Are you too dependent on social media? Alternatives for marketing your business
Are you too dependent on social media?
Social media has transformed our world – changing the ways in which we communicate with one another, and the ways many businesses choose to market themselves.
Unfortunately, with that transformation also comes dependence. Many of us continue using platforms even when their owners' or shareholders’ interests, values, and motivations no longer align with ours.
These platforms hold a lot of power and control. As users though, we have the ability to push for accountability—whether that’s through intentional participation, or outright boycott.
The case against Meta
Take Meta, for example.
I recently shared a blog post outlining my thoughts on Meta’s content moderation policy changes and the motivations behind them. While I’d recommend reading that post in full, here are the key takeaways:
Meta is removing its fact-checking program in favor of “community notes,” starting in the U.S – a choice that raises concerns about misinformation and user responsibility.
They are relocating their trust and safety and content moderation teams from California to Texas under the guise of “reducing bias,” when in reality this is more likely an effort to relocate to a region where individuals are more aligned with Zuckerberg’s (Meta’s CEO) personal views.
Meta is loosening restrictions on hate speech and abuse, particularly regarding sexual orientation, gender identity, and immigration status—a change that will enable the dissemination of hate speech with little to no accountability.
Meta’s business model revolves around collecting and selling user data, while simultaneously controlling the algorithm that dictates content visibility—a clear conflict of interest.
The company’s platforms have historically been linked to some truly heinous atrocities in the real world, including loss of life. I compiled a list of some of the most alarming examples in my previous post.
These few examples alone illustrate Meta’s focus on profit rather than on user experience or ethical responsibility.
The tension between business growth and ethical responsibility
For me, the recent content moderation changes were the final straw. These policies enable hate and abuse against marginalized groups, and I refuse to compromise my values any longer.
And so, on January 31, 2025, I deleted both my Facebook and Instagram accounts.
I know that leaving these platforms isn’t an easy decision – especially for business owners, and I don’t judge anyone who stays.
Many businesses have built communities and revenue streams through these platforms, making it difficult to step away without fearing a loss of sales, visibility, or engagement.
This is the struggle I see so many business owners facing right now: How do we leverage social media for growth while staying true to our values?
Social media is undeniably a powerful tool for visibility, marketing, revenue generation and connection. But at what cost?
While it can seem daunting, we have a lot of power as consumers to push back against organizations, especially those which rely on our engagement and participation to generate revenue.
If you aren’t quite ready to delete your accounts, you can still begin taking a step back from them – diversifying your presence online and shifting your resources into marketing efforts that better align with your values.
Because relying too heavily on any one platform can leave you vulnerable if policies change, algorithms shift, or platforms disappear.
Alternatives to Meta platforms for marketing your business
Here are a few ways you can begin to diversify your marketing efforts as you step away from Meta as a marketing tool.
1. Prioritize channels you have control over.
I've always advised my clients to prioritize the channels they own and have control over. You control your website and email list, as well as any subscriber or customer data you collect via these platforms.
Focus on refining your website SEO (search engine optimization) to support improved visibility through search engines like Google.
Build up your blog with valuable resources, and prioritize growing your email list with regular communication so that you’re not relying on social platforms as your primary touchpoint with your audience.
2. Focus on in-person events and networking opportunities.
Start hosting your own networking events and attending the ones that are going to help you meet more folks you want to work with.
I've gotten about 98% of my clients through my network, either directly or through referrals!
Be targeted in how you build your network. Skip the small talk! Focus on building real community. Be open about what you need and what you can offer in return.
People connect people with each other because it's helpful. Be a resource for others and they'll be a resource for you.
3. Prioritize word-of-mouth referrals.
As you work with clients or customers, encourage them to provide feedback regarding your services. Testimonials are a great form of social proof. Add them to your website or email marketing efforts to build trust and confidence in your business.
In the same vein, offer an incentive for referrals from current clients or your larger network. There is a lot of value in word-of-mouth marketing.
4. Build an online community.
Build community with your audience by setting up a membership site or forum to engage your audience. Use a tool like Heartbeat, Circle.so or Mighty Networks to host your members in a private space.
For example, one of my top priorities now that I’ve moved away from Meta is continuing to cultivate and grow my Magnificent Marketers Club.
Host regular online events or check-ins with your audience so that they feel connected to you, your insights, and your resources.
5. Leverage partnerships and collaborations.
I work with other like-minded business owners all the time. Whether online or in-person, when you meet someone who has an aligned community with yours, take intentional time to brainstorm about collaboration opportunities that make sense for both parties.
Leverage these partnerships to build relationships with influencers, industry peers, or complementary brands to amplify reach through content collaborations or affiliate marketing campaigns.
6. Look into more aligned social media platforms.
Keep an eye on emerging social networks and community-driven platforms that better align with your values. Research the policies and ownership behind these platforms to see which might be a good fit for you and your business.
For example, I will continue to be active on LinkedIn moving forward, because it doesn’t have the same ethical or moral concerns that Meta has introduced.
Bluesky has also come about as an interesting alternative for Twitter/X, designed to be more ethical because rather than being controlled by a single company it’s instead being built by many people.
7. Consider paid advertising opportunities.
I could include advertising outside of Meta platforms here as an alternative channel, but I’m not a big fan of Google or paid social ads because they tend to have the same conflict of interest as Meta (selling ad space and then controlling the visibility of said ads on their platforms).
However, advertising that’s more targeted, such as ads on buses, in local shops, or in publications, could be a great way to expand your reach depending on your business.
Intentional use of social media platforms (including Meta)
If you choose to continue using Meta platforms (I genuinely don’t judge anyone who stays), you can still take a stand through the ways in which you use Facebook or Instagram.
The key here is intentionality—using these platforms as a means to serve your business and community without becoming entirely dependent on them.
1. Diversify your marketing efforts
Even if you’re not fully deleting your accounts, I would still encourage you to begin diversifying your marketing efforts, using the suggestions above. Continue using social media as a gateway, but prioritize growing your email list, website traffic, and/or community spaces outside these platforms.
2. Set boundaries
You don’t have to use every feature or participate in trends that don’t align with your values. Be selective in what you share, and stick to what feels authentic.
Scheduling posts in advance, limiting your scroll time, and disengaging from the aspects of social media that don’t serve you can also be supportive boundaries to set as a user.
3. Be vocal & use your platform for change
If you feel strongly about an issue, use your social media presence to educate, raise awareness, or advocate for ethical business practices. You have a voice and platform – use it!
Final thoughts
Ultimately, there is no one path or answer when it comes to these major questions regarding ethics, social responsibility, or your role as a consumer and business owner.
For myself and my clients, I’m advocating for conscious participation—using social media as a tool rather than letting it dictate how we run our businesses or shape our ethics.
What are your thoughts on finding and maintaining this balance? Have you found any strategies that work for you? Will you be stepping away from Meta or another social media platform based on these recent changes?
I’d love to continue this conversation with you. Join us in the Magnificent Marketers Club to share your thoughts and insights!