Friendly Enemies

I always thought that social media were collateral tools to our online presence. Although, I admit, over time I have sagged, I have always been convinced that no “profile,” “page,” or “group” could, or should, match the one and most concrete window into the world of the Internet: the website.

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Changing Wind

Not long ago, in a letter sent to the Justice Committee of the U.S. House of Representatives, Mark Zuckerberg revealed that in 2021, the Biden administration pressured Facebook to censor certain content, including satirical content, regarding the pandemic.

The CEO of Meta Platforms also announced the discontinuation of the independent fact-checking program, preferring a “Community Notes” system similar to Elon Musk‘s Twitter/X.

This episode is not only a problem of freedom of expression, but shows how social platforms are subject to external influences, adapting their dynamics to the political and economic changes of the moment.

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Algorithm(s)

In recent years, social media have gone from being tools for connecting and sharing to true aggregators of information, able to influence trends and determine who should see what and with what priority.

This transformation is not only about ownership of content, but also about control over its dissemination and the value it generates. It is not just about intellectual property, but about theimpact that content generates in the real world, influencing visibility, reputation and interaction with audiences.

Officially designed to improve the user experience, algorithms end up arbitrarily determining what deserves visibility and what does not. The consequences can be manifold:

• A profile followed by thousands of users can be restricted or blacked out without notice.
• Content that was acceptable until yesterday may suddenly become less visible due to new policies.
• Corporate and professional digital strategies can lose effectiveness with each policy update.

Those who invest time and resources in these platforms must contend with changing rules and the knowledge that they do not have full control over their online presence.

Think of a creator or company that has spent years building its community:

• If Meta decided to limit its profile, it would not only lose the content, but the value built over time, that is, the connection with the audience.
• If Google suspends a business without notice, the credibility gained through reviews and interactions could evaporate.
• If, after yet another algorithm change, Instagram decides to change the format of feed previews, an established and functional communication strategy could lose effectiveness overnight.

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If the Web is your home, Social is your studio apartment for rent!

Social media are fundamental tools for marketing and communication, but relying solely on them can be superficial and risky.

Building a solid digital presence requires creating an independent base:

• A well-structured, mobile-optimized website that serves as a reference point for all content and ensures stability over time.
• A newsletter with a qualified contact base to maintain a direct relationship with the audience without depending on algorithms.

These tools are the essential elements for an autonomous digital infrastructure that can maintain control and continuity without being subjected to the fluctuations of social platforms.

Investing in your own site means enhancing your content, protecting your digital identity and ensuring effective and long-lasting communication.