facebook.

Solution: Focus on building and nurturing your email list to ensure your message actually reaches your customers.

4. Avoid Violating Facebook’s Terms of Service... Or Else...

If you’re using your personal Facebook page to promote your business, you’re likely in violation of Facebook’s Terms of Service. This puts your account at risk of being terminated without notice.

Solution: Always use a Facebook Business Page for your business operations to stay compliant and reduce risk.

5. Optimize for Search Engines (SEO)

Content posted on Facebook is hidden behind login walls and isn’t indexed by search engines like Google or Bing. This means potential customers searching online may never find your business because search engines can’t index Facebook’s locked content. Search Engine Optimization (SEO) works by ensuring your website’s content is visible to search engines like Google and Bing, making it easier for customers to discover your business when they search online.

Solution: Publish key business information on your own website to improve your search engine visibility and ensure customers can find you.

6. Optimize for AI Systems (AIO)

Similar to search engines, AI tools like ChatGPT and other AI systems rely on publicly available data to find and understand businesses. Facebook’s login-restricted content is inaccessible to these systems, meaning your business’s information won’t be visible in the growing AI ecosystem.

In the age of Artificial Intelligence (AI), platforms like ChatGPT and other AI tools are becoming essential for customer engagement. However, these systems rely on publicly accessible data, and Facebook’s login-restricted content won’t make the cut.

Solution: Ensure your business is AI-friendly by hosting key information on your website, where it can be indexed and accessed by AI systems.

7. Take the First Step Today

Start protecting your business now by following these steps:

Get Your Own Domain: Secure a domain name like yourbusiness.com.

Launch a Simple Website: Even a one-page site with your services, location, contact details, and hours can make a difference.

Set Up an Email List: Use platforms like Mailchimp or similar services to create and grow your mailing list.

8. Need Help?

If you’re unsure how to get started, reach out to us. At LEMA Logic, we’ve been helping businesses—from solo entrepreneurs to governments—build strong, resilient online presences for decades. Let us guide you through creating a sustainable digital strategy that protects your business.

Final Thoughts

Don’t let social media hold your business hostage. Take control of your online presence today by investing in a website, building your email list, and ensuring your business can thrive—no matter what happens to social media tomorrow.