Reach, reach, reach.
Reach more people, with less time.
Reach the right people, in the right places.
Reach everyone somehow.
The reach argument never goes away. History probably had this argument when Gutenberg invented the printing press and when radio and TV became mediums in which to sell to consumers. With the move to digital, reach is even more hotly contested than ever before.
Marketers, communications experts, companies and brands are looking to be able to reach more people as they get connected to the web. Social Media is no different. Community managers will tell you how often their brands want to just be able to reach everyone, so that everyone buys and becomes a consumer of that brand.
Yet, with social we’re governed by always trying to find that reach on someone else’s real estate, never our own. While we have a brand’s page/profile on these platforms, they can be deemed as owned, as the content belongs to the brand, but they are never truly owned. The brand is governed by a set of rules and regulations put in place by that platform, not one that is defined by the brand or user. We’re just tenants on the property.
So why then are we not strong believers in having ‘Owned’ platforms. Ones created by brands / people and governed by rules and regulations set out by us, not someone sitting in a country we’ve never been to.
I am a big believer in being the owner of my content and their by having a content hub and gaining a community from it. I do though think that social platforms and other websites play a role in enabling the content produced.
Sharing content across various platforms increases reach. Using multiple platforms will get your message across to people. Cross-pollination of content ensures that you then drive these people back to a platform owned by you.
Algorithms on various platforms will always change, Google even messes with us sometimes, but being able to use multiple platforms to drive the message helps you to find the right reach.
Let me know what you think about owning a platform instead of renting a property in the comments below.