John North
John North on The Hidden Dangers of Social Media & How to Future-Proof Your Business
I recently had the privilege of sitting down with Rick Otton for an insightful media interview, where we tackled one of the biggest mistakes entrepreneurs make today—building their entire business on social media platforms.
We see it all the time: business owners pour time, effort, and money into growing their social media presence, believing that more followers automatically mean more success. But here’s the harsh reality: you don’t own that audience.
In our conversation, I broke down the major risks of relying too heavily on social media, including:
✅ The platform problem – At any time, Facebook, Instagram, or TikTok can change their rules, limit your reach, or even shut down your account overnight—wiping out years of hard work in an instant.
✅ The algorithm game – Social media companies prioritise their business model, not yours. If your content doesn’t fit their ever-changing algorithm, your audience may never see your posts, no matter how good they are.
✅ No direct ownership – Unlike an email list or a customer database, your social media followers aren’t truly yours. You have no control over how or when you can reach them.
The Solution? Own Your Assets!
During the interview, I shared why successful entrepreneurs focus on building assets they truly own—such as:
🔹 Email lists – Your email list is one of the most powerful business tools you can have. It’s a direct line to your audience, without interference from third-party platforms.
🔹 Content on your own website – Instead of creating content exclusively for social media, invest in your own blog, podcast, or video library where you control the messaging.
🔹 Community & relationships – Creating a loyal customer base through memberships, courses, or newsletters gives you stability that social media alone can’t provide.
Key Takeaways from the Interview
🔹 Social media is a tool, not a business foundation. Use it wisely, but don’t depend on it.
🔹 If you want long-term success, focus on owning your customer relationships.
🔹 Building real, tangible assets like an email list, website, and brand authority is the smartest way to future-proof your business.
This was a fantastic conversation, and I truly believe it will help entrepreneurs rethink how they approach business growth in today’s digital world.
