Controlling Your Owned Content in a New Age of Social Media
How are you Spending Your Content Capital?
Plant for Profits Column, Leslie F. Halleck
There’s not a single business post on Instagram these days that doesn’t seem to include multiple frustrated complaints from followers about “links posted in Bio”. I mean, just post all the content and information directly in the post or video, right??! Well, nope. I actually do not agree with that complaint. Why? Keep reading and I’ll explain why I don’t think you - especially as a small business - should be spending all your informational capital on free social media posts; on social media-channel real estate you neither own nor control.
Let’s face it; the landscape and nature of social media networks, and the tech bros who control them (and how they control your content and data), are a far cry from the wide open and independent ones of the beginning times on the internet. I say this as a Gen-Xer who experienced first hand what it used to be like on the baby internet, before social media was a 24/7 data-mining marketing tool and propaganda machine.
Sure, I know we’re operating in a give-to-get marketing economy these days. There’s nothing wrong with sharing some of your information for free. You just need to make sure what you’re giving away, and how and where you’re giving it, makes sense for your business. You do it to build community and lean into those relationships authentically.
But, with the massive shifts in the political and tech world that have hit home hard in 2025, I’m watching many people abandon mainstream social channels such as FB and IG in bulk. While many others are reluctant to give up the connections with people and customers they have on their channels, they may be looking less, posting less, and seeking out other new or better options. You may be seeing less engagement, losing followers, or struggling to no end to gain any new ones. You’re not alone.
The point I want you to remember is you don’t own your social media channels. Never did. If you don’t own that content, or control it, what’s it worth? When that channel gets shut down, all your content is gone along with your entire community. Poof! What a waste. Something else to think about; when all your content is essentially on a social media channel, it’s that social media channel’s brand that is out in front of your brand.
"The point I want you to remember is you don’t own your social media channels. Never did. If you don’t own that content, or control it, what’s it worth?"
If you’re investing all your content capital, time capital, and emotional capital into social media channels, I’d like you to take a step back and consider something: Are you investing any of that capital into content you own directly on platforms you own? Or just sharing everything for free on platforms owned by other companies?
The world shift of late may signal an opportunity to leverage old school marketing content that you own on your own platform. Your website, your blog, your articles feed, your newsletter. Directly cultivating your community and leaning in to engage with them from your own ground, on your own terms. Old School baby.
The way I look at it, social media channels are just a meet-up spot. If you really want to learn from me or dig into what I have to offer in a more meaningful way, then you can accept the invitation I offer to link to my website for the rest of the story. When it comes to deep learning or heartier content and engagement, you can’t post the entire piece on a social media post. It never fits and you’ve just done a bunch of free work that is going to help your community; if they aren’t willing to make one click to your website or email to read it in-full, they aren’t the right fit.
I’m not suggesting you stop using mainstream social media channels. On the contrary, the world needs you and what you do. It’s even more important for you to take up space, use your voice, and cultivate community. I’m just saying you shouldn't be spending all your content capital on social media channels you don’t own or control. You need to reinvest that capital back into ground you do own, which puts you in the position of power.
If you'd like some guidance on content and marketing in your botanical business book an initial consultation HERE.
