You can’t control what you don’t own, so it is a risky marketing practice to build your prospects, customers, and fans on other people’s platforms (i.e. social media). Before the internet, customer mailing addresses were considered valuable property. Now, email addresses and text message numbers are the greatest marketing asset you can own. When you have the capability to send each person a customized message that they can review at their convenience, then you have the best opportunity to build a meaningful bond. If your “list” only sits on someone' else’s property, then you are forever at their mercy. They can change the rules whenever they choose, but if you have direct control, you are free to follow your own rules.