Yes, social media is incredibly important—and powerful. It has the potential to put you in front of a huge number of people, often for little to no cost. Plus, let’s be real: it’s where people spend a majority of their free time. Ignoring it altogether would be a missed opportunity.

But (and this is a big but), social media can’t be the only way you connect with your audience. It’s not a substitute for owning your own communication channels, like your email list or website. And while it’s a great tool for visibility, it shouldn’t consume all your time and resources.

Here’s why: Social media platforms are borrowed land. You don’t own them, and you have no control over their algorithms, policies, or even their existence (looking at you, TikTok ban drama). One day, your content could reach thousands; the next, it might barely reach a handful of followers. That’s why your email list is critical. It’s the one channel you fully own and control. When someone gives you their email address, they’re giving you direct access to their inbox—no algorithms, no middlemen. It’s a direct line to your audience, and it’s invaluable for building trust, nurturing relationships, and driving sales.

That said, social media is still a must for most businesses. If you’re in a visual industry—like photography, floristry, or fashion—it’s non-negotiable. Platforms like Instagram and TikTok are where you showcase your work and connect with your audience. Even if you’re in a service-based business, like coaching or consulting, social media can help you build credibility and stay top of mind.

But here’s the thing: Social media is just one piece of the puzzle. In this day and age, personal connections, networking, and building an in-person community might actually produce more fruit for your small business than a social-only approach. People crave real, human interaction—something that’s hard to replicate through a screen. Whether it’s attending local events, hosting workshops, or simply picking up the phone to call a client, these efforts often lead to deeper, more meaningful relationships (and, ultimately, more business).

So, what’s the takeaway?

• Don’t ignore social media. It’s a powerful tool for visibility and engagement.
• Don’t rely on it exclusively. Build your email list, maintain your website, and nurture real-world connections.
• Don’t let it consume you. Post consistently, but remember: posted is better than perfect.

Social media is important, but it’s not the foundation of your marketing strategy. The foundation is the audience you own—your email list—and the relationships you nurture, both online and offline. Start there, and you’ll set your business up for long-term success.