In an era dominated by social media, it’s tempting to funnel all your digital marketing efforts into platforms like Facebook, Instagram, or Twitter (or X or whatever Elon is calling it now). While these platforms undoubtedly offer a vast reach and engagement potential, a recent incident highlights the inherent dangers of relying solely on social media for your online presence. A cautionary tale is the unfortunate experience of a photographer who, after seven years of hard work, saw their business obliterated by Facebook scammers.
The alarming story reveals the vulnerabilities of depending exclusively on social media for business visibility. In this case, scammers took advantage of the photographer’s reliance on Facebook for communication, bookings, and customer interaction. When the scammers targeted the photographer’s account, they not only wiped out seven years of hard-earned content but also jeopardized the business’s reputation as he was now unable to access booked commitments or even his customers. In my town, a politician lost control of his Facebook page and it is now incessantly posting about investing in crypto. In both of these instances control was lost by responding to a seemingly authentic-looking message sent to the page by “Facebook.” Messages will often read something like this:
And they are relentless. Take a look at the number I have received in less than a week. “Facebook user” is the name Facebook changes the profile to after the profile is deleted. They usually will say Facebook Security, Meta Security or some other official-sounding name.
And unfortunately, Facebook does not seem concerned about it and has done nothing to prevent it. They will eventually delete the scammers account; but they will create a new one as soon as that happens.
These incidents underscore the importance of diversifying your online presence. Relying solely on social media platforms exposes your business to significant risks, including account hacking, platform changes, and algorithm updates that can impact your visibility. To mitigate these risks, travel professionals must have a dedicated website.
Your website is your secure and controlled space where you have ownership and authority over your content. Unlike social media platforms, where policies and algorithms can change unexpectedly, your website is a stable digital asset that reflects your brand consistently. It provides a platform for showcasing your services, customer testimonials, and contact information without the risk (for the most part) of being infiltrated by scammers.
Additionally, having a website allows you to establish a professional online presence, enhancing your credibility and trustworthiness in the eyes of potential clients. Your well-designed website acts as a central hub for your business, providing visitors with easy access to essential information, updates, and promotions.
Your website is your sandbox and you can determine who plays in it, for how long, and what games! Facebook and Instagram are Zuckerberg’s sandbox, Twitter or X belong to Musk.
There is no doubt that social media remains a valuable tool for engaging with clients and reaching a broader audience, and you most definitely need to have a presence. However, relying solely on it for your online presence poses significant risks. Be cautious. Be suspicious. Do not click on any links or open any attachments from an unknown person. Before clicking or opening ask yourself four questions.
- Do I know this person or company?
- Do I have an existing relationship with this person or company?
- Am I expecting anything from this person or company?
- Does it make sense for this person or company to be sending me this link or attachment?