Might be an obvious thing to say, however, many still build on someone else’s land.
Building on other’s land is a risky strategy as you have no control over where you are gaining your business from. What if Facebook or Twitter or LinkedIn or whatever platform/network change, close, or you can not get access to? So if you only have your content, community, ads, call to action, the source of leads and customers on other people’s platforms then do not be too surprised if suddenly your business changes.
If however, you see them as very useful tools to drive people to your own land i.e. your website, inbox, newsletter sign up and face to face contact, then you are building your business on your own land that you have ownership and control.
Amazing how much we trust that things will be there forever when no one can predict what will happen beyond 12 months.