A short advisory tip arguing that social media platforms are "rented" assets controlled by third parties who can change rules or deplatform users, so small businesses should use social media to drive traffic to assets they own (where they're the "landlord") rather than rely solely on platforms.
Social media is a rented asset, meaning you're not the landlord, somebody else is the landlord, and as such, they can throw you out at any time. And many people have been deplatformed, removed, banned, blacklisted, shadow, banned, whatever it is from social media. And they haven't necessarily been doing anything particularly controversial. And they can change the rules at any time. The rules are opaque. That's not me saying I'm against. Social media definitely has its place, but I think of it as all roads lead to Rome. You want externally rented assets like social media to point back to one of your assets, an asset that you own, because you want to be the landlord, not the tenant.
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