Building Assets on Other People’ s Land
Although networks like Facebook, Twitter, and YouTube give you access to billions of people, focusing 100 percent of your attention on creating audiences on these platforms is dangerous. These platforms can, and will, change their rules from time to time, and those changes may not be in your favor.
Instead, focus on building media assets that you own, particularly your email list. You should absolutely build connections on major networks like Facebook, Twitter, and YouTube, of course, but look to migrate those connections to an asset you have more control over. You can find out more about building email campaigns in Chapter 11.